Digital Marketing Strategy Project: Aloha Community Library

Aloha LibraryDigital Marketing Strategy

Audit and Recommendations

Prepared by CR Creative Marketing StrategiesPresented July 15, 2015

Table of Contents• Who is Aloha Community Library?

– Mission, Vision, and Values

• Our Target Audience• Our Organization’s Challenges• Our Organization’s Objectives• Our Online Presence Today• Our Opportunities• So Now What? Our Plan

– Concepts, Platforms, Tools

• Next Steps

ACLA – Digital Marketing StrategyCR Creative Marketing Strategies

Who Are We?Mission• To grow and support a library that serves as a gateway to

lifelong learning and enrichment for our community, bringing people, information and ideas together

Vision• We strive to provide open access to informational,

technological, and cultural resources through a broad spectrum of services, material and programming.


Who Are We?Statement of Purpose (summarized)

ACLA offers community engagement, supports youth and family, celebrates diversity, and offers a relevant collection of materials, technology and access.


Our Target AudienceAloha Demographics• Population – 41,741

– Density of 2,014 per square mile• Households – 14,228

– 43% or 6,118 households have children under the age of 18– 3.5% or 498 households with single person over 65– 23.8% or 3,387 households were non-families

• Median Age is 31– 29.8 is under 18– 9.1% is 18-24– 35% is 25-44– 20.3% is 45-64– 5.7% is 65

• Household Median Income is $52,300– 5.6% of families and 7.9% of the population is below the poverty line

Data compiled via Wikipedia citing 2000 census data


Our Target AudienceTrends in Library Usage• 54% of people 16 or older have used a library in some way within the

past twelve months• Younger patrons read and use a library at the same rate as older patrons• 94% of Americans say that “having a public library improves the quality

of life in community”• Public computers, free WiFi, and digital materials (web sites and e-

books) are leading to higher usage of libraries nationwide• 32.7% increase in library visits within the US from 2000 to 2010• Patrons are using libraries differently – public program participation is

up 22% nationwide• Book borrowing has started to decrease slightly but less than predicted,

probably due to economic downturnData compiled via Wikipedia citing 2013 Pew research, American Library Association, and the Institute of Museum and Library Services


Organization’s Challenges• Professional Staff Development

– Size– Allocation of Duties

• Volunteer Turnover• Unity • Leadership Development – Staff and Board• Internal Structure

– Resources, organization of• Marketing, Communications, Public Relations

– Policies and Procedures do not yet exist– Cohesive, coordinated strategy does not yet exist


Organization’s Objectives• Fundraising • Nov., 2015 Voter Referendum – ensure passage• Respond to Community• Increase Staff• Program and Service Additions• Add Meeting Space• Improve In-house Technology• Improve Organizational Infrastructure• Improvements and Capital Project Development


How Do Compare?ACLA’s Online Visual Presence


How Do We Compare?Online Visual Presence for “Corvallis Public Library”


How Do We Compare?Online Visual Presence for “Cedar Mill Library”


Opportunities DO Exist!• Brand Defined – The Horse that Pulls the Cart• Improve Imagery – Logo and Brand• Website Replacement

– Layout/Appearance, Keywords, Navigation, Content, Sales Funnel Considerations

• Content Considerations– It’s about the Patron – Less is More, but– Educate/Inform -> Target = Value Increase – Simple and Powerful will Rule the Day

• Blogs are uncommon in library world but Can Be Effective for fundraising, referendum, and building a community


Opportunities DO Exist!• Inconsistent and Spotty Usage

• No Activity and/or No Updates

• LOW Engagement• Consistency Across Channels Lacking • SEO is poor and an easy fix• Overall, Washington County Libraries are not using

Digital Media effectively• Any traditional Marketing/Communications/PR must be

integrated into our StrategyACLA – Digital Marketing StrategyCR Creative Marketing Strategies

Our Plan• Define the Brand • Strategic Goals Alignment• Website Replacement • SEO/Keyword Development• Analytics Development• Implementation

– Key Messages and Offers– Social Media Channels to Deliver– Engaging Industry and Market Influencers– Measurements of Success– SEM Possibilities (post Website and SM re-launch)– Paid Social Media possibilities (post Website and SM re-launch)


Our PlanDefine the Brand• Brand Exercise (in process)• Who We Are and What We Do, and Consider:

