John Cotton Dana Award Application: UVM Maple


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John Cotton Dana Award Application: UVM Maple

  1. 1. ! ! ! ! ! ! ! ! ! MAPLE MADNESS: PROGRAMMING & PROMOTION AT THE UNIVERSITY OF VERMONT ! ! ! !Elizabeth BermanSelene ColburnPrudence DohertyRobin Katz
  2. 2. !! !!! NEEDS ASSESSMENT !! !!! Vermont is the top-ranked state in production of maple syrup, having produced 890,000 gallons of maple syrup in 2010, approximately 45% of ! the total U.S. production and distribution. The state boasts nearly 2,000 maple producers – from large manufacturing operations like Dakin Farms to artisan operations like Dragonfly Sugarworks to backyard hobby producers. The Vermont Maple Sugar Makers’ Association, founded in 1892, is the oldest known agricultural organization in the country. The central role maple plays in the life of Vermonters is evident by the numerous ways it is celebrated throughout the state, including the Vermont Maple Festival, Sugar-on-Snow parties, and the annual Maple Open House Weekends.As a land grant university, the University of Vermont has a well-established legacy of agricultural research. Basicand applied maple research began in the early 1890s and continues today at UVM’s Proctor Maple Research Center,the first permanent maple research facility in the country. The University Archives contains over 120 linear feet ofunique maple materials, dating from the 1890s to the present and including faculty research papers, photographs,and samples of sugaring equipment. The UVM Libraries’ Department of Special Collections holds a large collection ofpublished monographs on maple research from organizations through the state, dating from the late nineteenthcentury to the present, as well as eleven interviews on maple sugaring and maple history in its oral historycollection.With access to a wealth of information, both within the libraries and more broadly across the institution, the UVMLibraries was well positioned to be a go-to resource for maple information. In 2007, the University of VermontLibraries became an institutional member of the Agriculture Network Information Center (AgNIC), and in 2008applied for and received a grant to create a Maple Research Website.The resulting website ( is a comprehensive subject guide in the field of maple syrup,pulling together maple resources from institutions across the state. Additionally, the site provides access to thehistory of maple syrup in Vermont in the form of digitized historic photographs, agricultural extension researchbulletins, and maple recipes, created in collaboration with the UVM Libraries’ Center for Digital Initiatives (CDI).The information presented on the Maple Research Website meets the needs of a broad audience, including: •researchers and students, who have access to an extensive maple syrup bibliography and digital primary resources related to maple production •maple producers, who benefit by obtaining current applied research on maple collection and production from a single source •the general public, who benefit from carefully selected content with valid, up-to-date information, including health and nutrition information and the community maple cookbook.The Maple Research Website went live in March of 2010. A team of libraryfaculty created and implemented an aggressive and innovative promotionalstrategy to enhance discoverability of the website and related physicalcollections in Special Collections and the University Archives. We promotedthe website to the campus and local communities because the resource wascreated for potential heavy users both internal and external to UVM.Our goal was to make rich and underutilized library resources morediscoverable by showcasing the University of Vermont as a leader in mapleresearch, assisting researchers and students in meeting their informationneeds, and marketing the UVM Libraries as an accessible resource to thecommunity, especially the vibrant local food community.Team members included Elizabeth Berman, Science Librarian and ProjectManager for the Maple Research Website; Selene Colburn, Assistant to theDean of Libraries for External Relations; Prudence Doherty, SpecialCollections Outreach Librarian; and Robin Katz, Digital Initiatives OutreachLibrarian.
  3. 3. ! ! ! MAPLE RESEARCH WEBSITE ! ! ! !The Maple Research Website was created in partnership with the Agriculture Network Information Center (AgNIC), with !!! !!support from the National Agricultural Library. The website is a comprehensive subject guide in the field of maple, meeting theinformation needs of a broad audience, including researchers, students, maple producers, historians, and community members. !Information on the website includes: • A history of maple sugaring from the 16th century through present, including a comprehensive timeline and common terminology; • A primer on maple collection and production, including links to maple Extension facilities, trade associations, and equipment manufacturers; • A section on nutrition and recipes, including information about maple syrup grades, the nutritional value of maple syrup, and a community maple cookbook, populated by recipes submitted by local chefs, restaurants, and community members; • A comprehensive bibliography of maple-related literature, including national and international maple statistics; • A digital collection of maple materials, including the University of Vermont’s maple extension bulletins and historical photos of the Proctor Maple Research Center, created in collaboration with UVM’s Center for Digital Initiatives; and • An AskMaple reference service.
  4. 4. ! ! !MAPLE RESEARCH WEBSITE ! ! ! !!!! !!! COMMUNITY MAPLE COOKBOOK The Community Maple Cookbook is a virtual collection of maple recipes submitted by community members; all recipes from the Maple Cook-Off are in the cookbook. The cookbook is managed using Wordpress blogging software, which allows for features such as categories and tagging. ASK MAPLE AskMaple is a free maple reference service offered by the UVM Libraries, in collaboration with maple syrup researchers, educators, producers and historians.
  5. 5. ! ! ! MAPLE RESEARCH DIGITAL COLLECTIONS ! ! ! ! THE CENTER FOR DIGITAL !!! !! INITIATIVES ! The Center for Digital Initiatives (CDI) makes unique research ! collections available online. This digital library offers powerful search and browse capabilities and accepts a variety of formats - from film to historic photographs to born-digital files. It is the UVM Libraries goal that students, faculty, staff, scholars, and community members participate as users and creators of digital resources in an open, collaborative environment. The CDI works with users to integrate digital collections in their research, teaching, and learning strategies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
  6. 6. ! ! !MAPLE RESEARCH DIGITAL COLLECTIONS ! ! ! !!!!! !!MAPLE RESEARCH COLLECTION260 items, covers 1890-1988Documents the history of maple research at the University of Vermont.Includes a selection of photographs taken between 1948-1957 from the archives of the Proctor MapleResearch Center (PMRC), a field station of the first permanent maple research facility in the United States.Also includes the published University of Vermont Agricultural Extension bulletins on maple research(1890-1988) as well as technical reports and a collection of producers’ labels.MAPLE RECIPES COLLECTION49 items, covers 1890-1988The Maple Recipe collection offers a unique glimpse at the variety in maple sugar and maple syrup use overthe last half-century, as it is prominently featured in a range of dishes, from the sweet to the savory.The collection includes entrees, side dishes, appetizers, breads and desserts, and draws recipes from avariety of sources, including commercial cookbooks, regional cookbooks, and community cookbooks. Thematerials in this collection are a small sampling of the cookbook collection in the University of VermontLibraries Department of Special Collections. Users can browse all 260 items in list or thumbnail form. A browse page also helps users access items from lists of creators, places, topics (Library of Congress Subject Headings), and format. Users can search within a collection, or across all CDI collections. There are maple resources in nine of the CDI’s collections. Users can leave comments on individual items, view larger images, and read a full description based on the metadata record.
