A Report to the Boards of the Delaware Libraries: Collaborative Marketing Campaign

Transcription

1 A Report to the Boards of the Delaware Libraries: Collaborative Marketing Campaign

2 A Report to the Boards of the Delaware Libraries: Collaborative Marketing Campaign Objective: To increase database awareness and use through collaborative campaign. Implementation: Results Use Geek the Library as a vehicle to: Create awareness of database Generate engagement Encourage action and use of databases for needs Convey cohesive message Engage in a budget friendly option through grant Attend a minimum of 1 dozen community events Create promotional pieces incorporating staff and database resources from all three library systems Develop staff and localized Geek posters Publicize campaign through media, website, and social media outlets Statistical information and community outreach

3 The Vehicle to Promote Databases The Geek the Library collaborative marketing campaign was seen as a way to promote the Ohio Web Library databases found at the Community Library, Delaware County District Library, and the Wornstaff Memorial Public Library systems. The campaign was eye catching, unexpected, and incorporated on educating the community about databases. It also was a way to start the conversation about library funding and other resources. Duration of campaign was scheduled from April 2012 to October 2012.

4 What is Geek the Library? Highlights the vital role of public libraries Educates the community about the challenging funding issues many public libraries face Provides opportunities for people to engage with the campaign and share their stories Makes a personal connection with the public and can be easily localized Helps start important local library funding conversations

5 Database Fliers Front Back

6 Community Events and Outreach Date Event Attendance 2/4 Library Lover s Night /16 Buckeye Valley East Carnival /6 First Friday Mascot Madness /26 Community Open House /19 & 20 Delaware Arts Festival 20,000+ 6/9 Ashley Ball Field Home Day 40+ 6/15 COA Summer Festival 1,500+ 6/29 & 30 Powell Festival 10,000+ 7/4 4 th of July Parades (Sunbury, Orange Twp., Delaware, Ostrander) 5,500+ 8/3 & 4 Ashley Corn Festival 3, /6 Kilbourne Fall Festival /6 Liberty Twp. Fire Dept. Open House /7 Orange Twp. Fire Dept. Open House ,240+ people reached

7 The Campaign: In the Community

8

9

10

11 Statistical Information Through statistical information provided from OPLIN as well as EBSCO during the 6 month campaign period, there did not appear to be any increase or decrease in the use of the databases. It is worth noting there has been a sharp increase in the use of databases at the beginning of this school year, possibly indicating the six month Geek promotion was successful in getting the message out to the public. Lastly, OPLIN also reported data loss for the months of April and May 2012 due to an authentication issue. OPLIN Statistics Database usage was virtually unchanged. Data loss at authentication server for April and May. EBSCO Session Statistics Virtually unchanged usage as well, except the EBSCO statistics are shown for April and May.

12 Additional Results and Benefits from the Campaign While the intention of collaboratively marketing databases available to Delaware County residents was the outcome of the Boards 2011 retreat, the efforts resulted in a different, but still positive outcome of exciting and unexpected collaboration of a broader marketing the library systems. Over 48,000 people saw, participated in, and learned about their local libraries, staff, resources, and more in a 6 8 month period. Residual positive feelings and hopefully future support were created and/or sustained, in part, to the successfully executed and developed localized Geek the Library campaign. The foundation for additional collaborative efforts has been created and set the stage for future endeavors by our boards, administration, and staff.

13 Keys to Success Collaboration by all three Delaware library systems and their staff was key. Using the Geek the Library provided all three systems the opportunity to use a proven marketing campaign that was incredibly affordable with the grant support of literally hundreds of free tools and resources. Partnering with local businesses and organizations to ensure the message came from other sources than the libraries. Events large and small provided a great opportunity to tell the public about library databases as well as our additional resources.