– Target Audience– Brand Promise– Brand Behavior– Brand Practice

• Linguistics, Visuals, Messages• Update Logo

– Make it POP & Hit Emotional Touch Points • Update Image & Video Library

– Brand (logo) all visual content• Distribute Images and Videos Across All Channels• Ensure Logo and Slogan Shown Everywhere


Our PlanDefine the BrandApply to all channels; online, offline, onsite, behaviors and practices:

– Website Header and SM Profiles to Match– Consistent Graphics / Colors / “Feel” Across All Online Channels– Consistent Layout and Functionality Across All Online Channels– Incorporate the Brand strategy into all content, marketing and

operational thoughts


Our PlanStrategic Goals AlignmentWe will address Brand Goals:• Identify each Goal Category• Define each Goal(s) within Category• Identify Actions to Reach each Goal• Identify the Audience for each Goal• List the Benefits of Reaching each Goal



Sample Draft

Our PlanWebsite Replacement• Create Site Organizational Chart, New vs. Old• De-Clutter and Simplify• Incorporate Updated Branding (visuals, art, etc)• Home Page – Clean-Up for Site Visit Depth• Ensure Brand Strategy and SEO Objectives Met

– Breadcrumb Navigation– Keyword-aided links– Sitemap and Robot.txt files– Content Strategy

• Insert Landing Pages for SEM and Campaigns’ UseACLA – Digital Marketing StrategyCR Creative Marketing Strategies

Our PlanSEO/Keyword Development• SEO Audit and Identify Keywords• Insert Keywords into Website Structure

– Appropriate Title and Description for each page– Meta Tag for all pages– Alt Tags for Images/Graphics– Proper Link Creation

• Insert Keywords into all Online Content – Aka Content Strategy


Our PlanAnalytics Development• Build KPIs Report for Website and Social Media• Build Google Analytics Dashboard for Website• Prepare Monthly KPIs Reports– Initial/Baseline Report(s) prior to re-launch of website and

Social Media and Campaigns– Post re-launch

• Insert other Social Media Reporting Source Data post re-launch


Our PlanMethods for Success

Key Messages and Offers Development• Develop Touchpoint Matrix for Channel Optimization and

Engagement– Attach to each key message: Content Topic, Online Location, Offers,

Keywords, Thought Leaders• Determine Key Messages for Social Media and Blog

– List topics based on SEO, Brand, Audience, Channel using Touchpoint Matrix, and Industry & Market Influencer Strategy Table



Channels to Deliver – Social Media• Primary:

• Secondary:

• Other: Email, Social Media News Release

Touchpoint Matrix – Helps Us to Manage SocialACLA – Digital Marketing StrategyCR Creative Marketing Strategies

Sample Draft



Our Proposed Teams• Social Web Action Team

– Chris– Staff and Volunteer Involvement TBD

• Subject Matter Experts – Chris– Staff, Board, Volunteer Involvement TBD

• Content Creation Partners; visual and written assets– Chris to have role in writing, editing and media placement– Internal SMEs and 3rd Party/volunteer visual experts to create

• Board and Staff will review monthly Reporting– Website, Social Media, Campaigns, SEM and Paid Social Media



Measurements• Monthly Reports - weekly statistics

• Sources: Google Analytics and other sources TBD (such as Klout, SocialMention, Twitalyzer, SproutSocial)



SEM and Paid Social Development (when appropriate)

• Utilize Keyword Audit and Budget for Google Campaign

• Build Google Ads, Display Ads, and Landing Pages • Incorporate any Special Campaigns and Events


Closing SummaryRecommended Next Steps1. Complete Brand Strategy Project2. Brand Assets Project

a. Logo, visuals, etc.

3. Analytics and Measurement Project (pre-launch)

4. Website Projecta. SEO and Keyword Development included

5. Strategic Goals Alignment Project6. Social Media, Blog, Content Strategy Project

a. Touchpoint Matrix, Influencer Engagement Strategy, and Content Calendar included

7. Analytics and Measurement Project 2 (post-launch)

8. SEM & Paid Social Development (post Website and SM re-launch)


Closing SummaryImpacting Items1. Complete Tools Login Data Compilation

a. Once all compiled, create one document and make sure stored and maintained on ACLA “server”…include vendors too

b. Tools include:a. Website b. Facebookc. Twitterd. Google Adwordse. Wikipediaf. Google Analyticsg. Google+h. LinkedIn

2. Website Domain and Hostinga. Ownership and GoDaddy account needs to transfer to ACLA
