Information and Library Systems

1
Draft Marketing Plan AHEC Libraries AHEC
Digital Library
ILS Marketing Committee
Information and Library Systems
2
Draft Marketing Plan

• Sections of the Marketing Plan
• What is a marketing plan?
• Role of the AHEC Libraries and the AHEC Digital
  Library
• ADL Financial Overview
• ADL Market Overview
• Key Objectives Large Group Discussion
• Opportunities Small Group Brainstorming
• Critical Success Factors Large Group Discussion
• Competitor Analysis Large Group Discussion
• Key Strategies Large Group Discussion
• Remaining Implementation Assessment Measures
• Questions or Comments

Information and Library System
3
Sections of the Marketing Plan

• Role of the AHEC Libraries and the AHEC Digital
  Library
• Financial Performance Summary
• Market Description
• Strategic Planning Opportunities Key Issues
• Strategic Planning Critical Success Factors
  Competition
• Strategic Planning Key Objectives Key
  Strategies
• Implementation
• Assessment Measures

Information and Library System
4
What is a Marketing Plan?

• Why are we developing a marketing plan?
• Common Elements
• Outreach/Marketing Team Work
• The benefits of the process
• Organize our outreach/marketing
• Inform stakeholders
• Understand resource needs
• Identify competitive advantages
• Establish objectives and strategies
• Focus

Information and Library System
5
What is a Marketing Plan?

Marketing
Matching process between an organizations or
companys capabilities and the wants of the
customer.
Mission
Clients Wants
Information and Library System
Knowledge Skills
Resources
Information and Library System
McDonald, M. (2002). Marketing Plans How to
prepare them, how to use them. Oxford, England
Butterworth Heinemann.
6
What is a Marketing Plan?
Definition Planned application of marketing
resources to achieve marketing objectives
Define Objectives
Identify Opportunities
Implementation
Information and Library System
McDonald, M. (2002). Marketing Plans How to
prepare them, how to use them. Oxford, England
Butterworth Heinemann.
7
Role of the AHEC Libraries and the AHEC Digital
Library
Information and Library System
8
ADL Financial Overview

• A major strategic goal To provide access to the
  AHEC
• Digital Library to all North Carolina health
  professionals.
• Two major financial goals for the ADL
• Cover the costs of information resources
• Reserve fund of at least 25 percent of the annual
  expenditure for ADL information resources.

For a non-profit organization customer
satisfaction is proxy for profitability
Information and Library System
9
ADL Financial Overview
AHEC Digital Library Financial Overview 2001-2006
AHEC Digital Library Financial Overview 2006-2007
Information and Library System
10
ADL Financial Overview
ADL Revenue by Membership Type 2006-2007
Information and Library System
11
ADL Market Overview
Total AHEC Digital Library Members by Type,
2006-2007
Information and Library System
12
Market Overview
Information and Library System
13
Key Objectives Large Group Discussion
Strategic Planning Key Objectives
Given the mission, values, goals, client needs,
and market situation What are our key
objectives?
What do we want to achieve?
Information and Library System
14
Opportunities Small Group Brainstorming
Strategic Planning Opportunities
Given the mission, goals, client needs, and
market situation What are our opportunities?
Information and Library System
15
Critical Success Factors Large Group Discussion
Critical Success Factors
What are the few key things from the customers
point-of-view that any competitor has to do right
in order to succeed?
Information and Library System
16
Competitor Analysis Large Group Discussion
Competitor Analysis Strengths and Weaknesses
Information and Library System
17
Key Strategies Large Group Discussion
Strategic Planning Key Strategies
Given our mission, goals, the market situation,
our clients needs, our critical success factors,
our key objectives, and our opportunities What
are our key strategies?
How do we plan to achieve our objectives?
Information and Library System
18
Remaining Implementation Assessment
Information and Library System
19
Questions or Comments
Information and Library System
Information and Library System