Publicity Plan Outline and Timeline

“A brand is a product from a known source (organization). The name of the organization can also serve as a brand. The brand value reflects how a product’s name, or company name, is perceived by the marketplace, whether that is a target audience for a product or the marketplace in general (clearly these can have differ-ent meanings and therefore different values). It is important to understand the meaning and the value of the brand (for each target audience) in order to develop an effective marketing mix, for each target audience.” -- Learnthat.com...
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Publicity Plan Outline and TimelineQuality Quality 2004Publicity Plan Outline and TimelineI. Brand Identity Assessment/Problem and Needs January - March, 2004 a. Staff b. Community advisory board c. African American focus group d. Hispanic focus group e. Marketing, demographics and media audit f. Meetings with other agencies i. City PR and community liaison ii. Park District (new field house) (publicity in newsletter) (result) iii. Boys and Girls Club iv. Rotary v. Township (buses for concerts, publicity in newsletter) vi. Park Place Senior Center vii. Main Street viii. YMCA ix. SchoolsII. Brand Aspiration (Planning) January - March, 2004 a. Budget Analysis / use Contrarian Thinking b. Goals i. Get more media coverage ii. All city mailings iii. Get more photos in papers iv. Email newsletter v. Update website vi. Drop newsletter/mail postcards vii. Change programming model viii. New identity ix. Increase staff in PR departmentIII. Brand Strategy/Implementation April - December, 2004 a. Quality Campaign (brand promise) b. School flyers (outreach/publicity) c. Print materials to coordinate with identity such as brochures on library services d. Articles in newspapers/radio/tv e. Paid advertising f. More photographs in paper g. City wide mailings i. Township ii. Park District iii. Postcard mailing on power of library cards h. Expanded staff i. Interns ii. Graphic ArtistIV. Operations a. Programming b. Landscaping c. Slat wall d. Change in bookmobile scheduleV. Training a. Dress for Success b. Customer Service Training c. Merchandising d. All staff day training (second one)VI. Fundraising and Sponsorships a. Local businesses and agencies for promotions i. WDA for Winter Concerts ii. City for Summer Concerts b. InternsVII. Budget a. Increase publicity budget b. Create budget for Quality campaign merchandiseVIII. Brand Effectiveness/Evaluation December, 2004 a. School flyers b. E-newsletters c. All city mailings d. Follow up to focus groups/survey e. Exit surveys f. Program successes g. Statistics h. Correct information in papers i. Letters and public comments j. More photos and articles k. Website/Intranet l. School outreach“A brand is a product from a known source (organization). The name of the organization can also serve as abrand. The brand value reflects how a product’s name, or company name, is perceived by the marketplace,whether that is a target audience for a product or the marketplace in general (clearly these can have differ-ent meanings and therefore different values). It is important to understand the meaning and the value of thebrand (for each target audience) in order to develop an effective marketing mix, for each target audience.”-- Learnthat.comExternal Quality CampaignPutting “quality” in the lives of our patrons is inherent to library service. Even when we make minimum effort, the qual-ity of the patron’s life still improves by what they check out/attend as we are not writing the books, playing the musicetc. By providing excellent customer service, information about services and programs, a clean and friendly facility andeasy access to information, we enhance the quality experience.Goal: In 2004 the Waukegan Public Library will implement a public awareness campaign with the goal of updating thelibrary’s image and identity within the community. Objectives: In addition to a public awareness plan, the current strategic plan needs to be reviewed to align its objec- tives with the goals of this publicity effort. To that end, many of the projects listed in the plan would support the “Quality of Life” campaign. We need to concentrate only on those that move us towards the goal of greater public awareness during 2004. • Invite the community advisory/strategic planning board back to the library to review new streamlined plan. • Create new logo to go with tagline. Implement new logo on all materials. This logo should tie to the library’s identity to its website creating a more uniform approach to “branding” the organization. The logo will support the chosen tagline that clearly identifies to the patron the mission of the organization “to put quality in their life.” This campaign will be introduced to the public during National Library Week 2004. • Update the library’s website to reflect its purpose as a public relations tool. • Purchase shirts, hats etc. and other merchandise with the library’s new logo.Quality Service/Internal CampaignQuality is first and foremost about meeting the needs and expectations of customers. It is important to understandthat quality is about more than a product simply “working properly” Think about your needs and expectations as a .customer when you buy a product or service. These may include performance, appearance, availability, delivery, reli-ability, maintainability, cost effectiveness and price.Goal: Quality training must be provided to staff in order for them to produce a quality product. The library will developand present customer service and other training programs to support the quality theme. Objectives: Training programs on Focus Group results, Dress for Success, Merchandising and Customer ServiceQuality ProgrammingFocus group results show that we are not reaching our target audiences wi ...