Marketing

How to measure communications plan success

Many times when we talk about communications plans and campaigns, we focus on the tactics. Which makes sense - there are the things we can see. The clever social media post, the direct mail piece, the slick website. But the true way to evaluate a communications plan or marketing campaign is through measurement. My favorite… Continue reading How to measure communications plan success

Customer Experience, Marketing

Optimizing customer interactions with a Customer Relationship Management tool (CRM)

I've spoken for years at conferences and meetings about the value of a good Customer Relationship Management tool, or (CRM). CRMs have been around for decades, but I first encountered one when I took a job as Director of Marketing at a small private school. Though the school was small, they had invested in a… Continue reading Optimizing customer interactions with a Customer Relationship Management tool (CRM)

Marketing, Professional Articles

Aligning Communications Strategies with Measures

Several years ago my organization began gathering and tracking data about public perception. As part of a larger survey of community residents conducted by one of our partners, we began asking residents to respond (on a scale of strongly agree to strongly disagree) to the following statements: The library is a top institution in the… Continue reading Aligning Communications Strategies with Measures