  7. 7. ! ! !VERMONT: AN AGRICULTURAL OVERVIEW ! ! ! !!!! ! ! Vermont is the 8th smallest state, with a total! land area of less than 10,000 square miles; we ! are 90.3 miles across at the Canadian border, and 41.6 miles across at the Massachusetts border. Vermont’s population is 620,000, with approximately two-thirds of them living in rural areas. Vermont leads New England in farming, with approximately 7,000 farms. 20% of private jobs and 31% of private business in the state are related to the production and processing of agricultural goods. Vermont leads the country in maple production, producing 890,000 gallons of maple syrup in 2010, or roughly 45% of the U.S. total. Maple production is the third largest agricultural commodity produced by the state, yielding approximately $15 million in direct sales each year, with an economic impact in Vermont of over $225 million annually. The Vermont Maple Sugar Makers’ Association is the oldest known agricultural organization in the country, founded in 1892. The Vermont Maple Sugar Makers’ Association boasts a membership of over 2,000 maple producers, ranging from large-scale industries to small-scale backyard and hobby producers. Total Percentage of Vermont 2010 Maple Production Agricultural Commodities (in 1,000 Gallons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
  8. 8. ! ! ! UNIVERSITY OF VERMONT: BY THE NUMBERS ! ! !!! ! ! !The University of Vermont and State Agricultural College,more !commonly known as the University of Vermont (UVM),was chartered in 1791, the same year Vermont became the !14th state. "!Originally a private institution, the passage of the MorrillLand-Grant College Act in 1862 established the university asthe state’s land-grant institution, adding to its core mission WITHIN WALKING DISTANCE FROM CAMPUS…agricultural research and extension. • 1 of the most beautiful lakes in the world — the sixth largest freshwater lake in the U.S. (LakeThe university has an enrollment of approximately 10,000 Champlain) • 9 theatre and concert venuesundergraduate students, 1,500 graduate students, and 500 • 40 art galleries and venues 13 coffee shopsmedical students, and a full-time faculty of 2,000. • • 8 night clubs • 100+ restaurants and bistrosUVM offers 100 bachelor’s programs, 5 pre-professional • 11 different types of international cuisine 2 shopping mallsoptions, 54 master’s programs, 22 doctoral programs, and an • • 1 of the oldest minor league baseball parks still inM.D. program through the College of Medicine. use in the country (Centennial Field, home of the Vermont Lake Monsters) • 1 house museum belonging to a Revolutionary WarBachelor’s, master’s and doctoral programs are offered hero (Ethan Allen)through the College of Agriculture and Life Sciences, the • 14 parks • 3 sand beachesCollege of Arts and Sciences, the College of Education and • 1 community sailing center 17 religions represented by their houses of worshipSocial Services, the College of Engineering and Mathematical • • 354 acres of agricultural and wild land located inSciences, the College of Medicine, the College of Nursing and Burlingtons Intervale along the banks of the Winooski RiverHealth Sciences, the Graduate College, the School of • 12-mile pedestrian path along Lake ChamplainBusiness Administration, and the Rubenstein School of !Environment and Natural Resources.BURLINGTON, VERMONTThe university’s 451-acre campus is located in Burlington, Vermont.Burlington, the largest city in the state, has a population of 39,000; thepopulation for the entire state of Vermont is 620,000.The urbanized area consists of the cities of Burlington, SouthBurlington, and Winooski; the towns of Colchester, Essex and Williston;and the village of Essex Junction. This metropolitan area has anestimated population of 140,000, or approximately one-fourth of thestate’s total population.As defined by the U.S. Census Bureau, no part of the state met thecharacteristics of a metropolitan area until 1980.
  9. 9. ! ! ! MAPLE AT THE UNIVERSITY OF VERMONT ! ! ! !Basic !! !!! and applied maple research began at the University of Vermont in the early 1890s, when C. H. (Charles Howard) Jones,head of the UVM Agricultural Experiment Station and a prominent early maple sugar chemist, conducted seminal research onthe biology of maple trees to better understand the sap flow mechanism and its dependence on meteorological changes, as well !as the considerable variance in sap sugar content. Through the years, UVM has had numerous prominent maple researchers, scientists and educators, including Frederick Laing, whose research helped develop and improve methods of installing plastic tubing and directed improvements in using vacuum pumps to increase sap yields, and Mariafranca Morselli, who brought a greater understanding to the role of microorganisms in determining syrup grade, as well as developing methods to detect adulteration of maple syrup by adding other sugars. Most recently, current director of the Proctor Maple Research Center Timothy Perkins patented a tap that prevents bacterial contamination and backflow of sap, which has a dramatic impact on maple syrup production.PROCTOR MAPLE RESEARCH CENTERIn 1946, James Marvin and Fred Taylor founded the Proctor Maple Research Center with a donation by Governor MortimerProctor of the former “Harvey Farm” in Underhill Center, Vermont, to UVM. For the first year of operation, research on sapflow, maple tree physiology, and the economics of maple production were conducted in an 8’ x 12’ shed. In 1948, the firstsugarhouse was constructed to allow research on syrup production techniques, followed several years later by the C. H. JonesLaboratory (which served as the primary research laboratory until it burned down in 1998).Today, the Proctor Maple Research Center consists of 200 acres of wooded and open land. Approximately 40 acres are anactively managed sugarbush for maple syrup production and research. The center also includes the main laboratory building,which contains modern research facilities, a sugarhouse, the Maple Production Research Facility, sap storage and barrelstorage sheds, and several small outlying research buildings.MAPLE + UVM LIBRARIES FOOD SYSTEMS “SPIRE OF EXCELLENCE”The UVM Archives contains over 120 linear feet of maplematerials, dating from the 1890s to the present, which In May 2010, Food Systems was named as a “Spire of Excellence” for the University of Vermont, with a focusedincludes research papers of faculty members, photographs, investment intended to give UVM the ability to informsamples of sugaring equipment, pamphlets and other complex 21st century issues surrounding food production,publications, and class teaching materials. processing, transportation, consumption and removal. This research area focuses on the critical role of our local andThe Department of Special Collections holds a large regional food systems as they, in turn, affect soil and watercollection of published monographs on maple research from quality, human health and nutrition, economics, packaging and transportation interests, and overall food and energythe Agriculture Experiment Station, the Vermont security. This Spire will be grown from one of the strongestDepartment of Agriculture, and other Vermotn applied research and scholarship strengths at UVM: ourorganizations, dating from the late nineteenth century to connection to Vermont’s working landscape. Positioned to build on our existing partnerships with Vermont farms andpresent. It also includes eleven interviews on maple sugaring communities, the Spire also takes advantage of existingand maple history in its oral history collection. Food Systems research expertise and public interest in sustainable, secure, and healthy food systems.
