The Settlement Library Project presents Marketing DNA (1): Best Fit for Small and Rural Libraries...

Marketing DNA:

Best Fit for

Small and Rural Libraries

Presented by

The Settlement Library Project

Promoting an Eclectic

Librarianshipin Rural Appalachia

“Library service responds to

community needs, and the community

responds to that library which meets

those needs.”Darlene E. Weingand

Passionate Players Association

Recruit An Idea Person A Writer/Editor A Finance Person A Human Resource

Person A Project Manager

Raw Beginnings

• Create the Power of Intention

• Believe you can be successful

• Communicate• Facilitate• Delegate

Prepare Your Toolkit

Get Focused Know Your Value Identify Your Goals Determine What You

Can Deliver

Get Help Identify Resources Accentuate Support

Systems Network, Network,

Network

Get Noticed Be Human Be Smart Be Everywhere

Get In Gear Expect Success Buck the Trends Commit to a Positive

Outcome

Get Moving Create Targets Create an Emotional

Connection Create an Identity

The Point and The Plan

Analyze your situation Who are we and how did we

get here? How do we fit into the

community? What is our community

looking for? What drives our

community?

Strategic Beginnings

• SWOT Yourself• Start the Writing Process• Build a Team• Organize Partnerships• Begin Dialog with

Funders• Be Persistent

Identify Champions

• Focus on Loyal Donors• Create Donor Events• Locate Civic Minded People• Institute Membership

Campaigns• Broaden Mailing List• Offer Planned Giving Options

Funder Development

• Private Foundations• Corporate Giving• Family Foundations• Local Organizations• Small Business• Individuals• Government

Define Yourself

• Research Based Plan• Public Relations• Customer Service• Staff Focus

Resonate Success

• Package Yourself• Communicate

Accomplishments• Expand Your Skills• Demonstrate Your

Value• Be Compelling

Preparation

• Manage First Impressions• Uncover Needs and

Problems• Communicate Appropriate

Strengths• Anticipate Objections• Present a Consistent

Message• Become Problem Solvers

Set Your Priorities

• Vision Statement• Mission Statement• Positioning Statement• Build the Brand• Connect with Social

Media• Create the Image• Expedite Goals

Embrace Engagement

Identify Promotional Methods

Define Advantages Determine

Disadvantages Feature Creativity Show your Face

“The most important group you can

cooperate with are the people in your own

community.”Anne Gervasi

Become Visible

• Signage• Printed Sources• Local Newspapers• Cable T.V.• Radio Spots/Interviews• Public Presentations

Ensure Involvement

• Attend Public Gatherings• Offer Premiums/Contests• Offer Raffles/Auctions• Host Local Community

Programs• Attend Community

Festivals• Offer Memorial Funds

Grow With Your Community

• Build a Community Bridge• Build Educational

Advancement • Build Recreational

Collections• Build Local Culture• Build Opportunities for

Service

Keep It Real

• Create the Vision• Make a Plan• Qualify the Staff• Solidify the Image• Implement the

Strategy

Marketing Mantra

“There is no safety net in being cheap

because we will never be cheap enough. Our

safety lies in being essential.”

Herbert White

The Settlement Library Project

http://circuit-out-rider.blogspot.com/

The Settlement Library Project presents Marketing DNA (1): Best Fit for Small and Rural Libraries...

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Transcript of The Settlement Library Project presents Marketing DNA (1): Best Fit for Small and Rural Libraries...