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Because of state law, campaign could not be actively political or reach officials

Because of state law, campaign could not be actively political or reach officials Lasted two + years Based on national campaign Used tools like: Logo Kits of materials Messages Adapted and added state information. COMPONENTS:

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Because of state law, campaign could not be actively political or reach officials

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  1. Because of state law, campaign could not be actively political or reach officials • Lasted two + years • Based on national campaign • Used tools like: • Logo • Kits of materials • Messages • Adapted and added state information

  2. COMPONENTS: • Coach/Player Project: Pairs matched "coach" libraries (mentors) with expertise in some arena of advocacy, with "player" libraries, who wished to receive training, over the period of a year, to provide intensive advocacy and marketing training. 2.Statewide Promotion Project, targeting USERS in the main. • Ads purchased in targeted publications (ethnic, business) • “Sponsorships” on public television and radio (tend to be library supporters) • Requested donated ads statewide from Press Assn members • Free posters and bookmarks for libraries to give to patrons • Partnership with Burger King 3.Public Relations/Marketing Training. Tailored to local needs, ran about 11/2 to two hours and provided an overview and initial impetus to start local participation in the campaign.

  3. THROUGHOUT THE CAMPAIGN, THE INTENT WAS TO SET THE STAGE FOR POSITIVE CHANGE— * In the public’s view of libraries * In support for libraries * In library staff themselves

  4. MOST EFFECTIVE COMPONENT: • COACH-PLAYER PROJECT • HOWEVER, REQUIRES: • Year’s commitment from partners • Paid staff person to serve as mother/nag • Regular contacts (i.e., monthly at least) • Has greatest potential to create change • Tried the second year as volunteer project— much less successful

  5. Central image and theme for promotional efforts

  6. “EASIEST” COMPONENT— • STATEWIDE PROMOTION • Typical activities thought of as “public relations” • Began with one main image, seven additional images, and tag lines • Ads were purchased in targeted publications (ethnic, business) • “Sponsorships” on public television and radio (tend to be library supporters) • Requested donated ad space statewide from Press Assn members. Provided graphics. • Free posters (10,000+) and bookmarks (half-million) through 800 libraries and schools to give to patrons • Partnership with Burger King: free drink if you showed the bookmark Sample ad given to publications throughout the state.

  7. COMPONENT WITH MOST • STATEWIDE IMPACT—TRAINING • Conveyed basics of p.r., marketing. • Gave basics of national and Colorado campaign and materials • ESSENTIAL to include participatory activities to teach simple planning process • Goal was CHANGE: give library staff the confidence and tools to become active.

  8. SOME POINTS DURING TRAINING • ALA Action Packs distributed. Important points were: • Identified Key Messages sheet. • Identified the logo, discussed branding • Encouraged them to use messages and logo consistently to have an impact. • Materials, professional quality like video, from ALA. • A challenge: people want to use their own logos. Asked them to use @your library as a tag line, on e-mail, web site.

  9. ADDED COLORADO’S PERSPECTIVE • In Colorado, situation is severe. Slow economy plus state has budget restrictions resulting in major and ever-tightening loss of financial support. • Training is part of the solution to the budget crisis. • Included public relations, marketing and advocacy. • Taking action based on planning is more important than what you label your activities. • Created a Colorado toolkit with facts, data, examples, overview.

  10. STRESSED SOME IMPORTANT POINTS:(1) Regardless of your job at the library, you (and everyone there) are the marketing person! You cannot rely on a p.r. person, the director or anyone else to handle that job. • Gave horror stories as examples • Percolate pressure for campaign UPWARDS • Even if you don't use the logo prominently, USE THE TOOLS

  11. Defined as community, stakeholders, markets, target markets or publics, whatever. • Think like them. Think about their needs and how your library can fill those needs. • NOT how great the library is! • Added concept of “influentials” or “influencers.” Those who have influence on the market you’re trying to reach. (2) Essential to have marketing perspective in all situations.