  10. 10. ! ! ! VERMONTERS: A LOVE AFFAIR WITH MAPLE ! ! ! !“SUGARING” PARTIES AND SUGAR-ON-SNOW !!! !Maple! sugaring is a sociable activity, drawing workers together to help collect sap and boil it down to syrup and sugar. !“Sugaring off” parties began in the late 1700s, as colonists celebrated the boiling of the season’s first batch of sap. The imagery !of these parties was captured by a number of painters in the 1800s, most famously Eastman Johnson, whose maple sugarpaintings celebrated New England’s ingenuity, ruggedness, independence, and community spirit.From the 1930s through the 1950s, the Dean Joseph Hills Sugar Party was held at the University of Vermont to highlight theimportance of maple and maple research to the economy of the state. Dean Hills arranged for students to be transported fromUVM to the sugarbush, where they would enjoy sugar-on-snow (hot maple syrup poured on well-packed snow), plain donuts,hot coffee and pickles.For the past twenty years, the Vermont Maple Industry Council’s Maple History Committee has revived this tradition, hostingan annual Sugar-on-Snow party in front of Bailey/Howe Library to celebrate the Vermont tradition of maple sugaring with ataste of the year’s first maple harvest. In 1935, the Vermont State Farm Bureau decided to VERMONT MAPLE FESTIVAL “make the American people more maple-syrup 1935 marked the first statewide spring Maple Festivals. For conscious” and held the first statewide maple festival. the past fifty years, a group of dedicated volunteers from Cooks were invited to make a cake and enter it in the across Vermont have continued the tradition with the annual cake contest. The contest was held in 134 towns, and Vermont Maple Festival, held in St. Albans, Vermont, at the 1,500 cooks offered their best maple-frosted cakes. The first-prize winner, Mrs. Arthur Way, took her cake all end of the sugaring season. This event annually attracts the way to the White House for the President’s table. crowds of over 50,000 people. Her frosting was made by cooking one pint of maple The Vermont Maple Festival celebrates sugaring and focuses syrup until it threaded. A beaten egg white was poured attention on the entire state. One of the goals of the festival is into it and stirred until the mixture attained a to promote and market Vermont’s famous product – sugar-on- consistency suitable for spreading. snow, maple cotton candy, maple cream doughnuts, maple candy, maple creemees (soft serve), maple popcorn, pure maple syrup, and more. As the first agricultural festival of the year, the event includes maple syrup and cooking contests, crafts, antique and specialty food shows, a pancake breakfast and a maple awards banquet, maple exhibits and demonstrations, and sugar house tours. To cap it all off is the huge Vermont Maple Festival Parade, featuring bands, horse-drawn maple-themed floats, and Vermont’s Maple King and Queen. In recent years, the festival has been featured on the Food Network’s All American Festivals; it was named one of the VERMONT MAPLE OPEN HOUSE WEEKEND Top 100 Festivals in North American by the American Bus The Vermont Maple Open House weekend is the Association; and Vermont Public Television includes recipes official celebration of the maple season, when from the festival in their “Vermont Cooks with Maple” sugarhouses around the state are open to visitors. program.
  11. 11. ! ! !AGRICULTURE NETWORK INFORMATION CENTER (AgNIC) ! ! ! !!!! ! The Agriculture Network Information Center (AgNIC), sponsored by the National ! Agricultural Library and the United States! ! Department of Agriculture, is an alliance of land-grant universities and nonprofit organizations whose mission is to preserve and disseminate digital agricultural information. AgNIC recognizes that agriculture impacts the lives of individuals and communities around the world, and believes the need and importance of easily accessible agricultural information enables sustainable and prosperous communities. Strategic partnerships with AgNIC mutually benefit the National Agricultural Library and the member institution by helping preserve and promote local or institutional agricultural information at a national and international level. AgNIC membership is organized around areasWith the support of the Dean of Extension and the of subject expertise; member organizations are responsible for creating an agriculturalDean of the College of Agriculture and Life Sciences, information portal on their area of agriculturalthe University of Vermont Libraries submitted an expertise.application to become a member of AgNIC in April Current AgNIC subjects include: agricultural2007, requesting to take on the responsibility of economics, water quality, geospatial data,creating a maple research website. agricultural law, soybeans, cattle, forestry, turfgrass, American cranberry, aquaculture,The application was accepted and UVM Libraries entomology, farmland preservation, and home gardening.became full members of AgNIC in May 2007.
  12. 12. ! ! ! STRATEGIC COMMUNICATION PLANNING ! ! ! ! !!! ! The strategic planning culminated in Maple Week, a week of programming and promotional activity developed to feature the Maple Research Website and ! ! associated collections to campus and local community audiences. This week ! included a Maple Cook-Off, which served as the flagship event; a lecture by Middlebury College Professor John Elder on the relationship between maple sugaring traditions and contemporary environmental challenges; exhibits illuminating the history of maple sugaring in Vermont, cooking with maple, and Vermont women’s contributions to the maple industry; a reception; and the public launch of the website itself.The strategic planning culminated in Maple Week, a week of programming and promotional activity developed to featurethe Maple Research Website and associated collections to campus and local community audiences. This week included aMaple Cook-Off, which served as the flagship event; a lecture by Middlebury College Professor John Elder on therelationship between maple sugaring traditions and contemporary environmental challenges; exhibits illuminating thehistory of maple sugaring in Vermont, cooking with maple, and Vermont women’s contributions to the maple industry; areception; and the public launch of the website itself.Campus and community audiences were categorized and sub-divided for the purposes of targeted outreach. Campustargets included: relevant student clubs; students in the environmentally-focused GreenHouse residential learningcommunity; Growing Vermont (a cooperative student-run business featuring local products); faculty members withcurricular overlap; the Vermont Food Systems Collaborative; and the Center for Research on Vermont. Communitytargets included: maple producers; farmers; chefs, critics, and food bloggers; local food enthusiasts; environmentalists,educators, high school students, and the general public.Goals of the Maple Week communications strategy were: •to direct people to the Maple Research Website •to secure attendance at Maple Week events •to ensure consistent branding •to promote the diversity of collections and services available at the Libraries, through the example of maple research resources •to bring together constituents who often function separately, thus highlighting the Libraries’ role as both a campus and community resourceMeasurable objectives included: •media placement about Maple Week and the Maple Research Website •attendance at Maple Week events •participation in the Maple Cook-Off (e.g. the numbers and range of entries and attendees; the quality of entries; the caliber of judges and other participants) •Maple Research Website and Center for Digital Initiatives site trafficAs a result of our distributed, team-based approach, we needed a robust tool for project management and internalcommunications. Basecamp, a software product already in use by the CDI, was used to set milestones, createcollaborative documents, track feedback on plans, and manage to-do lists.External communications strategies were varied and included collaboration with University of Vermont Communications;press release distribution; traditional print publicity such as posters, postcards, and direct mailings; in-person outreach;aggressive and targeted email/listserv campaigns; a television appearance; promotion on library and campus websites; andthe use of social media. A detailed publicity plan, outlining communication action steps and responsibilities, wasincorporated into Basecamp.MAPLE WEEK BUDGETCASH IN-KINDMaple Cook-Off $886.80 Elizabeth Berman [75 hours] $2,115.75John Elder Event $100 Selene Colburn [60 hours] $1,877.40Exhibits $62.00 Prudence Doherty [50 hours] $1,420.00Reception $100.83 Robin Katz [34 hours] $919.36Publicity $172.68 Additional Personnel [8 hours] $117.36 In-House Printing and Mailing $423.90 Donated Prizes $150.00Sub-Total $1,322.31 Sub-Total $7,023.73 TOTAL $8,346.04!
