Marketing made simple

Hans Michelsen

December 10th 2008

Methods (including marketing) of involvement of

seniors in learning processes.• Marketing methods & strategies / by Pernille Carneiro Juel,

Roskilde Library

• Instead of Pernille I will give you some experiences from marketing library projects

• Who I am?• Librarian. Former head of lending and ref.dept., central library

consultant, EU projects, Member of a national competence team for libraries, The national License group and local cultural history projects.

Your problem is• You have a good project (called operation in

European)• Your message is good, interesting….• You want to tell about your activity• You have little or no money

• Choose the proper channels• Low cost activities

does an advert in TV pay? Is a photocopy better?

• Interesting merchandise

• Engage your colleagues•

Toilet doors: Posters!• They have to know the message BEFORE

the public

What we have tried…

Danish and European Operations• At the moment

• Before:

Dissemination

The citizen’s homepage

Denmark

Roskilde

• Network / 98 persons / one in each municipality in Denmark

• Website (www.kompetencenet.nu) with– Pressreleases for your website and for the local

papers– PPT show– Videos e.g. for big screens– Templates for flyers– Templates for posters

• National level >>>regional level >>>local level• Everything made easy for the participants at

the local level

Toolbox for dissemination

Toolbox• Ideas for marketing• E-learning

– Animations e.g. for your own website for public use– Animations for staff training

• Word documents (handouts or manuscript)• Digital signature• How to disseminate IT matters

The Good Campaign

The Good Campaign• A campaign is activities of communication

which will make change in knowledge, attitudes or actions at a certain targeted group

The Good Campaign• Solves a problem that can be solved with

communication• Is worth doing

- creates greater results than the efforts

The Good Campaign• The purpose is

– Attention– Changes in attitude– Changes in actions

The Good Campaign• The goals are clear and unambiguous and

everybody in your organisation know them• The criteria of success can be measured

The Good Campaign• The organisation is well established

The Good Campaign• Risks are to be foreseen

• And you have to adress them

The Good Campaign• Makes alliances with other partners in the

area– Associations– The municipality– Key persons

The Good Campaign• Knows the target group, their actions and

why they have them• Knows its medias and where the money is

spent at best

The Good Campaign• Speakes in different voices to different people• Is flexible• Is humble• Has a clear message• Staff is part of the campaign – not the target

Our experiences• A very succesful campaign in week no. 47• Arrangements on all libraries with small

lectures, press releases. Merchandise• Measured at the hits om www.borger.dk • Measured in the papers• Evaluation schemes

?HansMi@roskildebib.dk