1. Marketing Outreach Services
Lee Whiting
Outreach Services Librarian
Summit County Library, Park City, UT

3. Aesop’s Fable: The Man the Boy and the Donkey

4. Steps in Strategic Planning

5. What is your Mission or Purpose?
Questions the mission statement should answer include:
What is our business?
Who is our customer?
What do consumers value?
What should our business be?
Mission statements should be market oriented, not product oriented.
Remember the fable’s moral- Try to please all and you shall please none.

6. A Simple Model of the Marketing Process
Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall
1-6
1-6

7. Managing Marketing Strategies & the Marketing Mix

8. Three Levels of Product

9. Four Service Characteristics

10. Three Types of Service Marketing

11. The Service-Profit Chain
The service profit chain links employee and customer satisfaction to firm profits.
Five links exist within the chain:
Internal service quality.
Satisfied and productive service employees.
Great service value.
Satisfied and loyal customers.
Healthy service profits and growth.

12. Market Research Surveys
Methods:
Intercept
Mail
Phone
Online
Survey Monkey
Check Box
Survey Gizmo
Zoomerang
Opinio
KeySurvey

13. Market Research Surveys
I keep six honest serving-men 
(They taught me all I knew);
Their names are What and Why and When 
And How and Where and Who.
-Rudyard Kipling, The Elephant Child
Start with the end in mind
Design, Methodology, Sampling
Data Sources for online- internal mail/ distribution lists
Patron privacy policies

14. Brand Positioning
Marketers can position brands clearly in customers’ minds at any of three levels:
Product attributes
Product benefits
Beliefs and values
Marketers should create a brand mission and vision of what the brand must be and do when positioning the brand.

15. Branding
Adams County Library, CO

16. Internal Organization Web Pages
Custom Built Sites
Extensions of Library System Software

17. Presence at Events Fairs Parades Farmers Markets Concerts
Special Appearances/ Author Appearances
Back-to-school nights
National Bookmobile Day

18. Events

19. ALA Ready-Made Marketing Collateral

20. Traditional Media FREE Radio PSA’s Radio Interviews
Local News Articles
Local Event Listings
Local Television
Library Newsletters
Partnerships with other community organizations, such as Park City Leadership and the Education Foundation
Reading Guides
Bulletin Boards

21. Traditional Media PAID Newspaper Direct Mail Electronic Radio/TV
Outdoor Advertising

22. New Media “FREE” Library’s Website Facebook Twitter RSS You Tube Vimeo
campaign management tools
Constant Contact

23. New Media PAID Banner Ads Google Adwords key search terms
Purchase ads on Facebook
Search Engine Optimization
QR Codes
PURL’s

24. Programming Story Times English and Spanish Reading Contests
Design Concept Contest
Summer School Programs
Reading Guides
Direct engagement/curricular support with school teachers
Community Volunteer Programs

25. Augmented Services On-line Request Systems
Training/Workshops for use of web-based/self services: Universal Class/ OverDrive, etc.
Special home stops

26. Post Purchase Behavior
Consumer satisfaction is a function of consumer expectations and perceived product performance.
Performance < Expectations --- Disappointment
Performance = Expectations --- Satisfaction
Performance > Expectations --- Delight

27. Other Resources