UNIT 4: Planning and Collaborating to Promote Your Programs

UNIT 4: Planning and Collaborating to Promote your Programs Marketing and Communications Plan

Use the outline below as a roadmap to develop a Marketing and Communications Plan for your programs. It's a brief and logical exercise which will save more time than it takes. Notes and suggestions have been added in each section. We recommend starting the planning process at least a month or two in advance.

Sample marketing templates and tools are also included in the Public Program Resources section of the website.

Please note: An official program credit line must appear on all materials relating to PLACE and Pushing the Limits. See “Further Guidelines for Sponsor Acknowledgement” at the end of this document for what credit should be used in each situation.

Building a Marketing/Communications Plan

1. Introduction (Brief statement outlining the context of the program opportunity for the library and the community)

2. Key Audiences (Who would you like to attend the programs? Who should know about the programs? Internal: Consider the role of staff, Board, Friends and volunteers in developing and promoting your program. External: Consider which news media, age groups, local organizations, individuals who might attend.)

This material is based on work supported by the Califa Group under award NA15SEC0080008 from the Environmental Literacy Program of the National Oceanic and Atmospheric Administration (NOAA), U.S. Department of Commerce, and by the National Science Foundation under Award Numbers 1515241 and DRL-1010577. The statements, findings, conclusions, and recommendations are those of the author(s) and do not necessarily reflect the views of NOAA or NSF. © Dawson Media Group, L.L.C., 2013 - 2017 3. Key Message(s) (What do you want people to know/do – in approximately 10 words or less. Examples: “Learn about Climate Change Impacts in Our Community,” or “Pushing the Limits: Learn Why You Are Hearing So Much About Extreme Weather Events.” Develop your own message and use it consistently.)

4. Outcomes (How will you know if the program is successful? Identify some measurable outcomes, i.e. size of audience, number of new partners)

5. Communication Strategies (How will you build the audience, e.g. media, partner groups, displays, word of mouth, social media? Review the marketing materials provided. Make this section a chart with timetable, staff assignments, etc.) Official Program Credit Line

At minimum, the following credit line must appear in all materials that you create relating to Pushing the Limits: PLACE

Pushing the Limits: PLACE is a library hosted reading, viewing and discussion program for adults in underserved and rural communities, made possible by grants from the National Oceanic and Atmospheric Administration and the National Science Foundation.

When space is available and full recognition of the project strength is appropriate, please use the more complete credit:

Pushing the Limits: PLACE is a library hosted reading, viewing and discussion program for adults in underserved and rural communities, made possible by grants from the National Oceanic and Atmospheric Administration and the National Science Foundation. The program is the work of a team of library professionals, scientists, and filmmakers from organizations including Califa Group, Dartmouth College, Dawson Media Group, and Goodman Research Group.

Further Guidelines for Sponsor Acknowledgment

 The credit lines above should appear on all printed and other visual materials related to the program, including press releases, brochures, publications, invitations, program flyers, advertisements, press kits, announcements, websites and local posters. It should also appear on any signage regarding the program. Please use a type size that is readable and appropriate to the overall design.

 In speaking to or sending press releases to newspaper reporters, radio and TV interviewers and other media personnel, please stress that full sponsorship and funding credit should included in all articles and features.

 At press events and public programs the funding of Pushing the Limits and of PLACE by the National Oceanic and Atmospheric Administration and the National Science Foundation should be acknowledged orally at the beginning of each project program, press conferences, and at the beginning and end of radio and television interviews, when possible.

 Local sponsor credits must follow the above official program credit line and be in a type size no larger than the program credit. The exception is materials that are entirely supported by another funding source. In those cases, it is still necessary for the credit line above to appear, but the additional sponsor's credit may appear first and in large type.