PPRG Marketing Excellence Conference 2018

1. PPRG: Marketing Excellence awards 2018
Do I really need a
digital/marketing
communication strategy?
Digital Marketing - tools, tips and
techniques

2. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
We’ll look this morning at ...
• Strategy
• Evaluation
• Sustainability
Most importantly, a chance for you to share your
thoughts and experience.
• Marketplace
• Creation of shared resources

3. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Strategy
• Organisations: CIM / CIPR / SLIC / ALA / CILIP groups
• Lots of free stuff to be adapted
• Training sessions: CILIP programme, SCL roadshows,
self directed learning – eg
https://www.digitalbusinessacademyuk.com/
• Don’t forget to look outside UK, and beyond sector

4. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Scottish Library & Information Council -
SLIC
National Strategy: Ambition and Opportunity
Advocacy toolkit
• Focuses on key messages, reaching decision makers
• Includes templates
• Free to download
https://scottishlibraries.org/advice-guidance/advocacy-toolkit/

5. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
American Library Association - ALA
Libraries Transform - established campaign
Lots of resources - a model to explore
http://www.ilovelibraries.org/librariestransform/toolkit
Every voice makes a difference
Frontline advocacy - simple ideas
http://www.ala.org/advocacy/advleg/advocacyuniversity/frontline_advo
cacy/everyvoice

6. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Government Communication Service - GCS
OASIS
https://gcs.civilservice.gov.uk/guidance/campaigns/guide-to-campaign-planning-2/
And GDS: Social media playbook (inc. channel guides)
https://gds.blog.gov.uk/2015/05/21/social-media-playbook-version-2-0/
● Objectives
● Audience/Insight
● Strategy/Ideas
● Implementation
● Scoring/Evaluation

7. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
DFID digital strategy

8. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Strategies are not Plans
• Strategies - Start with WHY (who, audiences,
objectives etc)
• Plans - What, How and When

9. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Your toolkit
• Organisation brand guidelines? Iconography?
• Audience insights
• Templates?
• What else has been done? Did it work?
• [of course!] Look at previous PPRG marketing
excellence award winners!

10. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
To summarise
Who are you trying to reach,
and what do you want them to do?
Plan > evaluate > adapt Don’t forget call to action

11. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Don’t forget: EVALUATE
Keep it simple - but don’t forget to do it!
Remember outcomes are different from outputs (harder to
measure, but more impact)
Take screenshots, count, record - you’ll value it next time!

12. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Serendipity
Finally - expect the unexpected. Don’t underestimate the
power of people + random to make something totally
unplanned lift your campaign beyond expectations.

13. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Market place
Open forum: take a look, have a go, ask
questions, share your experience
We will collate and publish

14. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Sustaining an online presence
• Habits - 5 mins once a day checking for activity [or a
programme of weekly/monthly updates]
• Build skills across teams - encourage all to develop
their own voice. People listen more to
recommendations from friends and people they trust
• Networks - don’t try and go it alone (unless you have a
VERY niche idea!). And share, never assume everyone
knows - don’t be afraid to ask
Think about how YOU behave online…….

15. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Paying it forward
• Networks - amplify other’s messages - they will support
you
• Share your skills - then when you need help on a new
tool, others will step forward
• Write up case studies to share experiences
• Contribute to creative commons [free to use images of
libraries anyone??]
• More ideas?

16. PPRG: Marketing Excellence awards 2018PPRG: Marketing Excellence awards 2018
Any Questions?
Contact us: Chair.PPRG@cilip.org.uk
Find us on twitter: @PPRG