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Marketing Plan for the Civic Literacy 
program for Carnegie Library 


I. Mission & Objectives 

Carnegie Library shares the following mission with its parent organization, “Live 
Oak Public Libraries provides excellent, responsive service to enrich people's lives, support 
lifelong learning and build and enhance our communities.” (Mission & Vision, 2021). It is 
their vision to create today’s library to educate, inform, enrich and entertain their 
community. As part of the Civic Literacy program objectives, we aim to establish a voting 
culture among community members with an emphasis on young adults. It is in the best 
interest of the community that citizens be equipped with knowledge of local and state 
government functions. 

Our program aims to bridge citizens’ and civic engagement opportunities through 
active participation in the democratic process. We want them to be more involved in civic 
learning and this initiative will lead them to be informed decision-makers on current events. 
Furthermore, educating young adults about voter registration periods and the voting process 
guides them in the right direction. We hope to enrich individual community members’ lives 
using the information, resources, and volunteering opportunities our program offers. The 
Civic Literacy program will empower and uplift the youth to make positive contributions to 
their community and initiate involvement in civic society. 

Il. Description of the Initiative, Service, or Other 
Offering You Are Marketing 
We will market an initiative for Civic Literacy on behalf of the Carnegie Library 


which is part of the Live Oak Public Library system in Savannah, Georgia. We focused on 


the needs of Chatham county residents to provide them with the right tools to become more 
civically engaged. The initiative consists of a series of Civic Literacy workshops, 
infographics, and short videos which are designed to be educational and empowering. As an 
institution that values democracy and lifelong learning, it is our duty to be involved in 
developing an informed citizenry (American Library Association, n.d.). With recent changes 
in voter laws in Georgia, we are certain we can fill the gaps in civic knowledge and 


participation while remaining an unbiased institution. 


This initiative is a call to action. We are reimagining the library’s role to engage and 
connect with patrons in a way that will inspire them to get involved in social justice issues 
and collaborate with other non-profit organizations that will support community 
involvement. Libraries are neutral community spaces for learning and growing. If we better 
prepare our patrons to become more involved in their civic duties, we can continue to 
uphold the library’s core values of education and lifelong learning, democracy, and the 
public good American Library Association (n.d.). Our library offers links to various 
government websites, including the Georgia General Assembly, state guide and state laws, 


Live Oak Public Libraries (n.d), however, we want to take these resources a step further. 


The Civic Literacy workshops will be divided into three main sections, but other 
workshops will be developed to meet the changing political environment. The first main 
workshop consists of basic civics on local government functions from Georgia’s state and 
local levels. This would serve as a Civics 101 workshop and familiarize patrons with their 
local representatives, members of Congress, and State Senators. The second workshop will 
delve into the workings of the federal government. It will aid in understanding the 


difference between local and state politics versus national politics and will familiarize 


patrons with their US Senators. The third workshop will involve Get Out the Vote (GOTV) 
campaigns to motivate patrons to register to vote, explain voter registration laws and 
processes, and provide opportunities for volunteerism. They will receive resources on how 
to register to vote and how their vote impacts their community. Additionally, the initiative 
will work in collaboration with local and state officials, for example, a city councilperson 
and/or a state Senator, and other organizations that can provide additional support and speak 


at our library to reach patrons directly. 


During popular political events, the library will work on creating workshops that 
explain the current political trends. For instance, during the Presidential election years, our 
initiative will work to develop programs that explain how the Electoral College works. 
During Run-Off elections, special elections, or when many ballot measures appear on a 
ballot, our initiative will hold workshops describing the meaning and process of these events 
and will work with other organizations such as the League of Women Voters to provide 
unbiased and nonpartisan information on the measures and candidates. This will help 
patrons make informed decisions and feel empowered to vote. Additionally, we will create 
content throughout the year in the form of short informational videos, infographics, and 


slides shared throughout social media platforms. 


lll. Target Market Analysis 


To determine the segments of this project we used a series of data sources such as 
ESRI Tapestry and The United States Census. Using ESRI Tapestry (n.d.), we discovered 
that the library is located in a segmented community of highly developed student housing 


and dorms and the median age is 24.5. We used the US Census data (n.d.) to learn that one 


of the largest age demographics in the library's community was between the ages of 15-24. 
Analyzing psychographic and demographic segmentation methods led us to determine that 


the community was predominantly composed of young adults. 


