Draft Marketing Plan
AHEC Libraries
&
AHEC Digital Library
ILS Marketing Committee
Information and Library Systems
Draft Marketing Plan
1.
Sections of the Marketing Plan
2.
What is a marketing plan?
3.
Role of the AHEC Libraries and the AHEC Digital Library
4.
ADL Financial Overview
5.
ADL: Market Overview
6.
Key Objectives: Large Group Discussion
7.
Opportunities: Small Group Brainstorming
8.
Critical Success Factors: Large Group Discussion
9.
Competitor Analysis: Large Group Discussion
10. Key Strategies: Large Group Discussion
11. Remaining: Implementation & Assessment Measures
•
Questions or Comments
Information and Library System
Sections of the Marketing Plan
 Role of the AHEC Libraries and the AHEC Digital Library
 Financial Performance Summary
 Market Description
Strategic Planning: Opportunities & Key Issues
Strategic Planning: Critical Success Factors & Competition
Strategic Planning: Key Objectives & Key Strategies
 Implementation
 Assessment Measures
Information and Library System
What is a Marketing Plan?
Why are we developing a marketing plan?
•
Common Elements
•
Outreach/Marketing Team Work
•
The benefits of the process
•
Organize our outreach/marketing
•
Inform stakeholders
•
Understand resource needs
•
Identify competitive advantages
•
Establish objectives and strategies
•
Focus
Information and Library System
What is a Marketing Plan?
Marketing
“Matching process between an organization’s or company’s
capabilities and the wants of the customer.”
Mission
Clients’ Wants
Information and Library System
Knowledge
& Skills
Resources
Information and Library System
McDonald, M. (2002). Marketing Plans: How to prepare them, how to use them. Oxford, England: Butterworth Heinemann.
What is a Marketing Plan?
Definition: “Planned application of marketing resources to
achieve marketing objectives”
Review Current
Market Situation
Create Strategies
Define Objectives
Identify Opportunities
Implementation
Information and Library System
McDonald, M. (2002). Marketing Plans: How to prepare them, how to use them. Oxford, England: Butterworth Heinemann.
Role of the AHEC Libraries and the AHEC Digital Library
Mission of
AHEC Information
&
Library Systems
Definition of Services
Distinctive Competencies
Future Directions
Information and Library System
ADL Financial Overview
A major strategic goal: To provide access to the AHEC
Digital Library to all North Carolina health professionals.
Two major financial goals for the ADL:
1. Cover the costs of information resources
2. Reserve fund of at least 25 percent of the
annual expenditure for ADL information
resources.
For a non-profit organization – customer satisfaction is proxy for profitability
Information and Library System
ADL Financial Overview
AHEC Digital Library Financial Overview 2001-2006
Fiscal Years
Members’
Payments
Expenditures
(ADL Resources)
Balance
2001-2006
$1,9000,492
$1,908,818
($8,326)
AHEC Digital Library Financial Overview 2006-2007
Fiscal Years
Members’
Payments
Expenditures
(ADL Resources)
Balance
2006-2007
$483,823
$455,939
$27,884
Information and Library System
ADL Financial Overview
ADL Revenue by Membership Type 2006-2007
% of
Revenue
% Contribution to Fixed Costs
(information resources)
Hospital Memberships
77%
81%
Individual Paid Memberships
13%
14%
Northwest & Southern (AHEC Region)
9%
10%
Grants & AHEConnect
1%
1%
Type
Information and Library System
ADL: Market Overview
Total AHEC Digital Library Members by Type, 2006-2007
ADL Memberships by Type, 2006-2007
1%
1%
4%
Hospital Affiliate
10%
Preceptor
10%
AHEC Faculty/Staff
49%
Individual Members
Medical Residents
Community Facility
25%
Other
Information and Library System
Market Overview
Hospitals
There are approximately 137
hospitals in NC that either are
or potentially could be ADL
members.
107 of these hospitals currently
have access to the ADL.
Preceptors & Residents
4,105 preceptors have access
to the ADL
528 medical resident have
access
Individual
486 individual paid
memberships:
311 basic & 175 enhanced
Community Health Facilities
& Organizations
22 have ADL memberships
Information and Library System
Key Objectives: Large Group Discussion
Strategic Planning: Key Objectives
Given the mission, values, goals, client needs, and
market situation – What are our key objectives?
What do we want to achieve?
Information and Library System
Opportunities: Small Group Brainstorming
Strategic Planning: Opportunities
Given the mission, goals, client needs, and market
situation – What are our opportunities?
Hospitals
Preceptors & Residents
Individual
Basic, Enhanced
Community Health
Facilities & Organizations
Information and Library System
Critical Success Factors: Large Group Discussion
Critical Success Factors
Critical Success Factor
Importance 0-100
A favorable cost-benefit to the
provider or institution
100
What are the few key things from the customer’s point-ofview that any competitor has to do right in order to
succeed?
Information and Library System
Competitor Analysis: Large Group Discussion
Competitor Analysis: Strengths and Weaknesses
CSF
ADL
1
2
3
4
5
Total
Score
Information and Library System
Key Strategies: Large Group Discussion
Strategic Planning: Key Strategies
Given our mission, goals, the market situation, our clients’
needs, our critical success factors, our key objectives, and our
opportunities – What are our key strategies?
How do we plan to achieve our objectives?
Information and Library System
Remaining: Implementation & Assessment
Information and Library System
Questions or Comments
Information and Library System
Information and Library System