Post on 28-Mar-2015
Marketing made simple
Hans Michelsen
December 10th 2008
Methods (including marketing) of involvement of
seniors in learning processes.• Marketing methods & strategies / by Pernille Carneiro Juel,
Roskilde Library
• Instead of Pernille I will give you some experiences from marketing library projects
• Who I am?• Librarian. Former head of lending and ref.dept., central library
consultant, EU projects, Member of a national competence team for libraries, The national License group and local cultural history projects.
Your problem is• You have a good project (called operation in
European)• Your message is good, interesting….• You want to tell about your activity• You have little or no money
• Choose the proper channels• Low cost activities
does an advert in TV pay? Is a photocopy better?
• Interesting merchandise
• Engage your colleagues•
Toilet doors: Posters!• They have to know the message BEFORE
the public
What we have tried…
Dissemination
The citizen’s homepage
Denmark
Roskilde
• Network / 98 persons / one in each municipality in Denmark
• Website (www.kompetencenet.nu) with– Pressreleases for your website and for the local
papers– PPT show– Videos e.g. for big screens– Templates for flyers– Templates for posters
• National level >>>regional level >>>local level• Everything made easy for the participants at
the local level
Toolbox for dissemination
Toolbox• Ideas for marketing• E-learning
– Animations e.g. for your own website for public use– Animations for staff training
• Word documents (handouts or manuscript)• Digital signature• How to disseminate IT matters
The Good Campaign
The Good Campaign• A campaign is activities of communication
which will make change in knowledge, attitudes or actions at a certain targeted group
The Good Campaign• Solves a problem that can be solved with
communication• Is worth doing
- creates greater results than the efforts
The Good Campaign• The purpose is
– Attention– Changes in attitude– Changes in actions
The Good Campaign• The goals are clear and unambiguous and
everybody in your organisation know them• The criteria of success can be measured
The Good Campaign• The organisation is well established
The Good Campaign• Risks are to be foreseen
• And you have to adress them
The Good Campaign• Makes alliances with other partners in the
area– Associations– The municipality– Key persons
The Good Campaign• Knows the target group, their actions and
why they have them• Knows its medias and where the money is
spent at best
The Good Campaign• Speakes in different voices to different people• Is flexible• Is humble• Has a clear message• Staff is part of the campaign – not the target
Our experiences• A very succesful campaign in week no. 47• Arrangements on all libraries with small
lectures, press releases. Merchandise• Measured at the hits om www.borger.dk • Measured in the papers• Evaluation schemes
?HansMi@roskildebib.dk