{"id":2854,"date":"2019-03-28T14:00:43","date_gmt":"2019-03-28T14:00:43","guid":{"rendered":"https:\/\/blog.oclc.org\/next\/?p=2854"},"modified":"2021-10-27T18:48:31","modified_gmt":"2021-10-27T18:48:31","slug":"reenergizing-your-marketing-strategy-in-three-steps","status":"publish","type":"post","link":"https:\/\/blog.oclc.org\/next\/reenergizing-your-marketing-strategy-in-three-steps\/","title":{"rendered":"Reenergize your marketing strategy in three simple steps"},"content":{"rendered":"

\"2019-03-27_Marketing-Strategy\"<\/p>\n

Having worked in public libraries of all sizes for the past 15 years, I\u2019ve found there\u2019s one common thread. Actually, there are many, but one really critical thing stands out. We don\u2019t toot our own horn nearly enough, yet marketing always seems like an easy target to kick off our overflowing to-do list. And while we\u2019re generally great planners, when it comes to marketing, we\u2019re not always the best implementers. This is why I wasn\u2019t surprised that 40 percent of public libraries<\/a> have a communications strategy, but only 17 percent keep it current.<\/p>\n

<\/p>\n

I encourage everyone who doesn\u2019t have a marketing and communications strategy to develop one. For those who aren\u2019t keeping plans current, why not commit to revisiting them on a regular basis? You\u2019ve already done the really hard part. You\u2019ve aligned your marketing plan with the library\u2019s strategic goals, built buy-in with leadership and staff, and created tactics that speak to your community.<\/p>\n

\u201cWhether you think you can, or you think you can\u2019t\u2014you\u2019re right.\u201d
\n\u2014Henry Ford<\/strong><\/p>\n

The truth is, a marketing and communications strategy isn\u2019t optional, it\u2019s essential and should be built into everything you do. And getting there doesn\u2019t need a ton of additional commitment. In fact, to maximize your time and resources, it makes total sense\u2014many hands make light work and the more people know about what you do, the more help you have spreading the word.<\/p>\n

Try thinking about your marketing and communications strategy from a three-step approach.<\/p>\n

1. Make it count<\/h2>\n

With every new venture, I ask myself, \u201cWho else needs to know about this?\u201d Inevitably, this opens doors to new partnerships and opens minds to new ways of thinking about and experiencing libraries today. Intentional community engagement in all its forms has always been part of my success formula\u2014I keep it at the top of my list. After all, it matters little what we do if nobody knows we\u2019re doing it, right?<\/p>\n

Start off by creating big picture marketing goals. But then attach measurable steps to reach them. Develop realistic timelines so you, your staff, and your board are all aligned with what needs to get done, who needs to do it, and when these steps need to be taken. Timelines are perfect opportunities to check in with your plan to make sure you are on track. Frequent community assessments and evaluations will keep you focused on what is important: service to your community.<\/p>\n

2. Keep it fresh<\/h2>\n

Track the data. Assess the results. And if the results aren\u2019t remarkable, take time to figure out why, ask questions, and involve staff and the community in your information gathering. Your action plans\u2019 focus should be to create awareness, change perception, and garner community support. Those are your touchstones; review and revise your plan frequently with them in mind.<\/p>\n

[bctt tweet=”We must be vigilant with our marketing and passionate about telling our success stories. #OCLCnext”]<\/p>\n

As you learn, don\u2019t be afraid to try new ways of doing things or taking chances. So \u2026 make that call and invite new partners into your plan. Start with a list of small businesses, nonprofit organizations, cultural groups, and local legislators. Make sure you and your staff present the library to them at their monthly meetings.<\/p>\n

3. Stay on target<\/h2>\n

To support activity and energy around your strategy\u2014and to make it easier to continually keep things up to date\u2014think about creating a marketing and communications committee that meets quarterly with very specific tasks. Plan to review results, check in with your action plan, brainstorm innovative and tactical ideas, and make necessary changes and updates to your timeline. Prioritizing, reviewing, and elevating your strategy regularly will reap benefits across your organization, lead to better results in engaging your community, and keep marketing and communications as a permanent addition on everyone\u2019s to-do list.<\/p>\n

Be the change<\/h2>\n

Libraries are critical elements in the infrastructure of their communities. To make a lasting impact, you have to truly believe that. In order for the field to stay vibrant, active, and relevant, we must be vigilant with our marketing, passionate about telling our success stories, forthcoming with solid data, and consistent with a mindset of community engagement in all we do. A strategic, measurable, organic marketing and communications effort will keep us aligned internally and on the right track to stay on the minds of those who support us and in the hearts of those we serve.<\/p>\n

Read more about the public library marketing landscape in an\u00a0<\/i>OCLC report<\/a>. Additional insight about marketing planning and strategy is available in a\u00a02020 OCLC webinar<\/a>.<\/i><\/p>\n

\n

Want to learn more about library marketing?<\/h3>\n