Why Did We Geek Presentation Oct 2012
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Transcript of Why Did We Geek Presentation Oct 2012
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Geeking the Library:One Patron at a Time
November 7, 2012
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What are we talking about today?
• Understanding library supporters• Campaign phases• Why did we do this: CADL’s goals• Execution• Lessons learned
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Library Supporters
Super Supporters7.1%
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Library Supporters
Super Supporters7.1%
Just for Fun – 7.1%Kid Driven – 6.6%Library as Office – 3.4%Look to Librarians – 6.5%Greater Good – 8.7%
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Library Supporters
Super Supporters7.1%
Financially Strapped – 10.6%Detached – 16.0%The Web Wins – 7.4%
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Campaign Phases
Phase 1: Raise awarenessPhase 2: Change perceptionsPhase 3: Drive behavior
Phases 1 & 2 Phase 3
January – December 2011 January – May 2012
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CADL’s Geek Goals
1. Use Geek as a mechanism to talk about library funding.
2. Generate goodwill for 2014 millage effort.3. Create more awareness about CADL. Only
about ~ 1/3 of the residents in our service area have library cards!
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CADL’s Geek Goals
4. Definite fit with our Strategic Plan and 2011/2012 organizational goals.
“Increase public awareness Use marketing messages in interpersonal advocacy efforts; everyone who works for CADL should be an
advocate.”
Very important: Board and Management buy-in
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Campaign Execution
• All types of media– Billboards– Newspaper ads– Website– Social media
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Campaign Execution: Campaign Geeks
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Campaign Execution: Local Geeks
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Campaign Execution: Local Geeks
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Campaign Execution: Staff Geeks
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Campaign Execution: Board Geeks
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Execution: Phases 1 & 2
Take the message EVERYWHERE!•Outreach events – farmer’s markets, parent/teacher night, etc…•Geek parties at the libraries – GeekFest•Traditional advertising – newspaper ads, billboards•Posters all around town•Newspaper columns written by librarians•In-library displays•#geekCADL hashtag
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• Switching to Phase 3 took some careful thought.
• Changed out messaging in all libraries– New posters– New ads: newspapers and billboards– New talking points at outreach events
Execution: Phase 3
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CADL’s Phase 3 News Ads
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CADL’s Phase 3 News Ads
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CADL’s Phase 3 News Ads
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CADL’s Phase 3 News Ads
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CADL’s Phase 3 Ads & Billboards
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What we learned…
• For campaigns longer than 9 months, find ways to keep staff engaged.
• Don’t let phase 3 run on auto pilot… manage it as much as, or even more than, phases 1 and 2.
• Make the change in messaging clear – tie to “call to action”
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Get Your Geek On!
Questions?