MARKETING PLANNING SERVICES
ReThinking Libraries has extensive experience in working with libraries to develop plans that fit the needs of their communities. Whether you need assistance with an initial plan or refreshing an on-going effort we’re here to help. Scope of work includes: Library Marketing Planning, Market Assessment and Analysis, Library Identity and Branding Development, Market Segmentation and Persona Identification, Community Engagement and much more.
Review and Analyze Data and Information
o Demographic analysis
o Strategic plan review
o Marketing audit
o Organizational goal review
o Workflow review
o Technology analysis
o Other data collection & analyses as needed
Gather and Analyze Stakeholder Input (community, staff, board members, etc.)
o Development and deployment on-line and paper surveys
o Conducting stakeholder interviews (in person or virtual)
o Facilitation of community engagement sessions (in person or virtual)
o Information sought:
Perceptions of library and community
Patron/Stakeholder needs and wants (desired communication/services)
Communication preferences (channel preferences)
Effectiveness of current communications
Facilitate Marketing Planning Work Session
o Data summarization and review
o Identification of Library identity and branding
o Audience analysis (segmentation, targets, needs)
o Key persona development and target audience prioritization
o Key story development
o Communication tactics
o Alignment with strategic plans
Develop High-level Strategic Marketing Plan (3-year plan)
o Synthesis of data and planning work into high-level marketing plan
Incorporate mission, goals & objectives
High level focus areas, goals, objectives, and outcomes
o Communication and refinement of plan with key stakeholders
Assist in Creation of Tactical Workplan (1-year plan)
o Assistance in creation of detailed workplan
o Guidance on strategies, tactics, roles, tools, metrics, etc.
o Resource identification (including Budget)