2. KEY AREAS THAT NIELSON HAYS LIBRARY TO FOCUS ON IN PLANNING
1. Nielson Hays library product
2. Children Stories
3. Membership,
a. Adult
b. Senior
c. Children
4. Sponsorships
5. Donations
6. Private Events
7. Private Children Events
8. School Visits
9. Art galleries
10. Other events
Situation of the program, Strengths weakness, questions, insights, issues have to deal in the key
areas
Where we at?
Where do we want to be?
What are goals?
What types of people and organizations we need to achieve our goals?
What messages that we will use for each target?
a. Needs, desires, wants of people and organizations
b. Features and benefits of product, program, service
c. Value proposition and Unique Selling proposition of product, program, service
3. SITUATIONAL ANALYSIS OF NIELSON HAYS LIBRARY
Due to the fact that Nielson Hays Library is a non-profit, Nielson Hays Library relies on the
support and generosity of donors, volunteers, sponsorship to survive
The endowment of Dr Heyward Hays has run out, therefore needs more money
To survive and meets its outs, Nielson hays needs to maximize its current revenue source, get
more revenue revenue, get more sponsors
There are many threats to Nielson Hays library including political situation, econonomy, nature
of the expatriot situation
The challenge with Nielson Hays Library is that the board of directors on Nielson Hays library is
volunteers. There is high turnover among board of directors due to fact of moving, job
responsibility. Most board of directors can only put in limited of time to helping Nielson Library
Membership with Nielson Hays library will fluctuate due to the fact that people come back to
their respective countries for vacation, have to move to work
There is lack of awareness of a lot Bangkok about Nielson Hays Lbrary.
There is a perception that to have membership to Nielson Hays Library you have to be high
classs and have money
There is perception of Nielson Hays library that Nielson Hays library has old books only
Nielson Library has an old building and needs money to renovate the old building.
It seems that there isn’t a coordinated marketing plan for Nielson Hays Library, everyone is busy
taking care of responsibility. In terms of volunteers, we need to constantly get volunteers not
only help out at children and other events
To achieve more of its goals, Nielson Hays Library needs to be rebranded and getting more of its
marketing message across
MARKETING PROGRAM FOR NIELSON HAYS LIBARY
Due to the situation of library, lack of funding, economy, books that need be added, renovation needed to
be done, the Nielson Hays library must have a strategic marketing plan that deals with achieving different
organization goals including
1. Brand and distinguish the library from other library
2. Getting more visitors
3. GETTING PEOPLE TO ATTEND CHILDREN ACTIVITIES,
4. 4. Getting people to do SCHOOL VISITS
5. GETTING PEOPLE TO PAY FOR PRIVATE CHILDREN PARTIES
6. GETTING MORE PEOPLE DO FUNDRAISING FOR LIBRARY
7. GETTING MORE SPONSORSHIPS
8. Get more people to have MEMBERSHIP FOR LIBRARY
THINGS I PROPOSE THAT NIELSON HAYS LIBRARY DO IN THE NEXT 5-6
MONTHS
1. Define Buyer Personals and different target markets for revenue source and stream,
create messaging to get them to take massage
2. Redesigning messages and putting messages on website, brochure, marketing
collateral
3. Add additional sections to the website
4. Get a website redesign, new content, SEO refriendly or create a brand new website
from scratch (while keeping current one)