  13. 13. ! ! !GOALS & OBJECTIVES ! !! !!!! !GOALS !! • to direct people to the Maple ! Research Website • to secure attendance at Maple Week events • to ensure consistent branding • to promote the diversity of collections and services available at the Libraries, through the example of maple research resources • to bring together constituents who often function separately, thus highlighting the Libraries’ OBJECTIVES role as both a campus and community resource •!"#$%&!(&)#"#*+!&,-.+!! /&(#!0##1!&*$!+2#!/&(#! 3#4#&5)2!0#,4%+#! ! •!&++#*$&*)#!&+!/&(#!0##1! #6#*+4! ! • !&5+%)%&+%-*!%*!+2#!/&(#! 7--189::!;#<=<!+2#!*.",#54! &*$!5&*=#!-:!#*+5%#4!&*$! &++#*$##4>!+2#!?.&(%+@!-:! #*+5%#4>!+2#!)&(%,#5!-:! A.$=#4!&*$!-+2#5! &5+%)%&*+4B! ! • !/&(#!3#4#&5)2!0#,4%+#! &*$!7#*+#5!:-5!C%=%+&(! D*%+%&+%6#4!4%+#!+5&::%)! !
  14. 14. ! ! !TARGET AUDIENCES ! ! ! !CAMPUS AUDIENCES!!! ! • ! Growing Vermont, a cooperative student-run! ! business featuring local products; • The Vermont Food Systems Research Collaborative, a project of UVM’s Center for Rural Studies that exists to join on-campus and off-campus organizations in efforts to further food system research; • The Center for Research on Vermont, an interdisciplinary network of scholars and community members who share information, ideas, and research on Vermont; • Relevant academic departments including Plant Biology, Geology, Rural Studies, Vermont Studies, Geography, Environmental Studies, Nutrition & Food Sciences, and Plant & Soil Science; and • Approximately twenty relevant student groups, including the Vermont Student Environmental Program, Common Ground (student-run farm), Horticulture Club, Campus Kitchens, Feel Good, Dairy Club, Old Time Music Club, Slow Food VT – UVM, Gluten-Free Club, and the Society of American Foresters.COMMUNITY AUDIENCES • Maple producers (Chittenden County members of Vermont Maple Sugar Maker’s Association); • Farmers (Burlington Farmers’ Market vendors, and farmers associated with organizations such as the Vermont Fresh Network, the Northeast Organic Farming Association and the Center for an Agricultural Economy); • Chefs and restaurateurs (including all Chittenden County listings in the local Seven Nights dining guide with email contact information); • Food critics and bloggers (including food writers at the Burlington Free Press, SevenDays, Vermont Life, Edible Green Mountains, and Local Banquet); • Local food enthusiasts (including Community Supported Agriculture program members and localvore clubs, including Green Drinks and Slow Food Vermont); • Environmentalists; • Educators (including regional representatives of Educational Service Agencies); • High school students; and • General public.!
  15. 15. ! ! !COMMUNICATION STRATEGIES & TOOLS ! ! ! !A detailed publicity plan was created and shared as a writeboard on Basecamp, so all team!!!!members could edit and improve on it. When the plan was finalized, tasks were turned into !!trackable to-do items in the program. ! BASECAMP Basecamp, by 37signals, is an online project management tool. It allows for teams to easily communicate, share files, create to-do lists and assign tasks, create milestones, and collaborate on documents. The CDI had a Premimum account, which the Maple Week Committee was able to use to coordinate the promotion and planning for the Maple Research Website Launch.
  16. 16. ! ! ! BUDGET ! ! ! !While the! cash budget for Maple Week was relatively low, the in-kind contributions were !!! !significant. If anything, personnel time estimates are on the conservative side. In-kind ! ! ! !contributions account for 84% of the final budget, and the bulk of these are faculty and stafftime. We learned that a lot can be done with a very small budget, but only if people are !powering the effort. ! CASH Maple Cook-Off: books [prizes] $49.27 Maple Cook-Off: musicians $225.00 Maple Cook-Off: Davis Center [space rental] $292.50 Maple Cook-Off: Davis Center [misc. expenses] $16.88 Maple Cook-Off: food and décor $235.88 Cash deposit for books $67.27 John Elder Event: honorarium $100 Reception: refreshments $100.83 Exhibits: Vermont maple giveaways $62.00 Publicity: postcard printing expenses $172.68 Cash Sub-Total $1,322.31 IN-KIND Personnel: Elizabeth Berman [75 hours] $2,115.75 Personnel: Selene Colburn [60 hours] $1,877.40 Personnel: Prudence Doherty [50 hours] $1,420.00 Personnel: Robin Katz [34 hours] $919.36 Personnel: Sharon Thayer [4 hours] $78.36 Personnel: Ana Banu [4 hours] $39.00 Publicity: 200 color 11x17 posters $50.00 Publicity: 200 color 8!x11 posters $30.00 Publicity: 300 misc. black & white printing $30.00 Publicity: 50 color Maple Cook-Off entry signs $7.50 Publicity: 400 color Special Collections printing $60.00 Publicity: Special Collections mailing $232.00 Publicity: Mailing to maple producers $14.40 Donated Prizes $150.00 In-Kind Sub-Total $7,023.73 TOTAL $8,346.04
  17. 17. ! ! ! IMPLEMENTATION ! ! ! !The ambitious planning strategy included both general and targeted outreach across a variety of media. !!! !Press releases describing individual events and the week as a whole were sent to approximately 75 local !media contacts. Print postcards and posters created to advertise Maple Week were distributed throughout ! !the local community by volunteer members of the library faculty and staff, and on campus by a studentworker. Targeted audiences received mailed invitations to John Elder’s talk and the Maple Week reception,including 500 friends of Special Collections. Blog postings about individual events and the website launchwere featured prominently on the library homepage, and were distributed via the Libraries’ Facebook andTwitter accounts, as well as by individual library subject liaisons. Maple producers across the state were holding open houses the weekend of the Maple Cook-Off and we sent participating producers a letter about the Maple Research Website and Maple Week, and asked them to share promotional postcards with visitors. We attended the Burlington Winter Farmers’ Market and shared postcards with vendors and attendees; multiple vendors agreed to share postcards throughout the day. The website and Maple Week events were featured on an episode of Across the Fence, a local television