The document is a marketing plan for Volpe Library at Tennessee Tech University. It analyzes the current situation which includes primary uses of studying, printing, and presentation practice. However, there is underutilization of library media, services, and space. Online usage statistics show increases in visits, unique visitors, and page views from September to October 2012. The top pages viewed were the library home page and resources for research like Eagle Search. Key strategic issues are a lack of awareness about the library and underutilized space and amenities, especially on the first and third floors.
Bicycle-Oriented Design: a survey of building owners in BerkeleyBikeBOD
This document summarizes research into why building owners invest in bicycle-oriented design (BOD). [1] Interviews were conducted with owners to understand their motivations, challenges, and types of BOD chosen. [2] Common motivations included financial benefits of attracting tenants, employee satisfaction, and leading by example. [3] Potential challenges included costs of space for bicycle parking and amenities, but costs did not preclude implementation and lack of standards did not appear to either.
The document discusses marketing a library's new 2.0 services after implementing enhancements. It recommends forming a committee representing IT, reference, and circulation to generate staff interest and ownership. The marketing plan involves getting staff onboard by generating excitement about the new services and training them to be ambassadors. Current users should be communicated with to promote that regular services still exist alongside new 2.0 options via the library website, newsletters, tours and a 2.0 day event. Potential users should be reached through videos, social media, community outreach, flyers and ads to promote that the library has updated its offerings.
Libraries face increased competition for attention from streaming services and mobile technology. To raise awareness of libraries' value, a national marketing strategy will promote annual campaigns like National Libraries Day and the Summer Reading Challenge. This will be supplemented by local promotional campaigns and targeted social media use. The media will also be actively engaged to shift focus from library closures towards the transformative impact of library services. Advocacy will represent libraries' role in supporting national and local priorities for health, employment, and skills to policymakers and local leaders.
This document outlines 20 steps for libraries to effectively market themselves online, including getting listed in relevant directories, optimizing their website and social media presence, engaging users through tools like blogs, reviews and messaging, and considering new technologies like virtual worlds. The goal is to "be where users are" by pushing information to patrons through various online channels rather than expecting them to solely visit the physical library or website. Developing a formal marketing plan that assigns staff and budgets for both one-time and ongoing efforts is advised for success.
From our session at the Charleston Conference, 7 November 2013, hosted by Nader Qaimari, SVP, Marketing & Sales for Gale, part of Cengage Learning, and Carol Anne Germain, Information Literacy Librarian, University of Albany.
Participants will learn outcomes of an academic library survey conducted July, 2013. Suggestions for academic institutions and an overview of free resources and materials available from Gale dedicated to your library's success are covered.
The document discusses how libraries and librarians promote their value in the digital age. It notes that librarians have become teachers of digital literacy and help patrons access electronic resources. It provides tips on how libraries can effectively communicate their value to the public, including knowing their brand and goals, having a clear message, identifying staff to spearhead promotional efforts, and developing relationships with local media.
Bicycle-Oriented Design: a survey of building owners in BerkeleyBikeBOD
This document summarizes research into why building owners invest in bicycle-oriented design (BOD). [1] Interviews were conducted with owners to understand their motivations, challenges, and types of BOD chosen. [2] Common motivations included financial benefits of attracting tenants, employee satisfaction, and leading by example. [3] Potential challenges included costs of space for bicycle parking and amenities, but costs did not preclude implementation and lack of standards did not appear to either.
The document discusses marketing a library's new 2.0 services after implementing enhancements. It recommends forming a committee representing IT, reference, and circulation to generate staff interest and ownership. The marketing plan involves getting staff onboard by generating excitement about the new services and training them to be ambassadors. Current users should be communicated with to promote that regular services still exist alongside new 2.0 options via the library website, newsletters, tours and a 2.0 day event. Potential users should be reached through videos, social media, community outreach, flyers and ads to promote that the library has updated its offerings.
Libraries face increased competition for attention from streaming services and mobile technology. To raise awareness of libraries' value, a national marketing strategy will promote annual campaigns like National Libraries Day and the Summer Reading Challenge. This will be supplemented by local promotional campaigns and targeted social media use. The media will also be actively engaged to shift focus from library closures towards the transformative impact of library services. Advocacy will represent libraries' role in supporting national and local priorities for health, employment, and skills to policymakers and local leaders.
