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Marketing Plan
MARKETING PLAN
Introduction
The San Antonio Public Library (SAPL) Strategic Plan presents an opportunity to elevate the Library’s profile in the region by raising awareness of the critical role SAPL serves in the areas of education attainment, early literacy, economic development, workforce development, and general quality of life in San Antonio. Therefore, a strategically planned and executed marketing effort is necessary to maximize the opportunity that the planning process presents.
This marketing communications plan is intended to serve as a guide to Library staff and the KGBTexas/The Ivy Group strategic planning project team for communicating the elements and importance of the plan to a wide variety of stakeholders. The marketing plan includes:
- Situation analysis
- Marketing objectives
- Brand identity
- Key messages
- Strategies and tactics
- Roles and responsibilities
- Reporting and evaluation
This plan is not intended to supersede any existing or future communications plans developed or implemented by Library staff. The plan will be executed in concert with Library administration and public relations staff (more on this in Roles and Responsibilities).
Situation Analysis
SAPL already has a robust communications and public relations program, which has been successful in recent years in raising the profile of the organization among key decision makers. The FY 2011 Budget, which saw SAPL as one of the few city departments to receive significant increases in funding, is evidence of that. Despite limited staff and resources, SAPL uses a mix of traditional media relations, marketing/advertising and social media to communicate important information about the Library and its programs and services.
The purpose of this plan is to market the Library in a broader sense, to stake out its appropriate position as a critical piece of the future growth and prosperity of the region. As we embark on the strategic planning process, we believe the pieces are in place for this broader dialogue to occur. The current mayor has made education a top priority. The city is engaged in a forward-looking visioning process, and San Antonio’s and Texas’ relative success economically has business and community leaders more focused than ever on initiatives that will strengthen the city’s position relative to competing cities.
Marketing Plan
The Library’s ability to market itself will have significant implications as SAPL seeks to identify and implement a sustainable funding source, as well as articulate a convincing rationale for adequate inclusion in the 2012 bond program. Therefore, developing influential “ambassadors” for the Library is critically important.
Objectives
The overarching objectives of this marketing communications plan are as follows:
- Garner recognition, visibility and community-wide support for the plan
- Educate the public about the importance of a cohesive vision and strategic plan for SAPL
- Position SAPL as a critical component of the continued growth and quality of life of San Antonio
- Foster participation among community leaders invited to serve on the Leadership Advisory Committee
- Obtain input from SAPL stakeholders and customers
Target Audiences
This plan is designed to reach a wide variety of stakeholders. Below are the general target audiences. Specific organizations and individuals are detailed in the appendix to this plan. (Note: We consider the media to be a vehicle, rather than an audience.)
- Citizens of San Antonio/Bexar County
- Government and public officials
- Educators/education administrators, policymakers and advocates
- Business leaders/economic development officials
- Library staff members
- Potential and existing Library donors and volunteers
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Key Messages
Effective marketing requires a commitment to communicating an agreed-upon platform of key messages. The following three key messages are intended to serve as a guide for communicating with target audiences about the plan:
What The San Antonio Public Library is developing a strategic plan to provide a cohesive vision and direction for the next five years and beyond and position the Library as a relevant and high-achieving organization to better serve the community.
Why The San Antonio Public Library is the educational arm of the City of San Antonio. By supporting education and literacy, the Library is critical to the continued community development and competitiveness of the region.
How The plan will be developed with a high level of stakeholder and public engagement, allowing the entire community to participate in, and ultimately support, a unified vision for the San Antonio Public Library.
Key Messages and Proof Points
The three key messages are repeated below with proof points to support them. This is not intended to be a word-for-word script; persuasive communications require that spokesperson(s) convey the key messages in their own words. To ensure consistency in the messages, we recommend that Library spokesperson(s) refer to and utilize the guide prior to communications with elected officials, opinion leaders, media, and other interested stakeholders.
The San Antonio Public Library is developing a strategic plan to provide a cohesive vision and direction for the next five years and beyond and position the Library as a relevant and high-achieving organization to better serve the community.
- The strategic plan will serve not only as a planning tool for the Library Board of Trustees and administration but also as a roadmap for the future.
- The strategic plan will build on a wide range of research, including the Community Needs Assessment conducted by SAPL in 2010 to gauge the community's expectations from the Library system.
- The Community Needs Assessment included interviews with community leaders and a random survey of approximately 2,000 households to gather important input from our stakeholders.
Marketing Plan
- The strategic plan will also include a self-evaluation that will help the Library assess how to improve internal functions and organizational health.
- SAPL has hired a project team that has consulted more than 50 library systems in the United States and Canada to draw on best practices and innovations from high- achieving libraries across North America.
