Offering Virtual Programming with a Marketing Mindset
December 15, 2020
Libraries have been offering programming for decades, and in many cases the model has been, “Let’s plan a program, promote it, and see who shows up.” This approach hasn’t changed much, even with the proliferation of virtual and streaming programs. In this session, we will discuss a method for planning programs that begins with the end in mind. Marketing starts with identifying your customer’s needs and wants, then developing programs and services to meet those needs and wants. We’ll discuss how to use research – quantitative and qualitative – to plan and market virtual programs that will engage your customers. We’ll talk about “bundling” programs and services for different audience segments. We’ll also cover how this more strategic approach can save time and resources for your library.
Presenter: Cordelia Anderson
Founder and CEO Cordelia Anderson is a seasoned marketing and communications executive with 20+ years of experience. She is based in Charlotte, NC but has clients around the US and is nationally recognized for her innovative, strategic and results-driven marketing and communications programs. Clients have included the Library for the University of North Carolina at Charlotte, the innovative design firm Margaret Sullivan Studio in New York and the Fort Worth Public Library.
Cordelia is Accredited in Public Relations from the Public Relations Society of America, which indicates advanced mastery of the knowledge, skills and abilities to practice public relations. She uses this approach to help her clients solve complex marketing and communications challenges so that they can tell their stories and reach their goals.