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Marketing Plan Elements

Nicole Carney Sarah Holmes Mary Thomas. Marketing Plan Elements. A public library based on the game: Candy Land. IS 590 Marketing Library and Information Services To Communities (8/2013). K Land Public Library. Description. Sarah. Introduction.

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Marketing Plan Elements

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  1. Nicole Carney Sarah Holmes Mary Thomas Marketing Plan Elements A public library based on the game: Candy Land IS 590 Marketing Library and Information Services To Communities (8/2013)

  2. K Land Public Library Description Sarah

  3. Introduction • A Community and Public Library Based on the Children’s Game Candyland

  4. Community • Candyland is a town located in the county of Confections First. • The confection industry is the largest industry • KandyLand Confections and Treats is the largest employer. • Mr ‘King Kandy’ Land, as the CEO of KandyLandConfections and Treats, is a primary donor to the public library • The city’s community newspaper: Sweet Treats,

  5. K Land Public Library • The K Land Public Library (KLPL) is located in down town Candyland. • Located on the Candyland Express bus route • KLPL is a joint effort between the county and the town of Candyland • Website: http://klandpubliclibrary.wordpress.com/ Image Credit: http://www.bing.com/images/search?q=historical+buildings+gigngerbread&qpvt=historical+buildings+gigngerbread&FORM=IGRE#view=detail&id=C0F50C5179F4FC3C516F157B973275E4450CBCED&selectedIndex=61

  6. K Land Public Library S.W.O.T. analysis Sarah

  7. Strengths • KLPL has a well organized & capable staff. • KLPL has 5 online access computers • wireless service and • computer training classes • Grant funding: expand the number of computers for library users and staff • Located downtown • Interesting architecture • On main bus route Sarah

  8. Weakness • KLPL is not an obvious main attraction. • many of the residence do not know the location of the library. • library is in a small building off of the main street. • Many of the services are outsourced to other locations. • Limited operating hours of the library. Residence would like the library to that take into consideration shift work. • staffing issues, • transportation service hours and the fluctuation in shift hours at the Kandy Factory. • Online services need to be developed more to attract “digitally” oriented library users Sarah

  9. Opportunities • KLPL is placed in a great spot in Candyland. The library is downtown on a major transportation route and has lots of room to expand. • The library has the capability to teach Candyland residents new job skills. • The library could easily expand the technologies classes to include job opportunities, retraining and creating a new business. Sarah

  10. Threats - primary • Bookstores duplicate services and provide a coffee shop atmosphere. • Bakers and Nibbles has a relaxed and inviting atmosphere. • KLPL has rules prohibiting any food or drink in the library. • King Kandy must be convinced that the library is still relevant and he is not sure a tradition library is effective in the digital age. • Since he is the major benefactor the library needs to convince him that the library in a traditional sense is still relevant while growing into the digital community. • The library needs to expand its online services and offer & make available a greater number of public access computers. • The library needs to develop a user-friendly website as access to the library on ‘off hours’. • The library needs to develop an online presence utilizing social media for example FaceBook, Twitter, Pinterestand other relevant platforms. Sarah

  11. Branding Logos & Tag Lines Mary

  12. Read the rainbow; explore the colors of your world Logo and Tag Line K Land Public Library Open windows to your world; become an explorer Previous Library Tag Line: Mary

  13. Logo and tag line • An apple a day… Healthy Living Week • is better than you think Mary

  14. Program: Marketing & Development Healthy Living Week Mary

  15. Stakeholders • Mr. ‘King Kandy’ Land • Medical Community • County Health • City & County Government • Library Board • Families in the community

  16. The KLPL is developing a weeklong event that emphasizes healthy living tipsand habits. The events will include cooking classes, book reviews, exercise sessions and public forums focusing on healthy living. The recent national study indicated that the Towne of Candyland had a significantly higher than the national average risk for specific health issues. Program overview Healthy Living Week Mary

  17. Healthy Living Week will cover multiple issues helping young families making healthy choices. Primary target Healthy Living Week Mary

  18. Addressing the issues of obesity and the rise of diabetes in teens. Secondary Target Healthy Living Week Image Credits: http://thumbs.ifood.tv/files/images/Teen_eating_disorder_is_now_becoming_a_big_problem.jpg-- http://kidshealth.org/teen/food_fitness/problems/headers_88944/T_bingeEatingDisorder1.jpg Mary

  19. Proposal: Healthy Living Week • An apple a day… • is better than you think Sarah

  20. Program Proposal • Promote Family Healthy & Well-being Collection • Highlight the new health services collection • Director QuennieFrostine, started developing this collection • Decided to develop a program to build community awarness for the collections • Week long events • Various classes (cooking, exercise, mental health, preventive health care) • Cooking class with Alton Brown • Other events: Blood pressure, calculate BMI, talk with a personal trainer • Health Fair Day • Grant funded • Day long events on the topic of health and well-being Sarah

