Developing a Marketing Plan

$200.00

Dates: November 7 - December 4

Credits: 1.5 CEUs or 15 PDHs

Being strategic and intentional in marketing your library can increase results and make the best use of your time and budget. This course will guide you through the four-step process of developing a marketing plan for your library. First, you will learn how to uncover your community’s needs, wants, attitudes, and behaviors to inform your marketing decisions. Then you will analyze your current environment and set measurable goals. Next, you will explore key messages and marketing strategies that connect. Finally, you will learn how to assess the effectiveness of your marketing activities and use that data to improve your future marketing.

Upon completion of this course, participants will be able to:
- Distinguish between marketing and promotion
- Identify at least 3 methods to learn more about their audiences
- Select appropriate communication channels for their audiences
- Develop key messages and goals for marketing their library
- Assess the effectiveness of their marketing activities

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Course Information

Session

Credits

1.5 CEUs or 15 PDHs

Registration dates

We accept registrations through the first week of classes, unless enrollment is full, and unless the class was canceled before it started due to low enrollment.

Course Description

Being strategic and intentional in marketing your library can increase results and make the best use of your time and budget. This course will guide you through the four-step process of developing a marketing plan for your library. First, you will learn how to uncover your community’s needs, wants, attitudes, and behaviors to inform your marketing decisions. Then you will analyze your current environment and set measurable goals. Next, you will explore key messages and marketing strategies that connect. Finally, you will learn how to assess the effectiveness of your marketing activities and use that data to improve your future marketing.

Upon completion of this course, participants will be able to:

  • Distinguish between marketing and promotion
  • Identify at least 3 methods to learn more about their audiences
  • Select appropriate communication channels for their audiences
  • Develop key messages and goals for marketing their library
  • Assess the effectiveness of their marketing activities

Sara Kuehl

Sara Kuehl is the founder of Root and Bloom Communications, where she provides marketing and consulting services for nonprofit organizations. Previously, she led marketing and communications for the academic and special collections libraries at the Rochester Institute of Technology. She has more than a decade of experience, and her work in marketing strategy, social media, and branding has been recognized with a number of national awards. Sara also serves on the editorial board of Marketing Libraries Journal, an open-access scholarly journal.

How to Register

To enroll yourself or other participants in a class, use the “Register” button that follows the description of each course. If the “Register” button does not show up, try loading the page in a different web browser. Contact us if you have technical difficulties using our shopping cart system or would like to pay for an enrollment using another method. On the payment page in the shopping cart system, there is a place to add notes, such as the names and email addresses of participants you wish to enroll. We will contact you to request this information in response to your processed payment if you do not include it in the “notes” field. Prior to the start of the workshop, we will send participants their login instructions.

Payment Info

Our shopping cart system allows you to pay with a credit card or with PayPal.

Alternatively, if it is an institutional payment, we can arrange to invoice you. Contact us by email, and we can make arrangements to suit your institution's business processes.

Special Session

Please contact us to arrange a special session of this class for a group of seven or more, with a negotiable discount, or to be notified when it is next scheduled.

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