full.1.25.11 Geek webinar · 2020-06-02 · Sept 2011 Big event/ launch Displays up in Paid...
Transcript of full.1.25.11 Geek webinar · 2020-06-02 · Sept 2011 Big event/ launch Displays up in Paid...
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T d ’ P dJennifer Peterson
Today’s ProducersKendra Morgan
WebJunction Community Manager
WebJunction Program Manager
Today’s Presenters
Liz KudwaCapital Area LibraryCapital Area Library District, Lansing, MIMarketing Director
Jennifer Pearson Advocacy Programs Senior Manager, OCLCOCLC
Heidi GustadCapital Area Library District, Lansing, MI, g,Online Content/PR Coordinator
Geek the Library:A Community Awareness Campaign
Jennifer Pearson, Senior Manager
Advocacy Programs
AgendaAgenda
• The theoryy
• The campaign
• The pilot
• Keys to success
• To learn more
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The theoryThe theory
The campaign is based on research results from a study conducted by OCLC in 2007, and funded by the Gates Foundation that investigated the following question:
Is it possible for a large scale advocacy campaign to create anIs it possible for a large scale advocacy campaign to create an environment to sustain and increase funding for U.S. public libraries?
The report is available free at www oclc org/reports/fundingThe report is available free at www.oclc.org/reports/funding
Key findings
Most Americans are unaware of how the public library is funded. p y
Elected and appointed officials are supportive of the library but most (over
70%) feel that the library has sufficient funding.
Most people claim they would support the library at the ballot box, but
fewer, just 37%, are firmly committed to it.
Lib t i l t d t i th lib S t i ttit d Library support is unrelated to using the library. Support is an attitude.
Perceptions of the librarian are highly related to library support;
perceptions that their librarian is involved in the community, an advocate p p y,
for lifelong learning and passionate for keeping the library relevant are
strong indicators of library funding support.
Key findings
People who see the library as a transformational force in people’s lives
and communities are more likely to support library funding.
Most people are unaware of the range of “transformational” programs
and services that libraries provide and see the library predominately asand services that libraries provide, and see the library predominately as
a source of information.
Overall, the key to increasing funding support for the library is to
change the library conversation, and the library perception, from
services and information, to a conversation about how the library
provides transformational opportunities for each resident and theprovides transformational opportunities for each resident and the
community.
Market segmentation
Super Supporters
Super Supporters7.1%
b k
ProbableSupporters
Greater Good
Kid‐Driven
Library as
OfficeJust
for Fun
Look to
Librarian
32.3%
FinanciallyStrapped Detached
The WebWins
Barriers to Support34.0%
Chronic NonvotersNonvoters26.6%
% People 18-69
There is a need to change perceptions of the library while making the case for fundingwhile making the case for funding
InformationInformationInformationInformation My TransformationMy TransformationMy TransformationMy Transformation
InstitutionInstitution
Nice to haveNice to have
InstitutionInstitution
Nice to haveNice to have
InfrastructureInfrastructure
NecessityNecessity
InfrastructureInfrastructure
NecessityNecessityNice to haveNice to have
PastPast
Nice to haveNice to have
PastPast
NecessityNecessity
My FutureMy Future
NecessityNecessity
My FutureMy FuturePastPast
Altruism for othersAltruism for others
PastPast
Altruism for othersAltruism for others
My FutureMy Future
ROI for meROI for me
My FutureMy Future
ROI for meROI for me
The Library My Library
The campaignThe campaign
Geek the Library: the message
The library helps everyone explore the thi th k With I t tthings they geek. With Internet access for all, knowledgeable librarians and local programs, the library is an important resource for your community. p y yKeep your library vital by turning your passions into support.
Get your geek on Show your supportGet your geek on. Show your support. geekthelibrary.org
Brought to you by OCLC, a nonprofit library cooperative, with funding by a grant from the Bill & Melinda Gates Foundation. Geekthelibrary.org does not support or oppose any candidate for public office and does not take positions on legislation.
