This case study examined: (1) what market research is required for planning for the implementation of "Information Power: Building Partnerships for Learning," the 1998 national guidelines for effective school library media programs; (2) what issues need to be addressed and what target audiences are required to effect change, as well as how these might best be identified and reached; and (3) what the implications are of research in program implementation and staff development for the implementation of these national guidelines and standards. The American Association of School Librarians (AASL) developed a detailed plan, with more than 30 specific objectives and more than 75 target audiences, for the implementation of "Information Power." Clear delineation of responsibilities at the national, state, district and school levels was a key part of the plan. Marketing research allowed AASL to increase sources of information for planning and to report that information more clearly and consistently, to reduce error and to manage AASL's marketing program more aggressively. Research from the implementation of change and effective staff development was incorporated in the training for state coordinators. Implementation is now underway with documented achievement of the early objectives. Appendices include a planning model and a model plan for one target group (the National Association of Secondary School Principals). (Contains 13 references.) (Author/MES)