Geek the Library Campaign Calendar 28 July, 2009 geekthelibrary.org.
-
Upload
avice-chambers -
Category
Documents
-
view
216 -
download
0
description
Transcript of Geek the Library Campaign Calendar 28 July, 2009 geekthelibrary.org.
Geek the LibraryCampaign Calendar
28 July, 2009
geekthelibrary.org
Agenda• Launch update—celebrating success• Review campaign strategy• Campaign activities—a brief overview• Monthly calendar—maintaining momentum
Launch updateCelebrating success
geekthelibrary.org
Savannah Launch Event
Iowa Cubs Game
Yankee Doodle Pops
Savannah Morning News 6/21/2009 Pete and the Geeks
Savannah Morning News 6/22/2009 National library funding campaign kicks off in Savannah
Savannah Morning News 6/23/2009 Calendar listing
Savannah Morning News 6/24/2009 How 'geeking helps public library
WTOC-TV (CBS) The Sonny and Jody Show (mid morning news) 6/22/2009
WJCL-TV (ABC) 6 AM News 6/22/2009
WJCL-TV (ABC) 6 AM News 6/23/2009
WJCL-TV (ABC) 22 NEWS AT 11 6/23/2009
WTGS-TV (FOX) FOX 28 NEWS AT 10 6/23/2009
WTOC-TV (CBS) NEWS AT 5 6/23/2009
WJCL-TV (ABC) GOOD MORNING 6/24/2009
WJCL-TV (ABC) GOOD MORNING AT 6 AM 6/24/2009
WTOC-TV (CBS) FIRST REPORT 6/24/2009
WSAV-TV (NBC) NEWS 3 AT 6 6/28/2009
Southern GeorgiaPrint
TV
Central Iowa
The Daily Tribune (Ames) 6/26/2009 Ames library to get geeked
Des Moines Business Record 6/29/2009 You're Welcome to Geek
DM City View 7/6/2009 Get Your 'Geek' On
Des Moines Register 7/8/2009 Be vocal in support of funding libraries
WHO-TV (NBC) Morning News 6/29/2009
WHO-TV (NBC) Early Evening News 6/29/2009
WHO-TV (NBC) Evening News 6/29/2009
KDSM-TV (FOX) News at 9 6/29/2009
TV
geekthelibrary.org
Launch PR update
Southern Georgia
Radio
WFXH-FM Adventure Radio-Claire Beverly
WFXH-AM Adventure Radio-Claire Beverly
WGZO-FM Adventure Radio-Claire Beverly
WLOW-FM Adventure Radio-Claire Beverly
WGCO-FM Adventure Radio-Claire Beverly
WGZR-FM Adventure Radio-Claire Beverly
WAEV-FM Clear Channel - Bill Edwards
WLVH-FM Clear Channel - Bill Edwards
WQBT-FM Clear Channel - Bill Edwards
WSOK-AM Clear Channel - Bill Edwards
WTKS-AM Clear Channel - Bill Edwards
WYKZ-FM Clear Channel - Bill Edwards
Radio
Central Iowa
WHO-AM
KFMG-FM
KDMR 88.9 FM Iowa Public Radio
WOI 90.1 FM Iowa Public Radio
KUNI 101.7 FM Iowa Public Radio
WOI 640 AM Iowa Public Radio
KIOA-FM Radio Iowa
KRNT-AM Radio Iowa
KSTZ-FM Radio Iowa
KLTI
geekthelibrary.org
Launch PR update
Southern Georgia
Onlinewsav.com 6/19/2009 Calendar Alert
TheCreativeCoast.org 6/19/2009 Calendar Alert
MSNCityGuide.com 6/19/2009 Calendar Alert
SavannahNow.com 6/19/2009 Calendar Alert
HelloSavannah.com 6/19/2009 Calendar AlertLiveOakPublicLibaries.
