Book contents
- Frontmatter
- Contents
- Acknowledgements
- Introduction
- 1 Strategic marketing planning for public libraries: an introduction
- 2 Ambition as the basis for marketing planning
- 3 Making sense of the market for public library services
- 4 Creating segment-specific value propositions for users and non-users
- 5 Priorities: making sound choices
- 6 Clear objectives and winning strategies
- 7 Attention-grabbing marketing communications
- 8 Implementation and quick progress
- Appendix Twenty fast-track templates
- Select bibliography
- Index
Appendix - Twenty fast-track templates
Published online by Cambridge University Press: 08 June 2018
Book contents
- Frontmatter
- Contents
- Acknowledgements
- Introduction
- 1 Strategic marketing planning for public libraries: an introduction
- 2 Ambition as the basis for marketing planning
- 3 Making sense of the market for public library services
- 4 Creating segment-specific value propositions for users and non-users
- 5 Priorities: making sound choices
- 6 Clear objectives and winning strategies
- 7 Attention-grabbing marketing communications
- 8 Implementation and quick progress
- Appendix Twenty fast-track templates
- Select bibliography
- Index
Summary
These templates are available for download at www.facetpublishing.co.uk/strategicmarketingplans/.
The following sequence of templates is not a substitute for reading the previous chapters. Templates adapted from the main text are presented here. If you have considered each of these areas in depth and are able to fill in the templates then you will have the raw material for a good marketing plan to be formatted in a way appropriate for your authority.
The templates help structure responses to the following key questions which arise during strategic marketing planning:
• Is the ambition clear? (A.1)
• Who is the user? (A.2)
• What are the key user requirements by segment? (A.3)
• Who, and how strong, are the competitors? (A.4)
• What factors will influence users and competitors over the coming planning period? (A.5)
• Is there a practical user segmentation? (A.6)
• Is there a value proposition for each segment? (A.7)
• Have strengths, weaknesses, opportunities and threats been identified? (A.8)
• Have all marketing strategy options been mapped? (A.9)
• Are priorities realistic? Can the chosen segments be won? (A.10)
• Given decisions on priorities (Chapter 5) and initial ambition (Chapter 2), what are the final marketing objectives? (A.11)
• Is there a strategy to manage stakeholders during the marketing planning process? (A.12)
• Have service development options been considered in terms of products to market? (A.13)
• Has an offer been developed for each segment? (A.14)
• Will users have a positive experience of the library service? (A.15)
• Is there a set of general and segment-specific messages for users and non-users? (A.16)
• Is there a set of marketing communications that can be used for both general marketing and segment-specific activity? (A.17)
• Is there a detailed action plan with timescales and responsibilities allocated? (A.18)
• Is there a resource plan to implement the marketing plan? (A.19)
• Given that things will almost certainly not go as planned, has the plan identified the major risks to manage? (A.20)
Information
- Type
- Chapter
- Information
- Developing Strategic Marketing Plans That Really WorkA Toolkit for Public Libraries, pp. 195 - 216Publisher: FacetPrint publication year: 2006
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