Thursday, March 30, 2017

All libraries do promotion and marketing, but how many use a strategic marketing approach to develop integrated marketing programs that meet the needs of both external and internal clients? This session begins with an overview of a strategic marketing plan and its many areas of focus. It shares strategies for engaging with internal clients, including branch staff, who sometimes have a confrontational relationship (trying to get branches to “follow the rules” or get public service to stop asking for flyers and bookmarks, etc.), rather than a collaborative “value-add” approach to marketing. It provides tips and techniques on how to change that dynamic and collaboratively develop integrated program and marketing plans that meet the strategic marketing needs of the organization.