org 6/19/2009 Calendar Alert
SavannahVisit.com 6/19/2009 Calendar Alert
SavannahNow.com 6/22/2009 Calling All Geeks
SavannahNow.com 6/22/2009 National Library Funding Campaign Kicks Off In Savannah
TheCoastalSource.com 6/22/2009 Video Clip
wtoctv.com 6/22/2009 "Geek the Library" (Live interview with Cathy DeRosa)
TheCoastalSource.com 6/22/2009"Geek the Library" (Live interview
with Trish Taylor and Matt Koppelman)
wtoctv.com 6/23/2009 "Geek the Library" kicks off in Johnson Square
TheCoastalSource.com 6/23/2009 "Geek the Library" (Live interview with Cathy DeRosa)
SavannahNow.com 6/24/2009 Bennett: How "geeking" helps the public library
SavannahNow.com 6/24/2009 Library draws 'geeks' to Johnson Square
wsav.com 6/29/2009 Use of Libraries is On The Rise
Online
Central Iowa
IowaPublicRadio.com 6/22/2009 Talk@12
StateLibraryofIowa.org 6/23/2009 ‘Geek the Library’ Public Awareness Campaign Launches
AmesTrib.com 6/26/2009 Ames Library to Get Geeked
DesMoinesBusinessNews.com 6/26/2009 You're Welcome to Geek
Whotv.com 6/30/2009
kfmg991.org 7/1/2009
DMCityView.com 7/6/2009 Get Your 'Geek' On
DesMoinesRegister.com 7/8/2009 Be vocal in support of funding libraries
LibraryJournal.com 7/13/2009 OCLC Campaign Aims to Garner Support for PL's
geekthelibrary.org
Launch PR update
Online: blogosphere
LISNews Librarian And Information Science News 6/22/2009 Geeky Campaign from OCLC
Creating Dollhouse Miniatures 6/22/2009 Got Geek?
Going Digital 6/22/2009 What do you Geek?
Christie Burke's Infinite Booklist 6/22/2009 A couple of tidbits
ForeverGeek.com 6/23/2009 Geek the Library: My idea of heaven
It's All Good 6/23/2009 Geek the Library Campaign is Live!
Animated Librarian 6/23/2009 Geek the Library: Somebody get me my inhaler
Idaho Commission for Libraries 6/23/2009 What do you Geek?
Dan Messer (via Friend Feed) 6/23/2009 I Can Geek the Library Too
Librarian by Day 6/23/2009 Geek the Library
Not all Bits 6/23/2009 Geeking the Library
Moqub’s bibliotheek van dingen 6/23/2009 Geek the Library
The Fabilous Librarian 6/23/2009 Get Your Geek On
Librarian.net 6/23/2009 Geek The Library
Dream Walkerr's World 6/24/2009 Geek the Library
Say What?!? 6/24/2009 Get Your Geek On @ The Library
Sandrea's Bibliopage 6/24/2009 Geek the Library: viciados em biblioteca
RedEyeReader.com 6/25/2009 I Geek Books
The Atrium Blog 6/26/2009 And What Do You Geek?
Stephen's Lighthouse 6/26/2009 Geek The Library
LibraryBytes 6/28/2009 Geek The Library
The Library of Digress 6/29/2009 Public Libraries: Something to Shout About
LSLC Training Blog 6/30/2009 What do you Geek?
Librarisnrkool 6/30/2009 Geek The Library
The M Word 6/30/2009 I Geek Marketing Libraries
Alia.org Blog 6/30/2009 New Advocacy Materials Coming Soon
Burlington Public Library CEO's Blog 6/30/2009 Geeks and Library?
Blue Mountains Library Manager 7/1/2009 Update on the Public Library Summit
Friends of the Roswell Library 7/1/2009 Geeking the Library
Jon's Blog 7/3/2009 Geek the Library
Tales of an Open Book 7/6/2009 Geek the Library
Pella Public Library Blog 7/7/09 Geek The Library
Ancaro Imparo 7/8/09 Geek The Library
Michael-Hartford.Com/Blog 7/11/09 Trending Tweets
Library Journal.com Blog 7/11/09Why is "Geek the Library" the Name for OCLC's Campaign?