5. Add You Tube, Facebook, Twitter,
6. Find ways to use You Tube, Facebook, to market the library
7. Maximize current channels for
a. Visitors to Nielson Hays library
b. Membership
i. Family membership
ii. Adult membership
iii. Senior membership
iv. Children membership
c. Children Stories
d. Special Events/Worskhop
e. Art Galleries
f. School Visits
g. Sponsorship/Donations
h. Volunteers
8. Look for new channels for
a. Visitors to Nielson Hays library
5. b. Membership
i. Family membership
ii. Adult membership
iii. Senior membership
iv. Children membership
b. Children Stories
c. Special Events/Worskhop
d. Art Galleries
e. School Visits
f. Sponsorship/Donations
g. Volunteers
9. Customer relationship strategy for Nielson Hays Library
CHALLENGES FOR IMPLEMENTING CHANGES TO WEBSITE AND OTHER
MARKETING
1. The road blocks of improving marketing strategy
a. Wanting to keep the way the they are
b. Not having the people to help implement marketing strategy
c. Not having the expertise in marketing
d. Not willing to invest the money and effort to improve marketing
2. Who is to update the website, change website?
3. Are we willing to invest money to investment in marketing
4. Who or Whom going to implement marketing
6. ROUGH MARKETING PLAN FOR NIELSON HAYS LIBRARY
MESSAGE FOR NEILSON HAYS LIBARY
Expectations for Nielson Hays Libary
The library has good selection of books and staff. The books and magazines are up to date. The
library is constantly adding more books and magazines. The library has comfortable chairs,
places to read and browse magazine. The books and magazines are easy to find, its easy to find
books and magazines. The staff is nice and friendly. The library has different type of events.
Value Proposition for Nielson Hays Libary
Nielson Hays Library is historic part of the Bangkok history. Nielson Hays library is a good
place to spend a couple of hours in the afternoon, during the weekend to come and visit art
galaires, read books and magazine and eat at the near buy café. Nielson Hays Library is a place
to get away from the Hustle and bustle of Bangkok. Nielson Hays library is a good place to catch
up with old friends and new friends in a relaxed enviorment.
Nielson Hays library is important part of Bangkok community. Nielson Hays library has
programs to enrich both children and adult like. Nielson Hays library has events that teach new
skill. Nielson Hays library provides books for information for personal and professional growth
MESSAGES FOR MEMBERSHIP:
Nielson Hays library is a non-profit, the fees of that we get from the memberships helps to pay
for things such as adding more books and magazines to our collection, renovation of the library,
hiring of staff and basic life maintenance.
Expectations for membership
There is a variety of books, magazines, cds, DVDs that is constantly being updated. There books,
magazines, cds, DVD’s that meet the different taste and different target markets. Its easy to
check out book, its easy return books.
7. Value proposition for membership
Instead of buying books, members can borrow them, and only buy certain books. Get a piece of
home, Books, magazines, cds, DVD’s provide vehicles for entertaining, information.
Homework and college help
By checking out all the books and readings you enjoy many benefits including
1. By reading, you think more and become smarter.
2. Books help clarify difficult subjects. Books provide information that goes deeper than just
classroom discussion.
3. Books improve your vocabulary. While reading books, especially challenging ones, you will find
yourself exposed to many new words you wouldn’t be otherwise.
4. Books can expand your horizons by letting you see what other cities and countries have to offer
before you visit them.
5. Books help to improve your concentration and focus
6. By reading more books, you become better informed and more of an expert on the topics you read
about. This expertise translates into higher self esteem. Since you are so well read, people look to
you for answers. Your feelings about yourself can only get better.
7. Books help improve memory. By reading, you are improving your memory by stretching your
memory muscle because reading requires remembering details, facts and figures and in literature,
plot lines, themes and characters.
8. Books allow you to learn anywhere. Books are portable. You can take them almost anywhere. As
such, you can learn almost anywhere too.
9. Books help to improve your creativity-by reading more books and exposing yourself to new and
more complete information, you will also be able to come up with more creative ideas.
10. Books gives you something to talk about. If you read a lot of books, you’ll always have
something to talk about. You can discuss various plots in the novels you read, you can discuss the
stuff you are learning in the business books you are reading as well. The possibilities of sharing
are endless.
11. Books are inexpensive entertainment
12. You can learn at your own pace – Where formal education requires time commitments, books
have no late-bells or hourly commitments. So you can learn at your own pace when you read
books.
13. New mental associations – I touched on this above. As you read more books the depth and
breadth of your knowledge expands and your ability to form new associations increases. In
reading a book to discover the solution to one problem, you find the solution to others you may
not have considered.
8. 14. Books help to improve your reasoning skills. By reading you will be able to reason better with the
knowledge you gain. Some of the arguments will rub off on you. Others you will argue against.
Regardless, you’ll be reasoning better.
15. By reading books you will build your expertise.
16. Books help to save money- Apart from saving money on entertainment expenses. Reading books
that help you develop your skills saves money. Reading books on how someone went bankrupt
will be a warning to you against repeating their mistakes. Reading a book on how to build your
own backyard deck saves the expense of hiring a contractor.
