Building a Marketing Message

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Building a Marketing Message

• Beth Avery
• University of North Texas
• Denton, Texas
• Beth.Avery_at_unt.edu

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INTERNAL/EXTERNAL

• Internal communications -- delivering a message
  to the people who make up the organization
• External communications -- delivering a message
  to people outside the organization

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_at_ your library Internal Goals

• Bring the entire library community together to
  speak with a unified voice
• Develop tools and materials to help libraries and
  librarians promote their value and reach their
  specific audiences.

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_at_ your library External Goals

• Bring renewed energy to the promotion of
  libraries and librarians
• Increase library usage
• Increase funding for libraries.

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Marketing...

• identifies human needs and wants,
• offers products and services to satisfy those
  demands
• causes transactions that deliver products and
  services
• (Cutlip 1994)

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Public Relations...

• Establishes and maintains mutually beneficial
  relationships between an organization and the
  publics on whom its success or failure depend
  (Cutlip 1994)
• Communication designed to deliver a message and
  foster a favorable image

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Key Messages of the Campaign for Americas
Libraries

• Libraries are changing and dynamic places.
• Libraries of places of opportunity.
• Libraries bring you the world.

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WHAT SHOULD I DO?

• PROMOTE TO THE PEOPLE MOST LIKELY TO BUY
• GIVE THEM AN EXPERIENCE WITH LIBRARY SERVICES
• HELP THEM TELL OTHERS
• From PyroMarketing by Greg Stielstra

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Developing your Message

• Questions to Ask
• What do we have to market? Which products and
  services and what are the benefits they provide?
• Which customers and which needs?

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Developing your Message

• Questions to Ask
• What is the best way to inform customers?
• Can we deliver what we promised? What are our
  weaknesses?

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Developing your Message

• Questions to Ask
• What is our competition?
• What do you patrons currently think about you?
  Measure it dont just guess.

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Developing your Message

• Questions to Ask
• Decide what you want patrons to think about your
  services.
• Figure out how to reposition yourself.

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TARGET AUDIENCES

• Users/Potential users
• Influentials
• Catalysts

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What Are You Trying To Do?

• Create a consistent look for the library which
  establishes its identity

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A Brand (Logo) Simple symbol of instant
recognition.

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Our Brands
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Brand within a Brand

• Importance and messages of color, color, color,
  color.
• Use color to anchor the core brand and then use
  complimentary colors to show affiliations.

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Slogan Message

• a hint of the possibilities
• Reach out and touch someone.
• Have it your way.
• A little dab'll do ya.
• "Let your fingers do the walking.
• Just do it.

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USE IT EVERYWHERE!
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General Messages

• Ask _at_ your library.
• Check it out _at_ your library.
• Something for everyone _at_ your library
• Try surfing _at_ your library
• Make your research really easy _at_ your library.

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General Messages

• Services _at_ your library
• Collections _at_ your library
• Change your World _at_ your library
• Success begins _at_ your library

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Targeted Messages

• Parents as Partners _at_ your library
• Improve Reading _at_ your library
• Be Well Informed _at_ your library for a health
  education program.
• Build Your Curriculum _at_ your library

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Tie in to events

• Read a Banned Book _at_ your library
• Hispanic Heritage Month _at_ your library
• Speaker _at_ your library

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Post in your library

• Untangle the Web _at_ your library
• This week _at_ your library
• Homework help _at_ your library
• Story hour _at_ your library
• Ask _at_ your library
• Explore history _at_ your library

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Its easy to do

• Discover the
• Power of Information
• LIBRARY HOURS
• SPRING 2009

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Its easy to do

• Do you know there are 527 other science fiction
  books
• Ask us which others you might like to read.
• Your Town Public Library
• 10 Main Street
• Hometown, Colorado
• 970-555-5555
• .

• Heard a great book recently?
• Check out one of the 945 books on CD
• Your Town Public Library
• 10 Main Street
• Hometown, Colorado
• 970-555-5555

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What doesn't work

• Flurry of haphazard PR activities
• Providing too many details
• Providing no details

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Whats your message?

• Short to the point statement of
• Who you are
• What you do
• Who you do it for
• How they benefit.

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• THANK
• YOU!