ALA.Org Blog 7/12/09 From Awareness to Geekdom
The Atrium Blog 7/13/09 Sarah Geeks Tombstones
Think For Us 7/14/09 Get your Geek On. Support the Library.
Public Relations Princess #######Public Libraries WERE Bing and Google Before Bing and Google Were
Invented
MS&R Library World ####### Geek The Library
geekthelibrary.org
Launch PR update
Ongoing outreach• In Central Iowa:
– Iowa County Magazine will publish a story in the Sep. issue– Altoona-Herald Index will publish a story to run on July 29.– Additionally, The Carlisle Citizen requested press materials.– Ankeny Press-Citizen will contact local library– Information provided to Perry Chief, Kidz-Activitez (will feature on Web site)– Following up with Iowa Living Magazines
• In Southern Georgia:– Cathy participated in an interview last week with the Glennville Sentinel (greater
Savannah). The article will run after the editor interviews Dusty Gres. – Working to set up an interview with the Beaufort(SC) Gazette.– Interest from others including Baxley News-Banner, Claxton Enterprise, Darien News, Fort
Valley Herald, Tattnall Journal, Metter Advertiser, Sylvania Telephone, Statesboro Herald– Still following up with several other outlets
• Relationships with the local librarian are critical to securing opportunities for interview. Several librarians have also shared the press materials locally.
Online: Social networking and stories
geekthelibrary.org
As of July 27th:• 2187 Facebook Fans• 260 followers on Twitter• Over 30 pages of “Tweets”• Over 150 stories shared on
geekthelibrary.org
Review Campaign Strategy
geekthelibrary.org
Campaign Methods
Create Awareness Action (with influencers)Generate Engagement
1 2 3
Campaign Methods
Create Awareness Action (with influencers)Generate Engagement
Get your Geek on Geek the Library Show your Support
1 2 3
Create personal connections to the library
through passions and introduce the idea of
support.
Strengthen personal connections to the library
through passions and acquire contact information through
support messaging.
Leverage personal connections to library and
ask supporters to take specific action.
Campaign Methods
Create Awareness Action (with influencers)Generate Engagement
Get your Geek on Geek the Library Show your Support
The program designThe Web siteThe messagesAnd the measurement all follow this three-phase design
1 2 3
Program Design
Create Awareness Action (with influencers)Generate Engagement
Get your Geek on Geek the Library Show your Support
1.1 million residents
22 “touches”60 million impressions
1 2 3
Advertising, radio, onlinePR, community eventsThe campaign launch
Super & Probable Supporters Supporters & Influencers
Events with influencers, “postcard,” editorials
Community programs,e-mails, social media, storiescommunity events, editorials
Campaign activitiesA brief overview
geekthelibrary.org
OCLC activities• Advertising ongoing
– Print– Online– Billboards– Radio
• PR ongoing– Manage a monthly editorial calendar– Identify opportunities for series’– Leverage local events and calendar listings– Op-eds/bylines we can develop for you to place
• E-mail updates– Bi-weekly e-mails to registered supporters
• Additional video shot with local people featuring what they geek• Media interview participation• Geekthelibrary.org upkeep (e.g. news and story posts)• Moderation and supporter engagement on social networking sites• Planning “Geek the Library” week—mayoral/gubernatorial proclamation
Library activities• Local events in the community and at your library
– Use materials at community events– Actively engage in conversation about the value of the library– Encourage people to sign up for e-mail updates and take the online survey– Use e-mail, library communications and social sites to spread the word
virtually• Op-ed articles for local papers and your newsletters
– Find people to tell their stories online or for articles– Find friends/supporters who can submit articles on your behalf
• Share ideas with the team and each other– Submit ideas to your field manager for Tip of the Week– Active participation at Webinars– Document and take pictures to share with us and with each other (e.g.,
Flickr)
Library activities
• Find and engage with influencers in your community– Make a list of the people that influence the community and why– Identify opportunities to engage them with the campaign,
individually or in groups (such as speaking at their local meetings—shorter presentation will be sent today)
– Take posters and inserts to local businesses, organizations and schools
• Engage in as many activities as you can– Partner with other libraries in your area, Friends, Trustees and
field managers• Develop and manage activities for “Geek the Library” week
Field support• Tip of the week, e.g.
