April 20, 2018

I Saw the Number 5 in Red

Remember that William Carlos Williams poem? His response to the Charles Demuth painting of the number five? That title came to mind as I started to write this post, this time about another resource I’ve found that might be of use to you: A Five-Step Approach to Creating a Marketing Strategy.

I’m a member of the American Marketing Association, which has a bounty of resources for marketers. They have local chapters that you can join where you can share ideas, get help for translating marketing concepts into library vernacular and follow trends. Their website is full of white papers, webcasts, resources and studies.

While looking through their site, I found this five-step how-to that you might find useful. In an earlier post I offered up our marketing plan to any who was interested and heard from many of you. That made me think that libraries are hungry for help when it comes to writing and delivering on a marketing plan.

I’ll give you the sneak peak at the five steps:

Step 1: Understanding the market climate and marketing strengths and weaknesses 
Step 2: Developing a marketing strategy 
Step 3: Building a marketing plan 
Step 4: Implementing the plan
Step 5: Monitoring the success of the plan

The article goes on to talk about what goes into a plan and to discover customer segments. At my library we have done a great deal of customer segmentation, which eventually became the driver of our strategic plan. I’ll dive into that in greater detail in an upcoming post.

Alison Circle About Alison Circle

Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.