After analyzing the information provided by ESRI and the Census, we realized that 
the data we gathered supported each other. Using psychographics, we concluded that a 
community with predominantly college students consisted of young adults who share 
similar lifestyles, activities, and interests. Our target will be a reflection of the data gathered 
from the market segments we discovered using the two different approaches. 

As stated by Gupta (2019), when markets are undifferentiated among customer 
needs, the opportunity for “mass-marketing” arises. Therefore, we concluded that targeting 
young adults between the ages of 18-24 with an emphasis on college students provided a 
simple approach to appeal to the largest number of guests. Using a broad distribution of all 
our program resources and mass communication through social media, we can reach our 
largest market potential. Our program offers a learning opportunity and civic participation 
through several collaborations with organizations which makes this initiative an interactive 
window to the future of democracy. 

Our initiative is unique because we are taking a hands-on approach to getting young 
adults involved not only in politics but with their communities through interactive civic 
experiences. We will focus on advertising our collaborative partners and civic volunteering 
opportunities to ensure that students are aware of the possibility of resources we are 
offering. Our targeted audience will know we are a well-rounded initiative that not only 
teaches about civic duties but also works to guide them in making a difference in their 


communities one step at a time. 


IV. Market Analysis 


With a population of 289,195, 95.5% of Chatham county are US citizens, according 
to Data USA (n.d.). We retrieved data from the November 2020 election from Georgia’s 
Secretary of State website and found that about 77% of the population is registered to vote, 
however only 59.7% voted during that same election year Georgia Secretary of State (n.d.). 
Further, we found that the reason for high levels of voter registration is due to Georgia’s 
automatic voter registration, Georgia Secretary of State (n.d.). A citizen can update voter 
information at every interaction at the Department of Driver Services. Until September 
2016, an individual had to opt in to be registered to vote. Now an individual must opt-out, or 
else they will be automatically registered, which has made a big difference (Peebles, 2019). 
While the number of registered voters continues to increase, turnout has not kept up with the 
increase, partly because of various tactics of voter suppression. 

One controversial issue is HB 531, which places tougher restrictions on voting in the 
state of Georgia. This bill has already passed in the House by a 97-72 vote (Orlando, 2021). 
If it is approved in the Senate, the bill could place restrictions on voting times, absentee 
voting, and remove the Secretary of State as chair of the State Election Board, Georgia 
Secretary of State (n.d.). We can use this bill to our advantage to show how being civically 
engaged can have a positive impact on communities and avoid bills such as HB 531 from 
becoming law. 


LOCAL AND REGULATORY ISSUES TO CONSIDER 


There are some barriers that could be imposed that could harm our initiative. Limited 
resources in terms of budget and/or materials could affect the success of our initiative. For 


instance, budget restrictions could result in staff layoffs. Staffing changes could impair our 


ability to provide workshops for our patrons. Another barrier is disagreement about the 
value of the initiative among the library board and government officials. If stakeholders do 
not understand the significance of our initiative, this would put us in a vulnerable position. 
We could lose funding, staffing, and support. Patrons also need to appreciate the importance 
of Civic Literacy and Civic participation. We need to motivate all stakeholders involved so 
we do not lose the support of the board as well as our patrons. Additionally, other interest 
groups could find our Civic Literacy programs threatening and design misinformation and 
disinformation campaigns that could derail our initiative or create additional work and 
expenses. Significant demographic changes can also have an impact on our program. In that 


case, we would need to re-evaluate our initiative to ensure that it fits the new target market. 


