Train-the-Trainermultimedia.3m.com/.../strategic-mktg-acrl-train-the-trainer.pdf · ACRL Strategic...

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Transcript of Train-the-Trainermultimedia.3m.com/.../strategic-mktg-acrl-train-the-trainer.pdf · ACRL Strategic...

Page 1: Train-the-Trainermultimedia.3m.com/.../strategic-mktg-acrl-train-the-trainer.pdf · ACRL Strategic Marketing Train-the-Trainer Workshop 2 Hello, I’m … •Name • Background •
Page 2: Train-the-Trainermultimedia.3m.com/.../strategic-mktg-acrl-train-the-trainer.pdf · ACRL Strategic Marketing Train-the-Trainer Workshop 2 Hello, I’m … •Name • Background •

Train-the-TrainerStrategic Marketing for Academic and Research Libraries is sponsored by and isavailable on the website http://cms.3m.com/cms/US/en/2-115/czrRzFZ/view.jhtml:

Association of College and Research LibrariesA unit of the American Library Associationwww.ala.org/acrl

3M Library Systems3M Center, Building 225-4N-14St. Paul, Minnesota 55144-1000

Don Leslie, Industry and Government Business Manager, 3M Library SystemsJudy Nelson, Customer Relations Supervisor, 3M Library Systems

A.B. Reynolds, author and facilitator, Excelerated Leadership, Inc.

Support and materials provided by ALA and ACRL include:@your library™ Toolkit for Academic and Research Libraries@your library™ Web site: www.ala.org/@yourlibrary . Click on Academic andResearch Library Campaign

Other materials provided by 3M Library Systems are available on the websitehttp://cms.3m.com/cms/US/en/2-115/czlFiFZ/view.jhtml to assist you withyour @ your library™ campaign.

Vision 2008: Mapping the Future of Your LibraryVision Series: Selling Your Library of the FutureThe Library of the Future: It’s Up to You!

Pre-assignmentParticipant ManualFacilitator Slides and Notes

Webcast:How to Market @ your library™

Pre-assignment WorkbookParticipant ManualFacilitator Slides and Notes

Check-It–Out Yourself Day

Materials and workshop design for Promoting Your Library and How to Market @your library were developed by A.B. Reynolds and Dianne Moore of ExceleratedLeadership, Inc. Permission is granted to 3M and the ALA library organizations to useall materials for @ your library™ campaign efforts. Trademarked and copyrightedmaterials included within can be used only if authorship is properly noted and only incontext, as presented within this packet, and expressly for the @ your library™campaign. Visit our Website www.exceleratedleadership.com.

Page 3: Train-the-Trainermultimedia.3m.com/.../strategic-mktg-acrl-train-the-trainer.pdf · ACRL Strategic Marketing Train-the-Trainer Workshop 2 Hello, I’m … •Name • Background •

Strategic MarketingFor Academic and Research

Libraries

Facilitation Slidesfor the Train-the-Trainer

Workshop

Page 4: Train-the-Trainermultimedia.3m.com/.../strategic-mktg-acrl-train-the-trainer.pdf · ACRL Strategic Marketing Train-the-Trainer Workshop 2 Hello, I’m … •Name • Background •

ACRL Strategic Marketing Train-the-Trainer Workshop 2

Hello, I’m …

• Name

• Background

• Current job

• Your role as facilitator

• Your prediction about the session

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ACRL Strategic Marketing Train-the-Trainer Workshop 3

Team Assignments

• Organized into teams

• Work together to:– Learn to deliver the one-day workshop

– Complete practice exercises in a team format

– Help each other become good facilitators

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ACRL Strategic Marketing Train-the-Trainer Workshop 4

• Participant Manual (PM) – marketing process,information and worksheets

• Facilitator Guide (FG) – tips, examples,meeting/workshop outlines

• Facilitation Slides (FS)– Power Point slides• Academic Library Toolkit – examples of

libraries, librarians and campaigns• Campaign for America’s Libraries packet–

public relations examples and tips

The Materials

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ACRL Strategic Marketing Train-the-Trainer Workshop 5

Three Kinds of Workshops

• Self study materials for librarians to use in theirown libraries: (FG pages 30-51)– Prepare the campaign alone– Work with a small leadership team– Work with a large group or whole staff

• Workshops for Librarians (FG pages 52-64)– One-day version– Two-day version

• Train-the-trainer for the one-day workshop (FG pages 65-69)

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ACRL Strategic Marketing Train-the-Trainer Workshop 6

Train-the-Trainer Workshop

• Little emphasis on the content

• Get used to the flow and the tools

• Planning for leading key segments

• Discussion and tips

• Optional: actual practice leading a sectionof your own choosing

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ACRL Strategic Marketing Train-the-Trainer Workshop 7

Questions?

• Content questions?

• Agenda questions?

• Things you would like included …

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ACRL Strategic Marketing Train-the-Trainer Workshop 8

Flow of the One-Day Workshop

Facilitatorintroductionof eachchapter

Teams brainstorm

Teams create Sticky Wall

Teams report ideas

Large group discussion

Individuals take notes

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ACRL Strategic Marketing Train-the-Trainer Workshop 9

Marketing Planning Process

CustomersMet Needs

Unmet Needs

1. Customer andMarket Research

Customer NeedsCustomer View

2. LibraryStrategic Plan

Vision and MissionProducts &

ServicesImplementation

3. Promotion ofthe Library

MessagesVehicles

CampaignImplementation

4. ProvidingProducts/Services

DeliveryInteraction

Adjustments

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ACRL Strategic Marketing Train-the-Trainer Workshop 10

Strategic DecisionsCustomersMet Needs

Unmet Needs

1. Customer andMarket Research

Customer NeedsCustomer View

2. LibraryStrategic Plan

Vision and MissionProducts &

ServicesImplementation

3. Promotion ofthe Library

MessagesVehicles

CampaignImplementation

4. ProvidingProducts/Services

DeliveryInteraction

Adjustments

Whichcustomers andwhich needs?

