Marketing Plan

Map out your objective

  • What is the purpose of marketing? Benefit?
  • Assess the cost/labor benefits to the objective
    • What are the potential costs? Budget?
    • How many man hours will be needed? Is it worth it?

Target Audience

  • Who do you want involved? Notified? To participate?
  • What would be their incentive or grab their attention?
  • From their perspective, what is the most accessible mode of communication for them to respond?

Power Statement: Develop a 1-3 sentence statement tailored to your audience that summarizes who you are and your objective. Please refer to the example below. Click on link for tips:

New Exhibit Statement Example:

See the beautiful digital collection of Pasadena’s unique past. Pasadena Digital History Collaboration is hosting “_______________________” which celebrates______________. Join us on ________ as we travel through many decades, seeing what life was like, and continues to be, for residents and shop owners in Pasadena.

New Partnership Statement Example:

Pasadena digital history collaboration’s efforts are the voice for local organizations and cultural heritage groups in Pasadena. Since our launch of October 2010, our online collection contains more than 4,000 images and has received more than 145,000 hits and 2,700 unique visitors. Join us to help to merge our resources together to create a strong digital collection of Pasadena’s history.

Basic Contact Information

  • Make contact and start networking. You may not meet your main contact person on the first try but who you do meet may help direct you to the right person. Also, that kind of referral makes it easier to communicate with the next person because they know each other.
  • Outreach
  • Referrals
  • Include key contacts that will need to be involved in frequent communications as well as a supervisory contact if needed. Key contact format and content (example) is below.

Pasadena Public Library
Martha Camacho, Librarian II – Reference & Research Services
285 East Walnut Street, Pasadena, CA 91101
(626) 744-4279


  • No matter the communication method, be sure to be detailed and to the point. Design emails that are reader-friendly and won’t make the person feel like reading your email will take them a long time. The point is to grab their attention and to maintain it to get your point across. Because you never know when you will have their attention again.
  • Follow up: This should be done immediately while you are fresh on their mind. Whenever you ask for something, be sure to include if you can follow up with them and what day. i.e., “For your convenience, I will follow up with you early next week to see if there are any additional questions.” That way you are not waiting for them to get back to you. Also sending friendly reminders after a few days of initial contact is great. Mentioning when you would like to contact them again or follow-up in the original email lets them know when to expect you to contact.


  • If at all possible, include links or attachments that will better inform your contact of your purpose. The best way to set up information is to make it all-inclusive. That way the person of interest doesn’t have to refer to multiple emails/messages to look at the desired information. Make it easy for them so you can achieve your short and/or long term goals.
  • Additional information can range from statistics, background information, & own experience/expertise.
  • For examples, refer to templates of prior contact.

Short Term Goals

  • Map out action steps that organization will follow and its short-term effects
    • Events? Media? Free online marketing?

Long Term Goals

  • Map out action steps that organization will follow and its long-term effects
    • Increased networking and having more contacts for future use.
    • Better planning methods developed because and through this process.