SWOT ANALYSIS FOR MY LIBRARY OR LIBRARY SYSTEM 


STRENGTHS WEAKNESSES 





- Increasing our social capital through - Lacking a social media presence 
collaboration : Short staffed 
- Increased engagement & connection - Limited resources/materials 


with our community 

- Grow our social media presence 

- Building our reputation with the public 
- Building reputation with other 
organizations and institutions 


OPPORTUNITIES THREATS 


- Growing community of an informed 
citizenry 





: Insufficient funding 
* Lack of support from Library Board 


- Local and National events 
- Expanding the initiative county & 
statewide 
- Collaboration and Cooperation from 
other stakeholders 
- Grants & Funding 

HRS531-Strict Voting laws 


V. The Competition 


Voting and 
governmental 
literacy, voting 
culture for young 
adults, education of 
voting process and 
registration periods, 
volunteer 
opportunities, 
support from local 
and state officials 


Online presence, 
social media 
campaigns, 
community 
engagement, 
personalized email 
marketing 


and/or government officials 
: Disinterest from the community 


Other special interest groups spreading 


misinformation/disinformation 


- Demographic changes 


Promotes and 
supports 
community- 
engaged research, 
partnership with 
organizations, 
engagement with 
the public to 
transform UCLA’s 
mission, 
dissemination of 
knowledge 


Active social 
media presence: 
Instagram and 
Facebook 


Programs that 
reflect civic and 
law-related 
practices, education 
on new and 
emerging 
democracies, 
exploration of 
public policy issues 
in the community 


Testimonials, up to 
date blog posting, 
social media 
presence: LinkedIn, 
Facebook 


Additional Value (what 
does this competitor 
offer above and 


beyond/in addition to 
what I offer my 


patrons?) 






What can my n/a Create an extensive Actively engage with 


organization do to community network members through 

“defend” against the through outreach, marketing tactics to 

“additional value” areas such as collaborating create a tight-knit 

listed in the row above? with universities to community, expand 
provide more resources in the 
resources future. 


Vi. Promotional Tactics 


We organized a four-pronged marketing plan to attract the attention of our target 
audience. A social media marketing campaign will be the most effective way to market our 
initiative. Using websites frequented by high school and college students, it will be easy to 
spread the knowledge of our program. Instagram posts, short videos, and infographics are 
the most common forms of social media marketing. They are easy to create with free tools 
such as Canva. As discussed in the Library Marketing Show, programs such as The Social 
Media Message Optimizer can help us make successful and impactful social media posts 


that can be catered to patrons along various social media platforms. 


Google Advertising can also be used as a marketing tactic. It will help us maintain an 
online presence. Communities are not always aware of the programs and services that their 
local library offers. Advertising our Civic Literacy program directly through Google, we can 
attract patrons nearby. This method will assist us in pointing guests in our direction. Google 


marketing and advertising is referenced in episode 11 of Library Figures. The host, Tyler 


Bird, and guest, Trey Gordner, discuss different programs we can use to maximize a 
library’s Google Ads. Google Ad Grants which any library can apply for, help an 


organization formulate effective ads that are more likely to be seen and clicked on. 


Another marketing tactic we will use is personalized emails. These tactics will be 
geared towards our targeted market. They will be an optional subscription for our patrons, 
and they will have the opportunity to opt in or out of the emails. Personalized emails capture 
the recipient's attention, increasing the probability of being opened, read, and the recipient 
signing up for our programs. We can measure the success of this tactic through metrics. 
According to Brightedge (n.d.), we must consider five components for effective email 
marketing, deliverability rate, open rate, click rate, conversion rate, and unsubscribe rate. If 
we market our emails correctly, we will have a high deliverability rate, open rate, click rate, 
and conversion rate with a low unsubscribe rate. Ultimately, these figures can help us 


estimate how many people are interested in our program. 


