Why This Campaign?

1
(No Transcript)
2
Why This Campaign?

• Libraries are popular, but taken for granted.
• Libraries are ubiquitous, but not often visible.
  
• Libraries are unique, but facing new competition.
  

3
_at_ your library External Goals

• Increase Americans commitment to libraries and
  their understanding of the value of libraries and
  librarians
• Increase library usage

4
_at_ your library External Goals

• Encourage librarianship as a profession
• Bring librarians to the table on key public
  policy issues
• In the long term, increase funding/support for
  libraries and librarians

5
_at_ your library Internal Goals

• Ensure campaign is useful to libraries of all
  types
• Create tools to help librarians promote value to
  specific audiences

6
Core Messages

• Libraries are changing, dynamic places.
• Libraries are places of opportunity.
• Libraries bring you the world.

7
Priority Audiences

• USERS/POTENTIAL USERS
• Key to future of libraries
• ? Students ? Parents
• INFLUENTIALSDecision-makers and library users ?
  Elected officials ? Senior citizens ? School
  boards and administrators
• CATALYSTSOpportunities for building alliances
  and amplifying our voice ? Allies/partners ?
  Educators ? Media

8
Marketing

• Brand is flexible and can be customized
• NEW logos, artwork now online

9
Marketing Tools

• www.ala.org/_at_yourlibrary
• Programming ideas, art, ads, sample press
  materials more
• Campaign updates
• Share best practices with new online database

10
Marketing Tools

• ALA Graphics products to
• showcase brand

11
Videos and PSAs Available
12
Marketing Tools

• Call toll-free
• 1-866-4LIBRARY
• E-mail the campaign staff
• atyourlibrary_at_ala.org
• Subscribe to discussion list
• campaign_at_ala.org

13
Media Relations

• National media outreach
• Local media outreach

14
Advocacy

• Strengthen Library Advocacy Now! program
• Workshops to recruit and train presenters
• Network of advocates from all types of libraries
  nationwide

15
Evaluation Components

• Soliciting feedback via Web site
• Monitor media coverage
• Measure public opinion
• Quantify participation and number of people
  reached

Submit your story to the new _at_ your library
online databaseat www.ala.org/_at_yourlibrary
16
Teens can win a chance to meet skateboard legend
Tony Hawk by submitting an entry on the message
of their favorite book
Register online to gain access to free tools to
help you promote the program
Librarians Get on Board! Win bookstore gift
certificate for best local promotion of program
Runs through April 2004
Send in 5, 15, or 25 entries and win prizes
www.hersheysmilk.com/getonboard
17
Promotes 21st century literacy through online
baseball trivia contest
Program is open to all ages
New program begins spring 2004!
Look for new Spanish-language materials
www.ala.org/_at_yourlibrary/jointhemajorleagues
18
Tailored Campaigns
April 2001National _at_ your library Campaign
April 2003Academic and Research Library Campaign
February 2004Public LibraryCampaign
October 2003School LibraryCampaign
19

Academic and Research Library Campaign

• Promotes the value of academic and research
  libraries and librarians

• Launched April 2003 at the ACRL National
  Conference in Charlotte, N.C.

• New toolkit, Web site, trainings

20
School Library Campaign Launched October 2003
21
Qualitative Research Focus GroupsDecember 2002

• 6 groups
• K-12 Parents
• K-12 Classroom Teachers Administrators
• Middle High School Students
• Rural, Suburban, Urban
• Baltimore, Phoenix, Indianapolis areas
• Discussion questions developed by KRC and AASL
  _at_your library committee, ALA _at_your library staff

22
Qualitative Research Focus GroupsDecember 2002
First key finding
23
Qualitative Research Focus GroupsDecember 2002
Second key finding
Many parents and students do not view
library media specialists as educated
professionals.
24

School Library Campaign
Goals

• Increase public awareness of the significant
  contributions made by school library media
  specialists through school library media
  programs to further the academic achievement
  and lifelong learning of our students

25
School Library Campaign
Goals

• Strengthen a belief in the value of school
  library media programs and school library
  media specialists

• Position school librarianship as a desirable
  career opportunity.

26
School Library Campaign
Audiences
27
School Library Campaign
Key Messages

• School library media programs are critical to
  the learning experience.

• School library media specialists are crucial to
  the teaching and learning process.

• School library media centers are places of
  opportunity.

28
NEW Tools Resources
Toolkit for School Library Media Programs

• Available online at www.ala.org/_at_yourlibrary
  under School Library Campaign."

• Additional hard copies available from AASL

• Includes
• --sample outreach strategies for
  different audiences --how to
  build a marketing communications plan
  -- sample media relations tools --
  tough QA and more

29
NEW Tools Resources
New downloadable artwork for school library
media specialists

• Available online at www.ala.org/_at_yourlibrary
  under School Library Campaign."

30
NEW Tools Resources
New Strategic Marketing Manuals

• Prepare a marketing plan using the _at_ your
  library brand

• Can be used to train others to lead
  discussions about creating marketing plans

• http//www.3m.com/us/library

• Made possible by 3M Library Systems

31
NEW Tools Resources
AASLPR discussion list

• An opportunity to share ideas and ask questions
  about promotion and marketing.
• To subscribe, send a message to
  subscribe-aaslpr_at_ala.org with your first and
  last name as the subject. Leave the body of the
  message blank.

32
(No Transcript)