Penn State University Libraries - Getting Started

Marketing a project takes careful planning. The more up-front work you can do, the greater likelihood your efforts will reach your targeted audience with the message you want to deliver. As you begin planning, Public Relations and Marketing (PRAM) can help find resources and provide guidance.

Below are basic steps to help you plan what needs to be done initially and what can be addressed later:

Consider all steps from the start and review them as your marketing campaign progresses and concludes.

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Before You Begin

Ask yourself: “Does this activity have a public information component?”

Which do you have? Promotional or instructional material? Flyers, press releases, etc. that you distribute to announce (promote) a seminar are promotional. Sheets you hand out during the seminar are instructional.

Units produce instructional items on their own and do not need to send them through PRAM for review. They are not technically marketing materials, and they do not need a University Editor number assigned (U.Ed. LIB 06-xxx).  The toolkit includes instructional templates with the Libraries' visual identity to help you save time and effort. If a layout you need is not online, contact PRAM to help develop one. The toolkit also has other visual design and editorial resources, including the Libraries' visual identity and the University approved Penn State word mark. Using the templates will save time, and provide a unified presence to promote the Libraries in a consistent manner.

All marketing/promotional materials (at University Park and campus Libraries) must go through PRAM. (These all must have a U.Ed. Number per a University mandate.) Working with PRAM helps ensure the success of your promotion.  Use PRAM's online form to start a marketing project or call them at 814-863-4240.

Rule of thumb: the more lead time you allow for a promotion, the better -- 2 months or more is ideal; 2 weeks is minimum—although even if you have less time, call PRAM to discuss what can be done).

Summary: for promotional (non-instructional) materials, such as flyers, brochures, booklets, posters, banners and ads:

• Route all non-instructional communications through PRAM early in the process—minimally for a review; most items require a U.Ed. number.
• Press releases and electronic communications, including online newsletters, do not require a U.Ed. number but should go through PRAM for review, or in the case of a newsletter—a quick read that serves a host of purposes, including keeping PRAM aware of broader initiatives in the Libraries that may relate to other projects.
• Stationary items do not need U.Ed. numbers but need to conform to University Libraries design standards. Templates available.

Individual departments are responsible for funding the production or placement of marketing items as well as the distribution and installation of materials.

Giveaways imprinted with Libraries identity should be developed in an overall marketing plan, and discussed with PRAM. Vendor freebie giveaways can be used at each unit's discretion.

E-mail advertisements are not permitted at Penn State. There are various approved networks and listservs which may be used to distribute electronic announcements about events. Contact PRAM for help on this.

Why

• are you marketing the product/services?
• do you want to market them now?
  
• do you think it is necessary? (what problem will be solved?)
  
• will your market activities fit into your overall library strategic goals? (this is also a how question)

What

• are you promoting? (be specific)
  
• is the message you want to get across?
  
• are you trying to accomplish? (greater use, promote new product/service, etc.)
  
• worked in previous campaigns / what didn’t?
  
• are the desired outcomes? (quantitative/qualitative)

Who

• is the target audience? (are community groups included?)
  
• in your organization will be responsible for the marketing plan actions?

What

• are the exact steps in the campaign, and in what order and by when? (suggestion: do a flow chart)
• resources and guidance can PRAM offer for this project
• skills are needed for the marketing strategy? By whom?

Where

• does your target audience usually get information?
• will the marketing appear? (format, physical/electronic placement)
• shouldn’t the marketing appear? (make sure you get the best results for your efforts and expenses)

When

• do you plan to start the promotion or campaign?
• will it be completed?
• must you have materials in place to begin the marketing activity
• (i.e. when will they need to be purchased or back from the printer, etc?)

How

• will you market the product/service?
• will you finance the strategy?
• will you coordinate this with other campus units?
• can you leverage support, assistance, funding, etc from campus administrators, student clubs or governing association, alumni, etc?)

Do

• any plans or activities need to change now that the marketing campaign is in progress

Have

• the various messages reached the targeted audiences? (have the mailings gone out; have the signs been posted in the right places; have the web sites been posted and updated as needed; etc?)

How

• will you evaluate the program's success?
• will you gather input for this evaluation?
• will you plan for additional marketing activities based on this one's success/failure?

What

• unexpected things happened during the campaign? Positive or negative?
• might you do differently next time?