Marketing in a Briefcase

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Marketing in a Briefcase

• A presentation for the
• Texas Library Association
• By
• Sherry Nielsen
• Director Programs Promotions
• The American Heart Association

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Briefcase contents

• A bit on who built the briefcase
• A working definition of marketing
• A guide to creating a marketing mindset and
  strategy the marketing brief
• Q A

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Briefcase builder

• Sherry Nielsen
• More than 25 years marketing experience
• Headed marketing communications for Fortune 500
  companies like GTE, Embassy Suites Hotels
  American Medical International
• Led account strategy formulation execution for
  clients such as Dominos Pizza, Baylor Healthcare
  System, American Federal Bank
• Today with the American Heart Association, aiding
  in the development of national consumer marketing
  strategies as well as directing its Food
  Certification Program, with a focus on
  promotional business strategies to increase
  consumers selection of heart-healthy foods

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What is marketing?

• Merriam Webster defines marketing as . . .
• the process or technique of selling and
  distributing a product or service.
• Another way of thinking of marketing . . .
• how to make something your consumer wants and
  will pay for, or how to make your consumer want
  and pay for what you have.

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First steps toward a marketing strategy

• It all starts with a few basic questions
• What is the goal of your library?
• Increase literacy in the community
• Support success of students
• Meaningful resource for citizens
  self-help/continuing education
• Recreation/entertainment or edutainment
• Simply utilization/circulation growth

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First steps . . .

• Who does your library serve? And/or who must you
  satisfy?
• City Hall/School Administration
• Taxpayers/Donors
• Everyone within a 5-10 mile radius/all students
  faculty
• Helpful hint - very few entities can well-serve
  every audience. Consider targeting your marketing
  efforts to
• Those which will sustain support for your library
  (like City Hall/School Administration)
• One to three key segments in your service area

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First steps . . .

• What do they want?
• Votes/support for library expenses in the budget
• Value/literacy
• Todays best sellers, DYI, research materials,
  business, childrens stories, self-help, romance
  . . . as books, DVDs, programs/classes/events or
  online

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Classic four Ps of marketing

• Product
• What you will develop to satisfy your target
  audience(s) its components
• What you name or brand it how you package
  it
• Price
• Could you charge a fee? Simply to recover your
  cost?
• Place
• Where when your audience wants it
• Your building, sure, but where else? A mall?
  Dorm? Car dealership? Restaurant/Grocery store?
  Movie theater?
• Promotion
• How you let your target audience know what you
  have in a way that motivates them to take the
  action you want

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Getting started . . .

• Consider developing a marketing brief by
  answering the following
• Whats the current situation?
• Whats the marketing objective? What are the
  outcome measures?
• Whos the target audience?
• Whats my brands personality?
• Whats the idea/program?
• What are the key messages?
• How will the messages be delivered? (program
  elements)
• Timeline budget
• Great, but what might an actual brief look like?

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A sample marketing brief

• Whats the current situation?
• Were a mid-sized public library serving a
  fast-growing bedroom community of 40,000 people.
  
• Most of the population are professionals between
  the ages of 21-35 who have recently moved to the
  area. They dont really know their neighbors
  they havent discovered us their library.
• Most homes in the area possess professional
  kitchen appliances.
• Upon reading research about lifestyles in our
  areas, staff discovered like most young adults,
  our customers never learned how to cook or have
  very limited kitchen skills.
• They watch the Food Network are interested in
  cooking, but have not turned to their library for
  information on developing kitchen techniques or
  finding simple recipes.

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Sample marketing brief . . .

• Whats the marketing objective?
• PRIMARY Create a program that will leverage the
  desire of local new homeowners to learn kitchen
  skills simple-to-prepare recipes while meeting
  their neighbors to create regular library users.
• SECONDARY Convert these new library users into
  library advocates supporters.

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Sample marketing brief . . .

• What are your outcome measures?
• Attendance (at least 30 people per event)
• Attendee survey (at least 80 to score event as
  good or excellent, at least 70 to express
  their willingness to attend future activities at
  the library)
• Media impressions (how many news outlets reached
  how many viewers/readers/listeners in our service
  area?)
• Post event evaluation/opinions of key city
  leaders

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Sample marketing brief . . .

• Whos my target audience?
• Working women
• Between the ages of 21-35
• Who have moved to the area within the last 3
  years
• Who are homeowners living within 10 miles of the
  library

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Sample marketing brief . . .

• Whats my brands (librarys) personality?
• Convenient, easy-to-use resource for the
  information you need
• Safe, trustworthy gathering place for members of
  the community
• Comfortable relaxed
• Or, in a statement, the library works for me by
  providing a safe, comfortable place where I have
  easy access to the information which interests me
  where I may meet interact with my neighbors.

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Sample marketing brief . . .

