Marketing Action Planning: The Untold Story

The Chicago Library System (CLS) developed several approaches toward marketing education for member librarians. Through research analysis it was determined that librarians felt pressured to defend against new competition for readers - book stores, the Internet, other libraries, time and convenience. A dual strategy approach allowed CLS to market and promote itself while at the same time help members tell their own story. We attempted to assist members create effective change strategies for their organizations. In doing so, we found that it helped define and position CLS in a leadership role.