For the course Adult Service in Libraries in the MLIS program, we had to form a mock marketing plan for a program that we would put into practice in a public library. This is my mock plan:
Vikki Brown
LIS 6523 Online
Due: December 6, 2014
Marketing Plan
Marketing Plan
Summary: The public library wants to establish short term childcare targeted to parents in school/college that need short term childcare to research and/or complete assignments.
Information about the planning group: The team will include a library staff member, children’s librarian, a member of Department of Children and Families, and a retired preschool teacher.
Strengths:
Staff:
· We have a credible and highly recommended retired preschool teacher to maintain, direct, and work the childcare area.
· We have a children’s librarian currently on staff that will assist the retired preschool teacher in organizing entertainment and education for children.
Technology:
·
We have the most current computer technology for
use in security (signing in and out children, keeping time records, photos of
parents and children, allergy and emergency contact information, etc) and for use in childhood education (learning games and
educational websites such as PBS Kids).
Products:
·
We have durable “sign in cards” that allow
parents to swipe and automatically sign in and out their child(ren).
·
We have the most current and highest safety
rated toys for children to learn and play.
·
All staff members that will work in the
childcare area will receive regular training and certification and attend
childcare workshops.
Weaknesses:
Staff:
· The Department of Children and Families has a large workload and not always available for consulting.
Technology:
· The program used to sign children in and out can be slow at times.
Products:
· The cards are subject to users losing and/or misplacing them.
· The toys are subject to be broken through rough and regular use.
· The toys must be sanitized daily for the safety and wellness of children.
Goals and Objectives:
Goal: Offer a short term childcare center for parents continuing their education that will allow them to research and/or complete assignments to maintain high grades without worrying about the cost of childcare.
Objectives:
1. Create a safe and fun childcare center complete with all the necessities for caring for children.
2. Increase library usage by 30%.
3. Target the parent students at businesses/places regularly visited by parents.
Marketing strategy
and tactics:
Phase One: Build an addition onto the library to provide ample and safe room for childcare by obtaining proper permits, materials, and use of highly rated and credible building and/or contracting officials.
Phase Two: Promote new childcare service with the use of social media, print media, radio, and the library’s website. Print media will be posted at colleges, shopping stores/centers, hospitals, and pediatrician offices.
Action Plan:
One team member will be responsible for creating a timeline that will span over a one year time frame of implementing the childcare center. Another team member will be responsible for regular release of advertisements and marketing materials.
Evaluation:
Library staff and childcare center team members will complete regular surveys and share concerns/comments in monthly meetings about how the process of implementing the childcare center is going.
Budget:
Quarterly fundraisers will take place to assist in funding the childcare center. The childcare center team will work closely with the financial advisor and budget planner of the Board of County Commissioners and the library director. To help with the cost of providing the free childcare service, late child pick up fees will occur in increments of $10 for every 5 minutes past pick up time. If childcare is needed in excess of the allowable 45 minutes, a fee of $25 for every 30 minutes up to a maximum of a total of 2 hours will occur.
