Library service “offerings” that clearly meet the needs of specific target markets are fundamentally attractive. The “offer” is the single most important element in the organization’s marketing mix.
The How to Market Your Library workshop builds on a highly successful panel presentation, which detailed the history of the Maryland state campaign to develop and promote library services (“offers”) that connect with parents and caregivers of children from birth to five.
Real life examples and experience from the Maryland campaign and other marketing campaigns are interspersed with participatory exercises. Attendees learn how to: select a target market; tailor programs and services to meet the market needs; assess the need to augment service delivery training for staff; and work with consultants and/or in-house staff to design marketing promotional materials and a complimentary public relations campaign. These are the main components of a Marketing Plan.
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