Market ready p res final

Welcome to

Become Market Ready

Mary EvangelisteNot a morning person, butOwner of Fearless [email protected]

Amy WardNot a morning person, butA great Cataloger and library [email protected]

You will learn and apply to your home organization:

• Key concepts of planning to market

• Meeting management tools that facilitate the process

• Main ideas behind conducting a publication audit

• Style sheets and other visual consistency tools

Finally, you will identify what the next steps are in your home marketing program.

Learning Objectives

The process of identifying an organization’s long-term goals and objectives and then determining the best approach for achieving those goals and objectives.

• Mission

• Vision

• Goals

Defining Terms - Strategic Planning

Represent the core priorities in an organization’s culture. Including what drives an organization and how they truly act in the organization.

Examples include:• Having respect for diverse opinions and allowing

everyone to voice their opinion (Internal).

• Providing the best service you can to your diverse audiences (External).

Defining Terms – Shared Values

Used as a proactive tool toward:

• Creating potential for constructive growth

• Maximizing this potential for positive change

• Resulting in action, engaging the opportunity, and

tilting toward involvement.

Defining Terms – Creative Conflict

Passive Assertive Aggressive

Definition Communication style in which you put the rights of others before your own, minimizing your own self worth

Communication style in which you stand up for your rights while maintaining respect for the rights of others

Communication style in which you stand up for your rights but you violate the rights of others

Implications to Others My feelings are not importantI don't matterI think I'm inferior

We are both importantWe both matterI think we are equal

Your feelings are not importantYou don't matterI think I'm superior

Verbal Styles ApologeticOverly soft or tentative voice

I statementsFirm voice

You statementsLoud voice

Non-Verbal Styles Looking down or awayStooped posture, excessive head nodding

Looking directRelaxed posture, smooth and relaxed movements

Staring, narrow eyesTense, clenched fists, rigid posture, pointing fingers

Potential Consequences Lowered self esteemAnger at selfFalse feelings of inferiorityDisrespect from othersPitied by others

Higher self esteemSelf respectRespect from othersRespect of others

GuiltAnger from othersLowered self esteemDisrespect from othersFeared by others

Defining Terms - Communication Styles

by Christopher L. Heffner, M.S.

Activity 1 Take a Moment to Answer

1. A) Do you find the majority of your colleagues impetuous (loves the shiny, sexy stuff) or B) are they steadfast in their planning?

2. A) Are the staff in your library generally supportive of your library’s endeavors or B) in competition with one another?

3. Are people civil in your organization when they disagree? Yes or No.

4. Do you feel that the majority of your library share common values? Yes or No.

Hey, let’s take a 10 minute break.

Meeting Management - Good Facilitation

• Ideally facilitator should be neutral-but slim chance ‘cause we are all doing 80 things

• Rotate facilitator

• Enforce ground rules

• Stop cross talking and stick to agenda and times

• Summarize at end

Meeting Management - Ground Rules

• Listen: simply listen carefully to the other speakers and to your own reactions.

• Respect: accept the validity of another point of view, even if you disagree.

• Suspend judgement: consider the possibility that others may be right or have an approach that you had not considered.

• Speak up: share your views fully and honestly with everyone.

Meeting Management - Minute taking

• Executive summery

• Contributes to planning-SWOT etc.

• Helps to document

Amy and Mary will now model two different communication styles.

Listen carefully, your next group activity will model one of the three communication styles.

Activity 2 Communication Styles

Activity 2 Aggressive CommunicationAggressive


Your feelings are not importantYou don't matterI think I'm superior




Activity 2 Assertive CommunicationAssertive






Activity 2 Commercial 1

Passive Assertive Aggressive

Definition Communication style in which you put the rights of others before your own, minimizing your own self worth



Implications to Others My feelings are not importantI don't matterI think I'm inferior


Your feelings are not ImportantYou don't matterI think I'm superior

Verbal Styles ApologeticOverly soft or tentative voice



Non-Verbal Styles Looking down or awayStooped posture, excessive head nodding



Potential Consequences Lowered self esteemAnger at selfFalse feelings of inferiorityDisrespect from othersPitied by others



Activity 2 - Communication Styles

by Christopher L. Heffner, M.S.

What happens if we market everything?

Potential to create Over-Choice

First coined by futurist Alvin Toffler (b. 1928).

A term describing a problem facing consumers in post-industrial society: too many choices.

Host a Publication Audit

Are there many different looks and treatments in the publications?

Are there different colors, fonts, and designs used in the publications?

Are there too many publications going out? Could some of these publications be combined?

Does this exercise make it clear that your library publications need a more consistent look?

First Ask Yourself

What do you think was the most successful marketing campaign for an event or program? Why?

Do you notice any similarities or differences in these publications? Can you elaborate?

Which design elements do you like? Which design elements

don’t you like? Examples: Fonts? Colors? Images? If you could redesign one publication, which one would it be?

Why?

Then Ask Your Colleagues

In Action

Provide enough time for all staff to attend, this might be setting up for a whole afternoon or morning

Provide note cards so that staff can write down honest anonymous comments and feedback

Have at least one member of your marketing committee available for questions

Publication Audit Tips

Have a sign up sheet for department, teams, or committees who want a follow up meeting with the marketing committee

Snacks and beverages

Music

Find an impartial person to compile results and to produce a written report to share with institution

Publication Audit Tips

Think about the many publications, marketing materials and other stuff that your organization creates.

Can you list them?

How can these be contributing to Over-Choice?

Activity 3 Over-Choice in Your Organization

Does it really matter if all my material looks the same?

Consistent Visual Identity through Style Guides

• How an organization presents itself to both internal and external community by establishing standard practices from the get-go.

• Contains elements such as color, font, and/or shapes used to convey your organization and its message.

• Establishes consistent use of word mark and logo

• Overall goal is Visual Standardization.

Brand Logo Evolution

Sample Style Sheets

In Use

Starting a Style Guide

The color wheel is an invention credited to Sir Isaac Newton (1706).


Phenix American

Times New Roman

ITC Avant Garde Gothic Medium

Rockwell Condensed

ITC Avant Garde Gothic Bold

ITC Officina® Sans Bold & Book


Activity 1 Results

1. A) Do you find the majority of your colleagues impetuous (loves the shiny, sexy stuff) or B) are they steadfast in their planning?

2. A) Are the staff in your library generally supportive of your library’s endeavors or B) in competition with one another?

3. Are people civil in your organization when they disagree? Yes or No.

4. Do you feel that the majority of your library share common values? Yes or No.

Thank you!

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Market ready p res final

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Transcript of Market ready p res final