– Make your own geek wall– Encourage community to share what they geek– Engage local businesses– Add an e-mail signature to all outgoing e-mails
• Bi-weekly Webinars– 1-2 activities for the coming weeks– Sharing success (or not) of activities– Sharing ideas
• Support for local events and activities in the community– Materials and manpower (where needed-please ask)– Taking posters to the community– Support for presentations
• Help in reaching local papers and providing content for your newsletters• Support for “Geek the Library” week
Campaign calendarMaintaining momentum
geekthelibrary.org
Campaign Methods
Create Awareness
Get your Geek on
1
Create personal connections to the library
through passions and introduce the idea of
support.
June/July/August
EDITORIAL CALENDAR: JULY / AUGUST 2009INITIATIVE MESSAGE STATUS
Awareness Geek the LibraryCommunity-based awareness campaignIntroduces ‘geek’ as a verbEveryone geeks somethingwww.geekthelibrary.org
News BureauProgram messages Continue introducing the campaign to community publications
and media creating awareness for the program and siteMove the program messaging from awareness to stories about engagement, interaction with the library and community stories
Ongoing to all publications, radio and online outlets across participating communities
Series pitch Angle: Take a library tour across southern Georgia or Central Iowa; see how each library is unique and offers everyone something to ‘geek’Targets include: TV8, Des Moines Register; Iowa Public RadioSavannah Morning News; Georgia Public Radio
Angle: Create a “man on the street” showing images of people and what they geekTargets include: JUICE and Connect SavannahIdea came from Edna Williamson at Wayne County Library and the Jesup Press Sentinel
Developing leads and leveraging relationships
Profiles Utilize information from field representatives to pitch media showing how residents get their geek on in the community and at the library, for exampleCitizenship and refugee story out of Des MoinesGenealogy story out of Statesboro Regional LibraryFinancial books and programs available in Jesup Library
Gathering and documenting stories
Calendar listings Conduct outreach to encourage residents to get their Geek on at the on 8/13 at the Iowa State FairHost a radio remote the day before the fairSecure interviews on site at the fair
Begin to send w/o 7/27 – outreach to central Iowa
July 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
Create AwarenessGet your Geek on
1
PR outreach continues
PR outreach continues
PR outreach continues
PR outreach continues
PR/Media activity Local events, IA
Yankee DoodlePops, IA
4th July FairAmes
Farmers MarketUrbandale Children’s star at
Northview School, Ankeny
Farmers MarketUrbandale Butterscotch’s
Birthday PartyRoland PL
Local events, GA Participating Library Activities
Tip of the week
Tip of the week
Library Webinar10-11/1.30-2.30 EST
LIST INFLUENCERSAND KEYORGANIZATIONS IN THE COMMUNITY
E-mail updates
E-mail update
RECEIVE CAMPAIGNMATERIALS AND DISPLAY IN YOUR LIBRARY
SHARE ALL LOCALCOMMUNITY EVENTSWITH FIELD MANAGERS
August 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
Sweet Corn Festival,Adel
Family Fest, Ames
Friday Fest, PerryBook Sale, Dexter PL
Farmers Market,Johnston
ISU Welcome Fest,Ames
City of Ames Welcome Event,Ames
Public Library Festival, Waulkee
Prairie Fest, Huxley
Friday Night Football,Bondurant
Brooklet Peanut Festival, Brooklet
Tip of the week
Tip of the week
Tip of the week
Tip of the week
Create AwarenessGet your Geek on
1
Library Webinar2.30-3.30 EST1.30-2.30 CDT
Library Webinar2.00-3.00 EST1.00-2.00 CDT
FIND OPPORTUNITIES TO SPEAK AT LOCAL ORGANIZATIONS, e.g. CHAMBER OF COMMERCE
TAKE POSTERS AND INSERTS TO LOCAL BUSINESSES, ORGANIZATIONSAND SCHOOLS
E-mail update
E-mail update
SPREAD THEWORD: E-MAIL AND SURVEYS
IDENTIFY LOCAL “GEEK” STORIES ANDMEDIA OPPORTUNITIES
Campaign Methods
Create Awareness Generate Engagement
Get your Geek on Geek the Library
1 2
Create personal connections to the library
through passions and introduce the idea of
support.
