PR Plan for Madison Library District

8/9/2019 PR Plan for Madison Library District

1/19

PR.PLAN


2/19

This Marketing Plan is intended for use by the

Madison Library District to increase attendance

during the Fall and Winter activities. Included is

a budget, advertisingstrategies, and poster samples to make the

execution of this plan a success.

Created by: Craig Hayes, Leslie Leavitt,Miley Davis, and Marissa Booth


3/19

1. Situation Analysis

2. Audience Analysis

3. Goals and Objectives

4. Target Audiences

5. Positioning

6. Key Messages

7. Challenges

8. Communication Vehicles9. Research Methods

10. Time Chart

11. Strategies and Tactics

12. Advertising Plan

13. Collateral Plan14. Evaluation Plan

15. Contact Information

16. Media Content


4/19

Client: Madison County Library

Client's goal:publicize winter activities: Writers Read-ing, Story Time, A Close Knit Community, & Game Days.

Strengths:Best attendance for summer reading pro-gram, expanding

Weaknesses: Only library for whole Madison Countyarea, construction not done yet, parking

Opportunities: Provide structured activities in a safeenvironment for kids and teens. Provide intellectual socialoutlet for adults.

Threats: Transportation issues for patrons living outsideof Rexburg may decrease numbers. Some people may bewary of Dungeons and Dragons.

Audience perspective: Libraries are places to getbooks and study. Why should I go to a library if I don'tneed any books or if I study at home? We want activitiesthat we're interested in and that other people in our peergroup are interested in.


5/19

All ages. Mostly Mormon. Many are farmers. Most are busy and some

are over-scheduled. Most have preconceived ideas about what a library is

and how it works. Many aren't aware of the programs offered during the

winter. Most of the audience lives outside of Rexburg. Students already havean academic library, and many don't need a leisure library. Schools have

their own libraries, but they probably don't offer the audience the variety

that this library does. Most do their research online, and the library has

online resources. Many probably rely on genealogical resources for family

history work. There are a lot of preschoolers because of students and

Mormon culture. There is also an emphasis on family activities and togeth-erness both in society and in Mormon religion. The library offers activities

that could be turned into family activities. BYU-Idaho has many students

who write who may be interested in Writer's Reading. There are also stu-

dents at BYU-I who used to play D&D. Teenagers and children are often

kept indoors during the winter and may be bored of video games or have

parents who want them to play them less. There is an emphasis on charityand donations right now because of the earthquakes in Haiti and Chile, so

people may be more interested in the fact that Close Knit Community

donates projects to charities. The retired in Rexburg can use somewhere to

go for non-physical recreation and may like the library because of this.

Stay-at-home moms can also use the activities offered by the library to get

out of doors and take their kids somewhere.


6/19

To increase attendance at the activities the library offers in the wintermonths: Game days, Writer's Reading, Story Time, Close Knit Community.

So far, attendance per day is as follows(estimations from library employees):

Game Days (D&D, Magic): 10-20

Writer's Reading: 30-50

Story Time: 40

Close Knit Community: 10-20

We want to increase these numbers

by 10 %.

See time chart and action plan for specific communicationstrategies, tactics, and due dates.


7/19

Writers Reading: BYU-I English Students, Madison High School

English Students, Sugar Salem High School English Students, Idaho

Writers League Members, Young Adults, Adults, Business Owners,

Etc.

Close Knit Community:Young Adults, Adults, Business

Owners, Etc.

Story time:Preschools, Parents of children 2-5 years of age, Reli-

gious Leaders, Business Owners, Etc.

Game days:Madison High School Students, Sugar Salem High

School Students, BYU-I Students, Comic Book Store Owners, Business

Owners, Etc.


8/19

Creating a more connected

community through

activities at the

Madison Library District.


9/19

Writers Reading: Get an inside scoop into books yetpublished. Hear local writers read portions of booksthey're currently writing. Give opinions andsuggestions about that portion.

Close Knit Community: Would you like to learn toknit while listening to your favorite book? Come to thelibrary tueday nights to listen, discuss, and meet newpeople. Everything you help make goes to localcharities.