The San Antonio Public Library is the educational arm of the City of San Antonio. By supporting education and literacy, the Library is critical to the continued community development and competitiveness of the region.
- SAPL faces a long history of deferred investment, rapid technological advancements, and continued suburban growth that requires innovative solutions.
- The plan will help SAPL better serve its customers by identifying new services, technologies and growth opportunities while creating a culture of service for the future.
- The strategic plan will be closely aligned with SA 2020, Mayor Castro's ongoing 10- year planning initiative, to ensure that we do our part in helping create an informed, literate, and educated community.
The plan will be developed with a high level of stakeholder and public engagement, allowing the entire community to participate in, and ultimately support, a unified vision for the San Antonio Public Library.
- The strategic planning process will be advised by the Leadership Advisory Committee — approximately two dozen community leaders with an interest and passion for economic development and education in our community. (Many of the members of the Leader Advisory Committee also serve in leadership roles for SA 2020.)
- The public will have an opportunity to comment on the draft plan at a public meeting planned for the summer of 2011.
- Updates will be publicized through the media, social media, and on a dedicated page of the Library’s website.
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- Coordinate with community partners to emphasize the importance of citizen input at the strategic plan public meeting. (Example: Chamber’s urging membership to participate).
- Reach out to community partners to mention the public meeting through websites and their social media platforms such as blogs, Facebook, and Twitter.
- Prepare short articles about the strategic planning process (adopted from press release) for inclusion in community partners’ newsletters, websites, etc.
- Create and distribute flyers to San Antonio Public Library branches to post on community bulletin boards and hand out at Bookmobile stops and SAPL events.
- Distribute e-blasts to community partners at key milestones in the process.
From our initial review of SAPL’s existing communications program, we believe this project represents a great opportunity to build on SAPL’s social media efforts. SAPL has a Facebook page (303 fans), YouTube account (906 upload views), Twitter feed (338 followers), flickr profile (more than 4,000 views), and a blog on the San Antonio Express-News website, mysanantonio.com. These channels are updated with varying levels of frequency and do not appear to be coordinated. For example, links to these social media channels are not easily found on the SAPL website and news stories about SAPL and mysanantonio.com blog posts are not being re-posted through the Facebook page. The flickr photostream and Twitter feed are the only social media accounts with the same name, mySAPL. We believe enhancing these efforts now can both help build support for the strategic plan and build a foundation for social media communications in the future.
- Create links on the SAPL homepage to each of SAPL’s social media vehicles.
- Create a cohesive identity for all of SAPL’s social media channels.
- Develop a system for coordinating content among each of SAPL’s social media channels.
- Build the number of Facebook followers through the promotion of the strategic planning process.
- Utilize multimedia (videos, etc.) to maximize publicity.
- Distribute press releases, op-eds, and meeting announcements through social media channels.
- Regularly monitor the channels to address comments and questions and ensure all posts are consistent with the overall message of SAPL.
Strategy: Enhance and improve SAPL’s social media program to promote the strategic plan and build a larger network for future SAPL marketing efforts.
Marketing Plan
In addition to gathering input about library services, one of the goals of establishing the Leadership Advisory Committee is to develop champions of the strategic plan among influential community leaders. We will ask and encourage committee members to assist in the marketing of the strategic plan.
- Publicize a list of participating community leaders as part of the public launch of the strategic planning process.
- Develop and distribute copy about the strategic planning process at Leadership Advisory Committee meetings to be inserted into newsletters, emails, social media channels, and other communication pieces within their respective organizations.
- Identify opportunities for Leadership Advisory Committee members to serve as spokespersons for the strategic plan.
- Explore the potential for shooting video testimonials with committee members following the meetings.
- Maintain consistent communication with Leadership Advisory Committee members through an e-blast system.
Roles and Responsibilities
KGBTexas/The Ivy Group project team will support the Library administration and public relations staff in all external and internal communications related to the strategic plan. We will not serve as spokespersons and will not distribute any communications materials without prior approval from SAPL. We serve as a liaison to media and external stakeholders only at the direction of SAPL.
To ensure proper coordination among the various communications entities of the team, we recommend the following roles and responsibilities:
- Library administration : Approval of all marketing/communications materials, primary spokesperson.
- Library public relations staff : Approval of all marketing/communications materials, primary media contact, secondary spokesperson(s).
- Library trustees : Secondary spokesperson(s), as needed.
- KGBTexas/The Ivy Group : Secondary media contact, primary Leadership Advisory Committee contact. We will be responsible for drafting the following materials related to the project:
- Agendas
- Minutes
- Letters
- Web copy
- Press releases, advisories
Strategy: Leverage the influence and networks of Leadership Advisory Committee members to create third-party endorsement and publicity of the strategic plan.