This document outlines 20 steps for libraries to effectively market themselves online, including getting listed in relevant directories, optimizing their website and social media presence, engaging users through tools like blogs, reviews and messaging, and considering new technologies like virtual worlds. The goal is to "be where users are" by pushing information to patrons through various online channels rather than expecting them to solely visit the physical library or website. Developing a formal marketing plan that assigns staff and budgets for both one-time and ongoing efforts is advised for success.
From our session at the Charleston Conference, 7 November 2013, hosted by Nader Qaimari, SVP, Marketing & Sales for Gale, part of Cengage Learning, and Carol Anne Germain, Information Literacy Librarian, University of Albany.
Participants will learn outcomes of an academic library survey conducted July, 2013. Suggestions for academic institutions and an overview of free resources and materials available from Gale dedicated to your library's success are covered.
The document discusses how libraries and librarians promote their value in the digital age. It notes that librarians have become teachers of digital literacy and help patrons access electronic resources. It provides tips on how libraries can effectively communicate their value to the public, including knowing their brand and goals, having a clear message, identifying staff to spearhead promotional efforts, and developing relationships with local media.
CPD25 Marketing your library using social mediaNeil Infield
The document provides an overview of social media marketing for libraries. It discusses several major social media platforms like Facebook, Twitter, LinkedIn, Instagram, Pinterest, Google+, YouTube and tools like Hootsuite and Buffer. For each platform, it describes how libraries can use it, what type of content to post, and tips for successful engagement. The key highlights are developing a social media strategy aligned with business goals, using content marketing and storytelling to build trust and audience, and measuring results to optimize performance over time.
Marketing your Library: P.R., Advertising and PromotionS. L. Faisal
The document discusses marketing strategies for libraries, including the importance of public relations, advertising, and promotion. It provides tips for developing promotional materials like logos, slogans, brochures and newsletters. The document also outlines steps for increasing media coverage of the library such as selecting the right media outlets, packaging news appropriately, and following up with reporters to establish ongoing relationships. The overall aim of marketing the library is to better serve customers and ensure the library remains an indispensable information resource.
The elements of the marketing plan build the course of action for a company.
To help you succeed, we have put together the key components of a successful Marketing Plan.
The marketing plan summarizes The Glimmerz Limited's strategy to launch a new juice product called "Refresh" in Lahore, Pakistan. It includes an executive summary of the plan, situation analysis of the market, objectives to gain market share and increase profits, and tactical programs for product, promotion, pricing and distribution. The plan involves advertising on TV, print media, billboards and distributing product samples to introduce Refresh and target various customer segments in Lahore. It establishes a budget and timeline for implementation from May to August 2010.
The document outlines the key elements of an effective marketing plan, including an executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples of each element. The executive summary should briefly summarize the circumstances and recommendations. The situation analysis describes the company's current position. The objectives state where the company wants to be. The strategies are how the objectives will be achieved and tactics are specific actions that implement the strategies. The budget covers the costs.
How to Write a Marketing Plan: A Comprehensive Guide with TemplatesVital Design
Since we are a digital marketing agency, this marketing plan discussion will focus heavily on
digital marketing (what we call “inbound marketing”) — but the strategies and concepts discussed
can be expanded to encompass your entire marketing department.
Columbia Sportswear is considering expanding into the snowboarding industry by acquiring a premium snowboard manufacturer and marketing snowboards under the Columbia brand name to leverage its reputation for quality outdoor gear. The plan is to target regular snowboarders in the US and Europe with high performance snowboards priced competitively that convey Columbia's values of functionality, durability, and active lifestyle. If successful, the new snowboard line could establish Columbia as a strong competitor in the $500 million snowboarding equipment industry.
This document provides a template for developing a marketing strategy. It includes sections for outlining 2014 highlights and challenges, 2015 marketing goals and a strategy statement, specific tactics, metrics for measuring success, and a proposed marketing budget. The template is intended to help users align their marketing programs with business objectives, obtain executive approval for the strategy, and establish accountability through defined metrics.
Purchase Price = Perpetuity of Rent Payment / Required Return Assumption
Purchase Price = 254.854.833,44 / 0.12 = 2.120.457.228,20 KES
So the estimated purchase price for the building based on perpetuity of rent payments and a 12% required return is approximately 2.12 billion KES.
