tailieunhanh - Publicity Plan Outline and Timeline

“A brand is a product from a known source (organization). The name of the organization can also serve as a brand. The brand value reflects how a product’s name, or company name, is perceived by the marketplace, whether that is a target audience for a product or the marketplace in general (clearly these can have differ- ent meanings and therefore different values). It is important to understand the meaning and the value of the brand (for each target audience) in order to develop an effective marketing mix, for each target audience.” -- . | Waukegan Public Library Piibliç Prũ-gram JOOJ Putting ộụ íi y EnhttenïUnf ÉÜJñbrth t l rní Puhlií ftflÆtian C ürdirLalçr Quality 2 0 0 4 121 N. County tu Wj Likcgj tỉ IL iílrJSI 4 kríi-BnpLnrg Publicity Plan Outline and Timeline I. Brand Identity Assessment Problem and Needs January - March 2004 a. Staff b. Community advisory board c. African American focus group d. Hispanic focus group e. Marketing demographics and media audit f. Meetings with other agencies i. City PR and community liaison ii. Park District new field house publicity in newsletter result iii. Boys and Girls Club iv. Rotary v. Township buses for concerts publicity in newsletter vi. Park Place Senior Center vii. Main Street viii. YMCA ix. Schools II. Brand Aspiration Planning January - March 2004 a. Budget Analysis use Contrarian Thinking b. Goals i. Get more media coverage ii. All city mailings iii. Get more photos in papers iv. Email newsletter v. Update website vi. Drop newsletter mail postcards vii. Change programming model viii. New identity ix. Increase staff in PR department III. Brand Strategy Implementation a. Quality Campaign brand promise b. School flyers outreach publicity c. Print materials to coordinate with identity such as d. Articles in newspapers radio tv e. Paid advertising f. More photographs in paper g. City wide mailings i. Township ii. Park District April - December 2004 brochures on library services h. iii. Postcard mailing on power of library cards Expanded staff i. Interns ii. Graphic Artist IV. Operations a. Programming b. Landscaping c. Slat wall d. Change in bookmobile schedule V. Training a. Dress for Success b. Customer Service Training c. Merchandising d. All staff day training second one VI. Fundraising and Sponsorships a. Local businesses and agencies for promotions i. WDA for Winter Concerts ii. City for Summer Concerts b. Interns VII. Budget a. Increase publicity budget b. Create budget for Quality campaign merchandise VIII. Brand .

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