Which productsand services andbenefits?

What is the bestway to informcustomers?

How to be surewe deliver whatwe promised?

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ACRL Strategic Marketing Train-the-Trainer Workshop 11

Campaign DesignCustomer ___________

Needs,P/S & B

Need #1

Need #2

Messages& AIDA

P/S

B

Platform

Platform

Platform

Vehicles

J F M A M J J A S O N D J F M A M J J A S O N D

Strategy

FG p.26

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ACRL Strategic Marketing Train-the-Trainer Workshop 12

Campaign Design WorksheetCustomer: ___________

3.

See FGpage 19examples

2.

1.

DatesFrequencyand Strategy

VehiclesMessages &Platforms

Needs, P/S& Benefits

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ACRL Strategic Marketing Train-the-Trainer Workshop 13

Facilitation Tips

• Preparation:– Self– Room and materials– Participants– Sponsors and partners

• Presentation– Presence and role– Speaking style– Slides and notes– Examples– Flipcharts

• Facilitation challenges– Tricky terminology– Examples– Instructions– Time frames– Managing meeting hogs– Managing ‘criticism’– Managing bored people– Managing your own

energy

FG pages 6-8

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ACRL Strategic Marketing Train-the-Trainer Workshop 14

Campaign Design Tips

• Choose the workshop• Term “customer”• Other key terms

– Products/services– Benefits– Library positioning

statements– Messages– AIDA– Platforms– Vehicles

• Fun and high valuepoints– Choosing customers to

focus on first– Creating messages– Attaching vehicles– Sequencing

• Ground rules

FG pages 9-11

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ACRL Strategic Marketing Train-the-Trainer Workshop 15

Sticky Walls

• Purpose: wall space to display ideas,rotate/combine ideas and create a plan of action.(FG page 20)

– Use 5’ x 12’ nylon fabric

– Spray 2 to 3 times with re-positional adhesive

– Cut 150 ½ sheets of colored paper

– Supply colored markers

– Supply Post-Its™ of various sizes, colors

– Attach to wall with Command Strips™

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ACRL Strategic Marketing Train-the-Trainer Workshop 16

Lapboards

Purpose: work pad for individuals to createcampaigns for their own libraries (FG page 22)

• Use hardboard or foam board 18” x 12”

• 4-5 sheets of 11” x 17” paper

• Small Post-Its™

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ACRL Strategic Marketing Train-the-Trainer Workshop 17

Energy Toys

Purpose: to relieve tension and to stimulatecreativity (FG page 23)– Use hands and relax the brain– Manipulate, rotate, shift, shape and combine– Silly putty– Colored pipe cleaners– Small puzzles– Koosh balls– Logos or small building sets– Small toys with wheels

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ACRL Strategic Marketing Train-the-Trainer Workshop 18

Team Assignment #1

• Put up your team’s sticky wall- 10 minutes• Suggestions:

– Unfold already sprayed fabric– Attach Command Strips™, one every 12-18

inches– Affix to the wall, pressing the Command

Strips™ firmly onto the wall– Locate the fabric on the wall so that people of

various heights can use it comfortably

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ACRL Strategic Marketing Train-the-Trainer Workshop 19

Team Assignment #2

• Teams work for 45 minutes

• Write ideas on flipcharts and complete onesticky wall

• 1-2 members document work for others

• 1 member serves as reporter

• Each team reports, 10 minutes only

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ACRL Strategic Marketing Train-the-Trainer Workshop 20

Team Assignment #2

• Each is assigned one segment of the workshop• Teams review their segment by:

– Listing the PM pages on flipchart– Listing the facilitator slides to use on flipchart– Listing key content to stress on flipchart– Providing two good examples on flipchart– Completing a sample sticky wall for the segment– Listing facilitation suggestions on flipchart

• 1–2 members document work to share with others• Prepare to do a “teach-back”

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ACRL Strategic Marketing Train-the-Trainer Workshop 21

Workshop Segments

Chapters: (do the red ones first, blue next, green last)

• 1 Introduction – model, Status Inventory• 2 Customers and needs• 3 Strategy and products/services & benefits• 4 Positioning messages, messages, AIDA and

platforms• 5 Vehicles and campaign design• 6 Implementing the promotional campaign• 7 Delivering on promises

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ACRL Strategic Marketing Train-the-Trainer Workshop 22

Team Reports

After each report, discuss:

• Content questions?

• Flow questions?

• Technique questions?

• Facilitation questions?

• Emphasis questions?

• Other questions?

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ACRL Strategic Marketing Train-the-Trainer Workshop 23

Optional Exercise #3

• Teams continue – 3 hours• Each member selects one segment of the

one-day workshop to prepare and present tothe rest of the team

• Individual preparation time• Team members present to each other• Feedback and suggestions• Large group discussion: lessons, ideas?

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ACRL Strategic Marketing Train-the-Trainer Workshop 24

Key Facilitation Tips

• Arrangements androles

• Room set up & stickywalls

• Definitions – verbaland transparencyexamples

• Solicit participantideas, experiences

• On balance, “ask”more than “tell”

• Trust the process, theslides will lead theway

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ACRL Strategic Marketing Train-the-Trainer Workshop 25

Next Steps?

What steps will you take now to:

• Advertise the workshop?

• Advertise your availability?

• Collect helpful examples?

• Prepare for delivery?

• Share with and learn from others?