Marketing cycle
A. Learn about the people in your service area
B. Divide your populations into segments
C. Set qualitative and quantitative goals for each segment that you want to reach
D. Get to know each segment
E. Identify products and services to serve the segments
F. Identify your competition for these products and services
G. Think about evaluation measures
H. Promote
I. Deliver
J. Solicit for and accept feedback
K. Track successes and failures
L. Review
M. Correct and redo as necessary
We consulted census data to learn about the ages, ethnicity/race, education-level, gender, average
family size and income data of our village.
We consulted our library card sign-up form records to learn about the ages, genders and family
demographics of our patrons.
We divided our population into segments, however for this example, we will only focus on mothers with
one or more child between the ages of 5 and10.
After looking at circulation data on our segment, we decide on the following goals:
 We want to increase the number of loaned items to mothers with at least one child between the
ages of 5-10 by 10%. (Quantitative)
 We want mothers with at least one child between the ages of 5-10 to view our children’s
collection as friendly. (Qualitative)
We send out a survey to mothers with children between the ages of 5-10. They respond with a lot of
feedback, one of which is the following:
 They want to borrow movies to watch with their kids, but our collection is out-of-date.
 We review our video collection and decided to order more geared toward 5- to 10-year-old
children.
 We consult the necessary locations where movies are categorized by age.
 We order 30 new videos to add to our collection.
There are no video stores in our village, but there is one the next town over.
Netflix.
We will review circulation data in 2 months, to see if the items we’ve added circulate and how much.
We will re-survey our target segment in 2 months to gauge their perception of the new resources and
the children’s collection as a whole.
We decide to mail flyers to our target segment.
We hang posters in the juvenile section of the library.
We hang posters at the local elementary school.
We give local school teachers a list of the movies we added.
The new videos have been acquired, cataloged, prepared and shelved.
After two months we begin to evaluate. We find:
 Per circ. stats, the collection was a flop.
Per survey feedback, we find the titles were appropriate however, our mothers needed DVDs, not VHS,
but we ordered and added VHS only
We know that:
 The resources we used to select movie titles were accurate.
 We should be more cognizant of asking about acceptable formats when we want to add new
resources.
We decide we can start over at Step E: Identify products and services to serve the segments.
We re-order the same titles but in DVD format.
We follow through with the rest of the cycle
Logos
Common library logos
 Books
 People
 Animals
We should consider:
 Why is there a lack of technology present in library logos?
 What message does this lack of technology send?
 How can a logo represent your services AND your collection?
Find your logo for the library or information agency that you work/volunteer/intern for? (If you are not
currently affiliated anywhere, use your hometown public library). Answer the following:
1. Is there a logo for that library/organization? If so, please share a link to if you can? If there isn’t,
please use your hometown library instead.
2. Is it a graphical representation, a logotype or a blend? blend
3. Do you think the logo properly represents the library’s services and collection? Yes and no.
4. Do you think the logo needs to be updated in any way? Change some book icons to film strips,
etc?