CHICAGO – The prospect of writing a marketing plan can instill dread in many a library professional, but a new live, hour-long webinar from the Public Library Association (PLA) can help tackle this daunting task. “Marketing Plans for the Faint of Heart,” at noon Central on Monday, June 23, will offer an instructive look at the steps in a marketing plan that are critical to success and will highlight the differences among marketing, promotion, publicity, outreach and public relations to enable clear goal setting. Attendees will learn how to combine market research, target audiences, customized messages and strategic outreach into a successful plan, all while incorporating their library’s special brand and importance to the community.
Instructor Christine Niels Cigler, manager of public relations and outreach, Fox River Valley Public Library District, Dundee, Illinois, brings years of expertise to the webinar. She has written marketing plans under the guise of a public information officer, marketing coordinator and manager of public relations and outreach. She started her marketing career as an assistant advertising manager for a flexible packaging manufacturer and has since worked in small branch libraries and large district libraries. Cigler sincerely believes that marketing is not about selling—it’s about defining what your community wants and then giving it to them.
The cost to attend “Marketing Plans for the Faint of Heart,” is $28 (PLA Members), $31.50 (ALA Members) and $35 (Nonmembers). Groups of any size can register for $129. The registration deadline is 11:59 p.m. Central on Thursday, June 19.
For more information about PLA, contact the PLA office at (800) 545-2433, ext. 5PLA, or visit PLA’s website at www.pla.org. PLA is a division of the American Library Association. PLA’s core purpose is to strengthen public libraries and their contribution to the communities they serve. Its mission is to enhance the development and effectiveness of public library staff and public library services.