Penetanguishene Public Library

Transcription

1 Penetanguishene Public Library Marketing Plan

2 Table of Contents Mission Statement... 3 Vision... 3 Library Description... 3 Strategic Priorities... 3 Marketing Goal Overview Promotion of French Language Services 2. Promotion of Technology Services 3. Promote the General Service of the Library with an Emphasis on Referrals Marketing Plan Task / Responsibilities... 6 Marketing Plan Timeline... 10

3 Mission Statement The is a bilingual, community-oriented partner that fosters leisure reading, viewing and listening, and lifelong learning. Vision is a key player in the community with far reaching programs and services that anticipate the reading and learning needs of citizens at every stage of life. Library Description Penetanguishene public library is a historic Carnegie Library that was renovated and expanded in Located in the centre of Penetanguishene, the library offers the community access to bilingual services and collections, programming, access to computers with Internet use and access to local archives. The library also provides library access to the residences of Tiny Township. Strategic Priorities The Penetanguishene marketing plan supports the Library s Strategic Plan. In particular it addresses Goal #2: Raise the profile of the library in the community and objective 2.1 of the strategic plan, to design and implement a marketing plan to promote programs and services. The marketing plan, as designed by the Planning and Policy Committee of the Penetanguishene Library, focuses on the promotion of the library s strengths. The intention of the plan is to raise the libraries visibility in the community and increase the number of Tiny Township residents who use the library. There is a concern that the library s image in the community does not reflect the diverse services the library offers. The emphasis will be on creating dynamic promotional material and profile raising events that highlight library services with an emphasis on Technology and French Services.

4 Marketing Goals Overview 1. Promotion of French Language Services Target Markets French speaking residents of Penetanguishene and Tiny Township. Strategy i. Develop and promote French programming ii. iv. Create and distribute bilingual and French promotional material emphasis on distribution in Tiny Township. Promote bilingual service for library users Offer bilingual access on website and databases 2. Promotion of Technology Services (Website, Databases and Internet access) Target Markets Strategy Library users in the library Remote access users (i.e. home computers) i. Focus on the promotion of technological services on-site ii. Create bilingual promotional material with a technological focus Create and promote Database Training

5 3. Promote the General Services of the Library with an Emphasis on Referrals Target Markets Strategy Inactive library card holders Library users not making full use of library services and programs i. Create bilingual services and program promotional material ii. iv. Maximize use of current promotional space (i.e. website, outdoor sign) Host a Library Open House for the Community Create a Bring a Friend campaign v. Promote in local media (i.e. monthly column in newspaper)

6 Marketing Plan Tasks / Responsibilities 1. Promotion of French Language Services i. Develop and promote French programming Create promotional flyer for distribution at circulation desk highlighting programming Create press release and distribute to media for community calendar/announcements Add to outdoor library sign rotation Include on website ii. Create and distribute bilingual and French promotional material emphasis on distribution in Tiny Township. Create press releases and distribute to media for community calendar/announcements / - focus on new programs and/or services Ensure that existing promotional materials are updated and available in both languages. (i.e. Library brochures, bookmarks, signs). Book a venue (i.e. water bill mailing) to distribute through council to Permanent residents of Tiny Township / Promote bilingual service for library users Training in encouraging bilingual services Develop and display dual language service signs iv. Offer bilingual access on website and databases Translation of static pages on website Translation of new additions to website

7 2. Promotion of Technology Services (Website, Databases and Internet access) i. Focus on the promotion of technological services on-site Create bilingual database bookmarks Create bilingual Technology service flyers for distribution. ii. Create bilingual promotional material with a technological focus Develop bilingual service signs for computer area Create and promote Database Training Create promotional flyer for distribution at circulation desk highlighting programming / Create press release and distribute to media for community calendar/announcements Include information on website Include information on outdoor sign

8 3. Promote the General Services of the Library with an Emphasis on Referrals i. Create bilingual services and program promotional material Ensure that existing promotional materials are updated and available in both languages. / (i.e. Library brochures, bookmarks, signs). Create guidelines for staff - outline promotional steps that are expected when new services and programs are created. Include process for sending out thank you acknowledgments for media coverage received. ii. Maximize use of current promotional space (i.e. website, outdoor sign) Ensure that website updates are timely. Each project, event, program or service in the library should be featured when something new is happening. Create a calendar rotation for the outdoor sign (2 weeks / monthly). Use space to highlight existing services when there is no new events to promote. Host a Library Open House for the Community Create and distribute press release for local media. Send personal invitations to key media players in community. Send personal invitation to community stakeholders Include on website outdoor sign word of mouth at circulation desk. / Ensure copies of existing promotional material are accurate and ready for / distribution at event. 8

9 iv. Create a Bring a Friend campaign Design overall event. Create Theme and catchy title. Create promotional pieces for vendors donating prizes. Create and distribute press release for local media. / Send personal invitation to community stakeholders Create ballots and prize box for monthly draws. Prepare press release for each month s winners. / Include on website outdoor sign word of mouth at circulation desk. / v. Promote in local media (i.e. monthly column in newspaper) Meet with local editors to discuss partnership opportunities for promoting the library. / Establish a monthly column with local English newspaper. Assign topics for year. / Create list of who will be responsible for each article. Establish monthly column with local French newspaper. Assign topics for year / and staff responsible for articles. Create Media Contact List of all free postings. Use list to send out announcements for new programs, services or events at the library.

10 Marketing Plan Timeline 1. Promotion of French Language Service Promote French programming 1.2 Create and distribute bilingual and French promotional material emphasis on distribution in Tiny Township 1.3 Promote bilingual service for library users 1.4 Offer bilingual access on website and databases 2. Promotion of Technology Services (Website, Databases and Internet access) 2.1 Focus on the promotion of technological services on-site 2.2 Create bilingual promotional material with a technological focus 2.3 Create and promote Database Training 3. Promote the General Services of the Library with an emphasis on referrals 3.1 Create bilingual services and program promotional material 3.2 Maximize use of current promotional space ( ie. website, outdoor sign) 3.3 Host a Library Open House for the community 3.4 Create a Bring a Friend campaign monthly draw 3.5 Promote in local media (i.e. monthly column in newspaper) 10