• Whats the idea/program?
• With a local kitchen goods store, create a series
  of 3 in-library (or in-store) food preparation
  cooking demonstrations at which women can mix
  mingle while taking their first steps toward
  becoming confident cooks.
• Getting Started assuring your kitchen has the
  basic cooking tools, utensils basic ingredients
  you need
• Chop Like a Chef a demonstration of the most
  common cooking techniques terms
• Gourmet on the Go demonstrations of 3
  easy-to-prepare recipes that are ready in 30
  minutes or less

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Sample marketing brief . . .

• Whats the idea/program . . .
• Highlight the range of resources the library
  provides that support each of these subject areas
  including books, DVDs, videos more that tackle
• How to select essential kitchen tools
• What are the basic ingredients found in a
  well-stocked kitchen
• What are the basic kitchen techniques and terms
  to master
• What are simple recipes or quick meal solutions a
  new cook can prepare with ease.

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Sample marketing brief . . .

• Key messages
• Name of event Cooks Nook 2008
• Time, date and topic for each Nook
• May 1, from 800 to 900 p.m. - Getting Started,
  Learn the Essential Cooking Tools
• May 15, from 800 to 900 p.m. Chop like a
  Chef, Learn Key Cooking Techniques Terms
• May 29, from 800 to 900 p.m. Gourmet on the
  Go, Learn to Prepare Quick, Delicious Meals

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Sample marketing brief . . .

• Key messages . . .
• Location
• The Commons Room, first floor, HP Public Library,
  4700 Drexel (in the Town Hall), Dallas, TX
• Logistics
• Include map showing location where to park
• Require reservation, include phone number email
• Childcare provided
• Other Mandatories
• Highland Park Library logo
• Williams-Sonoma logo
• Cooks Nook 2008 graphic

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Sample marketing brief . . .

• Key messages . . .
• Potential copy points
• Meet your neighbors as our community learns how
  to really cook.
• Spend a free, fun-filled informative evening
  attending Cooks Nook 2008 at the Highland Park
  Public Library.
• Experts from Williams-Sonoma will lead
  discussions demonstrations to make you a
  confident chef.
• On display will be the latest books, DVDs and
  other resources available for you to take home
  test in your kitchen with a swipe of your
  Highland Park Library card.
• Contact us to make your reservation now space
  is limited.

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Sample marketing brief . . .

• How messages will be delivered
• Posting on City of Highland Park, Highland Park
  Library, Highland Park School District
  William-Sonoma websites
• Also any newsletters, utility bill-stuffers
  other routine communications vehicles
• Placement on city cable television channel
• 11X17 posters placed throughout city buildings
  windows of willing retailers/businesses
• 3X8 banner hung on high traffic side of library
• 5X5 banner for back of bookmobile (or other
  city vehicle)

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Sample marketing brief . . .

• How messages will be delivered . . .
• Bookmarks distributed at main library, school
  system libraries Williams-Sonoma check-out
  counters
• Email invitation to send to friends of the
  library
• Encourage viral sharing
• Press release, media alerts photo distribution

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Sample marketing brief . . .

• How messages will be delivered . . .
• Add-ons if budget allows
• Design placement of newspaper ad (ask for
  special non-profit or city rate for space)
• Chefs coat toque for intern/staff member to
  wear as he or she installs signage around town,
  staffs the circulation counter, etc, to generate
  inquiries interest
• Purchase of 300 spatulas, pot holders or
  refrigerator magnets imprinted w/ Cooks Nook
  2008 logo HP Library URL
• For attendees, William-Sonoma contacts, key city
  leaders possible inclusion in press release
• New display unit to hold books, DVDs more
  related to kitchen tools, cooking techniques
  recipes

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Sample marketing brief . . .

• Budget
• Cooks Nook 2008 logo design 500
• Posters (100)/Banners (2) design print 300
• Copying postage for press release/media
  alerts 15
• Design copying of bookmarks (500) 50
• Ingredients for cooking demonstration 30
• Extension cords (2) for electric skillets 10
• Tape for installing posters 5
• Total 910

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Sample marketing brief . . .

• Timeline
• Week 1 develop marketing brief
• Week 2 gain approvals for brief
• Week 3 secure promotional partner vendors
  gain list of promotional partners needs for
  event train staff regarding event (consider
  aprons) arrange for childcare
• Week 4 reserve room design event logo write
  press release
• Week 5 distribute press release design print
  posters, banners bookmarks post on internet
  sites

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Sample marketing brief . . .

• Timeline . . .
• Week 6 follow-up with media install posters
  banners begin to distribute bookmarks start
  taking RSVPs (secure name/address/phone email
  to create database)
• Week 7 map room set-up needs of promotional
  partner identify library resources to display
  monitor RSVPs
• Week 8 write distribute email invitations if
  space still allows develop print attendee
  surveys set-up special display of library
  resources for cooks
• Week 9 set-up event space phone/email event
  reminder to attendees deliver media alert hold
  first event distribute collect attendee
  surveys take photos

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Sample marketing brief . . .

