CAMPAIGN MARKETING PLAN
A written plan will help you and your team organize activities and promotions, and successfully
implement your overall campaign. While your plan is not set in stone, fill it out completely to
document tangible goals and accountability for you and your staff. By putting your plans for
advertising, events, public relations efforts, etc., on paper, you can easily view an overall picture
of your campaign, allocate funds and staff appropriately, and make adjustments as needed as your
campaign is underway.
It doesn’t have to be complicated. Simply spend a little time researching free and for-fee advertising
options and local events, and brainstorming community partnerships and in-library concepts. Lastly,
discuss your ideas with your staff, develop key goals, and then summarize in a written plan.
www.webjunction.org/explore-topics/advocacy.html
CAMPAIGN GOALS
Identify your campaign goals for your library and community. These will serve as the core focus of your
campaign. Remember, change takes time so plan to run your campaign for at least 6 to 12 months to
make a lasting impact.
What outcomes and impacts do you wish to accomplish?
Advocacy-related goals
Increase community support
Connect with the community
Improve library advocacy skills
Improve staff marketing skills
Lay the foundation for a future millage / levy / bond / referendum / measure
Projected timeline:
General awareness goals
Raise awareness about the breadth of library services
Are there specific areas on which to focus? (e.g. workforce resources, databases, genealogy, language, etc.)
Promote the library and draw in more patrons
Attract younger patrons
Other
Ideal campaign dates:
Launch
Conclude
IDENTIFY YOUR AUDIENCE
Focus on community leaders— that is, members of the community whose opinions and actions
tend to influence others—as a specific target audience. This group can directly and indirectly help
you promote your campaign and maximize the educational value of the campaign. These prominent
members of the community are well-respected individuals who are part of the local leadership (either
formal or informal positions of leadership) and often speak out about important issues. Remember,
all campaign communication and materials should refrain from making any political endorsements or
statements.
Who are the community leaders you want to reach?
e.g. city or county elected / appointed officials
e.g. community / civic groups, Rotary, Kiwanis,
Lyons Club, Chamber of Commerce
Decision makers
Local business owners /
Leaders / Influencers
e.g. school board, administrators, PTA, PTO,
college/university personnel
e.g. local radio and TV on-air
personalities, sports stars
Education Leaders Local Celebrities
Magazines and newspaper editors,
local bloggers and authors
Simply someone whose opinion you
and other community members trust
LAUNCH PLANS
Getting your staff onboard, excited and trained is essential. A fun way to start this process is to
organize an internal launch. Ask staff what they geek or are passionate about, and allow those
interested to get their photo taken for a poster to create a display that pairs the poster with library
resources about their passion. You can use the posters and displays as a “Coming soon” promotion
within the library prior to your official launch.
As you are ready to move your campaign into the community, plan an informal press conference or a
party for launch. Invite influential members of the community, local businesses and organizations, and
the media. Consider holding the launch outside of the library at a community venue (e.g. community
festival or fair, a park, mall, downtown area or perhaps a sporting venue to attract the most attention
and reach those who are less aware and may not be coming to your library on a regular basis.
Internal launch plans:
External launch plans:
ADVERTISING AND PUBLICITY CONSIDERATIONS
Although all staff should know about and be able to speak to the campaign, identify one primary
point of contact for campaign publicity-related activities and a second person to serve as a backup to
this spokesperson.
Who are your library’s primary and secondary contacts for speaking to the media?
1.
2.
How will you advertise your campaign and spread the word in your community?
Your budget may be limited, but don’t give up! Your library Friends group may offer to support advertising
costs, and media outlets may offer free or heavily discounted ads to the library. As your campaign gets
underway and begins to generate interest, you may find more willingness to financially support your campaign.
Social Media
For suggested pre-written posts that you can use on social media, see:
http://www.webjunction.org/documents/webjunction/advocacy-in-action/sample-social-media-posts.html
Facebook
Twitter
Flickr
Other
Print: Newspaper / Magazines / Newsletters / Programs & Bulletins
Local newspaper
Lifestyle & entertainment publications
Other
You Tube
Tumblr
Corporate and business newsletters
Programs & bulletins
(e.g. church, museum, theatre, school)
Online
Library website
Programs & bulletins
(e.g. church, museum, theatre, school)
Other
Television (Consider using pre-produced compilation videos or :30 videos)
Local news and/or program features
Paid Spots
Public Service Announcements (PSAs)
Other
Radio
Program features
News / weather / traffic sponsorships
Radio Remotes / appearances
Other
Corporate and business newsletters
CATV
Closed-circuit
(e.g. locally produced government or
educational channels)
Paid spots
PSAs
Outdoor and Out of Home (OOH)
Billboards
Lamp post signage
Banners
(e.g. sporting events – ballparks, soccer fields)
Other
Bus wraps / Train podium signage
Park benches, building murals
TARGETED EVENTS AND ACTIVITIES
Taking part in local events is instrumental in introducing your awareness campaign and educating the
public about library funding and local needs. Use the opportunity to get involved with events normally
not represented by the library. Surprise your community and they will take notice.
Community-focused events to target for educating the public about your awareness campaign
Date: Event:
In-library events / program tie-in opportunities for sharing your awareness campaign
Date: Event:
External events that offer opportunities to share your awareness campaign
Consider events to be hosted by friends, on local college campuses, at schools, in other venues, not
directly run by library personnel.
Date: Event:
IDENTIFYING AND TELLING TRANSFORMATION STORIES
Your library transforms people’s lives every day—from the person who finds employment using
the library’s job-seeking services, to the young entrepreneur who is able to access the necessary
information and resources to start a small business. Inspirational anecdotes about specific people
who benefited from the library will powerfully illustrate your library’s vital role in the community. We
encourage you to use your local campaign as an opportunity to not only find these stories, but to
also develop creative ways to put them out in the public eye. Talk to your staff, your volunteers, your
board and other internal stakeholders, and your patrons. You could send out a call for stories via your
newsletter or social media, or even ask your local newspaper to help.
Seeds for story ideas:
Found a new job, received a GED or online education, supported a hobby, started a new business,
learned how to use the internet and make connections, etc.
Story #1
Story #2
Story #3
Story #4
Story #5
BUDGET CONSIDERATIONS
It is possible to run a successful campaign entirely on in-kind donations, but if you do have a budget
for the campaign, do take time to prioritize and plan your expenses.
Outreach / Events
Booth costs /parade entry fees ...................................................... $
Food (open house, parties) ........................................................... $
Raffle items ................................................................................ $
Supplies
Geek / passion boards & pens ....................................................... $
Printing (fliers, posters, stickers) ................................................... $
Staff tees, buttons, hats ............................................................... $
Advertising
Phase 1 – Create Awareness ......................................................... $
Phase 2 – Generate Engagement ................................................... $
Phase 3 – Encourage Action ......................................................... $
Phase 4 – Sustain the Momentum ................................................. $
Total Advertising $