A wide range of geeks—the library is for everyone
The library is vital to you and your community
Newspaper and radioNewspaper and radio
AdvertisingNewspaper and radioNewspaper and radio
InsertsInserts
Online banners and paid searchOnline banners and paid search
BillboardsBillboards
22
Public relations
23Source: Richmond Hill Reflections magazine, Volume 6, Number 1 (Richmond Hill, GA)
Community events
Library displays and programs
Website, video and online tools
The PilotThe Pilot
Pilot marketsPilot markets
Two primary markets
Launch:Launch:
June 2009June 2009
Launch:Launch:
June 2009June 2009p y
• Greater Savannah: 7 library systems/38 branches
• Central Iowa: 42 libraries/only one with branches
Phase I
Phase I
Phase I
Phase I
Four secondary markets• Shelbyville Public Library, IN
DecemberDecember
20092009
DecemberDecember
20092009Shelbyville Public Library, IN
• Milwaukee Public Library System, WI (13 branches)
• Zion‐Benton Public Library, IL
Pi d t R i l Lib S t GA (11 b h )
2009200920092009
e II
e II
e II
e II
• Piedmont Regional Library System, GA (11 branches)
Phase
Phase
Phase
Phase
AprilApril
20102010
AprilApril
2010201028
Pilot measurementPilot measurement
• Pre‐ and post‐tracking studies in GA and IAp g
• Performance metrics for advertising, PR, website activity, social media, and online tools
• Ongoing feedback and sharing of ideas through the field managers
Pilot resultsPilot results
• Geek the Library gets people’s attention! – In a five‐month window, 68 percent of surveyed residents in central Iowa and
49 percent of surveyed residents in southern Georgia were familiar with the campaign.
• Geek the Library has appeal!– Of people familiar with the campaign, 64 percent of residents in southern
Georgia and 54 percent of residents in central Iowa said they liked it.
• Geek the Library encourages action!– Over two‐thirds of surveyed residents in both southern Georgia and central
Iowa had responded or intended to respond to the campaign in one or more ways, such as visiting geekthelibrary.org or telling a friend.
Telling their story…in Iowag y
Story County librarians presented a Geek t‐shirt to Iowa Governor Chet Culver and accompanied him in his Iowa Unlimited Whistle Stop Train Tour. Art Weeks, Director of Ames Public Library talked to the Governor about library funding and local press covered the story. Subsequently, the Governor recommended that state funding for libraries be exempt from
dmandatory 10% cuts.
…in Indiana
In early December 2009, the Shelbyville Public Library Board voted to approve raises for all library staff, including the first raise for Director Janet Wallace in her eight year tenure
i ddi i f i ff d f ll i i l dias Director. In addition, four part‐time staff were approved to move to full‐time, including Laura Guenin, the part‐time marketing person who has been working on the campaign. “Both Janet and I are convinced that the campaign helped change the Board’s minds. I even get to quit my part‐time job at Bath and Body Works!”g q y p j y
….in Georgiag
The Director of Ohoopee Regional Library System, GA shared that in her smallest market of Glennville, GA where they expected cuts, the budget actually increased as a result f h h d dof the campaign. She credited a
combination of advertising in the local paper, an enthusiastic local journalist and activities aroundjournalist, and activities around “Geek the Library Week”, including the Mayoral proclamation
Geek the Library ReportGeek the Library Report
OCLC h bli h d “G k h Lib A C i A• OCLC has published “Geek the Library: A Community Awareness Campaign”
• Report is a comprehensive overview of the pilots which contains:– overview of the study that inspired the project,
– complete details about pilot methodologies
– results from quantitative and qualitative research
– analysis of feedback from pilot participants
• The report can be found at:• http://www.oclc.org/us/en/reports/geekthelibrary.htm
Keys to successKeys to success
A multi‐faceted approachA multi faceted approach
• Advertising helps establish high awareness in a short time
• Traditional media outreach is most successful when leveraging existing local relationships
• Events provide a great opportunity to tell the library funding story in the community
• Grassroots programs get people engaged, p g g p p g g ,especially those that allow people to express their personal “geek”
• Direct engagement with decision funding makers g g gby the library director is vital to the funding cause
…committed to making it work…committed to making it work
• The personal connection: libraries, staff and communities quickly made the campaign their own—easy to localize and personalize
• Creativity and community: Many of the best ideas for how to implement the campaign came from the libraries themselvesthe campaign came from the libraries themselves
• The value of community relationships: The libraries who made the most of the campaign were those who already had relationships to leverage; and the campaign helped other libraries forge new onesand the campaign helped other libraries forge new ones
• Change takes time: Be consistent, persistent and committed
• Speak up: Even in a difficult economic climate, the campaign helped some libraries secure or increase funding
The real key to success—“passionate librarians”The real key to success passionate librarians
Campaign todayCampaign today
• Campaign is open to all U.S. public librariesp g p p
• We are currently working with libraries in over 10 states to implement the campaign
• We are working with the state libraries of Kansas and Delaware to implement statewide campaigns
39
What OCLC provides to libraries that participateWhat OCLC provides to libraries that participate
• Free campaign materials, including collateral, giveaways, p g , g , g y ,event banners and table skirts
• Access to the online campaign management center where you fi dcan find
– Campaign tips
– Templates for localizing collateral
– Forum to communicate with other Geek libraries
– Blog from Geek staff
• Field supportpp– Input and support in developing marketing plan and budget
– Writing and graphic design assistance
– A real person on the other end of the phone or the email to answer any p p yquestions you have– any time!
