- Marketing and Branding 101 for Libraries
LIBRARY MARKETING INSTITUTE
October 2011 – March 2012
ABOUT THE COURSE
In partnership with the Ad Council of Rochester (ACR), the Rochester Regional Library Council (RRLC) will once again be offering a special six-session course specifically designed for libraries. The ACR will take the principles of marketing and communication and apply them to different library circumstances, goals, and objectives. Topics will include, but are not limited to:
- Identifying and Prioritizing Target Audiences
- Low-Cost Market Research Techniques
- Effective Messaging for Libraries
- How to Write a Marketing Plan
- Mission/Vision Statement Development
- Principles of Graphic Design
- Customer Service and Your Brand
- How to Develop a Social Media Strategy
- Best Practices in Email Marketing
- Getting in the News / Public Relations
- How to Reach Hard-to-Reach Audiences
- Event Planning and Promotion
- Internal Communications
- Boosting Program Participation
All types of libraries are invited to participate.Course content is appropriate for all library types – diversity among the group will only aid participants’ learning. The target audience for this includes library directors, assistant or associate directors, library trustees, and public service or outreach staff.
A mix of in-class and out-of-class learning. The Institute will consist of six full-day class sessions, with reading assignments and exercises to be completed between class sessions. A variety of guest speakers will be used to cover each of the topics and provide real-world application. As a capstone of the program, each student will be responsible for writing a marketing/communications plan for implementation at their library. An online forum will be established to facilitate communication among members of the group and the instructor between classes.
The full-day sessions fall on Wednesdays each month, 9am to 4pm:
October 19, 2011
November 16, 2011
December 14, 2011
January 18, 2012
February 15, 2012
March 21, 2012
It is expected that all registrants are committed to attending all six class sessions. All classes will be held at the Rochester Regional Library Council in Fairport, NY.
$395 for members of any of the NY3Rs Councils. Preference will be given to members during registration. Non-members will be accepted as space allows at the rate of $495. The cost of attendance includes morning coffee and lunch on each class day. All participants will receive a certificate of completion.
To register for the Institute, please visit http://www.rrlc.org and click on “Register for Courses”. If you are a first-time visitor to the RRLC website, please call the office at 585-223-7570 to set up a username and password for the registration system. Payment may be made by credit card or by check. All checks should be made out to the Rochester Regional Library Council. If paying by credit card, you will complete an online form.
WHAT PAST STUDENTS HAVE TO SAY
Of those students that completed the course evaluation (15 out of 18) a full 100% said:
- they would recommend the course to a colleague or friend
- the course met or exceeded their expectations.
- the course was worth their time
- they were interested in taking more courses like this one
- the information provided was relevant to their organization
In their own words:
- This course will help you define who you are, define your target markets, and help you walk away with a plan to reach those markets.
- The course taught marketing skills that all libraries need. Someone on staff should have this knowledge and put it into practice on a regular basis.
- I now understand the concepts behind marketing AND created a marketing plan!
- It was eye-opening and provided valuable, useful insights into ways to improve our library.
- This course provided a foundation in marketing and branding, enhanced by expert guest instructors.
- This was without a doubt the best class I have ever attended. It really helped organize many of the ideas and plans already in play for my library into a greater whole. I learned many new things and with the input of the teacher was able to add them to an overall marketing plan.
- A must for Library Directors!
ABOUT THE AD COUNCIL
Since 1950, the Ad Council of Rochester has been the country’s only community-based service organization committed to bringing voice to community issues and needs in partnership with nonprofit organizations from all segments of the community. We serve our one client – the community – by creating impactful public service campaigns and building capacity within the nonprofit organizations we serve. This is possible through the generous support of 31 local media outlets, 75 local businesses, and a cadre of over 350 dedicated volunteer marketing professionals.
ABOUT THE INSTRUCTORS
Cenette Burdine, President of Burdine & Company LLC, is a proven strategist, accomplished marketer and brand expert. She has served as a senior executive and is a business consultant with a twenty (20+) year track record of success in the healthcare, insurance, information services, technology, small business, and non-profit sectors. She works with her clients to develop brand strategies, conduct business planning, to innovate and create new products, and effectively market their products and services for growth.
In addition to running her consulting practice, Cenette also serves as an adjunct consultant and volunteer for the Advertising Council of Rochester. Through this alliance, she works with Ad Council clients, non-profit and public-sector organizations and agencies, to optimize their capabilities and address important community issues by assisting them with strategic planning, brand development, marketing, and communications programs.
Guest Instructors will be invited to present on specific areas to broaden the class’ perspective. These presenters will be drawn from the Ad Council’s rich network of professionals in the marketing field.
This program is sponsored by the Rochester Regional Library Council, and supported in part by Regional Bibliographic Data Bases and Interlibrary Resources Sharing (RBDB) funds awarded through the New York State Library.