Marketing the School Library. A marketing analysis of strengths, weaknesses, opportunities and threats should also involve input from others. Strengths might include the experience and commitment of the teacher-librarian or the support of parents and the school governor, while weaknesses might include lack of resources and space. Each weakness should be matched by at least two strengths.
Opportunities often stem from the identified weaknesses.
Activities which build a support base for the library include extending library hours, offering teaching colleagues and governors a reserved library evening once a month, presenting important library documents such as Investing in Children at the local governors' meeting, and including the library during Parent's Night. State a clear goal for the funds sought and give some publicity to the sponsoring agency. Market research will help ascertain the library's current successes and future needs. Steps should be taken to ensure that the library is physically inviting and functional in terms of the entrance, layout, colour, and signage. The complete marketing plan should include a summary for the governors, a brief statement of school library policy, a SWOT analysis, the planned marketing research, marketing propositions, evaluation methods, a budget and a timetable.