17. Books to help decrease mistakes- When you gather the deep and wide wisdom that books can
provide, you are less apt to make mistakes.
18. ou’ll discover surprises - As you read more books as a source of information, you’ll learn stuff
you weren’t looking for.
19. Books can change your life- How many times have you heard of a book changing someone’s
life?
20. Reading books can get you out of a slump. Books are a great source of ideas, big and small. So if
you find yourself in a slump, pick a book on the portion of your life you are slump-ing and get to
reading
21. Books can help you reduce stress
22. Books can help you make more money
Membership levels at Nielson Hays Library
We have various memberships to meet the various needs of the Bangkok community including
• Adult membership
• Adult 6 month membership
• Child membership
• Family Membership
• Family 6 month membership
• Senior Citizen 6 month membership
Family Membership
We have two types of Family membership 1 year and 6 month adult membership. The cost for 1
year adult membership is 3,3000 TB. The cost of 6 month membership is 2,400 TB
With the family membership you are allowed to check out 12 hard cover at a time including 4
new books at a time and have free membership to all children events
9. Adult Membership
We have two types of adult membership 1 year and 6 month adult membership. Adult membership is for
any one older than 22.
A 1 year adult membership costs 2,500 thb or 1900THB for 6 months. People who have adult
membership are entitled to check out 6 hardcover at a time including 2 new books at a time
For adult membership we are selling
• Books that you can’t get in Thailand
• Not having to buy books
• Preview books for books
• Ideas to help you get ahead
• Pleaure reading
Senior Membership
We have two types of senior membership 1 year and 6 month senior membership. Senior
membership is for any one older than 65
The cost of one year senior membership is 1500 thb, the cost of 6 month membership is 1,200
thb. Senior membership are allowed to check out 6 hardcovers at a time, 2 books’ from new
collection
What we are selling when we are selling senior membership:
1. Pleasure
2. Ideas to improve hobbies
3. Keeps brain working
Children membership
Child (age up to 12 years), 1,700 THB (1,200 or 6 month) entitled to 6 hard covers including 2 Books
from new category
For Children membership we are selling
• Exposure to ideas
• Imagination
10. • Homework help
• Family
• Great ideas
• Inspiration
MESSAGE FOR CHILDREN CORNER
We have all sorts of books and games for your children including. Come and bring your children
to the children corner, snuggle up and cozy up and read your book to the book
We have books to expand your children vocabulary. By reading your children get to learn new
words, learn new ways of using words they already and improve their soft skill. Reading books is
a wonderful bonding experiences that nourishes emotional development. Parents can also help
the child relate the incidents in the story to real events in their lives.
Reading books to your toddlers is a great way to prepare them for the school environment and to
adapt to the concept of daily schoolwork. Reading books regularly stimulates children’s
imagination, accelerates their emotional development and fosters natural curiosity. Reading
helps your child improve different books and knowledge on various subjects. Reading books can
help your children become better students in schoo.
Reading books can improves a child’s attention span. Reading can successfully replace TV as a
source of entertainment, especially if the child is introduced to preschool books as soon as he/she
learns the alphabet. Reading helps children utilize their time in a more constructive manner.
Children who learn to read at an early age have a better chance of getting a job later in life. They
also perform much better than those who grew up watching TV and playing games on
computers.
Developing the habit of reading regularly from an early age helps the child to cope better with
the rigors of academic education later on.
Expections of Children Corner
Variey of books on different subjects for various ages for children. There are games, DVDs,
everything that are fun, simultaneous. There are good places to sit, comfortable where you read
to your children. There is good lighting, the area is cozy.
11. Value Proposition for Children Corner
Wide range of books, education resources for all children of all ages in english. You can spend
an afternoon reading to your children, you can snuggle up with children. There are books for
homework, school, as well as pleasure reading.
The books that you check out at Children Corner can supplement the stuff they read at school,
broaded their horizons, used to help in homework, and class room assignment. The books, dvds,
is a good family bonding experience
MESSAGE FOR CHILDREN STORIES TELLING
Each week, the Nielson Hays Library host Saturday story telling routinely through out the year
at 10:30 am.
Our Story Telling are hosted by enthuasthic volunteers and are suitable for 3-7 years old. Each
week there is a story read in English.
