CREATING STRATEGIC MARKETING PLANS TO BUILD BETTER PUBLIC LIBRARY SERVICES
CILIP workshop - two separated days: 28 January & 13 February 2003, London
"Libraries hold an important place in people's hearts, but they are losing
their place in people's lives." (From Building Better Library Services,
Audit Commission 2002)
Re-establishing public libraries within people's lives as well as hearts
requires more than simple advertising and public relations.
As a response to Better Library Services this workshop is designed to give
public library staff the marketing planning and customer relationship
management (CRM) skills they need in order to ensure their services can meet
the requirements of their existing and potential users more effectively and
efficiently.
BENEFITS FROM ATTENDING
This new two-day highly practical and interactive workshop will provide a
framework for challenging services, focussing on the public concerns
identified by Mori for the Audit Commission.
It will equip participants with knowledge of integrated marketing planning
and CRM processes, and give them an understanding of key marketing
strategies that have implications for all elements of the library service -
from service development and evaluation to the identification of appropriate
promotional activity.
BY THE END OF THE PROGRAMME PARTICIPANTS WILL HAVE:
* addressed the conclusions made in the Audit Commission's report
* learned leading-edge methodology for integrated marketing planning and CRM
* acquired tools which will help with balancing competing claims for
resources, ensuring that the needs of both existing users and potential new
users are addressed
WHO SHOULD ATTEND?
Those who are responsible for:
* planning public library services
* initiatives such as Comprehensive Performance Assessments, Annual Library
Plans and Social Inclusion and other initiatives, and who are interested in
exploring the relationships between integrated marketing planning and CRM as
they apply to public libraries
WORKSHOP LEADER: Terry Kendrick, Information Now Ltd
Terry originally trained as a librarian and worked in the profession for
over ten years. He is now a trainer, writer and consultant, specialising in
marketing planning with an understanding of current library issues.
PROGRAMME
DAY ONE
9.00 Coffee and registration
9.30 Welcome and introduction
9.40 Marketing planning: challenging your vision of your service
Performance indicators
Getting to know your market (community profiling, segmentation, and
benchmarks)
12.30 Lunch
1.30 Setting future priorities
4.30 Review of day one, and preview of day two
5.00 Close
DAY TWO
9.00 Coffee
9.30 Reflection on day one
9.45 Service marketing objectives (e.g., implementation of government and
local authority initiatives, visitor numbers, membership numbers)
12.00 Service marketing strategies (e.g., balancing user retention and
acquisition, using the Directional Policy Matrix)
12.30 Lunch
1.30 Service marketing strategies (continued)
(e.g., an overview of CRM, impact analysis)
4.30 Close
(Coffee will be served at 11.00 each morning, and tea will be served at 3.00
each afternoon)
PLACES ARE LIMITED TO: 16
FEES:
CILIP Personal members: £360 plus VAT (£63) £393
Institutional members: £435 plus VAT (£76.12) £511.12
Non members: £504 plus VAT (£88.20) £592.20
HOW TO BOOK:
TO MAKE A CONFIRMED BOOKING:
Please print out and complete the booking form below and return it by fax to
the Training & Development Department on 020 7255 0561, or post to: Training
& Development, CILIP, 7 Ridgmount Street, London WC1E 7AE
TO PROVISIONALLY BOOK A PLACE:
To make a provisional booking simply telephone us on 020 7255 0560,
textphone 020 7255 0505, visit our web pages at
<http://www.cilip.org.uk/training_events/cilip_courses/c30512.html> or
email [log in to unmask]
(Provisional bookings will be held for three weeks. A confirmed booking must
be received within this period or your place may be lost.)
BOOKING FORM:
I would like to book a confirmed place on CREATING STRATEGIC MARKETING PLANS
TO BUILD BETTER PUBLIC LIBRARY SERVICES (two separated days: 28 January & 13
February 2003, London)
Title: ____________ First name: _________________
Surname: ____________________________________
Job title: ____________________________________
Organisation: ________________________________
Address: ____________________________________
Town:________________ Postcode:______________
Email address: ________________________________
Tel___________________ Fax: __________________
Are you a CILIP member? YES __ NO __
Personal* __ Institutional __ Student** __ Unwaged __
* If you are a Personal Member, but your employer is paying, they will still
be charged at Personal Member rate.
** The Student rate applies to personal payers only - but not if
organisations are paying the fee
CILIP membership no: __________________________
Dietary/special requirements (sensory or physical)
___________________________________________
PAYMENT OF FEE:
Option 1: __ Please send an invoice
(your payment will be due within 30 days of the invoice date).
Please give invoice name and address if different from above:
____________________________________________________
____________________________________________________
____________________________________________________
Option 2: __ I enclose a cheque (payable to CILIP) for £_______________
Please tick here if you require a receipt: __
Option 3: __ Please debit £_________ to my credit card
Credit card details:
Name of cardholder:_______________________
Card no: __________________________________
Expiry date: _________________________________
Signature: ___________________________________
PLEASE NOTE: cancellations received on the day will incur the full fee. If a
cancellation is received in the seven working days prior to the event, 50%
of the fee will be due.
PLEASE RETURN BOOKING FORM TO:
Training & Development, CILIP Enterprises, CILIP, 7 Ridgmount Street,
London, WC1E 7AE, or fax back to 020 7255 0561.
CILIP keeps any personal information you supply for the purpose for which
you have provided it. It is not passed to other organisations unless this
is made explicit when you supply it or if we are legally required to do so.
However the Association may from time to time wish to send you information
about other services or products it provides.
CILIP, The Chartered Institute of Library & Information Professionals
Registered Charity no. 313014
Message sent by:
Iona Khan
Events Assistant, Training & Development
CILIP
7 Ridgmount Street
London
WC1E 7AE
Telephone: 020 7255 0560
Fax: 020 7255 0561
Email: [log in to unmask]
Visit our web pages at: www.cilip.org.uk/training
<http://www.cilip.org.uk/training>
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