Story Time: Treat preschool age children withimaginitive characters like peter pan, winnie the pooh,or in the secret garden. These interactive story timeswill entreat kids and give them a good start forreading.

Game Days: Increase your prowress fighting drag-ons, goblins, undead, and more. Game days is a chanceto create, explore, and learn. Develop creative thinking,problem solving, and math skills at the library.


10/19

1. The Library is perceived as boring-

The library is more than just about books. Its about being a part of something.Part of the community, part of our imagination, or a part of lives. The library offersactivities that invite you to become more than you are. You can hear and critique

local novelists. You can adventure in a game of dungeon and dragons. Delve into thefar reaches of 100 acre woods, neverland, or ... in story time.

2. People are busy-

Days are filled with errands, grocery shopping, household chores, childrenand their schedules, sports activities and those are just a few common activities thatfill peoples lives. However, taking time to enjoy and participate in activities can offera more peace of mind. We should stop all of the hustle and bustle and take time toenjoy ourselves.

3. Hard to get to library from outside of Rexburg-

Targhee Regional Public Transportation Authority is a door-to-door servicethat requires prior day notice. This service is also available to the general public,seniors and people with disabilities. Demand response service covers Idaho Falls andsurrounding areas outside of the fixed routes. We also offer demand response servicesin Rigby, Shelley, Rexburg, Driggs, and Salmon (prices may vary in these areas, soplease call for more details).. The fee is currently $3.00 or $4.00 depending on thepick and drop off zone. Service is provided Monday through Friday.7:00 am to 5:00

pm.

4. Getting people to hear and get excited about the activities-

Posting signs, handing our flyers, radio announcements are just a few of theways that people can learn about the activities that the library offers. Word of mouthis a great way of people getting informed and the internet is another great way ofproviding information to the community.


11/19

Handouts: College English Classes (Specifically Creative Writing Classes).Local High School English Classes. We will be sending 200 to the college and200 to the high schools. It will just be a brief description of what activities areoffered by the library and have a call to action. These flyers will be passed outin the beginning of January.

Press Release: Given to The Scroll (BYU-I) and Standard Journal. Also, thepress release will be posted online.

Upcoming Events Calendar: In The Scroll (BYU-I), citycalendars/newsletters, madison county calendar.

Word of Mouth: People who already attend the libraries activities will beencouraged to share their experiences with family, friends, neighbors andco-workers.

PSA: A description of the benefits that the library offers to the communitythrough their activities. This will air on the major radio stations through outthe area.

ELF: Allows for text message alerts for those who subscribe to receiveupdates, reminders etc.

Blogs: It is an inexpensive way to connect the members of the community toone another as well as the library. It provides easy access to information aboutupcoming activities and events as well as discussion boards about certaintopics. It is also a great tool to see what people are saying about the activitiesand provides feedback.

Facebook: It is another great way to connect and engage people to thelibrary. It creates more awareness about the activities that are happening in thelibrary. It is also a great tool that provides more web traffic to other importantlibrary sites, such as blogs, the main library home page etc.

Posters: We will be strategically placing 30 or more, 11''x17'' full color postersin the doors and windows of high traffic business.


12/19

Looked up preschools in Rexburg, Sugar City,

& Ashton. Identified six in the area. Out of that

six, three were reachable. One has a website.

Called city and county clerks to find out how to

put information in their calendars.

Information Technology Specialists handle

online calendars.

Called quick, ship, and copy about pricing for

flyers in color .


13/19

Deadline DoneTaskContact Media: Post Register, KBYR (BYU-Idaho's radio broadcast),Rexburg City's Web site (news and text/e-mail alerts), BYU-Idaho Scroll,Create screen savers (electronic version of flyer)on library computerspromoting upcoming activities,

Contact schools about flier distribution and homeroom announcementsContact BYU-Idaho departments where handouts can be distributed

(ex: English department. Ask if teachers will give handouts aboutWriters Reading after class.)

