An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla...
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Transcript of An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla...
![Page 1: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/1.jpg)
An Infopeople Webcast
with
Jose L. Cruz &Valerie Reinke
As your drill sergeants
2006
Guerrilla Marketing for Literacy
![Page 2: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/2.jpg)
OUTLINE
I. What is Guerrilla Marketing?
II. Focus on the Personal
III. Focus on the Library
IV. Focus on the Community
V. Focus on Adult Learner Recruitment
VI. Volunteers & Other Ambassadors
![Page 3: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/3.jpg)
Welcome to Boot Camp!...
What is Guerrilla Marketing?
![Page 4: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/4.jpg)
What is Guerrilla Marketing?
Unconventional marketing intended to get maximum results from minimal resources…
![Page 5: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/5.jpg)
What is Guerrilla Marketing?
• Small (non-existent?) budget• Responsive• Multi-pronged• Relationship-based• Opportunistic
![Page 6: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/6.jpg)
Focus on the Personal: Saying Who You Are
![Page 7: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/7.jpg)
The Reality
People are already overwhelmed by their
workloads
![Page 8: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/8.jpg)
Old Challenges
• relationship building• communication/education• resource issues• incentives and mutual benefits
![Page 9: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/9.jpg)
Knowing Who You Are
Can you
recite your organization’s
Mission Statement without looking at it?
![Page 10: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/10.jpg)
The Little Things Can Be Big Things
Image Counts
The perception is the reality
You only get one shot at making a good first
impression
![Page 11: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/11.jpg)
What Do You Want?
The $200,000 Question
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It’s Who You Know!
Your Social Network
&
Inner Circles
![Page 13: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/13.jpg)
Relationships
People Contribute to People…Not to Causes
![Page 14: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/14.jpg)
Opening the Big Doors
Who’s your Champion?
![Page 15: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/15.jpg)
Some People!
“I don’t believe in philanthropy.
What’s in it for me?”
![Page 16: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/16.jpg)
A Key to Successful
Partnerships
FrequentCommunications
![Page 17: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/17.jpg)
Words of Wisdom
“Make friends before you need them.”
-Lyndon B. Johnson
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The Elevator Speech
Be able to tell what you
do in 20 words or less..
I mean…200 words!
![Page 19: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/19.jpg)
Elevator Speech Pointers by Katharine
Hansen Avoid a speech that will leave the listener asking "So what?"
Include a compelling "hook," an intriguing aspect that will prompt the listener to ask questions, and keep the conversation going
Be warm, friendly, confident, and enthusiastic
![Page 20: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/20.jpg)
More Pointers
Remember your competitive advantage or what your agency does better than others
Finish with an action request, such as asking for a business card or interview
![Page 21: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/21.jpg)
Focus on the Library: Internal Marketing
![Page 22: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/22.jpg)
Dress Your Library Staff in Fatigues…
TOP 10 SIGNS THAT YOUR LIBRARY IS
DOING ALL IT CAN TO PROMOTE LITERACY
SERVICES…
![Page 23: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/23.jpg)
Dress Your Library Staff in Fatigues…
# 10: Library staff know
when and how to discreetly refer patrons to literacy
services.
![Page 24: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/24.jpg)
Dress Your Library Staff in Fatigues…
# 9: The library website has
clear and easily-accessible information about literacy
services.
![Page 25: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/25.jpg)
Dress Your Library Staff in Fatigues…
# 8: When patrons call the
library and get an automated message, one of their
options is to “press 4 for literacy services.”
![Page 26: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/26.jpg)
Dress Your Library Staff in Fatigues…
# 7: The library brochure
lists “literacy services” as part of its offerings and
equal space is devoted to its description as other library
services.
![Page 27: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/27.jpg)
Dress Your Library Staff in Fatigues…
# 6: Literacy services are clearly
identified on library maps and with literacy-specific signage.
![Page 28: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/28.jpg)
Dress Your Library Director in Khaki…
# 5: When the Library Director
speaks in the community about what the library has to offer,
s/he cites literacy services as a stellar example of what the
library does for the community.
![Page 29: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/29.jpg)
Dress Your Library Staff in Fatigues…
# 4: You work closely with
your internal P.R. person to keep the media informed of
literacy happenings.
![Page 30: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/30.jpg)
Dress Your Library Staff in Fatigues…
# 3: You work closely with your
city/county/library Volunteer Coordinator and s/he represents your volunteer needs. Volunteer orientations cover the options available in Literacy Services.
