Session 2 - The marketing Plan

Last week we had a look at the definition of marketing and read a few articles on why we should create a marketing plan. The reason we create a marketing plan is to get clear objectives as to what we want to achieve with a particular marketing campaign and be able to measure our success.

For your assessment task, the Marketing plan has been broken down into smaller units i.e. it has been spread across assessment 2 and assessment 3 (see Assessment Guide on Moodle for full details).

Why write a marketing plan

http://www.business.vic.gov.au/marketing-sales-and-online/increasing-sales-through-marketing/marketing-plan-template


https://www.business.gov.au/Info/Plan-and-Start/Develop-your-business-plans/Marketing/Develop-a-marketing-strategy

The 4Ps,  5Ps or 7Ps of the Marketing Mix

http://www.business.vic.gov.au/marketing-sales-and-online/increasing-sales-through-marketing/marketing-mix-strategies-and-tactics

https://knowhownonprofit.org/campaigns/brand/marketing-1/marketingmix

Class Activity 1

Think of a library that you know a bit about - it could be your local public library, a school library that you are familiar with, or other library that you know about. Complete the Marketing Mix using the 7Ps of the marketing mix for service industries, for your selected library. You may work in pairs or small groups. Present your findings to the class.

Marketing Goals and Objectives

There are a number of different methods that can be used to set goals and objectives. The traditional SMART method of goal setting is just one option and may not always be suitable. Read the following articles on different methods of setting goals and objectives. They are not very long and quite easy to read.

https://www.business.gov.au/news/how-to-set-goals-and-objectives-for-your-business

https://sloanreview.mit.edu/article/with-goals-fast-beats-smart/

https://www.linkedin.com/pulse/why-smart-goals-dont-work-what-do-instead-lisa-earle-mcleod/

Class Activity 2

Describe SMART goal setting

Describe FAST goal setting

Describe CLEAR goal setting

Describe Strategic goal setting

Which method do you think would most suit setting goals and objectives for a marketing plan for a library? Why?

Class Activity 3

CCL Marketing Plan

Using the link on Moodle, have a look at the marketing plan for CCL (Casey Cardinia Libraries).

What method of goal setting does it look like they have used?

Other examples of library marketing plans

 Stuart MacPherson Public Library & Plamondon Municipal Library

https://files.townlife.com/public/uploads/documents/18737/Library_Marketing_Plan_2016-2020.pdf

What method of goal setting does it look like they have used? Were there any in particular that stood out for you?

Coffs Harbour City Council - Page 29
http://libraries.coffsharbour.nsw.gov.au/About-Us/Policies-and-Plans/Documents/Library%20Strategic%20Plan%202012-16.pdf

What method of goal setting does it look like they have used? Were there any in particular that stood out for you?

More information - optional reading

If you are interested, here is a whole course on marketing for libraries!
http://eduscapes.com/marketing/course/index.htm

More resources and sample plans available at Roger Henshaw Consultancy
http://www.rhcs.com.au/?page_id=63

https://bluetrainenterprises.com.au/blog/2017/09/18/marketing-library-achieve-cut-amid-tsunamis-marketing-messages/

https://aplic.alia.org.au/content/marketing-and-promotion-special-libraries-and-collections-methods-vehicles-and-activities


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