Strengthen personal connections to the library
through passions and acquire contact information through
support messaging.
June/July/August September/October
EDITORIAL CALENDAR: SEPTEMBER/OCTOBER 2009INITIATIVE MESSAGE STATUS
Engagement Geek the LibraryWhatever you ‘geek’ the library supports youMore Americans than ever before are turning to librariesLibraries can transform individuals and communities
News BureauProgram messages Continue to tell stories of library engagement and success people have
found through libraries—emphasize relevance and value of the library to the community, to individual residents and groups
Profiles Find success stories that reinforce the key value of the library: a small business who was able to get their start at the library, passionate librarians that go above and beyond, return on investment, etc. (See Geek the Library page on geekthelibrary.org)Truckers in Vidalia – I geek drivingUnusual items to check out in Urbandale – I geek baking cakes
Op-ed/byline articles developed for submission by local library or friendsAdditional story ideas
Helping kids to geek school. Provide details of all the ways libraries can help children with their homework and keep them entertained.
Geeking local history. Focus on local businesses, personalities and the people who helped establish the area.
Connecting “geeking” to the local community events based on the theme of the event
Work with local library staff to participate in live, on-site radio interviews asking callers to say what they geek, most suprising/helpful thing they were able to geek at the library
Generating story ideas
Calendar listings Conduct outreach to print, online and broadcast calendars encouraging residents to get their Geek on at the Children’s Festival on 11/14 in ; continue calendar outreach for local outlying events
Conduct calendar listings for the various Geek the Library week happenings; continue outreach for outlying area outreach, support needs for local community events
Pending final date selected for Geek the Library week
September 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
Thomas Mitchell Days, Mitchelville
Storytelling Festival,Story City
Storytelling Festival,Story City
Storytelling Festival,Story City
Meet me in Minburnconcert and dinner
Illumafest, West Des Moines
Diversity Fest, Ames
Octagon Festival of the Arts, Ames
Tip of the week
Tip of the week
Tip of the week
Tip of the week
Tip of the week
Generate EngagementGeek the Library
2
Library Webinar2.30-3.30 EST1.30-2.30 CDT
Library Webinar2.30-3.30 EST1.30-2.30 CDT
GEEK THE LIBRARY WEEK: OPTION 1
E-mail update
E-mail update
E-mail update
PR/Media activity Local events, IA Local events, GA Participating Library ActivitiesE-mail updates
LABOR DAYREVISIT BUSINESSES,ORGANIZATIONSAND SCHOOLS
PLAN FOR GEEKTHE LIBRARY WEEK
REPORT ON GEEKTHE LIBRARY WEEK
REACH OUT TO MEDIA/PARTICIPATE INLOCAL INTERVIEWS/PLACE OP-ED PIECES
October 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Book Sale,Altoona
Kiwanis OgeecheeFair, Ogeechee
Kiwanis OgeecheeFair, Ogeechee
Sapelo Island CulturalFair, Sapelo Island
Municipal ElectricOpen House, Ames
Mothers Club FallFestival, Bondurant
Long Wildlife FestivalFestival, Ludowici
10
Pumpkin Festival, Mitchelville
Jesup Arch FestJesupTip of the week
Tip of the week
Tip of the week
Tip of the week
Generate EngagementGeek the Library
2
Library Webinar2.30-3.30 EST1.30-2.30 CDT
Library Webinar2.30-3.30 EST1.30-2.30 CDT
GEEK THE LIBRARY WEEK: OPTION 3
GEEK THE LIBRARY WEEK: OPTION 2E-mail update
E-mail update
PR/Media activity Local events, IA Local events, GA Participating Library ActivitiesE-mail updates
POSTCARD CAMPAIGN AT EVENTS (focus on what you geek at the library)
Campaign Methods
Create Awareness Action (with influencers)Generate Engagement
Get your Geek on Geek the Library Show your Support
1 2 3
Create personal connections to the library
through passions and introduce the idea of
support.
