Define desired marketing outcomes (specific and measurable)

• recruit 100 new library advocates to engage community and spread branding message
• recruit 20 new business partnerships
• find 20 new physical locations to advertise message
• create 25 stories highlighting library’s impact on people’s lives
• increase traffic to website by 30%
• host event each quarter for library’s advocates
• increase library funding for community transformation by 25%
• Develop positive, consistent, concise, and proactive brand message

Understand your market needs

Define your market segments (patrons, volunteers, local businesses)

Establish your marketing targets

• Helpers: agents of change invested in library’s success (Signature Club); promote them
• Businesses: show library can help them (Signature Business club)
• Social media: short, heartrending stories with pic to cut through the noise; foster conversations
• Unengaged: opps where small efforts lead to most impact (temp exhibits at job fair, state fair, ballpark, fundraising groups, community events, churches)
• Promotions: billboards, TV ads, where else unique?
• Partnerships: schools, discounts at restaurants and cafes

Establish marketing budget

Change the conversation with value-based dashboard metrics

• recruit influential community members
• promote ownership

Create portals of education, communication, connection

• get people to gather, plan, lead, act
• solicit ideas
• Community Transformation Center in library

Celebrate

• constantly celebrate community achievements
• regular events to celebrate progress
• regular email updates

Create 100-year truth and values plan