Post on 10-Feb-2017
Account Executive: Bree RiddickResearch Director: Kortney Brand
Client Relations Director: Bri Sayasithsena
Table of Contents Chapter 1:
RESEARCH
Chapter 2:ACTION
Chapter 3:COMMUNICATION
Chapter 4:
EVALUATION
secondary research
Industry
Competitors
Recent Changes
Cuts in Public FundingDigital Trends
Local BusinessesTechnology
Digital ServicesFiscal Budget
primary research
MethodsPopulations
Analysis6 Research Questions
Qualtrics Online SurveyPaper-Pencil Surveys
JMU StudentsHarrisonburg Residents Ages Under 24
25-3536-4647-57
58 and Older
primary research
26% 20%
Ages Under 24 awareof Teen Events
Ages 25-35 awareof Homework Helpline
42%
Ages 26-46 awareof Teen Events
Strengths
Weaknesses
Opportunities
Seven Branches with a Central Hub
Funding &the Economy
Ability to offer more services/programswith greater ease
SWOT analysisThreats
TechnologicalCompetition
ProblemStatement 1
ProblemStatement 2
ProblemStatement 3
MRL faces issues due to the lack of resources
Potential patrons are finding other ways to entertain themselves
Programming efforts could be better tailored to varying age groups
Goals and Objectives
Generate a Higher Level of awareness for MRL's educationalresources among those in the Harrisonburg Community
To strengthen Massanutten Regional Library's relationship withorganizations and leaders in the Harrisonburg community.
Improve the resources for the Massanutten RegionalLibrary
Goal 2
Increased Partnershipswith Nonprofits
Increase Partnerships with LocalHigh School Organizations
Strategy 1:ALLIANCE
Strategy 2:AUDIENCE
ENGAGEMENT
Strategy 3:PUBLICITY
Local High Schools; Local Nonprofit Organizations;Local Political Leaders
Audience Awareness, Engagement, & Participation
Generate Newsworthy Information Through Events
calendarSTRATEGY 1
STRATEGY 2STRATEGY 3
September: Tactics 1-3October: Tactics 1-3
November Tactics 1 & 3 December: Tactics 1-4
September: Tactic 1 October: Tactic 1 & 3November Tactics 1 &
2 December: Tactic 1
September: Tactic 1 &4
October: Tactic 4November Tactics 2 &
4December: Tactic 3 & 4
Goals and Objectives
Generate a Higher Level of awareness for MRL's educationalresources among those in the Harrisonburg Community
To strengthen Massanutten Regional Library's relationship withorganizations and leaders in the Harrisonburg community.
Improve the resources for the Massanutten RegionalLibrary