This document discusses developing and enhancing a marketing plan for a library. It identifies some key issues with the current poor image and dwindling customers of the library. Specifically, it notes that the library needs to have an impressive and welcoming structure, meet customers' basic needs of being informed, entertained and feeling safe, and improve signage and staff attitudes. The document also recommends determining customer wants, tailoring specific services to different groups, promoting available products/services, and evaluating the marketing process.

1. DEVELOPING AND ENHANCING
MARKETING PLAN
Prof. Thelma S. Kim
April 29-May 1. 2009
Lyceum of Aparri

2. INTRODUCTION
Marketing is the process of
understanding what your
customers want, and then
designing and delivering
products and services that fit
those needs
[Workman, 1999]
DEFINITIONS

3. INTRODUCTION
Marketing is the process of
informing and educating a
population about a good product
or service in a way that users
information known about the
targeted population, and
determining what products or
services would benefit them
[Thomas, as cited by Alman, 2007]
DEFINITION

4. INTRODUCTION
DEFINITION
Advertising which means merely
high pressure attempts to make
people buy what they don’t need
[Woodward, 2007]

5. This paper is anchored on:
A. Poor image of the Library
B. Dwindling library customers

6. A. Poor Image of the Library
1. Structure and Architecture
a. Location : where is the library?
b. Exterior and façade : Is the library
building impressive?
c. Interior : Ambience/Atmosphere : is the
library welcoming?

7. BASIC NEEDS OF CUSTOMERS
[WOODWARD, 2007]
Customers need to be informed :
this means their first impression
of a library must not seem
confusing

8. BASIC NEEDS OF CUSTOMERS
[WOODWARD, 2007]
Customers need to be
entertained : the library should
make customers say “WOW”
when they enter the front door

9. BASIC NEEDS OF CUSTOMERS
[WOODWARD, 2007]
Customers need to get a good buy :
Customers want to feel satisfied at
the discovery of a library materials
one is looking for

10. BASIC NEEDS OF CUSTOMERS
[WOODWARD, 2007]
 Customers need fast
service: There should
be no obstacle or
irritants to customers
like walking “a mile” to
a checkout desk, wait
or endure other
customers pushing in
front of them

11. BASIC NEEDS OF CUSTOMERS
[WOODWARD, 2007]
Customers need to feel safe :
Customers want the library building
to feel solid and permanent

12. BASIC NEEDS OF CUSTOMERS
[WOODWARD, 2007]
Customers need to
feel special :
Customers want the
library to have a
space just for them, a
niche where they can
read without people
bumping into them

13. PERSONNEL:
Librarians need to learn how to speak out
[Maxwell, 2006]
The need for the physical library
building
The Libraries’ active role in
transmitting culture and immortality
The spiritual aspect of librarian’s
work to the next generations of
librarians

14. B. Dwindling Library Users
Everybody should fully grasp the
essence of service encounter. This
relates to the interaction between
the librarian or other members of the
library staff, and the library users

15. Types of Service Encounter
(Choudhery, et al.,
2008]
a. The remote encounter : This is where
customers interact with the service but not
with staff or premises
b. The indirect personal encounter : This
primarily relates to telephone, e-mail, or
website queries or even instant messaging
where the user is interacting with the staff
member but is doing so without any

16. Types of Service Encounter
(Choudhery, et al.,
2008]
The direct
personal
encounter : This
relates to a
direct encounter
with the service
via a visit to the
library

17. KEY ISSUES TO CONSIDER
Signage Physical lay out of the
service
Atmosphere or ambience of the
premises
Attitude and motivation of the staff

18. ACCOMPLISHING
MARKETING REQUIREMENT
[Steauart, 2007]
 Determining what customers and
potential users want and how they
perceive the library as the most
appropriate instrument for meeting those
needs
 Segmenting the population so that
specific services can be identified and
tailored to the needs of those specific
groups

19. ACCOMPLISHING
MARKETING REQUIREMENT
[Steauart, 2007]
 Recognizing and enumerating what it will
take to provide these services in terms of
staff, expertise physical lay out, access,
collections, technology, etc.
 Developing affordable strategies to
satisfy information delivery goals and
objectives based on the results of that
audit and research

20. ACCOMPLISHING
MARKETING REQUIREMENT
[Steauart, 2007]
 Detailing the place/s that is the most
convenient location of services from the
perspective of the customer
 Promoting the results of that effort
through identified channels so that users
and potential users know what products
and services are available
 Periodically and routinely evaluating the
process

21. CONCLUSION
Marketing is a valuable tool available
to libraries in demonstrating their
organizational effectiveness. It is a
means of establishing stakeholders
and it ensures that libraries are
responding effectively to what their
public wants and needs.

22. THANK YOU