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Transcript of Train-the-Trainermultimedia.3m.com/.../strategic-mktg-acrl-train-the-trainer.pdf · ACRL Strategic...
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.
Strategic MarketingFor Academic and Research
Libraries
Facilitation Slidesfor the Train-the-Trainer
Workshop
ACRL Strategic Marketing Train-the-Trainer Workshop 2
Hello, I’m …
• Name
• Background
• Current job
• Your role as facilitator
• Your prediction about the session
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
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
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)
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
ACRL Strategic Marketing Train-the-Trainer Workshop 7
Questions?
• Content questions?
• Agenda questions?
• Things you would like included …
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
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
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?
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
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
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
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
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™
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™
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
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
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
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”
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
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?
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?
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
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?