  12. (3) The Power of Personal Contacts • The Tipping Point, Malcolm Gladwell: Theories of mimetics, the spread of ideas. “Ideas, products, messages, behaviors spread just like viruses do.” • Three kinds of people important to involve in your efforts: connectors, mavens, and salesmen/persuaders. • The “Stickiness Factor”—make your message memorable • Linked, Albert-Laszlo Barabasi : study of networks corroborates concept of connectors and adds the importance of "hubs," folks with lots of connections. Like the Internet, people focus on or are drawn to these “hubs.” Reach them, and you reach many. • Influentials, Ed Keller and Jon Berry. One in ten Americans influences beliefs, decisions, and purchases. Again, these influentials are folks with lots of connections, who are activist, involved, and positive in their outlook We greatly underestimate the power of personal contacts.

  13. “Five Simple Steps” form made strategic planning simple for anyone to use. • Focused on immediate project • Incorporated concepts of markets, environment, needs, benefits, promotion, etc. • More important to get some action and results than label with “correct” words. • Incorporated activity and form into all training sessions. (4) Importance of Strategic Planning

  14. FIVE SIMPLE STEPS TO PLANNING SUCCESS 1. STATEMENT OF PURPOSE List one service, program, collection the public should know about (new or old), OR a key market you’re trying to reach regard to your library.

  15. 2. SITUATIONAL ANALYSIS  Who are the stakeholders and influentials (possible advocates, collaborators, policy makers, media, donors, etc) for this service/activity? (AKA as audience, market, public) Why do people need to know about your service/activity? How does this service/program fit with your library’s vision?  What would motivate them to use it? Why do they need it? (Benefits) What’s happening in the community environment that might affect you? (Economics? Politics? Media? Etc)

  16. 3. MESSAGE What is your key message in 10-15 words? Use the @your library logo and Colorado’s themes to deliver the message effectively. Examples/stories/facts that support this message (Your research—may be needs assessments, statistics, etc):

  17. 4. STRATEGY • What do you want the stakeholders to: • 1.Think? • 2. Feel? • 3. Do? • What marketing techniques can you best use to get the stakeholders to know about and use the service/activity? Keep influentials in mind. • How can staff be involved?  (Internal climate)

  18. 5. EVALUATION • What is your baseline for evaluation? • What are your objectives (able to be acted upon with measurable outcomes at the end)? • 1. • 2. • 3.

  19. Summary The service/activity I want to promote is _________ _________________________________________ To reach these stakeholders (people who should use the service/activity) ______________________ _________________________________________ And these influentials (people who can get to stakeholders or library)______________________ _________________________________________ Using these marketing techniques ______________ _________________________________________ _________________________________________

  20. RESULTS OF PROJECT • Outcomes-based evaluations. • Training: 94% felt speakers were knowledgeable, activities and handouts helpful. • Training: participants specified how they might apply it. Reinforced need for action. • Promotional material: how free materials helped. 69% said more visibility with potential users. 68% said greater good will. • Challenge to evaluate p.r./marketing efforts without a large staff. Outsomes-based evaluations helps. Campaign evaluation report www.lrs.org/closer.asp

  21. WHAT’S NEXT? • Intent always was to place this on a continuum of activities, escalating to encourage action and change. • Revitalizing statewide Friends of Colorado libraries nonprofit group • Moved into early literacy initiative, Every Child Ready to Read @your library, to make libraries visible: • In education community • In early childhood services • In upcoming statewide campaign that may obtain funding • With general public and the media

  22. The true challenge is two-way:1. To reach the market(s)2. To reach libraries Change IS possible, but only if libraries take action. “When you point a finger at someone, there are three pointing back at you.” A School Librarian

  23. Colorado Department of Education Bonnie McCune Library Community Programs Consultant 303.866.6891 Mccune_b@cde.state.co.us

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