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Course Materials: Final Project

Examples can be found at the bottom of this page.

Marketing Plan (30 Points)
Create a marketing campaign for a specific library product/service.

Activities to Emphasize:

Activities to Avoid:

Your project should have the following components:

Executive Summary. Provide an overview of your library, a summary of the key ideas in the document and your library's overall mission statement.

Theoretical Foundation. Discuss marketing campaigns that are similar to yours. Cite at least three professional journal articles that support aspects of your campaign such as your approach with the target audience or your promotion methods.

Market Audit and Research. Provide an overview of the findings of your marketing audit and research. It's fine to "invent" local statistics. However use real state and national data if possible.

Market Segmentation. Focus on the needs of a particular targeted group. Describe this market segment in detail including their characteristics, wants, and needs. Be specific.

Service Identification: Discuss a product and/or service that specific user segments want or need. Describe how the service connects with the market segment you've selected. Describe where the service would fit on a BCG matrix method or Ansoff's matrix.

Mission, Goals, Objectives, Actions, Timelines and Budget. State the library mission. Then, identify goals and objectives of the marketing campaign. Describe your strategies, actions, time lines, roles, and responsibilities. Discuss the budget for the campaign.

Communication: The Marketing Mix. Discuss and show examples of the tools and resources that will be used to promote the product and/or service.

Internal Marketing. Describe how you prepare your staff for the marketing campaign. Be specific.

Evaluation. Describe how the campaign will be evaluated. Describe how you will review and evaluate progress to ensure quality service. Provide a specific example such as a checklist or list of survey questions.

Reflection. Describe how your plan reflects your role as an innovator and change agent. What makes your approach fresh, exciting, and potentially effective?

Submission Requirements

Develop a professional quality project that could be submitted to a library board, your boss, or the principal for approval. There should be NO indication that is this a project for a class. Instead it should be written as a professional document.

You have two options for submission:

Option 1: Website. You may submit your project as a website using Weebly or your own website.
It should contain an entry page with your brand, title, and your name and date as well as an introduction or your executive summary. Any handouts, flyers or supplemental documents should be attachments (i.e., PDF, video files, audio files, social media links) rather than in the body of the web page. Print materials should be camera-ready. In other words, I should be able to print them out and use them without reformatting. If you're using Microsoft Word, simply save or export as a PDF file.

Option 2: PDF File. You may submit your project as a PDF file.
It should contain a cover sheet with your brand, title, and your name and date. It should be submitted as a PDF file so the fonts and pagination are retained. Any print publicity materials such as handouts, flyers or supplemental documents should be in an appendix rather than in the body of the document. Use page breaks to separate items that are intended to be separate documents. Any media files should include a URL where they can be accessed. They should be camera-ready. In other words, I should be able to print them out and use them without reformatting. If you're using Microsoft Word, simply save or export as a PDF file. If any of your files are in the Microsoft Publisher format, be sure to make them PDF files too.

Evaluation Criteria

30 Points are possible.

Examples

Summer 2017 Examples

Fall 2016 Examples

Fall 2014 Examples

Below you'll find a few examples from Fall 2012 & 2013. They aren't all perfect, however they might provide some ideas to get you started.


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