Mistura Beauty Solutions is experiencing rapid growth and must determine how to manage expansion. A situation analysis identifies strengths like award recognition but also weaknesses in processes. Opportunities exist in the large market size but threats include increased competition. Three alternatives are considered: Six Sigma to increase efficiency, vertical integration for quality control, and hiring a CMO to expand product lines. Quantitative analysis recommends Six Sigma given its feasibility and potential for increased savings. Implementation would obtain capital and begin the Six Sigma process over several years to evaluate results and control quality. Risks and contingencies are identified around the effectiveness of Six Sigma.
Bonnier: Digitalizing the Media Business Case AnalysisBrooke McCarter
Bonnier is facing declining sales of traditional print media due to changes in consumer culture and the rise of digital media. To address this, the R&D department is considering alternatives to increase readership and sales, including creating a social media microblogging app or using cross-promotion to entice print purchases. They recommend developing the microblogging app, called Project Blog+, which allows users to tailor content to their interests across a variety of topics. Implementation would start with building infrastructure, then testing and rolling out the app over several years. Risks include lack of writer or consumer buy-in, and insufficient growth.
Louis Vuitton is a luxury goods company founded in 1854 known for leather goods and luggage. It has grown under CEO Bernard Arnault to become highly profitable through vertical integration of manufacturing and distribution. Key success factors are maintaining the brand image of quality and differentiation. The hybrid alternative of producing both artisanal and accessible goods using different manufacturing models could appeal to all customer segments while balancing heritage and growth. Forecasts show continued revenue and profit increases through 2015 if this strategy is implemented through expanding production, entering new markets, and adjusting pricing. Risks include losing across all segments, and the contingency plan would be to shift to the heritage production model.
The document summarizes findings from a qualitative study on why college students aged 18-23 prefer using mobile applications to traditional internet usage for common activities. It was found that students prefer apps for social networking, communication, media, organization, and games due to factors like convenience, usability, and having something to pass the time. Common app categories used were social networking, games, organization, and media. Values cited for using mobile apps included social networking, convenience, passing time, and ease of use.
El documento presenta un gráfico que muestra los índices de Hofstede para la distancia de poder (PDI), individualismo (IDV) y evitación de la incertidumbre (UAI) para la República Dominicana y los Estados Unidos. También enumera varias cadenas de radio y televisión estatales y privadas en la República Dominicana.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
CPD25 Marketing your library using social mediaNeil Infield
The document provides an overview of social media marketing for libraries. It discusses several major social media platforms like Facebook, Twitter, LinkedIn, Instagram, Pinterest, Google+, YouTube and tools like Hootsuite and Buffer. For each platform, it describes how libraries can use it, what type of content to post, and tips for successful engagement. The key highlights are developing a social media strategy aligned with business goals, using content marketing and storytelling to build trust and audience, and measuring results to optimize performance over time.
Marketing your Library: P.R., Advertising and PromotionS. L. Faisal
The document discusses marketing strategies for libraries, including the importance of public relations, advertising, and promotion. It provides tips for developing promotional materials like logos, slogans, brochures and newsletters. The document also outlines steps for increasing media coverage of the library such as selecting the right media outlets, packaging news appropriately, and following up with reporters to establish ongoing relationships. The overall aim of marketing the library is to better serve customers and ensure the library remains an indispensable information resource.
The elements of the marketing plan build the course of action for a company.
To help you succeed, we have put together the key components of a successful Marketing Plan.
The marketing plan summarizes The Glimmerz Limited's strategy to launch a new juice product called "Refresh" in Lahore, Pakistan. It includes an executive summary of the plan, situation analysis of the market, objectives to gain market share and increase profits, and tactical programs for product, promotion, pricing and distribution. The plan involves advertising on TV, print media, billboards and distributing product samples to introduce Refresh and target various customer segments in Lahore. It establishes a budget and timeline for implementation from May to August 2010.
The document outlines the key elements of an effective marketing plan, including an executive summary, situation analysis, objectives, strategies, tactics, and budget. It provides examples of each element. The executive summary should briefly summarize the circumstances and recommendations. The situation analysis describes the company's current position. The objectives state where the company wants to be. The strategies are how the objectives will be achieved and tactics are specific actions that implement the strategies. The budget covers the costs.
