Account Executive: Bree RiddickResearch Director: Kortney Brand

Client Relations Director: Bri Sayasithsena

Table of Contents Chapter 1:

RESEARCH

Chapter 2:ACTION

Chapter 3:COMMUNICATION

Chapter 4:

EVALUATION

introduction

secondary research

Industry

Competitors

Recent Changes

Cuts in Public FundingDigital Trends

Local BusinessesTechnology

Digital ServicesFiscal Budget

primary research

MethodsPopulations

Analysis6 Research Questions

Qualtrics Online SurveyPaper-Pencil Surveys

JMU StudentsHarrisonburg Residents Ages Under 24

25-3536-4647-57

58 and Older

primary research

26% 20%

Ages Under 24 awareof Teen Events

Ages 25-35 awareof Homework Helpline

42%

Ages 26-46 awareof Teen Events

primary research

PartnershipsPartnershipsBig Brothers Big

SistersLocal Sports

Teams

Strengths

Weaknesses

Opportunities

Seven Branches with a Central Hub

Funding &the Economy

Ability to offer more services/programswith greater ease

SWOT analysisThreats

TechnologicalCompetition

ProblemStatement 1

ProblemStatement 2

ProblemStatement 3

MRL faces issues due to the lack of resources

Potential patrons are finding other ways to entertain themselves

Programming efforts could be better tailored to varying age groups

key publics

ACTIVE

key publics

AWARE

key publics

LATENT

key publics

APATHETIC

Goals and Objectives

Generate a Higher Level of awareness for MRL's educationalresources among those in the Harrisonburg Community

To strengthen Massanutten Regional Library's relationship withorganizations and leaders in the Harrisonburg community.

Improve the resources for the Massanutten RegionalLibrary

Goal 1

Increased Social Media Presence

Increase the amount of JMUstudents interacting

Goal 2

Increased Partnershipswith Nonprofits

Increase Partnerships with LocalHigh School Organizations

Goal 3

Increase the amount of BookDonations

Increase in the amount of teensholding Library Cards

key messages

"...Well-Rounded andMeaningful Lives..."

key messages

"...Dedicated toincorporating the

community..."

key messages

"...Continuallyproviding quality andbeneficial services to

its patrons..."

Sample #1

Sample #2

Sample #3

Strategy 1:ALLIANCE

Strategy 2:AUDIENCE

ENGAGEMENT

Strategy 3:PUBLICITY

Local High Schools; Local Nonprofit Organizations;Local Political Leaders

Audience Awareness, Engagement, & Participation

Generate Newsworthy Information Through Events

SampleTactic

calendarSTRATEGY 1

STRATEGY 2STRATEGY 3

September: Tactics 1-3October: Tactics 1-3

November Tactics 1 & 3 December: Tactics 1-4

September: Tactic 1 October: Tactic 1 & 3November Tactics 1 &

2 December: Tactic 1

September: Tactic 1 &4

October: Tactic 4November Tactics 2 &

4December: Tactic 3 & 4

Goals and Objectives

Generate a Higher Level of awareness for MRL's educationalresources among those in the Harrisonburg Community

To strengthen Massanutten Regional Library's relationship withorganizations and leaders in the Harrisonburg community.

Improve the resources for the Massanutten RegionalLibrary