Want more Geek the Library?Want more Geek the Library?
• More information for libraries http://get.geekthelibrary.org/p //g g y g/• Consumer web site http://www.geekthelibrary.org/• From Awareness to Funding ghttp://www.oclc.org/reports/funding/default.htm
• Geek the Library: A Community Awareness Campaign htt // l / t / kth lib hthttp://www.oclc.org/reports/geekthelibrary.htm
• Facebook http://www.facebook.com/geekthelibrary• Twitter http://twitter com/geekthelibrary• Twitter http://twitter.com/geekthelibrary• Jennifer’s email [email protected]
C it l A Di t i t LibCapital Area District Library
Capital Area District LibraryCapital Area District Library
Liz Kudwa Heidi GustadMarketing Director Online Content/PR Coordinator
Who is CADL?Who is CADL?
• 13 locations which cover all of Ingham County except for the City of East Lansing.
• Bookmobile
• www.cadl.org
• Annual Budget ~ $11 million
Why Geek?Why Geek?
Our millage renewal will not generate enough revenue for us to continue operating as we have been.
CADL’s millage renewal passed by widest margin ever in August 2010, but…
…property tax values are still declining
…state funding is shrinking and will soon be eliminated
f l fi i h i ki d ill b…revenue from penal fines is shrinking and will soon be eliminated
Why Geek?Why Geek?
Geek provides us with the means to help connect the dots for our patrons
and explain how we’re fundedand explain how we re funded.
CADL’s Geek GoalsCADLs Geek Goals
1 Use Geek as a mechanism to talk about1. Use Geek as a mechanism to talk about library funding.
2 Generate goodwill to embark on possible2. Generate goodwill to embark on possible 2012 millage effort and/or major fundraising efforteffort.
3. Create more awareness about CADL. Only b 1/3 f h id i iabout ~ 1/3 of the residents in our service area have library cards!
CADL’s Geek GoalsCADLs Geek Goals
4 Definite fit with our Strategic Plan and 20114. Definite fit with our Strategic Plan and 2011 organizational goals.
“Increase public awareness Use marketing messages in interpersonal advocacy efforts; g p y ff ;everyone who works for CADL should be an
advocate.”
Very important: Board and Management buy‐in
CADL’s Geek ResourcesCADLs Geek Resources
CADL’s Geek TimelineCADLs Geek Timeline
Phases 1 & 2Phases 1 & 2
Feb 2011
Soft
Mar 2011
Big launch
Apr 2011
Big event/
July 2011
Big event/
Sept 2011
Big event/ launch
Displays up in
Paid advertising rolls out
promo: National Library Week
promo: Geek Fest
promo: National Library Card Sign-up in
librariesrolls out Week Card Sign-
up Month
Ongoing smaller “maintenance” events will occur throughout theOngoing, smaller “maintenance” events will occur throughout the year at every CADL location.
CADL’s Geek TimelineCADLs Geek Timeline
Phase 3: First half of 2012, possibly 3rd quarterPhase 3: First half of 2012, possibly 3 quarter
CADL is also working with East Lansing Public LibraryCADL is also working with East Lansing Public Library and Marshall District Library
• Co‐sponsor events p
• Share some advertising expenses, where possible
Other community partners include Potter Park Zoo and Impression 5 Science Center.
Get Your Geek On!Get Your Geek On!
Questions?
Stay InvolvedGeek the Library
geekthelibrary orggeekthelibrary.orgget.geekthelibrary.org
O W bJ tiOn WebJunctionwebjunction.org/community-relations
Crossroads (monthly newsletter)webjunction org/crossroadswebjunction.org/crossroads
Eventsbj ti / t / biwebjunction.org/events/webinars