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Marketing and Communications Plan 2012

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by

Cleveland Public Library

on 19 September 2013

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Transcript of Marketing and Communications Plan 2012

advertising
Goals
Audiences
existing patrons
new patron prospects
media
individual donors
foundations
corporations
trade publications
partners
Vehicles
website
social media
e-communications
print collateral
media relations
signage
video
My Place My Card Campaign

2012-13
Marketing & Communications Plan
Online Media
Package, Position, Promote
Ongoing
Genealogy Resources
Sports Research Center
Databases
OLBPD
Tech Central
Major Campaign–MyPlace MyCard
"I'm Ready to Read"
MyCloud
MyTunes
eBooks
Computer Classes
Print Media
Increase Brand Recognition
e-blasts
Strategic Plan
4,100 followers currently (89% increase)
4,338 likes currently (61% increase)
Increase the number of children
who have library cards
Online Ad Program
Business Listing
Search Engine Marketing (S.E.M.)
Google, Bing
via 20–mile radius in a 5 month period
# Clicks–
8,460
# Calls–
112
CPL click through rate=
.55%
National Average=
.30%
Impression Based Campaign
Click through rate=
.45%
National average=
.30%
Full transcript