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Every Student Succeeds @ your library ™

Every Student Succeeds @ your library ™. Strategic Marketing for School Library Media Centers. WELCOME!. Facilitator Handouts. Page 1. This workshop’s goals…. To learn marketing terminology and process To use some new tools To brainstorm and share ideas

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Every Student Succeeds @ your library ™

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  1. Every Student Succeeds @ your library™ Strategic Marketing for School Library Media Centers

  2. WELCOME! • Facilitator • Handouts Page 1

  3. This workshop’s goals… • To learn marketing terminology and process • To use some new tools • To brainstorm and share ideas • To have the framework for a marketing effort in your school

  4. Workshop introduction (10 min.) Process introduction (20 min.) Identification of SLMC materials and services and the benefits the users gain (30 min.) Table teams follow steps and build a sample campaign (1 hour) Teams share (30 min.) Q&A (15 min.) Half-Day Workshop Agenda Page 4

  5. Page 5 Rationale for Marketing Why marketing? • It is a process that any organization must complete from time-to-time to be sure: • it is still serving its customers/users • customers/users are aware how their needs are met Why now? • Budget shortfalls and information technology advances call into question the role and value of the school library media center

  6. Before the wrong decisions are made … School library media specialists must: • Become advocates • Reveal the link to student academic success • Tell the story in an honest and compelling way

  7. ALA, AASL and 3M Programs and Materials To make your job easier: • Campaign for America’s Libraries • @ your library™ brand • Helpful tips, tools, examples, guides • Other resources: ALA, AASL, 3M Page 6 &Appendix

  8. The Key: Linking the school library media center and specialists to student academic success. What are some of our major challenges in MN?

  9. Customers/Users Met Needs Unmet Needs 1. User and Market Research Customer Needs Customer View 2. Strategic SLMC Plan Vision and Mission Goals & Measures Materials/Services & Customer Benefits 3. Promotional Campaign Messages Vehicles Campaign Implementation 4. Deliver Materials and Services Delivery Evaluation Adjustments Four Steps of Marketing Page 7

  10. Status inventory – 5 minutes Page 9

  11. A Look at the Steps… Step 1: Brainstorm --Users and identify their needs Step 2: Select one user to address at your table Step 3: Brainstorm –Materials, services and benefits Step 4: Turn benefits in “@ your library” msgs Step 5: Identify the vehicles to carry the messages Step 6: Schedule a 3 year campaign Step 7: Identify resources Step 8: Identify evaluation methods

  12. Steps 1-3 Brainstorm: 30 minutes #1 SLMC users (as group) #2. Their needs #3. Materials and services of the SLMC #4. Benefits received by user #5 Sticky wall Quick reports

  13. Key Terminology • Users: the people who use the SLMC • Influencers: the people who decide on the role, funding and operations of the SLMC • Catalysts: the people who act to sustain and extend the SLMC

  14. Step 1: Users and their Needs (LG) Page 17

  15. One wall per team Place to display, arrange, re-arrange, add, delete, combine ideas Work at your tables Work in front of the walls (standing, sitting) Manage your time Labels list Recommended layout provided for steps Time frames provided for steps Select for each table: Facilitator Recorder for final product, other useful ideas Presenter Everyone helps Using Sticky Walls

  16. Sticky wall arrangement for Step 1 User Need Need Need Labels User 1 Need Need Need Examples User 2 Need Need Need User 3 Need Need Need

  17. Step 2: Selecting the Focus • Which user group will your table team focus on? • Will you narrow your focus to a sub-group, e.g., ninth grade students, curriculum specialists, certain board committees, etc.?

  18. Step 2: Selecting the Focus Criteria for selecting a group • Large • Central to mission • Under-using the SLMC • Have influence on funding • Receive less than adequate services Page 16

  19. Step 3: Materials/Services and Benefits Page 26

  20. Sticky wall arrangement for Steps 2-3 User Service Benefit (leave space) Labels Need 1 Service Benefit Examples Need 2 Service Benefit Need 3 Service Benefit

  21. Quick Team Reports • On which user are you focusing? • What are the key needs re: student success? • Who is the “owner” of this campaign?

  22. Tips for Campaign Planning • Identify and know your target audiences • “Speak” to your audiences – people do things for their reasons, not yours • Use a message because it is effective, not just cute • Have a plan …revisit and revise often • Involve others … collaboration strengthens your program and recruits advocates • Keep it simple • Evaluate so you can see results

  23. Step 4 Table teams: (30 min.) Step 4: Turn benefits statements into “@ your library™” messages

  24. Page 32 Benefits to Messages

  25. Do your messages suggest a visual? • Logo • Graphic design • Color scheme

  26. Top Ten @ your library slogans not recommended by ALA 10. fool the security system @ your library 9. find books that don’t suck @ your library 8. pull the fire alarm @ your library 7. surf for porn @ your library 6. take a nap @ your library 5. download a term paper @ your library 4. wedgies @ your library 3. scan your butt @ your library 2. hack and chat @ your library 1. get lucky in the stacks @ your library

  27. Sticky wall arrangement for Step 4 User Service Benefit Message Labels Need 1 Service Benefit Message Examples Need 2 Service Benefit Message Need 3 Service Benefit Message Page 33

  28. Steps 5-6 Table teams: (30 min.) Step 5: Identify the vehicles to carry the messages Step 6: Schedule the messages/vehicles into a 3 year campaign Page 36-7

  29. Advertising: posters, flyers, newsletters, bulletin boards, signs Direct marketing: special flyers, group email messages, focused posters, guides Personal selling: meetings, presentations, interviews, coaching, advocacy Sales promotions: expositions, contexts, coupons, ice cream social, points Public relations: district newsletter, community paper column, TV show, Publicity: special event coverage, press releases, letters to editor Vehicles Page 34

  30. Brainstorming Vehicles Quickly brainstorm: • Vehicles current used by the “owner” • Other vehicles that could be used

  31. Sticky wall arrangement for Step 5 User Message Message Message Labels Need 1 Vehicle Vehicle Vehicle Examples Service Vehicle Vehicle Vehicle Benefit Vehicle Vehicle Vehicle

  32. Repeat some messages every year for: Students at a new grade levels Teachers, principals new to the school Teacher new to a grade level New board members New messages for: New materials New services New needs met Remember: Your resources Your energy Focus on student success Keep it simple Campaign Sequence Page 39

  33. Sticky wall arrangement for Step 6 User Messages 2003-04 2004-05 2005-06 N/S/B 1 Msg #1 Vehicle Vehicle Vehicle Msg #2 Vehicle Vehicle Vehicle Msg #3 Vehicle Vehicle Vehicle

  34. Steps 7-8 Implementation Page 48 Page 43

  35. Team Reports Teams present oneexample: (30 min.) • User + Need + Benefit • Message • Vehicle • Schedule • Resources • Evaluation

  36. Where do you go from here?

  37. Questions? Observations? Workshop Assessment Page 54

  38. Every Student Succeeds @ your library™ Strategic Marketing for School Library Media Centers

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