program that is the longest-running daily farm and home television program in the country and that has an estimated daily audience of 25,000 viewers.A robust email outreach effort formed a big part of our strategy. We sent email notices to maple producers,multiple local foods groups and non-profits, Front Porch Forums (a local neighborhood-based communityorganizing listserv,, educator networks, community-supported agricultureprograms, organic farming organizations, food bloggers and critics, and scores of local restaurants. Studentand faculty networks targeted on campus included multiple academic departments, individual facultymembers, residential learning programs, interdisciplinary centers, and about twenty student groups rangingfrom the Horticultural Club to the Food Salvage Club. This was a low-cost and effective way to efficientlyreach prospective audiences.Campus and community partners recruited for participation in the Maple Cook-Off alsohelped recruit attendees . These partners included: popular local restaurants whichdonated pizes and judges Suzanne Podhaizer (food critic for Burlington’s alternativeweekly paper), Sue Bette (owner of the Bluebird Tavern, a James Beard-nominatedrestaurant), Sarah Lyons (a maple producer), and Kate Turcotte (undergraduatemajoring in ecological agriculture). We also worked with students from the GreenHouseresidential learning community who gave a maple taste-testing based on the sediment ofnearby soils; representatives of Growing Vermont, a student-run business featuring localproducts; and Island Homemade Ice Cream, who heard about the event and asked todistribute free samples of their new maple-bacon ice cream.The Maple Week activities and targeted promotional campaign were designed to showcase the MapleResearch Website and to draw attention to the unique special collections; promotion of the website’s URLwas a consistent element in promotional materials and at the actual event.Posters and postcards were designed in-house and featured elements of the Libraries’ recent branding efforts,such as our logo and official fonts, while creating a distinctive and elegant look and feel for Maple Week.These design elements then carried over into other materials, such as Maple Cook-Off registration forms andexhibit signage.
  18. 18. ! ! ! PRESS RELEASE ! ! ! ! !!!!!! For immediate release March 11, 2010 Contact: Selene Colburn, 802.656.9980, Maple Madness: A Week of Celebration at the UVM Libraries The University of Vermont Libraries are celebrating the creation of a new Maple Syrup Research Website ( with a week of programs, exhibits, and food, beginning March 28th, 2010. A Maple Cook-Off will be held at UVM’s Davis Center on March 28th, from 4 to 6PM, featuring a buffet of maple delicacies, music by acoustic trio The Growlers, maple displays, children’s activities, and prizes of gift certificates to local eateries (awarded by food critics, activists, and producers). The event is free and open to the public. For more information or to register: John Elder, a Professor at Middlebury College, will present “A Party in the Woods: Sugaring, Community, and Celebration Under a Changing Sky,” on maple sugaring as a traditional rural lifeway that both illuminates contemporary challenges like climate change and exemplifies the need for celebration within environmental thinking today. The talk will take place in Bailey/Howe Library’s Special Collections on March 31st, at 5:30 PM, and is co-sponsored by Special Collections and the UVM Libraries. Elder’s talk will follow a 4:30 PM reception to celebrate the launch of the Maple Syrup Research Website in the Bailey/Howe Library lobby. Maple exhibits in the Bailey/Howe Library are based on materials selected from the Wilbur Collection of Vermontiana, the Maple History Collection, and the collections of UVM’s Proctor Maple Research Center. The featured exhibits (“It’s Always Maple Time in Vermont,” “Sweet and Savory: Cooking with Maple,” and “Women’s Contributions to Maple”) include images of sugaring-off parties, historic recipes, the story of Helen Nearing, and much, much more. The exhibits are located in the Bailey/Howe Library Lobby and in Special Collections. They will be on display through June 2010. This Maple Syrup Research Website ( is a comprehensive subject guide in the field of maple syrup, touching on all aspects of maple syrup and sugar maples: maple syrup history, collection and production, marketing, nutrition and recipes, sugar maple cultivation, environmental issues and pests and diseases. This website also includes historical publications and photographs related to maple syrup research at the University of Vermont. This project is a collaboration between the UVM Libraries, the Department of Special Collections, the Center for Digital Initiatives, and the Proctor Maple Research Center, with support from UVM Extension, the College of Agriculture and Life Sciences, and the Center for Research on Vermont. It was funded in part by the Agriculture Network Information Center (AgNIC), in partnership with the United States Department of Agriculture (USDA) and the National Agriculture Library. For more information, please call 802-656-9980 or e-mail See the Bailey/Howe Library on a campus map: Information on visitor parking at UVM: Press release distributed in collaboration with University Communications to over 75 regional press contacts at print, radio, and television outlets.
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• %3,!>9.$!<%0),*%!?,*%,(!#*!@A6!&5+0$B! • (,1,9*%!&),5.&!),+(%5,*%$B! • $%0),*%!&,*%,($!$!*,(/2!<.*%!6.&3,1$!?#11,4,!*)!?35+1.*!?#11,4,B! • %!$,(9.&,!+#.*%$!*)!/.11/#()$!%3(#043#0%!%3,!@A6!C./((.,$B! • &5+0$!/.11/#()$B! • $%0),*%!)#(5.%#(.,$B! • 1#&1!:##)!$%#(,$!*)!/0$.*,$$,$B! • 1#&1!3.43!$&3##1$B! • &#::,,!$3#+$B!*)! • %3,!D0(1.*4%#*!7.*%,(!E(5,($F!6(8,%;!!
  20. 20. ! ! ! LIBRARY WEBSITE BLOGS ! ! ! !Blog postings about individual events, the website launch and the digital collections were featured !!! !prominently on the library’s homepage and the CDI’s homepage in the weeks leading up to Maple Week. ! !
  21. 21. ! ! !LIBRARY WEBSITE BLOGS ! ! ! !!!! ! !!
  22. 22. ! ! !CDI BLOG: “THE MARCH SUGARMAKING TRADITION” ! ! ! !!!! ! !!
