Our Library hosts thousands of patrons every year, online, in-person, at our programs and events and using our resources. We make a concerted effort of media and messaging to reach our patron base, but stand to revamp our marketing strategy in the midst of an institutional communications overhaul planned for next year.

The Library seeks 1-2 students to help us build a strategic marketing plan to grow and engage our target market.

This will involve several different steps for the students, including:

• Familiarizing themselves with our current marketing goals and strategies.
• Familiarizing themselves with our offerings and priorities, to understand who we are and what our goals are.
• Researching how Salt Spring Islanders perceive our institution and marketing.
• Recommending new channels and methods we should use for promotion.
• Identifying an appropriate budget for advertising.

Bonus steps in the process would also include:

• Recommending updates to our messaging that can better explain our value proposition.

By the end of the project, students should demonstrate:

• Familiarity with who we are and what we do, our marketing goals and strategies
• Understanding of citizen perceptions of our Library
• Recommendations for new promotion channels and methods
• Identification of an advertising budget

Bonus steps would include:

• Creating content and template documents
• Updating our messaging

Final deliverables should include

• A final report including prioritized recommendations.

Students will connect directly with us for mentorship throughout the project. We will be able to provide answers to questions such as:

• Our products and services
• Our current marketing strategies and marketing plan
• Input on choices, problems or anything else the students might encounter.