Oklahoma Library Association
 Marketing and Communication Plan
Spring 2004

Executive Summary

While most Oklahomans have strong, positive feelings associated with their libraries, many of those feelings are more nostalgic than knowledgeable. Libraries are evolving to meet the changing needs and expectations of their customers, yet at the same time, traditional stereotypes persist. These gaps between perceptions and reality mandates a marketing opportunity for state libraries.

The Oklahoma Library Association (OLA) through its Marketing and Communications Committee, is initiating a marketing plan to promote libraries, library services, and the profession of librarianship within the state of Oklahoma.

Current Situation

The OLA Marketing and Communications Committee is a committee of the Oklahoma Library Association. The committee was formed as an ad hoc committee in 2002 and currently has members representing all types of libraries. Its mission is to provide marketing and communications counsel and coordination to help OLA promote its goals of improving libraries, library services, and librarianship.

Working without a budget, the committee’s objectives are to coordinate library marketing efforts and to provide marketing resources and educational opportunities for association members.

Objectives and Issues

The Marketing Committee has identified five areas of activity:

1.        To develop resources and offer educational opportunities on marketing to members of the Oklahoma Library Association;

2.         To coordinate and sponsor statewide awareness campaign to promote libraries for all Oklahomans;

3.         To coordinate and sponsor statewide awareness campaign to promote literacy for all Oklahomans;

4.        To provide marketing assistance to support Oklahoma Library Association fundraising efforts;

5.        To provide assistance with publicizing and promoting OLA events, activities, programs, staff, and the profession of librarianship.

The main issue associated with each of these objectives is the challenge of reaching wider audiences both internally, among library staff and regular customers, and externally among library non-users.

Another issue is the lack of OLA funds earmarked for or committed to marketing.

Strategies

The OLA marketing strategy is based upon the resourcefulness of and the cooperation among the members of the Communications and Marketing Committee and the Oklahoma Library Association leadership. The members of the OLA board recognize the importance of marketing and good marketing tools in accomplishing the mission of the association.

When and wherever possible, OLA will be included in marketing pieces and/or campaigns initiated by individual and institutional members. Transversely, libraries and library-related organizations will support and participate in campaigns initiated by OLA.

Action Plans 2003 – 2004

During 2003-2004 the primary focus is to coordinate and sponsor statewide awareness campaign to promote literacy for all Oklahomans and to develop a marketing plan for OLA.

1.  To develop resources and offer educational opportunities on marketing to members of the Oklahoma Library Association;

·        Participate in the Marketing Library Services & Resources pre-conference program at the Oklahoma Library Association annual conference.

2.  To coordinate and sponsor a statewide awareness campaign to promote libraries for all Oklahomans;

·        Develop a Marketing Plan for the Oklahoma Library Association.

·        Incorporate the American Library Association’s trademark @your library whenever appropriate.

·        Participate in Encyclo-Media, Statewide Literacy Conference, Red Dirt Festival.

3.  To coordinate and sponsor a statewide awareness campaign to promote literacy for all Oklahomans;

·        Adapt the Metropolitan Library System’s Read Y’All campaign for statewide use.

·        Produce and distribute Read Y’All materials.

·        Establish the Read Y’All website.

·        Plan and organize the production and distribution of additional components in a Read Y’All poster campaign.

·        Participate in Encyclo-Media, Statewide Literacy Conference, Red Dirt Festival, and the Oklahoma Library Association annual conference.

·        Sponsor a Press Conference at the State Capitol for the endorsement of the Read Y’All campaign by Governor Brad Henry.

4.  To provide marketing assistance to support the Oklahoma Library Association fundraising efforts;

·        Open channel of communication with the OLA Centennial Endowment Committee. 

·        Coordinate with all OLA entities in fundraising efforts.

5.  To provide assistance with publicizing and promoting OLA events, activities, programs, staff, and the profession of librarianship.

·        Sponsor booth at Oklahoma Education Association annual conference.

·        Send news releases to local media about the OLA regional meetings.

·        Promote Job Shadow Day in all types of libraries.

·        Develop an exhibit about library careers.

·        Promote and encourage attendance at OLA annual conference.

·        Publicize recipients of OLA Awards. 

Action Plans 2004 – 2005

During 2004-2005 the primary focus is to develop resources and offer educational opportunities on marketing to members of the Oklahoma Library Association.

1.      To develop resources and offer educational opportunities on marketing to members of the Oklahoma Library Association;

·        Participate in marketing workshops and conferences sponsored by other organizations.

·        Establish marketing resources, such as Public Service Announcements, sample Press Releases, marketing tips, etc. These resources will be accessible via the OLA Marketing and Communications Committee webpage.

·        Develop a searchable website that will organize all press releases from Oklahoma Libraries.

·        Develop an OLA corporate identity toolkit.

·        Organize marketing workshop(s) to introduce the OLA toolkit and web resources.

 2.  To coordinate and sponsor statewide awareness campaign to promote libraries for all Oklahomans;

·        Develop a statewide library campaign that supports the theme(s), effort(s), and activities of Oklahoma Libraries.

3.  To coordinate and sponsor statewide awareness campaign to promote literacy for all Oklahomans;

·        Continue to implement and expand the Read Y’All literacy campaign.

