2. 1.Marketing planning 2.Applying the psychology 3.Your brand

3. 1.Marketing planning

4. Definition – Marketing is closing the gap between the product and the consumer

5. 1 The idea Market research 2 Product design Brand design 3 Delivery Monitor, evaluate, refine

6. Objective – Maintain/improve funding (for …) – Increased visibility (with …) – Greater use (by …)

7. Target audience – Students – Principal – Parents – Teachers – Community – Department

8. Strategy – How to achieve the objective Activities – Doing – Communicating – Evidence-gathering – Reporting

9. 2.Applying the psychology

10. Out of sight, out of mind It’s harder to say ‘yes’ Know your audiences Human triggers – Fear – Desire – Pride/envy – Convenience

11. 3.Your marketing plan

12. Your product Your brand/library experience

13. THE SCHOOL LIBRARY BRAND/EXPERIENCE CONTENT PROGRAMS SERVICES PHYSICAL LOCATION CUSTOMER SERVICE ONLINE PRESENCE STUDENTS BRANDDESIGN PRESENTATION TEACHERS REMOTEON SITE WHAT WE DOHOW IT LOOKSHOW IT FEELS ENABLERS MANAGEMENT SUPPORT FUNDING LEADERSHIP SYSTEMS AND PROCESSES STAFF PD AND TRAINING STAKEHOLDERS: COMMUNITY GOVERNMENT PARTNERS SCHOOL CULTURE LIBRARYEXTERNAL IT

14. Your mantra – Three words that describe your brand

16. For you to consider – Outside the library walls – Leveraging relationships – Evidence-gathering and presentation – Benchmarking

17. Thank you – Sue McKerracher – 02 6215 8215 + 0404 456 749 – sue.mckerracher@alia.org.au sue.mckerracher@alia.org.au