1. Introduction

(Briefly explain why you are proposing this plan. Define the problem, and identify strengths, opportunities, weaknesses and challenges to address.)

2. Goal

3. Objectives

(3-5 doable, measurable outcomes.)

4. Positioning statement

(Briefly describe what you would like the library’s image to be in the hearts and minds of others. What makes you unique?)

5. Key message

(What is the most important thing you want people to know/do? In 10 words or less.)

6. Key audiences

7. Communication strategies/tactics

(How will you deliver the message?
Examples include:

• Presentations to groups
• Media
• Publications such as annual reports, brochures flyers
• Participation in community events
• Special events and programs at the library
• Displays
• Partnerships)

8. Evaluation

(How will you know what worked and what didn’t? Refer back to your objectives.)