4.  To provide marketing assistance to support the Oklahoma Library Association fundraising efforts;

 5.  To provide assistance with publicizing and promoting OLA events, activities, programs, staff, and the profession of librarianship.

·        Solicit liaisons from OLA divisions to coordinate marketing efforts of the committees, divisions, and roundtables of the Oklahoma Library Association.

Budget will be developed annually to reflect the needs and goals of the primary marketing focus of that year.

Controls will be developed annually to reflect the needs and goals of the primary marketing focus of that year.

Measurement and evaluations will be developed annually to reflect the needs and goals of the primary marketing focus of that year.

Appendix A: Strengths, Weaknesses, Opportunities, and Threats Analysis of the Oklahoma Library Association

The following SWOT analysis captures the key strengths and weakness of the Oklahoma Library Association and describes the opportunities and threats facing it.

Strengths

• Strong professional skills, knowledge, and creativity among leadership.
• Quick, easy, and inexpensive access to information and communication Technologies.
• Tradition of excellence.
• Favorable member opinion.
• Quality continuing education opportunities.
• Effective legislative advocacy.

Weaknesses

• Inexperienced marketers.
• Aging profession.
• Persistent stereotypes.
• Confusion about roles of individual libraries and library organizations.
• Limited financial resources.
• Low membership percentage as compared to the number of librarians in the state.

Opportunities

• Upturn in Oklahoma economy and image.
• Innovations and advancements in technology.
• Positive perception of libraries as education centers.
• Spirit of cooperation and support within profession.

Threats

• Vulnerability of organizational politics.
• Changes in member expectations.
• Non-competitive employee compensation.
• Non-member perception of the association.
• Perceived liberal agenda.

Strengths, Weaknesses, Opportunities, and Threats Analysis of the Oklahoma Library Association Analysis of Oklahoma Libraries

 The following SWOT analysis captures the key strengths and weakness of Oklahoma Libraries and describes the opportunities and threats facing them.

Strengths

·        Supports Life-long learning through public, school and academic access to information.

·        Tradition—important aspect of a community’s quality of life.

·        Opening the world to people.

·        Provides a forum for diverse ideas and ensures an informed citizenry.

·        Access to print and electronic information at an affordable cost.

·        Educational Resource Center.

·        Resource sharing by cooperation and collaboration between all types of libraries.

·        98% of the survey respondents believe all libraries are part of the education process. (See Appendix B.)

·        Oklahoma Library Association.

·        Quality of library staff.

·        Libraries provide equal access to all users in their respective community.

·        Good value for tax dollars.

·        Good stewards of taxpayers’ investment.

Weaknesses

• Aging profession.

·        Persistent stereotypes.

·        Library is not perceived as an essential element to economic development.

·        Library is perceived as a less-essential component of the learning community.

·        Library services are not marketed adequately.

·        Libraries don’t employ effective marketing.

• Customers do not understand library funding.
• 32% of those surveyed never use the library (See Appendix B)
• Poor customer service.
• Negative perception created by standard library practice (IE-by imposing limits, fines, and consequences of misuse.)
• Stakeholders do not understand the roles of the Oklahoma Library Association (OLA) and the Oklahoma Department of Libraries (ODL) or the differences between them.
• Poor recruitment to attract more people to the profession.

Opportunities

• Advocate Literacy
  • Encourage new readers of all ages.
  • Bridge the gap between information rich and information poor.
  • Offer educational opportunities to help customers.
  • Technology training.

·        Profession in transition - a large percentage of the profession will retire in the next five to ten years.

• Changes in information technology
• There is a critical shortage of School Library Media Specialists
• Link libraries to Oklahoma pop culture.
  • Television, major sports, music, trends, best sellers, etc.
• Economic growth and how that growth can impact libraries.
• Marketing to new audiences to broaden customer base.
  • Communicating services available at libraries.
  • Create a community of advocates.
  • Tell library success stories.
• New resources and offerings.   
• Opportunity to assist users in becoming good information consumers.

·        Improve customer service.

o       Evolve to meet the changing needs of our customers.

o       Don’t communicate with library lingo.

·        Collaborate and partner with other organizations, such as Chambers of Commerce or other civic groups, to develop programs which address community needs.

Threats

·        Fluctuating economy.

·        Vulnerability to the political process.

·        Not viewed as a critical component of the educational process.

·        Biggest supporters are not always public library users.

·        Mindset of instant gratification.

·        Funding.

·        Lack of stable funding. 

·        Ad Valorem Tax cap debate.

·        Perception that taxes in Oklahoma are high.

·        Libraries could suffer additional budget cuts because

they are not considered a priority.

·        Advancements in Technology stress resources.

·        Public debate on philosophical issues.

·        Censorship.     

·        Patriot Act.

·        Role of librarian

·        Equitable distribution of resources.

·        Belief that the Internet provides all information and that it is accurate.

·        Haven for homeless sometimes keeps other users away.

·        Aging profession.

·        Librarian profession is perceived as predominately female profession

·        Salaries of professional librarians are not competitive with other profession requiring advanced degree.

·        Salaries of paraprofessional staff members are not competitive with other professions.

Appendix B

© Oklahoma Library Association, 2005