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APPENDIX
Grassroots Outreach
Below is a list of possible community partners, city departments, and organizations/associations, grouped by organization type, that we recommend reaching out to in order to foster support for the development and implementation of the San Antonio Public Library strategic plan.
City of San Antonio Mayor and City Council
With some officeholders subject to previous term limits, new council members, elected in May 2011 will be considering library issues.
- Mayor Julián Castro
- City Council District 1, Mary Alice P. Cisneros
- City Council District 2, Ivy R. Taylor
- City Council District 3, Jennifer V. Ramos
- City Council District 4, Philip A. Cortez
- City Council District 5, David Medina, Jr.
- City Council District 6, Ray Lopez
- City Council District 7, Justin Rodriguez
- City Council District 8, W. Reed Williams
- City Council District 9, Elisa Chan
- City Council District 10, John G. Clamp
City of San Antonio Departments
Platforms that can be utilized for the promotion of the strategic plan are listed in parentheses.
- Animal Care Services
- City Manager’s Office (City Manager’s Blog)
- Communications and Public Affairs (Official City News Releases)
- Community Initiatives (DCI Facebook and Twitter pages)
- Convention Sports and Entertainment Facilities
- Convention and Visitors Bureau
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- Cultural Affairs (ArtBeat Weekly)
- Downtown Operations (Downtown Newsletter)
- Historic Preservation
- Information Technology Services
- International and Economic Development (IED Updates)
- Mayor’s Office (Mayor’s Video Blog, Facebook and Twitter pages)
- Metro Health District
- Office of Environmental Policy (Noticias Verdes)
- Parks and Recreation (Parks & Rec Facebook and Twitter pages)
- Planning & Community Development
Military and Veteran Organizations
The consulting team will send information (flyers, etc.) about the strategic plan to the following local military and veterans organizations.
- Air Force Sergeants Association (AFSA), Chapters 1076 and 1077
- American Ex-Prisoners of War, Inc.
- American G.I. Forum
- American Legion
- Disabled American Veterans, San Antonio Office
- Military Officers Association of America
- Non Commissioned Officers Association
- Veterans of Foreign Wars (VFWs)
Chambers of Commerce
Platforms that can be utilized for the promotion of the strategic plan are listed in parentheses.
- Greater San Antonio Chamber of Commerce (Monday Memo and E-newsletters)
- Alamo City Black Chamber of Commerce (Weekly Updates)
- Alamo Heights Chamber of Commerce
- North San Antonio Chamber of Commerce (North Chamber News)
- Randolph Metrocom Chamber of Commerce
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Neighborhood and Homeowners Associations
The consulting team has compiled the contact information for the following list of for more than 150 community organizations registered with the City of San Antonio.
- Spring Vista Homeowners Association
- Eden Homeowners Association
- Hunters Chase Homeowners Association
- Inspiration Hills Homeowners Association
- Lakeside Homeowners Association
- Northern Hills Country Village Homeowners Association
- Spyglass Hill Homeowners Association
- The Dominion Homeowners Association, Inc.
- Deer Hollow Homeowners Association
- Oak Meadow Homeowners Association
- Encino Park Homeowners Association
- Misty Oaks Homeowners Association
- Braun Hollow Homeowners Association
- Oakmont Downs Homeowners Association
- Northern Heights Homeowners Association, Inc.
- Santa Fe Trails Homeowners Association
- Range Rider Homeowners Association
- Walden Meadows Homeowners Association, Inc.
- Encino Park Homeowners Association
- Regency Park Owners Association
- Misty Oaks Homeowners Association
- Elm Creek Owners Association
- The Estates at Stonegate Property Owners Association
- Braun Hollow Homeowners Association
- Churchill Estates Homes Association, Inc.
- Northern Heights Homeowners Association, Inc.
- Santa Fe Trails Homeowners Association
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- Oak Valley Homeowners Association
- Range Rider Homeowners Association
- Walden Meadows Homeowners Association, Inc.
- Villas at Redland Ranch Homeowners Association
- Whispering Oaks Homeowners Association
- Sonterra Property Owners Association, Inc.
- Hidden Forest Homeowners Association
- Country View Village Homeowners Association
- Countryside San Pedro Property Owners Association
- Shady Oaks Homeowners Association
- Canyon Creek Estates Homeowners Association
- Scattered Oaks Homeowners Association
- Pembroke Farms Homeowners Association
- Coliseum Oaks Homeowners Association
- Fieldstone Homeowners Association
- Deerfield Homeowners Association
- Saddlebrook Farms Homeowners Association
- Blanco Woods Homeowners Association
- Woodmont Townhome Owners Association
- Stone Mountain Owners Association
- Ridgehaven Volunteer Homeowners Association
- Oakland Heights Owners Association
- Oakdell Council of Co-owners, Inc.
