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Information and Library Systems

Draft Marketing Plan AHEC Libraries & AHEC Digital Library. ILS Marketing Committee. Information and Library Systems. Draft Marketing Plan . Sections of the Marketing Plan What is a marketing plan? Role of the AHEC Libraries and the AHEC Digital Library ADL Financial Overview

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Information and Library Systems

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  1. Draft Marketing Plan AHEC Libraries & AHEC Digital Library ILS Marketing Committee Information and Library Systems

  2. Draft Marketing Plan • Sections of the Marketing Plan • What is a marketing plan? • Role of the AHEC Libraries and the AHEC Digital Library • ADL Financial Overview • ADL: Market Overview • Key Objectives: Large Group Discussion • Opportunities: Small Group Brainstorming • Critical Success Factors: Large Group Discussion • Competitor Analysis: Large Group Discussion • Key Strategies: Large Group Discussion • Remaining: Implementation & Assessment Measures • Questions or Comments Information and Library System

  3. Sections of the Marketing Plan • Role of the AHEC Libraries and the AHEC Digital Library • Financial Performance Summary • Market Description • Strategic Planning: Opportunities & Key Issues • Strategic Planning: Critical Success Factors & Competition • Strategic Planning: Key Objectives & Key Strategies • Implementation • Assessment Measures Information and Library System

  4. What is a Marketing Plan? • Why are we developing a marketing plan? • Common Elements • Outreach/Marketing Team Work • The benefits of the process • Organize our outreach/marketing • Inform stakeholders • Understand resource needs • Identify competitive advantages • Establish objectives and strategies • Focus Information and Library System

  5. What is a Marketing Plan? Marketing “Matching process between an organization’s or company’s capabilities and the wants of the customer.” Mission Clients’ Wants Information and Library System Knowledge & Skills Resources Information and Library System McDonald, M. (2002). Marketing Plans: How to prepare them, how to use them. Oxford, England: Butterworth Heinemann.

  6. Review Current Market Situation Create Strategies What is a Marketing Plan? Definition: “Planned application of marketing resources to achieve marketing objectives” Define Objectives Identify Opportunities Implementation Information and Library System McDonald, M. (2002). Marketing Plans: How to prepare them, how to use them. Oxford, England: Butterworth Heinemann.

  7. Role of the AHEC Libraries and the AHEC Digital Library Information and Library System

  8. ADL Financial Overview • A major strategic goal: To provide access to the AHEC • Digital Library to all North Carolina health professionals. • Two major financial goals for the ADL: • Cover the costs of information resources • Reserve fund of at least 25 percent of the annual expenditure for ADL information resources. For a non-profit organization – customer satisfaction is proxy for profitability Information and Library System

  9. ADL Financial Overview AHEC Digital Library Financial Overview 2001-2006 AHEC Digital Library Financial Overview 2006-2007 Information and Library System

  10. ADL Financial Overview ADL Revenue by Membership Type 2006-2007 Information and Library System

  11. ADL: Market Overview Total AHEC Digital Library Members by Type, 2006-2007 Information and Library System

  12. Market Overview Information and Library System

  13. Key Objectives: Large Group Discussion Strategic Planning: Key Objectives Given the mission, values, goals, client needs, and market situation – What are our key objectives? What do we want to achieve? Information and Library System

  14. Opportunities: Small Group Brainstorming Strategic Planning: Opportunities Given the mission, goals, client needs, and market situation – What are our opportunities? Information and Library System

  15. Critical Success Factors: Large Group Discussion Critical Success Factors What are the few key things from the customer’s point-of-view that any competitor has to do right in order to succeed? Information and Library System

  16. Competitor Analysis: Large Group Discussion Competitor Analysis: Strengths and Weaknesses Information and Library System

  17. Key Strategies: Large Group Discussion Strategic Planning: Key Strategies Given our mission, goals, the market situation, our clients’ needs, our critical success factors, our key objectives, and our opportunities – What are our key strategies? How do we plan to achieve our objectives? Information and Library System

  18. Remaining: Implementation & Assessment Information and Library System

  19. Questions or Comments Information and Library System Information and Library System

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