Strengthen personal connections to the library
through passions and acquire contact information through
support messaging.
Leverage personal connections to library and
ask supporters to take specific action.
June/July/August September/October November
EDITORIAL CALENDAR: NOVEMBER 2009INITIATIVE MESSAGE STATUS
Activate Show your supportLibraries are more relevant than everUnderstand the vital role libraries play in the community and the critical funding issues they faceIncreased community support and funding is urgently needed
News BureauProgram messages
Relevance and value of the library to the community, to individual residents and groups. Funding is insufficient to meet the need.
Profiles Interviews with local influencers and organizations discussing the role of the library and how they help everyone geek what they need.Utilize information from field representatives to pitch media showing how residents get their geek on because of the library: connect to the library’s valueFor Children’s Festival, ask local broadcasters the first book they remember geeking as a childEmphasize the value of the Festival and the other library activities to the local community—impact on literacy, etc.
Other story ideas Pitch all media a look back at what residents geeked at the library in 2009: emphasis on the value provided by the library to the community (and specific residents and influencers)
Geek our Veterans. To celebrate veterans day, pitch a local resident who frequents the public library and profile his/her time in the service and how residents can learn more about the role this generation played in shaping the country’s role in world history
Seasonal ideasSave money by going to the library to get idea to make holiday gifts – I geek homemade giftsUtilize cookbooks to plan holiday feasts – I geek cooking
Calendar listings Continue outreach to print, online and broadcast calendars encouraging residents to get their Geek on at the Children’s Festival on 11/14; continue calendar outreach for local community events
November 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
Book Sale, Colo PL
Book Sale, Colo PL
Darien Fall Fest,Darien
Savannah Children’sFestival, Savannah
Tip of the week
Tip of the week
Tip of the week
Tip of the week
Library Webinar2.30-3.30 EST1.30-2.30 CDT
Library Webinar2.30-3.30 EST1.30-2.30 CDT
E-mail update
E-mail update
Action (with influencers)Show your Support
3
PR/Media activity Local events, IA Local events, GA Participating Library ActivitiesE-mail updates
THANKSGIVINGPOST-CAMPAIGN SURVEYS BEGIN
THE GEEK WALL ONTOUR TO INFLUENCERSAND OFFICIALS
POSTCARD CAMPAIGN (focus on what you geek at the library)
GEEK THE LIBRARY WEEK: OPTION 4
December 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
CAMPAIGN TRANSITION AND DOCUMENTATION
Thank you
Comments, questions and suggestions?
geekthelibrary.org
Who are your influencers?• An influencer is well-respected individual who is part of your community’s
leadership and often speaks out about important local issues.• Influencers should be:
– Knowledgeable– Well-connected– Persuasive– Compelling
• Examples of possible influencers are:– Elected/appointed officials– Local business owners– Local celebrities (e.g. local radio and TV on-air personalities)– Magazines/newspaper editors– Consumer advocacy organization representatives– Simply someone whose opinion you, and other community members, trust
• Local influencers bring credibility and relevance to any issue they support, and hold tremendous value in bringing the Geek the Library awareness campaign messages into the community
geekthelibrary.org
How to involve influencers• There is no defined way to engage an Influencer. It can be as little as
informing them about the awareness campaign to asking them to speak on our behalf.
• What’s important is to effectively communicate the campaign messaging, so the influencer can spread the word and, ultimately, help build value for your library and the critical funding issues you face.
• You could ask them to:– Write a letter to the editor– Draft and submit a by-lined article– Join us at an event – Speak on our behalf– Wear a t-shirt
geekthelibrary.org