Thursday, April 22, 2010

Butterfly is Now... - Colorado Library Marketing by Debbi MacCleod and Sharon Morris

This marketing push is NOT to encourage more people to come to the library - it is to increase awareness and support of libraries, so that when voting time comes, voters make the correct choices come voting time.

What's Next ?!

1600 small businesses launch every month in Colorado. Many of those get their start at the library.
Business? Libraries!
(other text: Business planning books. Market research articles. Rules and Regulations websites. Sources of funding and loans. Information experts available to assist.)

With 7.3% of Coloradans unemployed, many of those are searching for their next at the Library. Jobs? Libraries!

This year, more than 26% of Colorado's high school seniors failed to graduate. Many of the ones who succeeded had an advantage: a quality Library.
Literacy? Libraries!
(They had a photo of four children - one of which failed to graduate)

This year, __% percentage of Coloradoans travel every year. Audiobooks, Chilton Auto Manuals, Travel Guides, etc.
Travel? Libraries!

In the OCLC study (from awareness to funding), it was shown that there is no difference between people that use the library, and don't use the library - also, there is no difference between the people that vote or don't vote for libraries.

This campaign is trying to shift people's perceptions of libraries. "Whatever is next for you, libraries help get you there!"

Campaign Rollout
The first year will be spent rolling out to the internal affiliated audience - getting the word out to Library staff, our volunteers, advocates, so that we all understand what the campaign is all about.

Next year, we can take the work that BHAG has done, and focus on rolling this out to external audiences.

4 Different Audiences

  • generate awareness and understanding of the campaign,
  • ensure consistent messaging delivery,
  • inspire to become ambassadors
Influencers (these are community 'influencers')
  • Strengthen perception of libraries,
  • build interest and engagement in campaign,
  • promote advocacy of libraries.
Decision/Policy Makers and General Public
  • Increase 'top-of-mind' awareness and relevancy of libraries,
  • shift perceptions,
  • prompt increased support and funding of libraries
Campaign Funding - have done initial contacting with the Colorado Foundation to let them aware of this. With the economy, this has not been greeted with enthusiasm. They would like to create a task force of people that can write grants for this funding. They will start writing in the next couple of months. Plan B, if no success with state-wide funding, that they will start regionally - a more of a 'grass roots' effort.

Campaign Website: (Not up now, hopefully this summer.)

This is a public awareness campaign, so when money is obtained, they will use different treatments of the main message. (Wyoming message was Libraries Bring the World to You. Their treatments were the mudflap girl, the windmill, etc.)

At this point the What's Next ?! is just a skeleton, they may fool around with the font, colors, etc. Tomorrow is the deadline for graphic designers to submit their design of the What's Next ?!

Libraries now can start using the What's Next ?! text right now! Use it in everyday speech, make a display in your library, etc.

Eventual success of this campaign is to have more pro-library measures be passed. Over time, improving people's perception of libraries, more donations, etc.

The logo formats will all be on the website - jpg, eps, etc, for libraries to use in many different ways.