MARKETING PLAN AMERICAN CORNER CLUJ-NAPOCA 2007

2. Situation analysis
2.1 Market needs
The citizens of Cluj need accurate and professional information about US, need that exists before our
products/services. That was the results of the sociological study that we had about the social structure
of the community (for Cluj County Library) and a market study that assessed citizens needs regarding
information services on specific topics (also about US). No similar products or services exists on the
market, except for old American books in “JFK” Centre from “Babeş-Bolyai” University.

2.2 The market

Community of Cluj county citizens.
2.2.1 Market demographics
Demographic – A majority of women, high schools graduates, from 25 to 65, married with children or
single mothers. A lot of students (19-27), 130.000 people.
Geographic – the county has a population of about 500.000 people.
Psychographic – they consider their time as a limited resource.
Behaviors – they choose professionals and the services provided by these and they remain attached to
them.
2.2.2 Market trends
Part of the American troops will be soon located in Romanian military bases, fact that captured the
attention of mass-media and general public.
The Romanian are interested to travel in US, because of the possible freedom to travel there in the near
future without visas. There are just now discussing this problem in the American Congress.
The US Information Office in Cluj-Napoca was closed in May 2007.
2.2.4 Macroenvironment
The library/ACC is located in Cluj-Napoca, who is a very big town, where investors and students came

2.3 The company

Cluj County Library/ACC
2.3.1 Mission
To provide information and services for all the citizens.
2.3.2 Service offering
Lending books, audio-video materials, information products, on-line services, cultural events,
exhibitions, coordinator for county rural and town libraries etc.
2.3.3 Positioning
There are a lot of libraries in Cluj-Napoca, but Cluj County Library/ACC is the only one that provides
services and products for all the citizens.
2.3.4 SWOT
Strength
The US Information Office in Cluj-Napoca was closed in May 2007.
Cluj County Library/ACC is the only library in town that provides services and products for all the
citizens.
equipment/facilities
Weaknesses
the number of professional human resource
the dependence of the library to Cluj County Council and the Ministry of Culture
Opportunities
market study that assessed citizens needs regarding information services on specific topics
US Embassy support
[especially] Nicholas Taubman and Mark Taplin suppport
Threats
“JFK” Centre at “Babeş-Bolyai” University
lack of funds
different library/AC structure each year

2.4 Competition
2.4.1 Direct competition
“JFK” Centre at “Babeş-Bolyai” University
other libraries from the town
Internet
2.4.2 Indirect competition
other AC
IRC Bucharest
3. Marketing strategy
3.1 Value proposition
Very good value for nothing (free services)!
3.2 Critical issues
funds
human resource
3.3 Financial objectives
To be able to achieve the established goals with planned costs.
3.4 Marketing objectives
To have as users at least ½ of all the town people of Cluj-Napoca who know English (even at a low
level).

3.6 Messaging
3.6.1 Branding
To be recognized as trustful and valuable at community level.

3.7 Strategy pyramid

Strategy: attained a highly competitive advantage in
Tactic: use all the resources to attend the goals
Program: “NASA week in Romania”, “4th of July”, “Halloween”, “An American summer (with
movies)”, “Study in US”, “Travel in US”

4. Marketing mix
4.3 Promotion
Web site
Mass-media announcements, TV and radio shows
Articles
Special events
4.3.1 Advertising
Banner (vertical and horizontal)
Badge (for the librarian)
Logo
Leaflets, brochures
Posters
Mass-media announcements
Articles
Tags on ACC materials
Small advertising in magazines, web portals etc. (barter)
4.3.2 Public relations
Maintaining good relations with mass-media (the job of good PR officer)

6. Controls
6.2 Keys to success
Personal contact in the community
Professional human resource in appropriate number
Appropriate material resources
6.3 Market research
market study that assessed citizens strong needs regarding information services on specific topics
(including US)