  23. 23. ! ! ! EMAIL AS AN OUTREACH TOOL ! ! ! ! Email figured prominently in our promotion plan. It was a great way to target very diverse audiences with consistent ! messages, and to direct them to online actions they could ! take, such as registering for the Cook-Off or visiting the ! Maple Research Website. Following mass emailing on March ! 17th, we saw a spike in traffic to the Center for Digital ! Initiatives Maple Collections.!Our email strategy sought to get the message in the hands of individuals who would redistributeit to their own networks (e.g. presidents of student clubs, academic department administrators,coordinators of local food clubs, and representatives of educational service agencies), thusmaximizing return from our efforts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`$:&!7.3-,-S+! F%&;.,*!?$**&;2.$/+!$/!6,-;#!aO+2L!,2!bIaN!W6L!,/D!.+!;$R+%$/+$-&D!3!F%&;.,*!?$**&;2.$/+!,/D!2#&!456! 7.3-,-.&+=!! !!! *D&-S+!2,*9!:.**!0$**$:!,!UIaN!W6!-&;&%2.$/!2$!;&*&3-,2&!2#&!*,(/;#!$0!2#&!6,%*&!F-(%!G&+&,-;#! 8&3+.2&!./!2#&!_,.*&J`$:&!7.3-,-!*$33=!! !!! !"#$%&=>54143)!! !!! 6,%*&!&M#.3.2+!./!2#&!_,.*&J`$:&!7.3-,-!./;*(D&!.1,C&+!$0!+(C,-./CR$00!%,-2.&+L!#.+2$-.;!-&;.%&+L!2#&! +2$-!$0!`&*&/!c&,-./CL!,/D!1(;#L!1(;#!1$-&=!!>#&!&M#.3.2+!,-&!*$;,2&D!./!2#&!_,.*&J`$:&!7.3-,-! 7$33!,/D!./!F%&;.,*!?$**&;2.$/+=!!>#&!:.**!3&!$/!D.+%*,!2#-$(C#![(/&!ANON=!! !!! !.2%&?(/.2@"34.(!! !!! Z$-!1$-&!./0$-1,2.$/L!%*&,+&!;,**!BNARVbVRddBN!$-!&R1,.*!+&*&/&=;$*3(-/e(<1=&D(! ! F&&!2#&!_,.*&J`$:&!7.3-,-!$/!,!;,1%(+!1,%I!#22%IJJ:::=(<1=&D(J1,%JfW,C&g6QWh_(.*D./CgbO!! !!! Recipientsincluded: localvore clubs, Chittenden County restaurants, Community-Supported Agriculture "/0$-1,2.$/!$/!<.+.2$-!%,-9./C!,2!456I!#22%IJJ:::=(<1=&D(J2%+J%,-9./CJfW,C&g<.+.2$-+=#21*! (CSA) programs, agricultural non-profits, neighborhood community organizing forums, maple producers, ! local educators, UVM academic departments and programs, and student clubs. !
  24. 24. ! ! !TARGETING PRODUCERS: MAPLE OPEN HOUSES ! ! ! ! One of our most effective strategies was to target local maple and!!! ! agricultural producers.! ! Maple producers across the state were holding open houses the ! weekend of the Maple Cook-Off and we sent approximately thirty participating Chittenden County producers a letter about the Maple ! Research Website and Maple Week, and asked to share promotional ! postcards with visitors. ! ! ! ! ! ! ! ! ! ! ! !
  25. 25. ! ! !TARGETING PRODUCERS: WINTER FARMERS’ MARKET ! ! ! !!!! ! Selene Colburn visited the Winter Farmers’ Market! ! and approached each vendor, leaving postcards for ! them to share with visitors to their stalls. A number ! of vendors featured maple baked goods, or maple syrup, and were eager to hear more about Maple ! Week. Many of the vendors had already heard about ! the programming, via other networks, and agreed to ! help promote it. ! Burlington is a relatively small town and the team member, a native Burlingtonian, was able to ! effectively promote the Maple Cook-Off to a number ! of shoppers and acquaintances. ! ! ! !
  26. 26. ! ! !“ACROSS THE FENCE” TELEVISION APPEARANCE !“Across the Fence” is the longest-running daily farm and home television program in the country. On March25, 2010, science librarian Elizabeth Berman appeared on the episode “UVM Libraries: Research and!!!Records on Maple Sugaring in Vermont,” to promote the Maple Research Website, the digital maple!collections and Maple Week events. The show has an estimated daily audience of 25,000 viewers in thegreater Burlington area.Watch the video online at: SCRIPTIntro... Maple syrup. Everyone loves it.Vermont is the largest producer of maple syrup in the U.S., accountingfor approximately 35% of all U.S. maple production and distribution(7% of the world’s maple syrup supply).At the University of Vermont, basic and applied maple research beganin the early 1890s and continues its strong tradition today. TheProctor Maple Research Center, established in 1946, is an AgriculturalExtension Field Research Station of UVM and has published seminalmaple research in areas such as: sap and syrup production, maplephysiology and genetics, forest ecology and health, and sap and syrupchemistry…We have with us today Elizabeth Berman, UVM’s Science &Engineering Librarian and project manager for the development ofthis maple syrup website. Welcome…
  27. 27. ! ! !SOCIAL MEDIA The UVM Libraries!!! ! promoted the Maple Week events and the Maple! Cook-Off using the social media tools Facebook and Twitter. The UVM Libraries Facebook profile has 232 friends; the UVM_Libraries Twitter account has 559 followers.
  28. 28. ! ! !SPECIAL COLLECTIONS EXHIBITS ! ! ! !Special Collections contributed to the Maple Madness promotion withexhibits in the Bailey/Howe Library’s three exhibit venues. At eachexhibit location, we promoted the Maple Research Website and MapleWeek events. Design elements used in the exhibit were derived fromthe maple website template.Because we know that library patrons and visitors often look at only aportion of an exhibit, we decided to tell three different stories, eachwith sections and items that could easily be viewed and appreciatedindividually. Each exhibit contained some items now available in the !Center for Digital Initiative’s Maple Research and Maple Recipe !Collections.The largest venue contained material about maple sugar and syrupproduction through time, with a focus on Vermont producers, inventors,and researchers. One section highlighted the social aspects of sugaringseason, foreshadowing the Maple Week lecture and Maple Cook-Off. Inaddition to the traditional Special Collections exhibit materials (photos,ephemera, maps, books, manuscripts, etc.), this exhibit includedartifacts from the Proctor Maple Research Center.In an alcove near the main entrance, maple cookbooks and recipes fromthe Vermont Cookbook Collection were displayed in “Sweet and Savory:Cooking with Maple,” to generate interest in and provide inspiration forthe Maple Cook-Off. Takeaway items available at this exhibit includedpostcards for Maple Week, copies of the Official Vermont Maple CookBook obtained from the Vermont Maple Foundation, and copies of the“Vermont Ski Resort and Year-Round Maple Syrup Guide,” publishedby Vermont Department of Tourism and Marketing and the VermontSugar Maker’s Association.The display cases in Special Collections featured the accomplishmentsof women in the Vermont maple industry, including the Maple Grovecandymakers, back-to-the-lander and maple entrepreneur HelenNearing, and UVM scientist Mariafranca Morselli.A slideshow of the entire exhibit can be viewed on Flickr at:
  29. 29. ! ! ! EXHIBIT: IT’S ALWAYS MAPLE TIME IN VERMONT ! ! ! ! !!!!!! Selected images from the “It’s Always Maple Time in Vermont” Special Collections exhibit. “In the month of March, when the sun has taken a little strength and as the trees enter into sap, they, the Indians, make with their hatchets transverse incisions in the trunk of the trees, from which trickles in abundance a water which they receive in large receptacles of bark. They afterwards cause this water to boil over the fire, which consumes all the watery matter, and which thickens the rest into the consistency of syrup, or even into cakes of sugar, according to the degree of heat to which they subject it.…” Joseph-Francois Lafitau Joseph-Francois Joseph-Francois LafitauLafitau, a French Jesuit priest who traveled among ! the Iroquois from 1712-1717 recorded his observations about maple production in his Moeurs des sauvages americains compares aux moeurs des premiers temps (1724). According to Lafitau, the French learned to make syrup and sugar from the Indians. Lafitau’s 1724 book includes a European engraver’s illustration of the Indians gathering sap and making syrup or sugar. !