How to Write a Marketing Plan: A Comprehensive Guide with TemplatesVital Design
Since we are a digital marketing agency, this marketing plan discussion will focus heavily on
digital marketing (what we call “inbound marketing”) — but the strategies and concepts discussed
can be expanded to encompass your entire marketing department.
Columbia Sportswear is considering expanding into the snowboarding industry by acquiring a premium snowboard manufacturer and marketing snowboards under the Columbia brand name to leverage its reputation for quality outdoor gear. The plan is to target regular snowboarders in the US and Europe with high performance snowboards priced competitively that convey Columbia's values of functionality, durability, and active lifestyle. If successful, the new snowboard line could establish Columbia as a strong competitor in the $500 million snowboarding equipment industry.
This document provides a template for developing a marketing strategy. It includes sections for outlining 2014 highlights and challenges, 2015 marketing goals and a strategy statement, specific tactics, metrics for measuring success, and a proposed marketing budget. The template is intended to help users align their marketing programs with business objectives, obtain executive approval for the strategy, and establish accountability through defined metrics.
Purchase Price = Perpetuity of Rent Payment / Required Return Assumption
Purchase Price = 254.854.833,44 / 0.12 = 2.120.457.228,20 KES
So the estimated purchase price for the building based on perpetuity of rent payments and a 12% required return is approximately 2.12 billion KES.
Mistura Beauty Solutions is experiencing rapid growth and must determine how to manage expansion. A situation analysis identifies strengths like award recognition but also weaknesses in processes. Opportunities exist in the large market size but threats include increased competition. Three alternatives are considered: Six Sigma to increase efficiency, vertical integration for quality control, and hiring a CMO to expand product lines. Quantitative analysis recommends Six Sigma given its feasibility and potential for increased savings. Implementation would obtain capital and begin the Six Sigma process over several years to evaluate results and control quality. Risks and contingencies are identified around the effectiveness of Six Sigma.
Bonnier: Digitalizing the Media Business Case AnalysisBrooke McCarter
Bonnier is facing declining sales of traditional print media due to changes in consumer culture and the rise of digital media. To address this, the R&D department is considering alternatives to increase readership and sales, including creating a social media microblogging app or using cross-promotion to entice print purchases. They recommend developing the microblogging app, called Project Blog+, which allows users to tailor content to their interests across a variety of topics. Implementation would start with building infrastructure, then testing and rolling out the app over several years. Risks include lack of writer or consumer buy-in, and insufficient growth.
Louis Vuitton is a luxury goods company founded in 1854 known for leather goods and luggage. It has grown under CEO Bernard Arnault to become highly profitable through vertical integration of manufacturing and distribution. Key success factors are maintaining the brand image of quality and differentiation. The hybrid alternative of producing both artisanal and accessible goods using different manufacturing models could appeal to all customer segments while balancing heritage and growth. Forecasts show continued revenue and profit increases through 2015 if this strategy is implemented through expanding production, entering new markets, and adjusting pricing. Risks include losing across all segments, and the contingency plan would be to shift to the heritage production model.
The document summarizes findings from a qualitative study on why college students aged 18-23 prefer using mobile applications to traditional internet usage for common activities. It was found that students prefer apps for social networking, communication, media, organization, and games due to factors like convenience, usability, and having something to pass the time. Common app categories used were social networking, games, organization, and media. Values cited for using mobile apps included social networking, convenience, passing time, and ease of use.
