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Developing strategic marketing plans that really work : a toolkit for public libraries / / Terry Kendrick
| Developing strategic marketing plans that really work : a toolkit for public libraries / / Terry Kendrick |
| Autore | Kendrick Terry |
| Pubbl/distr/stampa | London : , : Facet, , 2006 |
| Descrizione fisica | 1 online resource (240 p.) |
| Disciplina | 025.1974 |
| Soggetto topico |
Public libraries - Marketing
Public libraries - Public relations |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-85604-985-X |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Title page; Contents; Acknowledgements; Introduction; 1 Strategic marketing planning for public libraries: an introduction; You are almost certainly doing marketing already; It is time for even more professional marketing of public libraries; The challenges of marketing public libraries; How can we make sense of marketing for public libraries?; Marketing planning to help public libraries prosper; An effective marketing planning process for public libraries; What sort of process is marketing planning?; 2 Ambition as the basis for marketing planning; Key dimensions of public library ambition
How to write a statement of ambition for your public library3 Making sense of the market for public library services; Defining the marketplace; Understanding your existing users; Market research as a source of information for your marketing plan; A marketing audit; Who is the real customer?; Understanding non-users; Collecting information; How can I create the information base?; What information is already available?; Community profiling; Survey research; Qualitative information for marketing planning in public libraries; Focus groups; Surveys for collecting qualitative information User satisfaction researchUnobtrusive testing or 'mystery shopping'; Understanding your competition; The wider planning context; 4 Creating segment-specific value propositions for users and non-users; Options for segmenting library users; Effective segmentation; Value propositions by segment; Creating personas to make segmentation data individual and vivid; 5 Priorities: making sound choices; A general SWOT analysis; Prioritizing opportunities and threats; A multitude of priorities; The directional policy matrix as a prioritization tool; Plotting segments on the DPM Using the DPM plots to consider marketing strategy6 Clear objectives and winning strategies; Marketing objectives; Marketing strategies; Strategies for internal marketing to stakeholders; Marketing strategies for users and non users; Creating the 'offers' for users and non users; Relationship marketing as a strategy; Finalizing the offer for specific segments; Some other aspects of marketing strategy for public libraries; 7 Attention-grabbing marketing communications; Successful communications; Addressing users, non-users and stakeholders Communications to support retention and acquisition strategiesDeveloping a contact management strategy; The marketing dialogue; Public relations, personal selling and sales promotions; Communications strategy; Making an impact; Return on marketing communications investment; Will users and non-users respond to library communications?; Marketing communications at different stages of the user life cycle; Producing marketing communications materials; Create a media kit; Writing copy for your marketing communications; Using a call centre; Your website as a marketing communication Promotional activity |
| Record Nr. | UNINA-9910511774103321 |
Kendrick Terry
|
||
| London : , : Facet, , 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Developing strategic marketing plans that really work : a toolkit for public libraries / / Terry Kendrick [[electronic resource]]
| Developing strategic marketing plans that really work : a toolkit for public libraries / / Terry Kendrick [[electronic resource]] |
| Autore | Kendrick Terry |
| Pubbl/distr/stampa | London : , : Facet, , 2006 |
| Descrizione fisica | 1 online resource (xii, 225 pages) : digital, PDF file(s) |
| Disciplina | 025.1974 |
| Soggetto topico |
Public libraries - Marketing
Public libraries - Public relations |
| ISBN | 1-85604-985-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- 1: Strategic marketing planning for public libraries: an introduction. -- 2: Ambition as the basis for marketing planning -- 3: Making sense of the market for public library services -- 4: Creating segment-specific value propositions for users and non-users -- 5: Priorities: making sound choices -- 6: Clear objectives and winning strategies -- 7: Attention-grabbing marketing communications -- 8: Implementation and quick progress. |
| Record Nr. | UNINA-9910790983503321 |
|
Kendrick Terry
|
||
| London : , : Facet, , 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Developing strategic marketing plans that really work : a toolkit for public libraries / / Terry Kendrick [[electronic resource]]
| Developing strategic marketing plans that really work : a toolkit for public libraries / / Terry Kendrick [[electronic resource]] |
| Autore | Kendrick Terry |
| Pubbl/distr/stampa | London : , : Facet, , 2006 |
| Descrizione fisica | 1 online resource (xii, 225 pages) : digital, PDF file(s) |
| Disciplina | 025.1974 |
| Soggetto topico |
Public libraries - Marketing
Public libraries - Public relations |
| ISBN | 1-85604-985-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction -- 1: Strategic marketing planning for public libraries: an introduction. -- 2: Ambition as the basis for marketing planning -- 3: Making sense of the market for public library services -- 4: Creating segment-specific value propositions for users and non-users -- 5: Priorities: making sound choices -- 6: Clear objectives and winning strategies -- 7: Attention-grabbing marketing communications -- 8: Implementation and quick progress. |
| Record Nr. | UNINA-9910820544403321 |
|
Kendrick Terry
|
||
| London : , : Facet, , 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Engaging your community through active strategic marketing : a practical guide for librarians and information professionals / / Terry Kendrick
| Engaging your community through active strategic marketing : a practical guide for librarians and information professionals / / Terry Kendrick |
| Autore | Kendrick Terry |
| Pubbl/distr/stampa | London : , : Facet Publishing, , [2021] |
| Descrizione fisica | 1 online resource (228 pages) |
| Disciplina | 021.7 |
| Soggetto topico | Libraries - Marketing |
| ISBN |
1-78330-385-9
1-78330-519-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Praise for Engaging your Community through Active Strategic Marketing -- Half-title Page -- Dedication -- Title Page -- Copyright -- Contents -- Figures -- Tables -- Introduction -- 1 The need for a professional approach to engagement -- Defining engagement and strategic marketing -- Outline of this book -- 2 Strategic marketing planning for engagement -- Identifying planning goals and processes to achieve them -- The engagement story -- 3 Ambition: the basis for all activity -- Vision, mission and values -- How to write a statement of ambition for your library -- 4 Understanding users and potential users -- Defining the marketplace -- Understanding existing users -- Understanding and engaging potential users -- Profiling your potential library community -- Survey research -- Focus groups -- Researching user experience and satisfaction -- Understanding competition -- 5 Identifying value and segmentation -- Creating segment-specific value propositions for stakeholders -- Options for segmenting stakeholders -- Effective segmentation is not easy. . . -- Value propositions by segment -- 6 Managing stakeholder engagement -- Three elements of a stakeholder management programme -- Engaging employees -- 7 Making choices and creating engaging offers -- Priorities -- Engagement objectives -- Engagement strategies -- Creating offers for users, potential users and stakeholders -- The marketing mix -- Engagement and customer relationship management as a strategy -- Finalising engaging offers for specific segments -- Some other aspects of marketing strategy for engagement -- 8 Crafting engaging messages -- How often should users be contacted? -- Should library marketing communications be general or event driven? -- Options for a communications mix -- Communications strategies -- The return on marketing communications investment.