The final marketing tactic that we will be employing is word-of-mouth marketing. 
Communicating new programs with our community using in-person methods is something 
we do daily. This will involve sharing new and existing programs with our patrons in the 
library and placing posters about the program in public areas throughout. Advertisements 
such as this can draw in loyal patrons to this program, as well as new patrons. This form of 
marketing will also serve as a way to help us connect and engage with our patrons. Building 
relationships with new patrons while cultivating existing relationships with frequent patrons 


is another way to get patrons to participate in our program. 


10 


Notes & Comments Expected timing and Estimated costs 


Tactic 
completion 


Social Media Teenagers and young adults spend Ongoing $4,000 for programs to 
Marketing many hours a day on social media. aid with posting. 
To reach them, it is best to 
advertise where they are most 
likely to see us. We can also post 
many different types of media, 
from pictures to graphics to short 
videos. 


Online Presence | By placing ads on Google to show Ongoing Some programs charge 
up when someone local searches based on the click, so 
for information involving voting the budget can be 
and elections, we can draw more between $100 and a 

people into our program few thousand. For a 
contingency plan, we 
will set aside $5,000. 

Personalized Going off the age and interest of Ongoing This can be covered by 
Email Marketing our patrons, we can send out one of our workers as a 
targeted emails advertising in task for them within 
emails. A patron can also easily their job description 
opt-out of these emails if they and salary. 
have no interest. 
Community Simply spreading the word by Ongoing $500 
Engagement connecting with the surrounding 
community through speaking with 
our patrons and making physical 
advertisements, such as posters. 





Digital Marketing Budget Tracker 












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Budget Summary Budget Actual Balance Cumulative Budget | Cumulative Actual 
May] $ 32,000.00} $ 1,500.00/$ 30,500.00 | $ 32,000.00 | $ 1,500.00 
June] $ 30,500.00 | $ 700.00 | S$ 29,800.00 | $ 62,500.00 | $ 2,200.00 
July} $ 29,800.00 | $ 700.00 | $ 29,100.00 | $ 92,300.00 | $ 2,900.00 
Auguest| $ 29,100.00 | $ 700.00 | S$ 28,400.00 | $ 121,400.00 | $ 3,600.00 
September] $ 28,400.00|$ 1,700.00|$ 26,700.00 | $ 149,800.00 | S$ 5,300.00 
October! $27,700.00 | $ 700.00 | $ 27,000.00 | $ 177,500.00 | $ 6,000.00 
November| $___27,000.00/$_ 1,500.00|$ 25,500.00 | $ 204,500.00 
Total | $ 204,500.00|$ 7,500.00 $197,000.00 | $ 204,500.00 | $ 7,500.00 


Share of Actual Budget Spent 


m Google Ads - Display 


Facebook + Instagram 





mGmail 
Budget vs. Actual Spend Tracker 
$250,000.00 
$200,000.00 
$150,000.00 
$100,000.00 
$50,000.00 
$ 
May June July Auguest September October November 


—®— Cumulative Budget —@— Cumulative Actual 


V. Control Phase 


There are two things that will determine if our program increased civic literacy. 


11 


Those factors are surveys and program attendance, measured by sign-in sheets. We can also 


look at voter turnout for upcoming elections which can provide some additional data on the 


12 


effectiveness of our program. This can be combined with surveys from those who attend our 


workshops. This data can be used to reframe our marketing tactics. 


Sign-in sheets are one way to measure the success of the civic literacy program. We 
will provide a sign-in sheet for the workshops. This way we can track the number of first- 
time participants and returnees. We can determine the success of the program if we see the 
numbers increase. We will also use ratio data by looking at hard numbers when examining 
sign-in sheets. It is empirical, and it is pure numbers that cannot be argued against 
(QuestionPro, 2021). By looking at the ratio of people who come to the first workshop 
compared to the second and third, we can get a solid idea of how many people find the 


workshops helpful and worthwhile. 


