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Marketing Proposal for CLENERT 1 Running Head: MARKETING PROPOSAL FOR CLENERTPublic Relations & Marketing Proposal for the Continuing Library Education Network ExchangeRound Table of the American Library AssociationLori ReedEast Carolina UniversityApril 27, 2009librarytrainer.comreedlori@gmail.com
Marketing Proposal for CLENERT 2Table of ContentsSituation Analysis ........................................................................................................................... 3Problem Statement.......................................................................................................................... 7Research .......................................................................................................................................... 8Audience Analysis......................................................................................................................... 14Goal Setting................................................................................................................................... 15Message Strategies ........................................................................................................................ 18Channel Analysis........................................................................................................................... 21Timeline ........................................................................................................................................ 23Appendix A Survey Results Overview......................................................................................... 24Appendix B Survey Results CLENE Members............................................................................ 26Appendix C Survey Results ALA Members Who Are Not CLENE Members ............................ 37Appendix D Survey Results Non-ALA Members......................................................................... 53Appendix E Focus Group Results ................................................................................................. 70References ..................................................................................................................................... 72
Marketing Proposal for CLENERT 3Public Relations & Marketing Proposal for the Continuing Library Education Network ExchangeRound Table of the American Library AssociationSituation Analysis
Background on ALA
“The American Library Association (ALA) is the oldest and largest library association in theworld with members in academic, public, school, government, and special libraries” (AmericanLibrary Association, 2009).Founded in 1876, ALA has over 67,000 members as of July 2008. Members are not onlyfrom the United States but from Canada and over 115 other countries. 94% of these members are personal members. The remaining are organization or corporate members (American LibraryAssociation, 2009).“Themissionof the American Library Association is to provide leadership for thedevelopment, promotion and improvement of library and information services and the professionof librarianship in order to enhance learning and ensure access to information for all” (AmericanLibrary Association, 2009).Membership in the ALA is available to libraries, librarians, library support staff, librarytrustees, library vendors as well as to anyone who supports librarianship, includinglibrary patrons, supporters, and donors(American Library Association, 2009).ALA provides a number of ways for members to get involved in the organization. Thefollowing is a list of the major units within ALA:
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Divisions are membership units focusing on specific types of libraries or library services;ALA has eleven divisions. An example is the Public Library Association (PLA).
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