MARKETING STRATEGY AND PLANNING FOR THE PUBLIC LIBRARY SECTOR - PLACES STILL REMAINING!
25 January 2006, London
Marketing planning brings together many current library initiatives - including marketing strategies and community profiling practices. It provides a framework for understanding users, developing value propositions and implementing these in an effective and efficient manner. This activity is understood and devised within the context of performance measurement and the required development in visits, issues and enquiries. Most importantly, all planning activity is fully costed so that return on investment can be recognised.
BENEFITS OF ATTENDING
This workshop will outline current best practice in marketing planning and show how this impacts on management practices both within library services and other organisations.
By the end of the event participants will have:
· identified why marketing planning is a key issue for public library services
· a detailed understanding of the marketing planning process
· a set of tools and techniques to use in marketing planning
· examined many examples of successful marketing planning in both the private and public sectors
WHO SHOULD ATTEND?
· senior managers who devise or influence policy for their library service
· those who are expected, or are expecting, to make a significant input into any service plan
· staff looking for a way to integrate several marketing initiatives within general library planning
WORKSHOP LEADER: TERRY KENDRICK
Terry Kendrick originally trained as a librarian and after a career in Gloucestershire, Northumberland, Norfolk and Essex moved into marketing planning in 1987. Since then he has worked on marketing planning assignments in seventeen different countries for over fifty organisations - private and public sector.
9.15 Registration and coffee
9.45 Welcome and introductions
9.55 Planning for what?
Maximising value to users
Maximising performance measures
10.15 The process of marketing planning
Ambition, market audit and understanding, marketing strategy development, implementation, feedback
11.30 Ambition, outcomes and impacts
11.45 Understanding the market for libraries
1.30 Making strategic choices
Marketing strategy to meet objectives and ambition
The Directional Policy Matrix
Value Propositions by segment
3.15 Implementing marketing strategy
4.30 Discussion and close
PLACES ARE LIMITED TO: 16
CILIP personal members:
£195 plus VAT £229.13
CILIP institutional members:
£235 plus VAT £276.13
£270 plus VAT £317.25
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, email [log in to unmask] or visit this workshop's web page at: http://www.cilip.org.uk/training/training/2006/mp/marketingplanningpls.htm
(Provisional bookings will be held for three weeks. A confirmed booking must be received within this period or your place may be lost.)
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CILIP, The Chartered Institute of Library & Information Professionals
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