PROJECT DESCRIPTION

During our first meeting, we learned that Greg Weydert is the current library director at Creve Coeur Public Library in Creve Coeur, Illinois. He graciously offered his library as the basis for our marketing plan assignment. After conferring with Greg about the particular needs of his library and community, we agreed to focus on rebranding the library to boost their presence in Creve Coeur.

 

MARKETING PLAN DEVELOPMENT

The marketing plan is divided into five sections: Environmental Scan, Marketing Plan, Communication Plan, Budget and Evaluation. In order to tie the marketing plan together, the group created a new logo and motto for the library to use based on the community's history. "Discover Your World" reflects Creve Coeur's pioneering history and presents the library as a place for individual discovery. The Environmental Scan, including a SWOT analysis, is in the final marketing plan and creatively displayed on this website as an infographic. The Marketing Plan has multiple components: Action Plan, Goals & Objectives, Timelines, & Recommendations. Each section of the plan has been developed for the Creve Coeur Public Library with careful consideration for their limitations and strengths. The Communication Plan utilizes print and electronic means for sharing library news with the Creve Coeur community. The Budget section is broken into a four-year plan that is manageable for the library's limited budget. Finally, the Evaluation portion of the marketing plan offers assessment tools for regular analysis of the marketing plan goals and objectives. We also decided to offer this website as a companion to our final marketing report. It showcases the implementation of the new logo on promotional materials along with possible teen programming ideas.

 

ISSUES AND CHALLENGES

We encountered very few difficulties during the early stages of this project. The most significant issue was deciding whether social media would be a worthwhile marketing tool to use for a small, rural community. Greg noted the library’s need for an updated Facebook page, but that social media is not regularly used by members in the community. After some discussion, we decided to focus on other rebranding avenues for this project.