WORTHINGTON LIBRARIES
Marketing Plan
Earline, Penny, Scott, & Shiva

OVERVIEW
• Mission, Vision, Strategic, Action Plan
• Executive Summary
• Marketing Plan
• Promotional Material

MISSION STATEMENT
The mission of Worthington Libraries
is to encourage lifelong learning within
the community by providing exemplary
services and promoting equal access
to information.

VISION STATEMENT
Worthington Libraries serve as community centers
dedicated to lifelong learning, the exploration of
new ideas and cultural exchange. As a vital
part of the diverse community they serve, the
libraries capitalize on opportunities to build
innovative partnerships and aggressively
promote services and programs. The
libraries keep promises made to the community by
exhibiting careful stewardship of resources and
demonstrating fiscal responsibility through the
collections and services provided.

2010-2012 STRATEGIC PLAN
• Worthington Area 360˚ Project
• Worthington City Schools and City
of Worthington
• Focus groups, surveys, community
meetings
• Collaboration opportunities

SURVEY RESULTS
Online Databases
“The most important
things to our family are ...
the Rosetta Stone online
language program.
Family members of all
ages have benefited from
this wonderful free
program. I still can't
believe what a wonderful
opportunity it is.”

2010-2012 STRATEGIC PLAN
Services
– Provide core and niche services… such as
foreign language materials
– Promote to wide audience using a variety of
methods to increase awareness
– Maintain and expand “Find Yourself Here” brand
– Utilize technology
– Evaluate and monitor - enhance or eliminate

2010-2012 STRATEGIC PLAN
Innovation
– Libraries as community centers for education
– Try new technologies in supportive environment
– Collaborate to strengthen community
Staff Development
– Low/no-cost meaningful training
– Develop technology skills

2011 ACTION PLAN
• Engage teens to increase their involvement
• Provide community access to technology
training (Skype)
• Work with area educators and school
systems
• Utilize social media
• Work with community partners

EXECUTIVE SUMMARY

LIBRARIES
Old Worthington Northwest Worthington Park

TEEN SECTIONS

ELECTRONIC RESOURCES
Sept-Dec 2010 In-house Use Remote Use Total
Powerspeak 30 78 108
Mango 73 446 519

INTRODUCTION
Find Online Language Learning here.
Mango Languages
Powerspeak Languages

INTRODUCTION
Benefits
• Customer will learn a foreign language
–Better informed community
–Learn about other cultures
–Travel abroad
–Prepare for college
–Prepare for future career

INTRODUCTION
Characteristics of Service
– Online interactive language training
– Provided through Library website
– Provide in-person and online customer
service
– Measure usage through “clicks”
– Need library card, access to Internet
computer with sound, and the desire to learn

INTRODUCTION
Service Description
Whether you want to learn a language for
personal enrichment, school, or to travel
abroad, Worthington Libraries’ Online
Language resources will provide you with
a fun, easy, and accessible experience to
learn new foreign languages.

TARGET MARKET
• Teens
• Geographic Demographics
• Library Stats
• Occasions
• Trends
• Lifestyles- trends
• Benefits
• Demand
• Media Habits

CURRENT MARKET
• Competition
– Bookstores, Schools, Online (e.g. Amazon)
• Worthington Area 360˚ Project
–97% overall satisfaction
–Place
• Customer Service
• Barriers

OPPORTUNITY & ISSUE
Opportunities
–Partnerships with local schools and
businesses
–Reach key market segment (Teens)
–Educate about other/own cultures
–Increase staff training and awareness
–Increase awareness of Library services

OPPORTUNITY & ISSUE
Issues
–Budget constraints
–Competition for time
–Sparking interest
–Creating awareness

GOALS & OBJECTIVES
Awareness
– Goal: Provide core and niche services, such
as foreign language programs
– Objectives:
• Collaboration between local schools
and businesses
• Promote through variety of techniques

GOALS & OBJECTIVES
Usage
– Goal: Increase usage of foreign language
electronic resources
– Objective:
• See an increase of 10%+ during 6
month project

GOALS & OBJECTIVES
Staff Knowledge and Skills
– Goal: Develop library employees skills regarding
foreign language electronic resources
– Objectives:
• Provide awareness of resources to staff
• Provide enhanced knowledge training for
public service librarians
• Inform staff to direct public queries to trained
librarians

GOALS & OBJECTIVES
Funding
– Goal: Use existing resources to implement
project with minimal cost
– Objectives:
• Utilize online sources for marketing
• Utilize current librarians and resources

MARKETING STRATEGIES
Core Marketing Strategy
Engage teens to maximize their involvement in
using the Worthington Libraries and the foreign
language electronic resources, through
collaboration with appropriate partners in the
community, in order to solidify the Library’s
position as a key provider of this service.

MARKETING STRATEGIES
Positioning Strategies
• Make Worthington Libraries the first place teens turn
to when looking for language learning service.
• Worthington Libraries offers unique combination of
one-on-one support and interactive online resources
with convenient and anonymous access to the Mango
and PowerSpeak resources.
• Worthington Libraries will build upon existing
strengths to achieve optimal results for the
community.

MARKETING STRATEGIES
Marketing Mix
• Service: Highlighting existing online resources by skilled
library personnel in various dimensions
• Price: Applying for library card and dedicating time to
access to online services
• Place: Providing physical or virtual library access.
• Partnership: Creating relationships between the library
and local businesses, schools, and homes.
• Promotion: A coordinated effort to use print and online
material, and demonstrations to schools and businesses.

TACTICS/ACTION PLAN
March 1st - August 31st 2011
• Product- Foreign Language Electronic Resources
• Price- Staff Time and Promotional Material
• Place- Library, Library Website, Social Media,
Schools, Businesses
• Promotion- Print, Online, Programming, Local
Collaboration

IMPLEMENTATION
• Pilot Project: March 1 – August 31, 2011
• Plan administered by Director for
Community Engagement
• Bi-weekly Staff Meetings
• Monthly Reports to Library Director
• Objectives and Controls
• Budget and Staff Resources

SUMMARY
• We will deliver a high-quality
learning experience.
• We will enhance the lives of our
customers.
• We will build upon existing
partnerships in the community.
• We will excel.

Print Material

Web Presence

Local Collaboration

EDUCATORS GET ONBOARD
• Contact administrators at Worthington
public and private middle and high
schools
• Invite Spanish and French teachers
–Set date and time to host foreign
language teachers at Old Worthington
Library
–Write invitations- Deliver personally

EDUCATORS GET ONBOARD
• Contact This Week Community
Newspaper Worthington- for press
coverage
• Order food and drinks
• Packets containing fliers- classrooms
and library card applications

EDUCATORS GET ONBOARD
• Day of meeting- Prepare meeting room
• At meeting
– Welcome attendees
– Introduce Teen Librarians
– Introduce Mango and Powerspeak
– Tour Teen section
– Pass out packets
– Take questions
– Thank everyone
• Clean up meeting room

Programming

PROGRAMMING
• Skype Pals
– Suyama, Japan; Riquewihr, France; and
Fornalutx, Spain
• Mondo Manga
• Conversation Groups
– Expand beyond English