El documento presenta un gráfico que muestra los índices de Hofstede para la distancia de poder (PDI), individualismo (IDV) y evitación de la incertidumbre (UAI) para la República Dominicana y los Estados Unidos. También enumera varias cadenas de radio y televisión estatales y privadas en la República Dominicana.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
LA HUG - Video Testimonials with Chynna Morgan - June 2024
Volpe Library Marketing Plan
1. VOLPE LIBRARY MARKETING PLAN
KNOWLEDGE RESEARCH
TECHNOLOGY
Submitted by:
Steven
Brockman, Ma
rk
Butler, Brooke
McCarter, and
Angeline Ross
Tennessee
Tech
Brockman, Butler, McCarter, University
12/04/2012 1
2. SITUATION ANALYSIS
• Current primary use • Underutilization of library media and
– Studying services
• Group – Eagle Search
• Individual – Interlibrary loan
– Printing – Physical research materials
– Presentation practice • Library staff having to do more with less
• Updated second floor layout popular • Databases
with students
– Underutilization
(see image below)
– Rising costs
2nd Floor Study Au Bon Pain Reference
Space Brockman, Butler, McCarter, Librarian Desk
12/04/2012 2
3. SITUATION ANALYSIS
1st Floor Layout
Underutilized
Space
Services/Material
s
Brockman, Butler, McCarter,
12/04/2012 3
6. SWOT ANALYSIS
STRENGTH WEAKNESS
S ES
• Second Floor • First Floor Layout
Layout • Third Floor Layout
• Updated • Commuter School
Technology • Underfunded
• Eagle Search • Short on Staff
• Staff • Underutilization of
• Central Location Eagle Search
• Support of TTU
OPPORTUNI
Central THREATS
TIES
Administration • New Dorms
• Marketability of • Departmental
Eagle Search Lounges
• Technology • Google
Updates
• Insufficient
• Advertising in Funding
Buildings on
Campus
12/04/2012 • Campus, Class, S Butler, McCarter,
Brockman,
6
7. KEY STRATEGIC ISSUES
LACK OF AWARENESS
• Embed incoming Freshmen and Sophomores
with knowledge about the library
• Cannot expect upperclassmen to change the way
they study or conduct research
UNDERUTILIZED SPACE AND
AMENITIES
• 1st and 3rd floors need to be renovated to provide
students with what they need
• Updated amenities lead to more users of the
library and its services
Brockman, Butler, McCarter,
12/04/2012 7
8. ONLINE USAGE STATISTICS
Visits and Unique Visitors
14000
12000
10000
8000
6000
4000
2000
0
Unique Unique
Visits - Visits -
Visitors - Visitors -
September October
September October
2012 2012
2012 2012
Library Web Server 11548 13333 6352 6954
LibGuides 2741 2120 1883 1413
Library Catalog 6893 9118 4819 6183
Eagle Search 3623 5173 2185 2851
Brockman, Butler, McCarter,
12/04/2012 8
9. ONLINE USAGE STATISTICS
Page Views
80,000.00
Number of Page
69,335
70,000.00
60,000.00 54,248.00
Views
50,000.00
38,046
40,000.00 34,249.00 31,325
30,000.00
21,482.00
20,000.00 13,504.00
9,840
10,000.00
-
September 2012 October 2012
Library Web Server LibGuides Library Catalog Eagle Search
Brockman, Butler, McCarter,
12/04/2012 9
10. ONLINE USAGE STATISTICS
Top 5 Viewed Pages – September 2012
25,000
Number of Page Views
19,665
20,000
15,000
10,000
5,000 3,623
2,035 1,485 1,426
0
Total Page Views
Library Home Page Eagle Search
Alphabetical List of Databases Library Catalog Home Page
Library Hours
Brockman, Butler, McCarter,
12/04/2012 10
11. ONLINE USAGE STATISTICS
Top 5 Viewed Pages – October 2012
25,000
21,914
Number of Page Views
20,000
15,000
10,000
5,173
5,000 2,207 1,808 1,741
0
Total Page Views
Library Home Page Eagle Search
Alphabetical List of Databases InterLibrary Loan
Library Catalog Home Page
Brockman, Butler, McCarter,
12/04/2012 11
12. $100,000
$150,000
$200,000
$50,000
$0
ABI/Inform…
12/04/2012
ACM Digital…
Agronomy…
American…
ASCE Online…
Blackwell…
Books in Print…
Cambride…
Criminal…
EBSCOhost…
Emerald Full…
Environment…
IEEE Xplore…
Literature…
Mary Ann Liebert
Brockman, Butler, McCarter,
DATABASE COST
Cost of Each Database
Mergent Online
MLA…
Naxos Music…
Oxford…
ReferenceUSA
ScienceDirect…
Sociological…
University of…
12
WG&L Federal…
WoltersKlewer…
13. BUDGET HISTORY
Total Budget
$1,450,000
$1,400,000
$1,350,000
$1,300,000
$1,250,000
$1,200,000
$1,150,000
$1,100,000
2007-2008 2008-2009 2009-2010 2010-2011 2011-2012
Total Budget $1,306,774 $1,396,064 $1,313,574 $1,215,360 $1,215,360
Brockman, Butler, McCarter,
12/04/2012 13
14. TITLE CUTS
Title Cuts
400
Number of Titles That
350
300
Were Cut
250
200
150
100
50
0
1992 1997 1999 2006 2009
Title Cuts 201 361 157 335 230
Brockman, Butler, McCarter,
12/04/2012 14
16. BOOKS CHECKED OUT
Books Checked Out
14000
Number of Books
12000
Checked Out
10000
8000
6000
4000
2000
0
Fall 2009 Fall 2010 Fall 2011
Books Checked Out 12485 10370 8380
Brockman, Butler, McCarter,
12/04/2012 16
17. OBJECTIVE
The main objective is to increase
awareness by students and faculty of
the services provided by the Volpe
Library.
