2. A Bold New Marketing Plan: Communicating the Library’s Role in Pharmacy Education A Bold New Marketing Plan: Communicating the Library’s Role in Pharmacy Education A workshop for the AACP Presented by Library Communication Strategies

3. Goals l Explore basic marketing principles. l Learn how to build a marketing communication plan that works. l Identify ideas and strategies to help market your library.

4. “Marketing is that function of the organization that can keep in constant touch with the organization’s consumers, read their needs, develop products that meet these needs, and build a program of communication to express the organization’s purposes.” “Marketing is that function of the organization that can keep in constant touch with the organization’s consumers, read their needs, develop products that meet these needs, and build a program of communication to express the organization’s purposes.” —Kotler/Levy

5. Key Elements: Research Plan Communicate Evaluate

6. Organized.Focused.Consistent.

7. The Communication Plan 1. Introduction: Why? Why? 2. Goals: The Dream. 3. Objectives: Measurable. Doable.

8. 4. Positioning Statement 4. Positioning Statement: What is your “unique selling proposition”? Learning? Teaching? Exploring? We can help you do it better and easier. With our resources, our services, and our people, the library helps you meet the challenge.

9. 5. Key Message + 3 We can help you do it better and easier. l The Smart Library has the resources you need to succeed. l Our expert librarians are here to guide you. l We’re where you are! Use us online 24/7.

10. The Three C’s The Three C’s l Clear l Conscious l Consistent

11. 6. Target Audiences 6. Target Audiences Who needs to hear the message? InternalExternal

12. 7. Communication Strategies How will you deliver the message?

13. 8. Evaluation How will you know what worked and what didn’t?

14. “Getting people to talk often, favorably, to the right people in the right way about your product is far and away the most important thing that you can do as a marketer.” —George Silverman, The Secrets of Word-of-Mouth Marketing

15. Word of Mouth vs. Word-of-Mouth Marketing Conscious. Conscious. Organized. Organized. Consistent. Consistent.

17. Word-of-Mouth “Must Have’s”... l A plan l A good product... GREAT customer relations! GREAT customer relations! l A clear, conscious, consistent message consistent message l People willing to testify l A prepared and committed sales force sales force

18. 10x10x10