Creating a Marketing and Communications Plan for Your Library - On Demand Course (07/05/22)

Cordelia Anderson Consulting has created an 8-part series of short (15-minute) videos that will walk participants through the process of creating a Marketing & Communications Plan for their library. Each video builds on the previous one and includes a short quiz to test participants’ knowledge. Templates and handouts are provided along the way so that participants can begin creating elements of the plan as they go. At the end, participants receive a template and step-by-step instructions to pull all elements of the plan together into one document.

Here are the eight parts of the course:

Part 1: Laying the Groundwork for Your Plan. We will discuss the “why” and “how” of creating a strategic marketing and communications plan. We’ll review the “RPIE” planning method, which stands for Research, Planning, Implementation & Evaluation. We’ll also talk about research methods, and how to structure your plan so that the elements align to help you reach your goals.

Part 2: Identifying Your Audiences. We will discuss how to identify audiences using the following categories: internal, external, and funding stakeholders. We’ll also discuss how you can brainstorm the unique audiences for your library. Includes Audiences Template.

Part 3: Creating Goals & Objectives. We will discuss how to set goals and objectives, including definitions of each, and how to construct a measurable objective. Includes Goals & Objectives Template.

Part 4: Developing Key Messages. We will discuss the language you use to communicate about your library. We'll define key messages and why they are important. We'll talk about different types of key messages, how to find and use your existing key messages, and how to develop new ones.

Part 5: Creating a Content Calendar. We talk about Seasonal Key Messages and how you can us a Content Calendar to capture them. These messages change regularly as you add new programs, launch new initiatives and so on. Includes Sample Content Calendar.

Part 6: Developing Strategies & Tactics. The rubber hits the road, as we begin to map out how you will get your messages to your audiences so that you can achieve your objectives and goal. We also do a mini communications audit to capture what you are already doing before adding new strategies and tactics. Includes Strategies & Tactics Template.

Part 7: Identifying Key Metrics. We will revisit our Measurable Objectives and look at the different ways we can measure our efforts. We’ll also discuss how you can create a data dashboard to track these measures. Includes Data Dashboard Sample.

Part 8: Pulling it All Together. We will take what we’ve learned in the first seven videos and pull it all together into a Marketing & Communications Plan. We will download a template and walk through how to fill it out step by step, using the information you have gathered throughout the series. Then we’ll discuss creating your own content calendar and data dashboard. Includes Final M&C Plan Template.

You will receive access information for the webinars prior to the official start date of July 5, 2022. You will receive a link directly to the content on Niche Academy. This course will not be available through the main NEFLIN Niche Academy collection.