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18. TARGET MARKET SELECTION
STUDENTS
Commuter Needs and Characteristics
•Age: 18-19
•group and single study space
Lower Division (General Education) •computers/printing
•socialization
•Age: 20-22
•group work space
•computers/printing
Upper Division •research material physical or online
•down time between classes
•Au Bon Pain
•Age: 23-26
Graduate •research material physical or online
•computers/printing
•Age: 26+
•group work space
Non-traditional •computers/printing
•research material physical or online
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19. TARGET MARKET SELECTION
STUDENTS
Non-Commuter Needs and Characteristics
•Age: 18-19
•group and single study space
Lower Division (General Education) •computers/printing
•socialization
•Age: 18-23
•group and single study space
•computers/printing
Foreign
•socialization
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20. TARGET MARKET SELECTION
FACULTY
Needs and Characteristics
•computers/printing
Adjunct •research material physical or online
•meeting facilities
•computers/printing
Tenure Tract •research material physical or online
•computers/printing
Tenure •research material physical or online
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21. POSITIONING STATEMENT
The Volpe Library is the prime source for
students and faculty to receive the
highest level of assistance efficiently and
courteously from experienced and
knowledgeable staff, soar through online
data bases and utilize technology to
attain knowledge that is indispensable to
the teaching and learning process.
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22. NEW PRODUCTS AND SERVICES
• Eagle Search Kiosk
• Mini Bookstore
– Pens and pencils
– Notebooks
– Paper
– Folders
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23. NEW PRODUCTS AND SERVICES
• Lounge Area
– TVs Recommended Area
– Couches Underutilized space on the
– Downtime and Relaxation 1st floor
for Commuters (see picture to the left)
Before After
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24. NEW PRODUCTS AND SERVICES
• Temporary Office Space for
Faculty
• Exclusive Library App
– Eagle Search
– Library Catalog
• Media Center Creative Hub
– Scanners
– Photoshop
– Media Creation
– Printing
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25. COMMUNICATIONS
Advertising
• Print Media
– Colleges
– Common Areas
• Roaden University
Center
• Perch
• Dorms
• Social Media and
Mobile
– Facebook
– Twitter
– Foursquare
– Flickr
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26. COMMUNICATIONS
Promotion
• SOAR • Usage Reward
– Library Segment Program
– T-Shirt: “SOAR into – Points for:
Research” • Computer log-ons
• Facebook Giveaways • Technology check-outs
• Study room rental
– Collection of clues • Book rental
using pulsing • Eagle Search
advertising • InterLibrary Loan
– Winner gets a Kindle – Rewards:
Fire or iPad
• Gift cards
• Virtual Tour Video • Kindle Fire or iPad
Contest • Coupons for Au Bon
– Top 5 qualifiers get Pain
voted on by students Butler, McCarter,
12/04/2012
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27. COMMUNICATIONS
Public Relations
• WCTE
• Book
Donation/Recycling
Program
• Oracle
• YouTube
• Social Media
• Greek Life
• WTTU
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29. IMPLEMENTATION
• Short Term (0 – 6 months)
– Implement promotions
– Begin renovations of 1st and 3rd floors
• Medium Term (6 months – 18 months)
– Upgrade outdated resources, services, and
technologies
– Conduct marketing research to find out what
student and faculty needs and wants are
• Long Term (18 months +)
– Keep up-to-date on new technologies
– Increase push for funding
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