  30. 30. ! ! ! EXHIBIT: IT’S ALWAYS MAPLE TIME IN VERMONT ! ! ! ! Maple sugaring was a standard subject for many of the stereoscopic series that ! documented life and work in the northern United States. These views were produced ca. 1869 by the Kilburn Brothers of northern New Hampshire. ! !!!!!!!!!!!!! “I learn that you deal largely in maple sugar and syrup. If so I would like to! engage all you have this year at a fair MAPLE EQUIPMENT INDUSTRY market price. I want to get 10 tons per! week to ship to New York City. How much of that amount could you furnish? The invention of the tin can during the Civil War helped! initiate the maple equipment industry. With the ! availability of sheet metal, specialized companies emerged to manufacture maple equipment, which had previously been made by general metal workers. Vermonters patented and produced spouts, buckets, evaporators, cans, and other equipment. Some prominent Vermont firms included A.H. Soule (St. Albans), Leader Evaporator (Enosburg Falls, 1888), G.H. Grimm Mfg. Co. (Hudson, Ohio and Rutland, Vermont), and Vermont Farm Machinery (Bellows Falls, 1868). During the second half of the twentieth century, technological advances such as plastic tubing, vacuum pumps and reverse osmosis systems resulted in much more efficient sap gathering and syrup production.! !
  31. 31. ! ! ! EXHIBIT: IT’S ALWAYS MAPLE TIME IN VERMONT ! ! ! !!!!!!!!!!!!!!!!! RESEARCH AND SUPPORT! Vermont’s maple industry has been supported through basic and applied research at the University of Vermont’s Agricultural Extension Service and Proctor Maple Research Center. C.H. Jones began research on maple chemistry and physiology after coming to UVM in 1896. UVM researchers James Marvin, Fred Taylor, Fred Laing, Mariafranca Morselli, among many others, conducted research that has greatly helped maple producers in Vermont, the northeastern United States, and Canada. In 1888, members of the Vermont Grange organized the Vermont Maple Sugar Exchange to ensure strictly pure Vermont maple products and promote maple consumption. The Vermont Sugar Makers Association, founded in 1893, continues to advocate for the maple industry and its producers. Through an active branding program, the VMSMA promotes and protects the highest quality Vermont maple products. To inform producers, VMSMA holds maple schools throughout the state.
  32. 32. ! ! ! EXHIBIT: IT’S ALWAYS MAPLE TIME IN VERMONT ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !!
  34. 34. ! ! ! EXHIBIT: SWEET AND SAVORY, COOKING WITH MAPLE ! ! ! !Maple production may be an important part of Vermont’s agricultural !economy, but for most of us, maple is about food. !The Bailey/Howe Libraries Vermont Cookbook Collection documents !the richly varied and creative maple dishes that home cooks andprofessional chefs make to delight family members and restaurant !guests. !The sample of cookbooks and recipes displayed here range from an 1888 !promotional publication to a 2009 cookbook that celebrates freshinterpretations using Vermont ingredients. There are recipes for !dishes that are well-loved and familiar, such as Beatrice Vaughan’s !Maple Bars, as well as those that are unusual and intriguing, such asEdith Foulds’ Black-Peppered Maple Cream Pie. Despite maple’s !expense, cooks appreciate its unique flavor and local origin, and itcontinues to make an important contribution to Vermont’s evolving !culinary landscape.! !!
  35. 35. ! ! ! MAPLE COOK-OFF ! ! ! !On Sunday, March 28, from 4-6pm, the University of !!! !Vermont Libraries hosted the “Maple Cook-Off” at the !Davis Student Center. Registration for the event was !handled by the free event-hosting website, Eventbrite; the !!!interface was easy to use and allowed for easycustomization, allowing us to add information about thejudges and prizes, as well as the rules of the competition.Registration for the event was free and open to the public.27 competitors entered dishes, with 16 Sweet entries and11 Savory entries. Entrants were required to incorporate100% pure maple syrup or sugar into their recipes, andwere asked to bring at least two dozen tastings of theirdish for judges and attendees to enjoy.Community members did not need to enter a dish in orderto attend.The doors opened at 4pm, with The Growlers, an energeticacoustic trio, providing musical entertainment. There wereseveral additional activities for attendees, including: • Students from the Green House, the environmental residential community on campus, hosting a maple tasting where they presented several different types of maple syrups they made alongside Log Cabin Syrup. They provided information about different production techniques and how terroir (the “taste of place”) affects maple syrup. • Growing Vermont, a student-run store, set-up a booth where they were able to sell locally produced maple related products, including maple edibles (cotton candy, popcorn, and candies and maple hardwood frames, ornaments and decorations. • Island Ice Cream, a local ice cream manufacturer, gave out free tastings of their maple bacon and maple walnut ice creams. • Maple trivia cards were placed on every table, highlighting facts and interesting information and directing people to the Maple Research Website. • A children’s table, with coloring activities and maple-related children’s books.Judging was based on simple evaluation criteria: 25% (5points) for appearance, 50% (10 points) for taste, and 25%(5 points) for use of maple.Prizes were awarded at the end of the event, with winnersbeing selected in five categories: Best Sweet Dish, BestSavory Dish, Best Overall Use of Maple, Best TraditionalMaple Dish, and Best Complete Meal. JUDGESThe Maple Week committee was very hands-on in The Maple Cook-Off recruited a number of impressive judges:organizing and implementing the Maple Cook-Off. The • Suzanne Podhaizer, food critic for SevenDays,event coordinator at UVM Conference and Events helped Burlington’s alternative weekly newspaper;secure a venue and basic amenities, including tables and • Sue Bette, owner of Bluebird Tavern, a James Beard-chairs, but the set-up and decoration was done by the nominated restaurant;committee and a number of library staff volunteers. • Sarah Lyons, maple producer, Square Deal Farms; andElizabeth Berman served as emcee of the event, while • Kate Turcotte, ecological agriculture major andother staff ran the check-in booth, coordinated the maple organizer of the Vermont Food Summit.buffet, and assisted the judges.
