Library Marketing Platform

Description

The Library is seeking quotes or proposals for a Library Marketing Platform that enables the library to create targeted emails, newsletters and outreach campaigns to inform the community of library programs and services and aid in determining what the best channels are for reaching different groups of customers. The Library is currently using a software platform for subscription service to send marketing communications, including the monthly newsletter Off the Shelf. The setup and layout, including content, is created by Communications staff monthly (or more frequently if there are special communications campaigns), comprising a single communication sent to all subscribers. There are some challenges with this method and with the current platform: A single-message communication to all subscribers is less likely to create engagement—having segmentation data to “smart-target” communications to fit individual subscriber groups will create stronger and more active engagement. The current platform does not harvest or provide data about Library users; such data is standard with marketing automation platforms via the harvesting and analysis of aggregate user behavior for market segmentation.