Do users and potential users respond to library communications? -- Marketing communications at different stages of the user life cycle -- Event-driven and segment-specific marketing communications messages -- Media kits -- Writing copy for marketing communications -- Promotional activity -- 9 Effective marketing channels for engaging messages -- Non-digital methods of marketing messages -- Traditional media -- In-library messaging -- 10 Digital channels and engagement -- The pivotal role of the library website -- Library blogging -- The major social media -- How social media platforms support libraries' engagement activities -- Social media policies and guidelines -- Practical hints for writing engaging social media posts -- Digital support for engagement strategies -- 11 Evaluating the response to engagement activity -- Evaluating engagement outcomes from social media presence and participation -- Evaluating employee engagement -- Reporting evaluations and assessments -- 12 How to give marketing and engagement the best chance of success -- References -- Recommended reading -- Index. |
| Record Nr. | UNINA-9910794658503321 |
|
Kendrick Terry
|
||
| London : , : Facet Publishing, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Engaging your community through active strategic marketing : a practical guide for librarians and information professionals / / Terry Kendrick
| Engaging your community through active strategic marketing : a practical guide for librarians and information professionals / / Terry Kendrick |
| Autore | Kendrick Terry |
| Pubbl/distr/stampa | London : , : Facet Publishing, , [2021] |
| Descrizione fisica | 1 online resource (228 pages) |
| Disciplina | 021.7 |
| Soggetto topico | Libraries - Marketing |
| ISBN |
1-78330-385-9
1-78330-519-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Praise for Engaging your Community through Active Strategic Marketing -- Half-title Page -- Dedication -- Title Page -- Copyright -- Contents -- Figures -- Tables -- Introduction -- 1 The need for a professional approach to engagement -- Defining engagement and strategic marketing -- Outline of this book -- 2 Strategic marketing planning for engagement -- Identifying planning goals and processes to achieve them -- The engagement story -- 3 Ambition: the basis for all activity -- Vision, mission and values -- How to write a statement of ambition for your library -- 4 Understanding users and potential users -- Defining the marketplace -- Understanding existing users -- Understanding and engaging potential users -- Profiling your potential library community -- Survey research -- Focus groups -- Researching user experience and satisfaction -- Understanding competition -- 5 Identifying value and segmentation -- Creating segment-specific value propositions for stakeholders -- Options for segmenting stakeholders -- Effective segmentation is not easy. . . -- Value propositions by segment -- 6 Managing stakeholder engagement -- Three elements of a stakeholder management programme -- Engaging employees -- 7 Making choices and creating engaging offers -- Priorities -- Engagement objectives -- Engagement strategies -- Creating offers for users, potential users and stakeholders -- The marketing mix -- Engagement and customer relationship management as a strategy -- Finalising engaging offers for specific segments -- Some other aspects of marketing strategy for engagement -- 8 Crafting engaging messages -- How often should users be contacted? -- Should library marketing communications be general or event driven? -- Options for a communications mix -- Communications strategies -- The return on marketing communications investment.
Do users and potential users respond to library communications? -- Marketing communications at different stages of the user life cycle -- Event-driven and segment-specific marketing communications messages -- Media kits -- Writing copy for marketing communications -- Promotional activity -- 9 Effective marketing channels for engaging messages -- Non-digital methods of marketing messages -- Traditional media -- In-library messaging -- 10 Digital channels and engagement -- The pivotal role of the library website -- Library blogging -- The major social media -- How social media platforms support libraries' engagement activities -- Social media policies and guidelines -- Practical hints for writing engaging social media posts -- Digital support for engagement strategies -- 11 Evaluating the response to engagement activity -- Evaluating engagement outcomes from social media presence and participation -- Evaluating employee engagement -- Reporting evaluations and assessments -- 12 How to give marketing and engagement the best chance of success -- References -- Recommended reading -- Index. |
| Record Nr. | UNINA-9910811004103321 |
|
Kendrick Terry
|
||
| London : , : Facet Publishing, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||