Marketing made simple Hans Michelsen December 10th 2008

Methods (including marketing) of involvement of seniors in learning processes. Marketing methods & strategies / by Pernille Carneiro Juel, Roskilde Library Instead of Pernille I will give you some experiences from marketing library projects Who I am? Librarian. Former head of lending and ref.dept., central library consultant, EU projects, Member of a national competence team for libraries, The national License group and local cultural history projects.

Your problem is You have a good project (called operation in European) Your message is good, interesting…. You want to tell about your activity You have little or no money

Choose the proper channels Low cost activities does an advert in TV pay? Is a photocopy better? Interesting merchandise

Engage your colleagues Toilet doors: Posters! They have to know the message BEFORE the public

What we have tried…

Danish and European Operations At the moment Before:

Dissemination

The citizens homepage

Denmark Roskilde

Network / 98 persons / one in each municipality in Denmark Website ( withwww.kompetencenet.nu –Pressreleases for your website and for the local papers –PPT show –Videos e.g. for big screens –Templates for flyers –Templates for posters

National level >>>regional level >>>local level Everything made easy for the participants at the local level

Toolbox for dissemination

Toolbox Ideas for marketing E-learning –Animations e.g. for your own website for public use –Animations for staff training Word documents (handouts or manuscript) Digital signature How to disseminate IT matters

The Good Campaign

A campaign is activities of communication which will make change in knowledge, attitudes or actions at a certain targeted group

The Good Campaign Solves a problem that can be solved with communication Is worth doing - creates greater results than the efforts

The Good Campaign The purpose is –Attention –Changes in attitude –Changes in actions

The Good Campaign The goals are clear and unambiguous and everybody in your organisation know them The criteria of success can be measured

The Good Campaign The organisation is well established

The Good Campaign Risks are to be foreseen And you have to adress them

The Good Campaign Makes alliances with other partners in the area –Associations –The municipality –Key persons

The Good Campaign Knows the target group, their actions and why they have them Knows its medias and where the money is spent at best

The Good Campaign Speakes in different voices to different people Is flexible Is humble Has a clear message Staff is part of the campaign – not the target

Our experiences A very succesful campaign in week no. 47 Arrangements on all libraries with small lectures, press releases. Merchandise Measured at the hits om Measured in the papers Evaluation schemes

?

Staff involved Homepage/website Internal communiation Materials for everybodys use: e.g. press releases Ideas PPT Videos Experience and feed back Templates for flyers Templates for posters