  21. Program Proposal • Community Involvement • Master Chefs from local restaurants • Personal Trainers from local health clubs • Healthcare professionals, Nurses & Physicians • Final Day 5K Run/Walk • Highlight local athletes Sarah

  22. Program Proposal • Cooking Healthy: Alton Brown • The concept of diet • A Healthy eating plan • Cooking demonstration: ‘Tofulicious’ • Cooking Healthy is Funded by donations from • the Friends of the Library • the Soy Bean Federation of Farmers Sarah

  23. Promotion of Healthy Living Week • An apple a day… Programing Promotion Strategies • is better than you think Mary

  24. Marketing tools • Posters in the community • Brochures distributed through out the community • Elevator ‘speech’ by all staff and volunteers • Broadcast Media • Print, Radio and TV press releases • Interviews of healthcare professional • Morning show healthy cooking demos • Physical fitness trainers demo easy home exercises Mary

  25. Marketing tools • Social Media Start a healthy conversation • tips, recipes, work out guides on a day basis • Utilizing Library Website, Facebook, Twitter, Pintrest and YouTube • Local sponsors for various events • Develop community ownership • T-shirts for the 5K walk/run event • Free T-shirt at registration • Find the Sliced Apple scavenger hunt • Facebook, Twitter & Radio hints Mary

  26. The Kandy Land Public Library will hold a health fair for residents. For immediate release Monday, July 9, 2013 Contact: Mr. Mint Media Relations Manager Kandy Land Public Library 654 Candycane Forest Lane 865-555-6789 mrmint@gmail.com Press Release Kandy Land – The executive board of the Kandy Land Public Library is pleased to announce it will hold a health fair for residents of Kandy Land next month. The event is partially funded through a grant from the Library Services and Technology Act (LSTA). The Kandy Land Health Fair, presents a week of healthy living programs including activities at the library that promote healthy living and health screenings to assess health risks: diabetes screening, body mass index (BMI), blood pressure screening and cholesterol screening.  The library will pick out several of the cookbooks to demonstrate how healthy cooking can be fun and tasty. On the final day of the health fair a 5K run/walk takes place. Princess Lolly serves as chair of the executive board of the Kandy Land Public Library. Healthy Living Week Nicole

  27. A 2010 report from the Centers for Disease Control and Prevention (CDC) says that since 1980 obesity prevalence among children and adolescents has almost tripled. A 2012 survey conducted by Blue Cross Blue Shield of Kandy Land showed that seventy percent of adults ages 40 and over indicated that they desired more information on making appropriate health decisions in their everyday lives. It is the intent of the executive board of the Kandy Land Public Library to highlight different aspects of their new nutrition and exercise collection as well as focus on healthy living for families of all ages. About the Library Services and Technology Act Developed by the American Library Association and other library groups, the Library Services and Technology Act (LSTA) was signed into law in 1996. It is a United States federal library grant program administered by the state library of each state. About Kandy Land Public Library Established in 1906, the Kandy Land Public Library is committed to extending the benefits and joys of reading, lifelong learning, and discovery to all people through collections and services. Press Release Healthy Living Week Nicole

  28. The residents of Kandy Land were found in one recent study to have significantly higher rates of obesity. The director of the Kandy Land Public Library (KLPL) has been expanding the health sciences collection over the past year. The KLPL is in a unique position as the leader in health information distribution. The KLPL offers residents of its community an opportunity to reevaluate their personal health. The KLPL has received a grant to host a health fair. “Where the sweet, the sour, and the rainbow meet for you” is the name. The KLPL information professionals offer residents the opportunity to gather unbiased information. Elevator Speech Healthy Living Week Nicole

  29. poster Healthy Living Week

  30. poster Healthy Living Week

  31. poster Healthy Living Week

  32. Budget / Evaluation

  33. Library annual Budget Overlapping expenses Healthy Living Week Budget Promotional Items Opening Reception Workshops & Speakers Health Fair Day 5K Run/Walk Budget Grants Donations Library Budget

  34. Budget Categories • Staff/Building Expenses • Staffing hours • Janitorial services • Color-scaping the grounds • Extra cost of utilities • Promotional Expenses • In house & Out sourced • Donated time • Survey • Longitudinal study • Pre/post and 2 follow up surveys • Health & Well-being collection • Books • E-database • E-Journals • Technology • Additional computers • Staff training • Healthy Living Events • Health Fair • Alton Brown, speaker • 5K Run/Walk

  35. General Totals • Library Budget: $600,000 • Collection Development: $175,000 • Technology: $50,000 • Healthy Living Week Total: $127,490 • 5K Run/Walk: $12,918 • Survey/Evaluation $12,000

  36. Evaluation • Community Evaluation • Preliminary Evaluation to determine need for health and wellbeing programs and services • Pre and Post Healthy Living Week community survey • Follow up surveys – one year and two years out • Library Evaluation (staff and stats) • Branding events focus group • Cost analysis of Continuing Healthy Living as an annual event • Statistics of use of Health and Wellbeing collection after one month, six months and one year.

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