  36. 36. ! ! !MAPLE COOK-OFF: ACTIVITIES ! ! ! !!!!! ! GreenHouse syrup tasting; Growing Vermont ! ! The Growlers; Island Ice Maple Cook-Off at
  37. 37. ! ! !MAPLE COOK-OFF: ENTRIES ! ! ! !!!!! ! PRIZES ! A number of local eateries donated ! $150 worth of prizes, including: • Magnolia Bistro • Penny Cluse Café • August First Bakery • Hen of the Wood • Shelburne Farms, 2 copies of “Cooking with Shelburne Farms” cookbook
  38. 38. ! ! ! MAPLE COOK-OFF: WINNING RECIPES ! !! ! !Maple Beef Explosion – Best Savory DishMaple Pulled Pork –Best “Complete Meal”Maple Cheesecake Bar – Best Sweet Dish
  39. 39. ! ! ! RECEPTION & SPECIAL COLLECTIONS LECTURE ! ! ! RECEPTION A reception was thrown to celebrate the launch of the Maple Research Website, and to thank the numerous individuals and groups who had made the project possible. The reception was held in the Bailey/Howe Library H. Lawrence McCrorey Gallery. Over 30 guests sampled maple-themed hors d’oeuvres, including maple samosas, balsamic-maple salmon on toast, and maple cream tarts. ! !! A PARTY IN THE WOODS: SUGARING, COMMUNITY, AND CELEBRATION UNDER A CHANGING SKY Following a reception to celebrate the Maple Syrup Research Website, John Elder, Professor of English and Environmental Studies at Middlebury College, presented “A Party in the Woods: Sugaring, Community, and Celebration Under a Changing Sky.” The public talk was co-sponsored by the UVM Libraries and the Department of Special Collections. Elder, an accomplished writer and professor whose work marries literature and environmental studies, discussed maple sugaring as a traditional rural lifeway that both illuminates contemporary challenges, like climate change, and exemplifies the need for celebration within environmental thinking today. In the talk, Elder wove together and reflected upon excerpts from his book-in- progress, In Hardwood Groves.
  40. 40. ! ! ! UVM LIBRARIES & MAPLE WEEK BRANDING ! ! ! !In 2007 and 2008, the UVM Libraries Communications Team engaged in branding activities resulting in the !!! !creation of a logo and tagline, designed by the Scoula Group (a local graphic design firm) with significantinput! from Libraries faculty and staff, library users, and University administration. Many adaptations of the !logo were created for individual libraries and for various uses (e.g. black and white, vertical orientation, on a !dark background, etc.).With the Communications Team, the Scoula Group designed templates for common in-house publications,such as temporary signage, informational handouts, special reports, newsletters, brochures, and power pointpresentations, incorporating the logo and associated design elements.Standard fonts and color palettes now serve as the basis for in-house print and electronic designs. Whilethere is still a learning curve “on-the-ground” for how strictly to adhere to guidelines for individualpublications, the overall structure has resulted in more consistent and effective library communications.Maple Week branding laudably took these guidelines as a starting point and incorporated the Libraries logoand prescribed fonts. In-house design of posters and flyers, postcards, and Maple Cook-Off registrationmaterials provided elegant and immediately recognizable messaging about the programming – especiallyuseful in tying together multiple related collections and events.Exhibit design echoed the look and feel of the Maple Research Website and a Special Collections mailingproved more consistent with departmental branding. One of the things we learned from the collaborativecross-departmental approach was to work toward even more consistent branding and future efforts buildingon the Maple Week model, such as promotions for CDI’s KakeWalk at UVM collection, incorporated thatfeedback. VARIATIONS ON THE UVM LIBRARIES’ LOGO Trade Gothic LT Std Bold CenturyStd-Book APPROVED FONTS SAMPLE MAPLE WEEK PROMOTIONAL MATERIAL
  41. 41. ! ! ! EVALUATION! ! ! ! !!! Approximately 150 people attended the Maple Cook-Off and 27 dishes ! were entered into the competition. According to our Maple Cook-Off ! ! evaluation, our promotional strategy was effective and efficient: ! nearly half of the respondents heard about the event through word of ! mouth, while an additional 20% heard about it through our posters and postcards. Press coverage, emails, and social networking also ! resulted in Cook-Off attendance, demonstrating the effectiveness of ! multiple approaches. ! The event drew in a diverse crowd, attracting students and faculty, ! local chefs and food enthusiasts, and maple producers and community members. In the evaluation, a number of attendees commented on the ! strength of the cook-off as a “community event,” bridging the various ! constituents we had hoped to target. The quality of the event was ! highly rated by attendees, with comments praising the maple tasting, ! the music, the maple trivia, and above all else the variety and quality of the food entries. !Approximately 50 individuals attended John Elder’s lecture on the relationship between maple sugaring !traditions and the environment (typical Special Collections events average anywhere from 25 to 50 people).The individuals in attendance drew from campus and community populations not traditionally in attendance !at Friends of Special Collections events, indicating a successful outreach strategy. !The reception celebrating the website’s launch was attended by approximately 30 individuals, including the !Dean of the Libraries, the Dean of Extension, the Dean of the College of Agriculture and Life Sciences, the !Director of Proctor Maple Research Center, and the Director of the Center for Research on Vermont, as well !as a number of faculty and maple producers. !Exhibit viewership is difficult to measure, but appeared to be high, based on the numbers of individuals whohelped themselves to accompanying take-aways; over a hundred copies of a free maple cookbook disappeared !during the course of the exhibit. !Since! its launch in March, the Maple Research Website averages 350 monthly visitors; in the monthfollowing Maple Week and the promotional events, there were over 800 visitors, suggesting a successful !promotional strategy incorporating the website’s URL. The Center for Digital Initiatives maple collections, !also launched in March, average about 250 visitors a month, but saw a significant peak in the weeks leadingup to !Maple Events. On March 18th, there were 387 visits in a single day, likely a result of mass emailings totargeted listservs on March 17th. !The week of programming and promotion, in particular the Maple Cook- ! !The Maple successful at directing campus and campus and local publications. Most notably, two local television crews came andOff, was Week press release appeared in a number of community users to thefilmed !a segment of the Maple Cook-Off, which aired as part of the evening news. A local food blogger wrote a post about the event andMaple Research Website and at positioning the UVM Libraries as theparticipants shared details of their experience via social networking sites such as Facebook.essential resource for maple related information. The collaborative and!wide-ranging approach to promoting related programming and resourceswas a first (in scope, if not in theory) for the UVM Libraries and nowserves as a model for future efforts. The CDI has already incorporatedthis model and used it to promote events related to the launch of theirKakeWalk at UVM collection in the fall of 2010.One of the biggest lessons we learned is to tie programs even more directly to related resources by providinghandouts, following up with emails when possible, and driving home the action step of visiting the website atlive events.