Final presentation-PR Campaigns (MRL)
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Account Executive: Bree Riddick Research Director: Kortney Brand Client Relations Director: Bri Sayasithsena
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Transcript of Final presentation-PR Campaigns (MRL)
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
introduction
secondary researchIndustry
Competitors
Recent Changes
Cuts in Public FundingDigital Trends
Local BusinessesTechnology
Fiscal Budgetof 2017
pages 18-21
secondary research
Social Media
YouthPrograms
DigitalServices
page 27
primary research
Methods
PopulationsAnalysis
6 Research QuestionsQualtrics Online SurveyPaper-Pencil Surveys JMU Students
Harrisonburg Residents Ages Under 24 (202)25-35 (10)36-46 (7)47-57 (7)
58 and Older (17)
pages 31-32
primary research
26% 20%
Ages Under 24 awareof Teen Events
Ages 25-35 awareof Homework Helpline
42%
Ages 36-46 awareof Teen Events
page 42
primary research
PartnershipsPartnerships Big Brothers BigSisters
Local SportsTeams
page 46
primary research
Unaware ofE-Resources
MostlyRentingBooks
SpareTime SpentElsewhere
pages 56-58
Strengths
Weaknesses
Opportunities
Seven Branches with a Central Hub
Funding &the Economy
Ability to offer morehigh quality and
interesting services/programs
SWOT analysisThreats
Technological Competition andInterest in Other
Activitiespage 60
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
~ page 64
~ page 64
~ page 64
Active publics
MRL Staff&
Volunteerspage 65
Aware publics
MRL Patrons&
Community Leaders
Latent publics
Local Teens&
JMU Students
Goals and Objectives
Generate a Higher Level of awareness for MRL's educational resourcesamong 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
page 72
Goal 1
Increased awareness of MRL'sEduational Resources
Increase the amount of JMUstudents interacting
page 73
Goal 2
Increased Partnershipswith Nonprofits
Increase Partnerships with Local HighSchool Organizations
Goal 3
Increase the amount of Book Donations
Increase in the amount of teens holdingLibrary Cards
key messages
"...Well-Rounded andMeaningful Lives..."
page 72
key messages
"...Dedicated toincorporating the
community..."
page 72
key messages
"...Continuallyproviding quality andbeneficial services to
its patrons..."
page 72
Sample #1
Sample #2
Sample #3
page 76
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 page 78
SampleTactic
page 91
September October November December
Strategy 1
Strategy 2
Strategy 3
Strategy 1
Strategy 2
Strategy 3
Strategy 1
Strategy 2
Strategy 3
Strategy 1
Strategy 2
Strategy 3
Tactics 1-3
Tactic 1
Tactics 1 & 4
Tactics 1-3 Tactics 1 & 3 Tactics 1-4
Tactics 1 & 3
Tactic 4
Tactics 1 & 2
Tactics 2 & 4
Tactic 1
Tactics 3 & 4
page 86
budget
$1,469$629
$379
page 87
Evaluation
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
page 89
