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Table of Contents Introduction Chapter 1: The Planning Process for Your Marketing Plan Defining Marketing The Marketing Planning Process Gathering Data About Your Community Surveys Observation Focus Groups Nominal Group Technique Analyzing Your Community's Needs Environmental Scan SWOT Analysis Deciding What Method(s) to Use Lots of Time and Money Some Time and Some Money No Time and No Money Putting It All Together Chapter 2: Develop a Marketing Plan Marketing Plan Components The Executive Summary Introduce Your Organization Mission Statement and Goals and Objectives List the People Involved in the Marketing Plan Summary of the Marketing Objectives and Recommended Strategies Environmental Scan Marketing Goals and Objectives Marketing Plan and Strategy The Action Plan Budget Evaluation Examples of Marketing Plans Chapter 3: Communicate to the Community: Using the Media, Newsletters and Annual Reports to Market the Library Creating a Media List Contacting People on Your Media List Getting To Know You Getting to Know You Better Press Release Public Service Announcement Public Service Announcement Template Press Kits Calendar of Events Annual Reports Newsletters Newsletter Template Useful Sources American Library Association Association of Research Libraries Medical Library Association Ready, Set, Go! Free Marketing Resources! Handling Bad Press Chapter 4: Fundraising Developing Relationships Local Funding Friends of the Library Grants State and Federal Funding Foundations Corporate Funding/Corporate Foundations/Local Businesses Private Donors and Benefactors Electronic Fundraising Resources Appendix A: Nominal Group Technique Appendix B: Boiler Plate Appendix C: John Cotton Dana Award Information Appendix D: Sample Marketing Plans Appendix E: Poster Examples Appendix F: Sample Annual Reports Appendix G: Sample Newsletters Appendix H: Bibliography
Library of Congress Subject Headings for this publication:
Libraries -- Marketing.