- Wellsprings Homeowners Association
- Northern Hills Homeowners Association
- Greystone Country Estates Property Owners Association
- Auburn Oaks Subdivision Homeowners Association
- Champions Ridge Homeowners Association
- Canyon Creek Bluffs Property Owners Association
- The Overlook Homeowners Association
- Hart Ranch Unit One Homeowners Association
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- Longs Creek Homeowners Association
- The Oaks Owners Association
- Solana Ridge Homeowners Association
- Monterrey Village Homes Association
- Villas of Spring Creek Homeowners Association
- Redland Ranch at Elm Creek Homeowners Association, Inc.
- Bel Meade Homes Association
- Cambridge Homeowners Association
- Red Robin Homeowners Association
- The Woods at Fair Oaks Homeowners Association
- Westover Forest Homeowners Association
- Shavano Rogers Ranch Crosstimber Homeowners Association
- Eagles Bluff Homeowners Association
- Shavano Rogers Ranch Falling Brook Homeowners Association
- Cedars Point Owners Association
- Regency Place Property Owners Association
- Property Owners Association of Apple Creek
- Braun Station East Community Improvement Association, Inc.
- Camelot Neighborhood Association
- Coliseum / Willow Park Neighborhood Association
- Denver Heights Neighborhood Association
- Forest Oak Neighborhood Association
- Government Hill Alliance
- Heritage Neighborhood Association
- King William Association
- Loma Park Neighborhood Association
- Mahncke Park Neighborhood Association
- Hills of Park North Neighborhood Association
- North Central Thousand Oaks Neighborhood Association
- Valley Hi North Neighborhood Association
- Pecan Valley Neighborhood Association
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- East Village Neighbors Association
- Greater Harmony Hills Neighborhood Association
- Great Northwest Community Improvement Association
- Skyline Park Neighborhood Association
- River Road Neighborhood Association
- Lindsey Place Association, Inc.
- Oak Park-Northwood Neighborhood Association
- Blossom Park Northwood Neighborhood Association
- Edison Neighborhood Association
- Regency Meadow Association
- Dreamhill Estates Neighborhood Association
- Collin Gardens Neighborhood Association
- Northwood Hills Improvement Club
- Monticello Park Neighborhood Association
- Longs Ridge Association, Inc.
- United Westwood Resident Organization
- Huntleigh Park Residents Association
- Keystone Neighborhood Association
- Valley Forge Residents Associations
- Oakwood Owners Association
- Mission San Jose Neighborhood Association
- Dos Rios Neighborhood Association
- Harlandale Park Neighborhood Association
- Lone Star Neighborhood Association
- Village North Neighborhood Association
- Winchester Hills Neighborhood Association
- Comanche Community Neighborhood Association
- Hunters Creek Neighborhood Association
- Gardendale Neighborhood Association
- Gillette Area Neighborhood Association
- Hot Wells Neighborhood Association
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Community Organizations
The following list represents a sample of City of San Antonio entities and nonprofit organizations that can support the promotion of the strategic planning process through internal and external newsletters and social media platforms including blogs, Facebook, and Twitter.
- African American Genealogical and Historical Society of San Antonio
- ARTS San Antonio
- Big Brothers Big Sisters, Alamo Area
- Blue Star Contemporary Art Center
- Boy Scouts of America, Alamo Area Council
- Boys and Girls Clubs of San Antonio
- Brooks Air Force Base Youth Activities
- Build San Antonio Green
- Communities in Schools of San Antonio
- CPS
- Downtown Youth Center
- Esperanza Peace & Justice Center
- Gemini Ink
- George Gervin Youth Center
- Girl Scouts, San Antonio Area Council
- Goodwill Industries of San Antonio
- Guadalupe Community Center
- Jewish Community Center of San Antonio
- JOVEN (Juvenile Outreach and Vocational Education Network)
- Junior League of San Antonio
- Keep San Antonio Beautiful
- League of Women Voters
- McNay Art Museum
- Neighborhood Resource Center
- SAMMinistries
- San Antonio Commission on Literacy
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- San Antonio Conservation Society
- San Antonio Food Bank
- San Antonio Museum of Art
- San Antonio Missions National Historic Park
- San Antonio Youth Literacy
- San Antonio Water System
- San Antonio Zoo
- Solar San Antonio
- Southwest School of Art
- United Way of San Antonio and Bexar County
- USO Council of San Antonio and Central Texas
- Witte Museum
- YMCA
