Part I How to Design Your Marketing PlanChapter 1 Determine the Purpose of Your Marketing PlanWhat You Can Discover about Your E-resources Right NowUsage StatisticsCostCost-Per-UseAdvanced Data ConsiderationsSpeak with One MessageEverybody Does the MarketingWhen Does the Marketing Happen?Be Mindful of Competing InterestsThe Evolving Formats and Methods of E-content DeliveryMarketing Makes Your Patrons SmarterGather the TroopsReferencesChapter 2 Fashion Your Marketing PlanComponents of a Marketing PlanProject DescriptionCurrent MarketSWOT AnalysisTarget MarketGoalsStrategyAction PlanMeasurementAssessmentRecommended Resources for Further ReadingReferencesChapter 3 Implement Your Marketing PlanComponents of a Marketing Plan, with ExamplesProject DescriptionCurrent MarketSWOT AnalysisTarget Market GoalsStrategyAction PlanMeasurementAssessmentMarketing Your Electronic Resources Can Change Your LibraryRecommended Resources for Further ReadingReferencesChapter 4 Construct Your Written Marketing Plan ReportWrite for Your AudienceAddress the Components in Your ReportExecutive SummaryCurrent Market and Target MarketGoals, Strategies, and Proposed MeasurementsTimeline, Staff, and BudgetThis Marketing Grant Request Form Caught Our Eyes!Wrap It UpChapter 5 Assess Your Marketing PlanFirst, Take a Good, Long, Hard Look at Your Library WebsiteAbout Social Media for MarketingChanging Your Web PresenceThen, Take a Good, Long, Hard Look at Your Electronic ResourcesNow, Ask Yourself Assessment QuestionsA Rubric May HelpSome Practical Considerations for the Assessment of Your Marketing PlanMarket Your Electronic Resources EthicallyRecommended Resources for Further Reading and SupportReferencesChapter 6 Revise and Update Your Marketing Plan (“Lather, Rinse, and Repeat”)Give Yourself Time to ThinkProject DescriptionCurrent MarketSWOT AnalysisTarget MarketGoalsStrategyAction PlanMeasurementAssessmentRevise Your PlanCommunicate Your Successes or Failures in MarketingReferencesPart II Sample Marketing Plan ReportsExample 1 Marketing Plan from an All-Electronic Library: Statewide Marketing and Communications Plan, NOVELNY: New York Online Virtual Electronic LibraryGoals and ObjectivesCampaign PlanningResearch OverviewSituation AnalysisBarriers to Access and UseOCLC Study Provides Clear DirectionTen Issues: Ten StrategiesMass Customization and Segmenting the MarketTarget Audience: General Consumer PopulationTarget Audience: Executive Office, State Legislature Elected Officials and Aides, and Board of RegentsTarget Audience: Public LibrariansTarget Audience: Business and Economic Development SectorTarget Audience: Academic Librarians, College Administrators, and College and University Librarians and Teaching FacultyTarget Audience: Teachers, Administrators, Students, and Parents in Elementary, Middle, and High Schools; Homeschoolers and Parent-Teacher AssociationsTarget Audience: Parents of One Million Plus Children in Statewide Summer Reading ProgramExample 2 Marketing Plan from a Public Library, Sample 1: Winnetka-Northfield Public Library District, “Building a Buzz”IntroductionGoalsObjectivesKey AudiencesMessageStrategiesToolsBudget ImpactLessons LearnedExample 3 Marketing Plan from a Public Library, Sample 2: Worthington Libraries 2012 Communications and Development PlanCommunity Relations Department StaffPlan Focus AreasFundraising and Development ProgrammingPublic Relations and Marketing Partnerships and OutreachExample 4 Marketing Plan from a Community College Library: Maricopa Community College District Electronic Resources Committee Marketing Plan, 2013?2016IntroductionInternal AudiencesDesired Behaviors and AttitudesCommunication GoalsMeasuresCommunication ChannelsMCCCD District System-Level Strategies/InitiativesThe MCCCD 2013?2016 Strategic Planning GoalsERC Strategic Plan ObjectiveImplementation StrategiesExample 5 Marketing Plan from a University Library, Sample 1: Milner Library, Illinois State University 2012?2014 Marketing PlanIntroductionObjectivesMarketing StrategiesForms of PublicityAssessment/EvaluationTarget AudiencesMedia ContactsPublic Relations and Marketing Unit Team MembersAppendix 1: Milner Library LogoAppendix 2: Activity Planning FeedbackAppendix 3: Speaker Assessment FormAppendix 4: Target Audience/Specific MediaAppendix 5: Media ContactsAppendix 6: Marketing Timeline for Standing Annual ActivitiesAppendix 7: Public Relations/Marketing RequestAppendix 8: Flier Posting Information; Mailbox Stuffing InformationAppendix 9: Table Tent Guidelines for Campus Dining HallsExample 6 Marketing Plan from a Regional Technical College in Ireland: Galway-Mayo Institute of Technology Library Marketing PlanSummaryStrategic OverviewTerms of Reference and ScopeGMIT Library SWOT AnalysisGMIT Library’s Main CompetitorsTarget Markets: User GroupsAnalysis of Current Marketing StrategiesTarget Market: UndergraduatesExample 7 Marketing Plan from a University Library, Sample 2: Marketing Plan for Kanopy, William H. Hannon Library, Spring?Fall 2016Executive SummaryCurrent MarketTarget MarketGoalsStrategiesProposed MeasurementsTimelineStaffBudgetSummaryAppendix A: Kanopy Flyer for Circulation DeskAppendix B: Sample E-mail to Faculty Library RepresentativesAppendix C: Digital SignageAppendix D: Library Blog Post DraftAppendix E: Kanopy Social Media PostAbout the AuthorsIndex