Nandua Middle School Library Marketing Strategy
I. Setting: “The mission statement and persona will help you visualize your audience every time you post. You’ll be able to connect with them because you’ll know who they are, and what they expect from you” (Hursh, 2019).
A. Mission Statement: “Create a culture of learners who are critical and creative thinkers, communicators, collaborators, and productive citizens” (ACPS, 2019).
B. Audience: The main audience for the NMS library include students, the family of students, school staff and the school board.
C. Analysis: While there is a range of incomes, students and their families generally come from a lower income bracket. Around a fifth of these students and their families do not speak English primarily (Driver, 2020).
A. Objectives: “Objectives need to be easily measured, collected, and achieved. An objective that is not achievable will just frustrate” (Velasquez, 2019, p. 130).
- Library use will be increased by 30%.
- SOL scores will increase by 5%.
- Staff surveys will show a 95% satisfaction rate.
- Marketing will target teachers and current library supporters. It will also seek to connect to new supporters in the Spanish and Creole communities.
- Marketing will share photos and videos of students problem solving, sharing their creations and using library resources.
- Sharing the introduction to several Sherlock Holmes stories or inspirational biographies could create interest. “Start with a story. Storytelling is a powerful means of communicating an idea” (Lamb, 2020, p. 8).
- Hook the audience by giving escape room setups, so that they want to come in and participate. “An interactive element such as a game, puzzle, or engaging story line creates a feeling of involvement” (Lamb, 2020, p. 10).
- People will share photos and videos of their students, spreading a positive image to the community.
- Slogan: We create thinkers.
D. Methods: “The type of communication should be based on the age of the patron and on what that person is used to…” (Velasquez, 2019, p 124).
- Print: Flyers will go home with students in Spanish, Creole and English and be posted around the school. The Eastern Shore Post will do a free article on the new critical thinking program at the school library.
- Digital: The library will create both a Twitter and a Facebook account, using the school and county accounts to reach out. Information will be sent out to teachers through email.
- Radio: An advertisement will be placed on the local Spanish radio station.
- Personal: Individualize suggestions for teachers in how they could use the makerspace. Teachers can spread enthusiasm to students who will then spread it to their friends and family. “Create Word of Mouth by incorporating novel or cool components that people will want to share” (Lamb, 2020, p. 10).
III. Evaluation: “The most obvious one [outcome] is increased customer satisfaction…” (Moran, 2013, p. 115).
A. Methods: The marketing strategy will be evaluated through SOL score data, increased library visits, and patron surveys.
B. Timetable: We will take another look at the marketing strategy in one year and check data every three months.
Accomack County Public Schools (2019). Division strategic plan: 2019-2024. Accomack County Public Schools. Retrieved on February 15, 2021 from https://www.accomack.k12.va.us/ourpages/auto/2015/7/7/41624582/ACPS%205%20Year%20Strategic%20Plan.pdf?rnd=1576779623000
Driver, T. (2020). Nandua Middle School environmental scan [Infographic; Unpublished manuscript]. Department of STEM Education and Professional Studies, Old Dominion University, Virginia, United States. Retrieved from https://drive.google.com/file/d/1XutOArJd3tmebsZvGWcfTbCkzc6qWXdQ/view?usp=sharing
Hursh, A. (2019). “How to create a social media strategy that actually works”. Super Library Marketing. Retrieved on April 6, 2021 from https://superlibrarymarketing.com/2019/01/21/socialmediastrategy/
Lamb, A., & Johnson, L. (2020, May 4). Message design, branding, and the library’s story. eduscapes: Marketing for Libraries. Retrieved on April 6, 2021 from https://eduscapes.com/wp/marketing-for-libraries/
Moran, B. B., Stueart, R. D. & Morner, C. J. (2013). Library and information center management (8th ed.). Santa Barbara, CA: Libraries Unlimited.
Velasquez, D. L. (2019). Marketing. In L. K. Hussey & D. L. Velasquez (Eds.), Library Management 101: A Practical Guide (2nd ed.) (pp. 119–133). American Library Association.