THE POWER OFLIBRARY PR! …skills for promoting your services and programs The Librar y Instruction Toolkit: Ef fective Teach ing, Active Learnin g June 5, 201 2 Dr. Cur tis R. Roger s, Communications Director
AGENDA Resources Review Understanding Your Community & Customers Developing your Marketing Message Brainstorming Group Project = BE CREATIVE! Wrap up
TAKE AWAY ONE THING FROM THIS PRESENTATION…If they don’t knowwhat you’re doing, then tell them!
GREAT PR/MARKETING RESOURCESKivi’s Nonprofit Communications Blog http://www.nonprofitmarketingguide.com/blog/LIS News - http://lisnews.org/PR Squared - http://www.pr-squared.comThe Marketing Blog http://marketing-expert.blogspot.comVisibility @ Your Library - http://www.pio.ala.org/visibility
YES, ACTUALLY JOIN A LISTSERV…http://lists.ala.org/wws/listsJoin PR TALK!
ACADEMIC LIBRARY OUTREACH: BEYOND THE CAMPUS WALLS How can and do academic libraries par ticipate in this type of outreach? What types of collaborations or par tnerships are academic libraries forming with schools, public libraries, or community groups? How do academic librarians par tner with faculty or campus depar tments on their community projects? What role does ser vice-learning play?
LIBRARY PUBLIC RELATIONS step-by-step guidance for PR campaigns that make measurable differences new tools, new examples of real - life librar y publicity successes, and new strategies for promotions and communications
ADVOCACY, OUTREACH AND THE NATIONS ACADEMIC LIBRARIES: A CALL FOR ACTION In the current fiscal environment, college and university librarians must clearly articulate their value to the teaching, learning and research missions of their institutions.
UNDERSTANDING YOUR COMMUNITYAre there segments of the community underserved and how do I find out where they are?Does my community want or value my unique competitive offering? How do I know?Is there too much competition? Who are my competitors?
UNDERSTANDING YOUR TARGET AUDIENCE What kinds of habits does my customer have? Where are they? How does my potential customer get information products and/or services? What are my target customer’s primary motivations for seeking out this kind of service/workshop?
DEVELOPING YOUR WORKSHOP MESSAGE Two parts: brief tagline/title & marketing message/description Tagline/Title – short and right to the point & BE CREATIVE! Marketing message/description An explanation of your target prospect’s problem. An explanation about why you are the only organization that can solve your target audience’s problem. An explanation of the benefits people will receive from your service. Examples and testimonials from customers you have benefitted from your service. Your unconditional guarantee.
33 THINGS – PR METHODS1. Newspaper ads 17.Magazine ads 33.Window display2. Social Media 18.Special events3. Poster s 19.Flyer s4. Contests 20.Email5. Playing card decks 21.Postcards/Rac k Cards6. Seminar s 22.Doorhanger s7. Television ads 23.Media releases8. Signs 24.Fax broadcasts9. Radio ads 25.Brochures10.Banner s 26.Gif t cer tificates11.Ar ticles 27.Word-of-mouth12.Classified ads 28.Website13.Newsletter s 29.Sign picketing14.Charity events 30.Business cards15.Networking 31.Catalogs16.Billboards 32.Public speaking
BRAINSTORMING SESSION In groups, take ____ minutes to work through the following items to BRAINSTORM and develop a Library Workshop PR PLAN. 1. Develop a library workshop tagline/title and make it CREATIVE!!! 2. Develop your workshop message/description but be brief and to the point. 3. Who is your target audience? 4. How many people do you want to reach & over what period of time? 5. What innovative methods will you use to get the word out? Each group will have time to report .
THANK YOU!Dr. Curtis R. RogersCommunications Director803firstname.lastname@example.org