Print fliers, posters, handouts

Send mediaSend press release to Post Register, Rexburg's Web site and ScrollSend text/e-mail alerts to Rexburg's Web siteSend homeroom announcement to schoolsSend PSA (Public Service Announcement) to KBYR

Update blog, Web site, Facebook and Web Calendar with activity dates,

times, themes, contact information for people in charge of activities

Distribute fliers, posters, handouts

Nov. 19,2010

Dec. 3,2010

Dec. 10,2010

Dec. 13,2010

Dec. 13,

2010

Dec. 17,2010


14/19

Strategy TacticsVisual Media (posters,fliers, handouts, Web &electronic)

Print posters, fliers and handouts at Quick Ship and Copy

Contact businesses or public places in the community

about displaying fliers or posters on their bulletin boards

Ask high school and BYU-Idaho English teachers todistribute handouts after classes.

Hang up posters in the library

Put banners on the library Web site telling of activities

Make screen savers on library computers that tell of theactivities (examples: electronic version of a flyer or just aWindows marquee)

Ask if activities can be placed on the calendar on Rexburg'sWeb site or in the little news bulletins that are there.

Radio Announcement(PSA)

Ask BYU-Idaho's KBYR radio station if they want tobroadcast the PSA. Send them the document if they agree.

HomeroomAnnouncement

Contact high schools and ask if they can do homeroomannouncements. Send them the announcement if they agree.

Ask BYU-Idaho English teachers to make an announcement

about Writer's Reading

Press release innewspaper and onRexburg Web site

Call Post Register, Standard Journal and BYU-Idaho's Scroll.Send them the press release if they want it.

ELF Update Use ELF to publicize upcoming events.


15/19

Press Release to the Post Register, Standard Journal, and story will beprinted in the Scroll newspapers at BYU-Idaho.

Public Service Announcement will air on 94.3, 103.3, 100.5, and105.5. These are the most popular radio stations in this area.

Homeroom Announcement to be distributed the schools throughoutthe community.

Handing out flyers at High School english classes and English classesat BYU-I.

Posters at businesses around town.

Online Calendars through City of Rexburg, Madison County, andSugar City.

Calendar through City of Rexburg Newsletter.


16/19

Hand-outs: Quarter-page distributed in high school andBYU-Idaho English classes.

Flyers: Posted around community, high school bulletin boards.

Posters: Posted at library and other participating locations incommunity.

Design: Both flyers and poster design was left fairly simpleand easy to read.

Description: On the posters there are circles because circlesrepresent unity and thats what the our plan is all about - unitingthe community through the activities at the library. And greenwas chosen because its a desired color these days because it por-trays eco-friendliness to the environment and the library supportsa clean environment.

Price: *400 quarter page handouts or 100 8.5 x 11 flyers @ $45 incolor. ($0.45 per page)

* $0.95 per 11 x 17 poster in color.


17/19

1. Compare the number of this years readingparticipants compared to previous years - howmuch did it increase, if it increased at all? did wemeet our goal?

2. Seek for responses from the community aboutwhat they thought about the library programs.

3. Ask what improvements they would like to seeor what could be removed from the agenda.

4. Short and easy surveys handed out at activities

5. Focus Groups

6. Blog and Facebook Responses


18/19

City of Rexburg: 208.359.3020*Contact Steve - ext. 2339

Sugar City: 208.356.7561

Madison County: 208.359.6200*Contact IT Dept. - 208.359.6226

Outland Comics2095 East 17th Street

Idaho Falls, ID 83404

Phone: (208) 529-5717

Little Academy - 208.356.8728*Can put up flyer for reading times

Discovery Preschool - 208.656.0086*They have weekly calendar to kids: Also can give out flyers

Bright Beginnings - 208.317.5613*preschoolbrightbeginnings.com

BYU- Idaho English Dept.- 208.496.4361

Madison High School- 208.359.3305

Sugar City High School- 208.356.0274


19/19

This CD contains:

PDF of complete plan:

Includes: Contact Information, Time Chart, and Execution plan.

Digital Media:

Flyer, Poster, and Public Service Announcement.

PR Plan for Madison Library District

Documents

Transcript of PR Plan for Madison Library District