After the story telling event, there is a craft event.
Saturday Story Telling is a great way to start a the weekend. While your children get read to, you
can read books, magazines, or read and relax at the café
After Saturday story telling is over, you and your family can snack and socialize.
Saturday storytelling is free from members and 120 baht for non-members to cost the cover of
events
“Stories help people define their world. And by helping children develop the necessary skills to
become an effective storyteller, you help them become effective communicators... a skill that is
necessary for the future.
Expectations of Children Story Telling
The story telling events are fun and informative. Each week there are different types of stories,
every month there is something different for children stories. The story tellers are nice,
enthusiastic. The atmosphere is conducive for children stories. The area for story telling is safe.
Value Proposition for Story Telling
Fun, informatative, family event. Good way to start a weekend. Children stories is a good way
for your child to understand their place in the world, cope with a difficult situation or
experience, your child become socially proficient, impart a life lesson
12. MESSAGE OF SPECIAL EVENTS
Through out the year, Nielson Hays library hold many events including Halloween, Chinese
New Years, art festival
Each year Nielson Hays library host a book athon. The purpose of the book athon is to encourage
Bangkok Children to read as many goods books as possible and raise money for local charity and
Nielson Hays to buy more books
Expectations for Special Events
Quality events, different subjects, good value for money. Fun, informative events
Value Proposition for Special Events
Come to expand your horizons, meet new people, come and relax. Learn new skills, Come expand your
horizon for you and your. Do something that you have never done.
MESSAGES OF SCHOOL VISITS
Nielson Hays library welcome schools to visit us. We can tailor your school visit to meet the
needs of your school visit. Coming to your Nielson Hays library is a great way to expand,
enlighten your school children. We will tailor short cut program to the age, needs of school
group
Expectation of School Visit
Safe, fun, entertaining school visit.
View point of school visit from administrative point of view
Teachers must consider the logistics involved in field trips. For example, teachers must complete
a number of additional tasks before the actual trip.
These include applying for administrative approval from the appropriate individuals, and
notifying parents/guardians to obtain permission for the children to participate in the trip
Good planning must precede all field trips. Teachers must consider the needs of the children and
the requirements of the particular field trip site.
13. Meaningful field trips should tie into the children's educational needs and interests. Planning
must also address the curriculum and, ideally, focus on the standards.
Successful field trips planner must consider safety issues. Are there any hazards involved? Do
you have enough parents or volunteers? Have arrangements been made for children with special
needs?
Value Proposition for School Visits
By schools bringing their children to Nielson Library, they get to
1. Field trips provide real experiences related to all content areas.
2. Field trips extend learning by expanding a child's world and provide a framework for
learning.
3. Field trips enrich and expand the curriculum. Through field trips Children begin to think
outside the box, as well as learning outside of the classroom.
4. Field trips strengthen observation skills by immersing children into sensory activities.
5. Field trips increase children's knowledge in a particular subject area.
6. Field trips expand children's awareness of their own community.
Interactive Learning
Field trips help students interact with what they are learning.
Entertainment
Field trips provide entertainment for students. They often serve as a powerful motivator for
students, stirring up excitement as the trip nears. Breaking away from the routine provides kids
with a refresher that might make them more focused back in the classroom. Learning and fun
make a great combination. Field trips are considered fun, but the children learn as well, whether
they realize it or not.
Extension of Classroom Study
Field trips take the book learning from the classroom and extend it to life. Students often
question the importance of topics they study in class.
14. There are also plenty of opportunities to incorporate the field trip experience back into classroom
activity after returning to school. Through presentations, slide shows and answering questions,
the kids can instill the lessons garnered on the field trip.
Social Interaction
Leaving the classroom for a field trip places the kids in a different social environment. They
encounter a new set of adults and possibly other children during the course of the average field
trip. These interactions teach them how to behave in different settings. They employ more self-
control because it is a less contained environment than the classroom. It fosters a sense of
teamwork and community among the students as they experience a field trip together.
New Experiences
Many children don't get to experience the typical field trip locations with their families. A
school trip gives students the opportunity to experience new venues. Because of money
constraints or lack of resources, not all parents are able to take their kids to zoos, museums and
other field trip destinations. While field trips take a great deal of work and energy, broadening
the horizons of the students is worth it.