Workshops Committee Programs Management Training Series Library Leadership Ohio
Marketing - Competing for the Hearts and Minds of Patrons and Non-Users POSTPONED UNTIL SPRING
Wednesday, November 10, 2004
9:30:00 AM - 4:00:00 PM

Euclid Public Library

631 E. 222 Street, Euclid, Ohio


$65 CAMLS Members
$75 Affiliate Members
$130 Non-members
Free for guests/speakers

Veggie Available

Deadline: Wednesday, November 03, 2004
Limit: 40
Registered Now: 7
Contact Hours: 6

Fee includes lunch and materials

Bringing the critical path of “telling your story” to Library directors and senior staff. Disabusing attendees of the notion Marketing= Advertising, this comprehensive seminar demonstrates the critical links between product, promotion, place and pricing. Incorporating a discussion of customer behavior, needs and interests with Library products and services this seminar will change the way you think about the customer/library interface forever.

Course Content

  • Marketing Role in Society
  • Target Markets-Users and Non-Users
  • Information for Marketing Decisions-Using Market Research
  • Demographics of your market
  • Behavioral dimensions of patrons
  • Library Products/Services-New Product Development
  • Library as a Retail Environment
  • Planning/Implementing Marketing Programs
  • Budgeting for Marketing
  • Evaluations


  • Understanding the principals of marketing. Differences between marketing and advertising.
  • Establishing the validity of marketing and the critical position marketing occupies in today’s library environment
  • Recognition of what is in a marketing plan, how and who should write one, the application of the plan and implications for the organization
  • Developing an understanding of the concept of “positioning”, “branding” and raising the library’s profile and visibility and notice
  • Building a budget for marketing, what to include, why it has to cost so much. How to justify the marketing budget
Audience: Directors/Managers/Trustees
Bill Schroer Principal, Social Marketing,management/research consultant and speaker working with libraries and other non-profit organizations throughout the Midwest. Mr Schroer's background includes 15 years of progressive responsibility in corporate marketing assignments for Stokely Van Camp, Jeno's and the Kellogg Company. Bill's Company, WJSchroer Co. provides quantitative and qualitative research studies, strategic planning assistance, training in customer service, branding, creative thinking, communications, negotiations and a wide spectrum of topics.

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