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Archive for the ‘Marketing to Businesses’ Category

The New Jersey State Library is pleased to bring an innovative marketing webcast series to our library community. We are partnering with OrangeBoy, Inc. to offer a four-part marketing series to provide hands-on guidance to acquire new cardholders, meet cardholder and community needs, and align services and programs with mission-critical goals. In this era of belt-tightening and decreased resources, the workshops will identify ways we can use marketing techniques to strengthen our value to the communities we serve.

Effective Market Research Techniques
February 24, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/972601954

Behind every great marketing effort lies a robust research component that allows organizations to make decisions based on data instead of instinct. This session will cover the following topics:

-Defining research goals

-Primary research vs. secondary research techniques

-Qualitative vs. quantitative techniques

-Survey design and analysis

-Sharing research results across the organization and your community

-How to apply research efforts to organizational goals and initiatives

Session 2: Customer Segmentation
March 24, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/355902995
Session Two builds upon the first session by provided a detailed way to assess and size your library service area, with a particular focus of community members who are existing library users. If you know who is using the library and how they are using it, you can tailor facilities, collections and programs to their needs and prioritize the audiences that directly align with mission-critical goals. The webcast covers the following topics:

-Defining customer segmentation

-Sizing and assessing your library service area

-Segmentation tools and techniques

-Examples of how libraries are using this information to manage collections, design facilities, align programs and services, and target marketing and communication efforts

Session 3:Product and Service Development
April 14, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/151054891

Financial and human resources are limited, and in some cases, shrinking for many libraries. This session provides a framework to assess, manage, enhance and add programs and services to serve targeted audiences most effectively. This approach provides libraries the ability to dedicate resources toward efforts that align with mission-critical goals and deliver community impact. Session topics include:

-Benefits of building a structured product and service development process

-Tips for evaluating existing programs and services

-How to “sunset” or end programs and services that no longer align with library priorities

-New product development tips and techniques

Session 4: Case Study – Bringing it All Together
May 26, 2011
Time: 10- 11 am
Registration Web Link: https://www2.gotomeeting.com/register/756935931

The final session ties the three previous sessions together with a case study that centers on the question “What type of job help services would best serve my library to its full advantage?” The session will cover:

-Primary and secondary market research techniques used to size the potential market of job seekers

-Segment and prioritize the market to determine different needs of job seekers

-Assess current offerings and determine gaps based on needs

-Define new offerings and build roll out plan

Presenter: Sandra Swanson
Sandra Swanson is principal and chief operating officer of OrangeBoy, Inc., a research and analytics firm headquartered in Columbus, with offices in Portland. One of OrangeBoy’s key library clients includes the Columbus Metropolitan Library (CML), Library Journal’s 2010 Library of the Year. Sandra works closely with Alison Circle, CML marketing director and author of The Bubble Room, a library marketing blog on Library Journal. OrangeBoy played an instrumental role in helping CML identify and prioritize customer segments based on library behaviors and uses. CML used this information to formulate its strategic plan and guide the organization for the past five years.

In addition to its work with CML, OrangeBoy’s partial library client list includes Santa Clara County Library, the Public Library of Cincinnati and Hamilton County, Multhomah County Library, and Cuyahoga County Library. OrangeBoy has presented at the Public Library Association, California Library Association, Ohio Library Council, The Library Journal Director’s Summit, and numerous library boards, management teams and staff training sessions.

Prior to joining the firm in 2001, Sandra worked as a product manager for LEXIS-NEXIS, where she developed one of the company’s first Windows-based search products for end users. Sandra received her MBA from Capital University and a B.A. in Communications from The Ohio State University.

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