Abstract

The Strategic Marketing Toolkit puts your customers at the centre of service planning, delivery and promotion. Its 7 easy steps will help you to create marketing plans that clarify distinct service offers, target key customer groups and communicate the benefits of your services effectively.

Originally developed by University Library Services at the University of Sunderland, the toolkit has now been employed for various purposes at Sunderland and beyond, and has
proved to be both highly accessible and transferable.

The aim of today’s workshop is to share with you the concept of the toolkit and its core techniques, so that you can translate it for your own needs - ensuring that your customers fully engage with your services and that you are able to demonstrate the real difference you are making to them.