• Timeline . . .
• Week 10 review first event attendee surveys
  to improve second event take RSVPs for upcoming
  events review/refresh signage installations
  revise media alertinclude photo w/ caption from
  first event post photo(s) on website
• Week 11 set-up event space phone/email event
  reminder to attendees deliver second media
  alert hold second event distribute collect
  attendee surveys take photos
• Week 12 review second event attendee surveys
  to improve last event continue taking RSVPs
  revise media alertinclude photo w/ caption from
  second event post photo(s) on website

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Sample marketing brief . . .

• Timeline . . .
• Week 13 set-up event space phone/email event
  reminder to attendees deliver last media alert
  hold last event distribute collect attendee
  surveys take photos
• Week 14 Compile final report on event deliver
  last photo(s) w/ captions to media post photos
  on website
• Week 15 Share event success in final report to
  key audiences
• Week 16 Celebrate with staff promotional
  partner start planning whats next

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Potential marketing tactics

• The press release
• Work w/ school or city media relations dept or
  press officer
• Theyll want the facts name of your event, why
  youre doing it/how it meets a community need,
  when where it is, whether it is free or for a
  fee, how folks can sign-up, etc.
• Share your thoughts on who youd like to receive
  the release (maybe food editor in addition to
  city editor, etc)
• Share your thoughts regarding potential media
  alerts, photo distribution, use of logo art
  tchotchkes, etc

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Potential marketing tactics . . .

• The press release
• If drafting sending release on your own
• Include the same information outlined for the
  media relations dept on previous slide
• Use resources such as the Associated Press
  Stylebook, InfoCom Groups Bulldog Reporters
  National PR Pitch Book, The Public Relations
  Society of America more

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Potential marketing tactics . . .

• The press release a start
• __________________________________________________
  ___
• FOR IMMEDIATE RELEASE Contact Viccy Kemp
• [phone]
• COOKS NOOK 2008 HEATS UP HIGHLAND PARK LIBRARY
• Series of how to get started in the kitchen
  events scheduled
• Dallas, TX, April 15, 2008 - - The Highland Park
  Library and Williams-Sonoma will turn up the heat
  as they host a series of three free seminars
  designed to help beginning cooks become culinary
  stars . . .

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Potential marketing tactics . . .

• A media alert a start . . .
• FOR IMMEDIATE RELEASE Contact Viccy Kemp
• [phone]
• COOKS NOOK 2008 HEATS UP HIGHLAND PARK LIBRARY
  
• Event First in series three free how to get
  started in the kitchen seminars
• When May 1, 800 to 900 p.m. - Getting
  Started, Learn the Essential Cooking Tools
• Why While area homes sport professional-grade
  appliances, recent research reveals most owners
  havent learned the basics of cooking. And,
  since many have just moved in, they dont know
  their neighbors to ask to borrow a cup of sugar
  or other kitchen help.
• Committed to meeting the needs of the community
  and providing a comfortable place for neighbors
  to meet, the Highland Park Library partnered
  with Williams- Sonoma to develop a series of
  three free seminars designed to help novice
  cooks take their first steps to becoming
  culinary stars and to make new friends along the
  way.

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Potential marketing tactics . . .

• A photo caption or two
• Aspiring chefs took kitchen tools provided by
  Williams-Sonoma in hand at the first Cooks Nook
  2008 seminar at the Highland Park Library.
• Librarian Viccy Kemp shares the latest cooking
  resources available from the Highland Park
  Library to more than 30 aspiring chefs attending
  its first Cooks Nook 2008 seminar.

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Stimulus material

• Marketing concepts are only limited by your
  imagination . . .
• Partner with Chamber of Commerce or local
  realtors to distribute an invitation to newcomers
  to have coffee/tea personal tour of the library
• Encourage your local PTAs, Junior League, college
  alumni organizations, scout troops more to have
  meetings in your building
• Consider providing a venue for local musicians to
  play, or even hold your own variation of
  American Idol contest

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Stimulus material . . .

• Concepts . . .
• Partner with local EMS, fire department or
  hospital to hold CPR, fire safety other classes
  at your library
• Ask local mall if you can install a kiosk, have a
  storefront window or man a table displaying
  library resources tied to seasonal themes or hot
  topics.
• Partner with a local retailer to hold a fashion
  show in your library
• Ask a local museum or collector to create a
  special display in your library

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Stimulus material . . .

• Concepts . . .
• Ask local celebrities social leaders to
  participate in a series of read out loud events
  where each reads a chapter or two from their
  favorite book, poem or script
• Partner with a local movie theater to allow the
  library to have a display or a manned table for a
  premiere of a film based on a book, or to
  encourage titles in the same genre
• But remember, while the concepts may be endless,
  the successful ones will be tied to your
  marketing objectives, your target audiences
  your outcome measures

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Questions answers

• And many thanks for allowing me to be a part of
  your meeting