Train-the-Trainer

Strategic Marketing for Academic and Research Libraries is sponsored by and is

available on the website http://cms.3m.com/cms/US/en/2-115/czrRzFZ/view.jhtml:

Association of College and Research Libraries

A unit of the American Library Association
www.ala.org/acrl

3M Library Systems
3M Center, Building 225-4N-14
St. Paul, Minnesota 55144-1000

Don Leslie, Industry and Government Business Manager, 3M Library Systems

Judy 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 and
Research Library Campaign

Other materials provided by 3M Library Systems are available on the website

http://cms.3m.com/cms/US/en/2-115/czlFiFZ/view.jhtml to assist you with
your @ your library™ campaign.
Vision 2008: Mapping the Future of Your Library
Vision Series: Selling Your Library of the Future
The Library of the Future: It’s Up to You!
Pre-assignment
Participant Manual
Facilitator Slides and Notes
Webcast:
How to Market @ your library™
Pre-assignment Workbook
Participant Manual
Facilitator 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 Excelerated
Leadership, Inc. Permission is granted to 3M and the ALA library organizations to use
all materials for @ your library™ campaign efforts. Trademarked and copyrighted
materials included within can be used only if authorship is properly noted and only in
context, as presented within this packet, and expressly for the @ your library™
campaign. Visit our Website www.exceleratedleadership.com.
 Strategic Marketing
For Academic and Research
Libraries
Facilitation Slides
for the Train-the-Trainer
Workshop
 Hello, I’m …
• Name
• Background
• Current job
• Your role as facilitator
• Your prediction about the session

ACRL Strategic Marketing Train-the-Trainer Workshop 2

 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 3

 The Materials
• 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

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 Three Kinds of Workshops
• Self study materials for librarians to use in their
own 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 5
 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 section
of your own choosing

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 Questions?
• Content questions?
• Agenda questions?
• Things you would like included …

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 Flow of the One-Day Workshop
Teams brainstorm

Facilitator
introduction Teams create Sticky Wall
of each
chapter Teams report ideas

Large group discussion

Individuals take notes

ACRL Strategic Marketing Train-the-Trainer Workshop 8

 Marketing Planning Process
Customers
Met Needs
Unmet Needs

1. Customer and 2. Library 3. Promotion of 4. Providing

Market Research Strategic Plan the Library Products/Services

Customer Needs Vision and Mission Messages Delivery

Customer View Products & Vehicles Interaction
Services Campaign Adjustments
Implementation Implementation

ACRL Strategic Marketing Train-the-Trainer Workshop 9

 Strategic Decisions
Customers
Met Needs
Unmet Needs

1. Customer and 2. Library 3. Promotion of 4. Providing

Market Research Strategic Plan the Library Products/Services

Customer Needs Vision and Mission Messages Delivery

Customer View Products & Vehicles Interaction
Services Campaign Adjustments
Implementation Implementation

Which Which products What is the best How to be sure

customers and and services and way to inform we deliver what
which needs? benefits? customers? we promised?
ACRL Strategic Marketing Train-the-Trainer Workshop 10
 Campaign Design Strategy

Customer ___________

Needs, Messages Platform Vehicles

P/S & B & AIDA

Need #1
Platform
P/S

Need #2
Platform
JFMAMJJASONDJFMAMJJASOND
FG p.26
ACRL Strategic Marketing Train-the-Trainer Workshop 11
 Campaign Design Worksheet
Customer: ___________
Needs, P/S Messages & Vehicles Frequency Dates
& Benefits Platforms and Strategy

1.

2. See FG
page 19
examples
3.

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 Facilitation Tips
• Preparation: • Facilitation challenges
– Self – Tricky terminology
– Room and materials – Examples
– Participants – Instructions
– Sponsors and partners – Time frames
• Presentation – Managing meeting hogs
– Presence and role – Managing ‘criticism’
– Speaking style – Managing bored people
– Slides and notes – Managing your own
– Examples energy
– Flipcharts
FG pages 6-8
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 Campaign Design Tips
• Choose the workshop • Fun and high value
• Term “customer” points
• Other key terms – Choosing customers to
– Products/services focus on first
– Benefits – Creating messages
– Library positioning – Attaching vehicles
statements – Sequencing
– Messages
• Ground rules
– AIDA
– Platforms
– Vehicles FG pages 9-11

ACRL Strategic Marketing Train-the-Trainer Workshop 14

 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 15

 Lapboards
Purpose: work pad for individuals to create
campaigns 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 16

 Energy Toys
Purpose: to relieve tension and to stimulate
creativity (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
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 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
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 Team Assignment #2
• Teams work for 45 minutes
• Write ideas on flipcharts and complete one
sticky 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 19

 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”
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 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 21
 Team Reports
After each report, discuss:
• Content questions?
• Flow questions?
• Technique questions?
• Facilitation questions?
• Emphasis questions?
• Other questions?
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 Optional Exercise #3
• Teams continue – 3 hours
• Each member selects one segment of the
one-day workshop to prepare and present to
the rest of the team
• Individual preparation time
• Team members present to each other
• Feedback and suggestions
• Large group discussion: lessons, ideas?
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 Key Facilitation Tips
• Arrangements and • Solicit participant
roles ideas, experiences
• Room set up & sticky • On balance, “ask”
walls more than “tell”
• Definitions – verbal • Trust the process, the
and transparency slides will lead the
examples way

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 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?

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