Surveys are another way to measure the success of our program. By asking our 
students to rate the course with a Likert scale, we can determine the pros and cons of the 
workshop content. We can also ask questions such as “Would you recommend this program 
to a friend?” (Reichheld, 2003). These questions will not only help us understand if the 
program is working, but also whether they will share our services with others. We can then 
count on the support of that free marketing. The surveys will provide us with Nominal data 
which is both qualitative and quantitative (Corporate Financial Institute, 2015). It will help 
us gather additional personal information about our patrons. Using both methods we can see 
if there is a correlation between the answers to our surveys and the number of people who 
voted. The only way to truly succeed is if our patrons use what we have taught them and 


become involved in their local government. 


13 


Reference Page 


American Library Association. (n.d.). Core values of librarianship. Retrieved April 8, 2021, 


from http://www.ala.org/advocacy/intfreedom/corevalues 





Bird, T. (Host). (2019). Library Figures [Audio Podcast]. Libsyn. 


https://piola.libsyn.com/01 1-trey-gordner-optimizing-your-librarys-web-page- 





through-paid-google-search 





Brightedge. (n.d.). 7 Effective Ways to Elevate Your Email Marketing Program. Digital 


Course Reader. 


Corporate Finance Institute. (2015). Nominal Data. 


https://corporatefinanceinstitute.com/resources/knowledge/other/nominal- 





data/#:~:text=In%20statistics%2C%20nominal%20data%20(also,without%20provid 





ing%20any%20quantitative%20value.&text=Unlike%20ordinal%20data,ordered%2 


Oand™%20cannot™%20be%20measured 


Data USA. (n.d.). Chatham County Georgia. Retrieved April 8, 2021, from 


https://datausa.io/profile/geo/chatham-county-ga#civics 





Esri Tapestry. (n.d.). Tapestry segmentation. Retrieved April 8, 2021, from 


https://www.esri.com/en-us/arcgis/products/tapestry-segmentation/zip-lookup 





Georgia Secretary of State. (n.d.) Georgia’s easy voter registration options break new 


records. Retrieved April 8, 2021, from 


14 


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k_new_records 





Georgia Secretary of State. (n.d.). General election turnout by demographics November 6, 
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https://sos.ga.gov/index.php/elections/general_election_november_6_2018 





Gupta, S. (2019). Segmentation and targeting. Harvard Business Publishing. 


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change your library’s social media posts! [Video| YouTube. 


https://www. youtube.com/watch?v=nojkFU30j4w&t=25s 


Live Oak Public Libraries (n.d.). Mission and Vision. Retrieved April 12, 2021, from 


https://liveoakpl.org/resources/georgia 





Live Oak Public Libraries (n.d.). Ready resources, community connections; State of 


Georgia. Retrieved April 8, 2021, from https://liveoakpl.org/resources/georgia 





Orlando, J. (2021, March 5). House Bill 531 could change voting rights in the GOP-backed 
bill. Savannah Morning News 


https://www.savannahnow.com/story/news/2021/03/05/house-bill-53 1-changes- 





voting-rights-restrictions-election-ballot-boxes/4585933001/ 





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https://www.savannahnow.com/news/20191116/chatham-county-voter-registration- 





outpaces-population-growth 





Ie) 


QuestionPro. (2021). Ratio Data: Definition, Characteristics, and Examples. 


https://www.questionpro.com/blog/ratio- 





data/#:~:text=Ratio%20Data%20is %20defined%20as, numerical%20value%20in% 





20ratio%20data 





Reichheld, F. (2003). The one number you need to grow. Harvard Business Review. 


Harvard Business Review, Dec 2003. 


U.S. Census (n.d). [Chatham County 2019 Census Data]. 


https://data.census.gov/cedsci/profile? g=0500000US06019