L-net Long Term Marketing Plan
L-net, Oregon's statewide virtual reference service, supports public school libraries, public libraries and academic libraries. This ereference service meets the LSTA goals for the state of Oregon and the Oregon Library Association's "Vision 2010" goal, "E–Reference Services: To
create a collaborative on–line reference service that is available 24 hours a day, 7 days a week."1
Mission Statement:
L-net's Marketing Taskforce will provide media communication, promotional materials, and support collaborative internal participation in regards to outside, community events such as conferences, meetings, and other activities to let Oregonians know about L-net.
I. Needs Assessment
A. Identify target populations
B. Monitor changes in Oregon demographics
II. Identification & Branding
A. Consistency in usage of L-net logo
1. use of same color codes
2. adding "Ask Oregon Libraries!"
B. Developing different ways to use the L-net logo
1. promotional materials
2. media advertisements
III. Outreach
A. Conferences
1. delegate consortial members to represent L-net
2. distribute conference kits
B. Programs
1. Library parties
a. orchestrate calendar of events
b. provide party kit
2. Community events
a. delegate consortial members to represent L-net
b. provide appropriate promotional materials
IV. Liaisoning & Networking
A. Providing L-net information to consortial members
1. email lists
2. maintaining a directory of key contacts
B. Building collaborative relationships
1. media contacts
2. business contacts
V. Evaluation and Outcomes
A. assessment of each marketing output
1. calendar of release dates in correlation with questions
2. survey question responses
B. qualitative feedback
1. collecting constructive criticism
2. collecting positive experiences
Appendices
- Workbook
- Checklist
- Promotional materials inventory
- party and conference kits inventory
- calendar of events
- contact directory
- bibliography of key documents
1 OLA's "Vision 2010." Accessed at
http://www.olaweb.org/v2010/index.shtml∞.
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