![Page 31: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/31.jpg)
Dress Your Library Staff in Fatigues…
# 2: Children’s Services staff
finish each storytime with, “If you would like to improve your
reading so you can better read aloud to the children in your life,
please stop by our literacy office…
![Page 32: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/32.jpg)
Decorate Your Library with Camouflage…
# 1: There are plenty of
places in the library and at branch libraries to display
your promotional materials.
![Page 33: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/33.jpg)
Focus on the Community:External Marketing
![Page 34: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/34.jpg)
Creating Even More Advocates
One idea each for engaging…
• The local newspaper
• The supermarket
• A service club
• Your next door neighbor
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Guerrilla Marketing Tips
· Get contact information from media outlets· Invite a supporter to your office for coffee or to discuss new ideas· Recognize a donor, sponsor, or media person· Post new information on your website
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More Guerrilla Marketing
· Hand write a thank-you note to a supporter· Write articles for publication · Write a press release· Call a newspaper and ask who the feature editor is for the work you do
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Even More Guerrilla
Marketing• Plan your networking calendar for the week• Call to follow up with networking contacts• Create a survey• Everyone loves freebies!Al Lautenslager is the "Guerrilla Marketing" coach at Entrepreneur.com and is an award-winning marketing and PR consultant and direct-mail promotion specialist.
![Page 38: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/38.jpg)
The Internet
What do you mean youdon’t have a web site?
![Page 39: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/39.jpg)
Use the Internet Wisely
“If you build it, will they come?”
![Page 40: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/40.jpg)
Focus onAdult LearnerRecruitment
![Page 41: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/41.jpg)
Focus Group Findings…
“Literacy”
![Page 42: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/42.jpg)
Focus Group Findings…
“Reading”
![Page 43: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/43.jpg)
Tulare Public Library Literacy Services
![Page 44: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/44.jpg)
Oceanside Public Library Literacy Services
![Page 45: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/45.jpg)
Riverside Public Library Literacy Services
![Page 46: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/46.jpg)
Focus Group Findings…How do adult learners hear about us?
• Friend/Personal Referral
• Family member
• School
• Social service agency
• Radio
• TV
• Children’s library
• Work
![Page 47: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/47.jpg)
Focus Group Findings…What appealed to adult
learners?
• Relationship based
• We’re nice
• It’s FREE!
![Page 48: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/48.jpg)
Relationship-based learning…
![Page 49: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/49.jpg)
Relationship-based learning…
![Page 50: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/50.jpg)
San Francisco Public Library Literacy Services
![Page 51: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/51.jpg)
“Expose” the process…
Step # 1: Call us Step # 2: Meet with our staff Step # 3: Meet with your tutor
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Focus Group Findings…
• It’s FREE!
![Page 53: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/53.jpg)
Volunteers & Other Ambassadors
![Page 54: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/54.jpg)
Focus Group Findings…How do tutors hear about us?
• Newspaper
• Library
• Friend
• Church
• Club
• Guide to Volunteer Activities
• T.V.
• On-line
• Outdoor sign/banner
![Page 55: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/55.jpg)
Volunteer Recruitment
• “Changing Your Life”
• “Changing Someone Else’s Life”
• Testimonials
• Promoting Your Waiting List
• Volunteer Recruitment Contest
![Page 56: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/56.jpg)
Ambassadors
Equipping the Partners!
Things to Do….
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Preparing Ambassadors
Be scripted and script others Be equipped and equip others Be collaborative Keep it simple
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More for Ambassadors
Share success stories. Follow up and have others
follow up too Leave literature and cards Be persistent and creative
![Page 59: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/59.jpg)
Ambassadors III
Listen Be enthusiastic. Be sure that
others are too. Give people something to do Share leadership/Give ownership Ask for advice
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Ambassadors IV
Be as important as anyone else in the room
Talk to service club members Use flyers and mini-posters Keep “Thank You” cards handy and
acknowledge birthdays Attend other people’s events
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Ambassadors V Hand out business cards Literacy is not the story Use e-mail/create listservs Make it easy to sign up Be accessible and offer to
help with everything
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Ambassador VI
Engage families Minimize or address
obstacles, real or imagined Build success into everything Water the trees Pizza
![Page 63: An Infopeople Webcast with Jose L. Cruz & Valerie Reinke As your drill sergeants 2006 Guerrilla Marketing for Literacy.](https://reader030.fdocuments.net/reader030/viewer/2022032723/56649d005503460f949d2c59/html5/thumbnails/63.jpg)