NCompass Live: Communication--Getting the Word Out: Does your audience hear what you mean?

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The library has a lot to offer, as a provider of information and entertainment, and as a partner in the cultural, economic, and civic life of the community. But it can be difficult to compose the message and to find channels to deliver it that will make sure that the message gets through. Mary Jo Ryan, Nebraska Library Commission Communications Coordinator will offer some techniques for improving communications with the community.

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NCompass Live: Communication--Getting the Word Out: Does your audience hear what you mean?

  1. 1. CommunicationGetting the word out<br />Does your audience hear <br />what you mean?<br />
  2. 2. NOT…<br />“How to make sure they hear what you say.”<br />BUT Instead…<br />“How to make sure we say what they can hear.”<br />
  3. 3. Communication is not focused on the library<br />Communication is focused on the community/audience/customer<br />Specify target audience<br />Communication Tips<br />
  4. 4. Communication is not one-way<br />Communication is a group activity<br />Communication is a planning process<br />
  5. 5. Marketing@ your library ®<br />Communication Planning Process<br />
  6. 6. Marketing@ your library ®<br />Know your community<br /> Customer Focus<br /> Listen<br />Target group<br /> Consult<br /> Scan<br /> Test<br />
  7. 7. Know your communityCommunication Starts with Listening<br />Ask and Listen<br />Facts<br />Consult with others<br />News Media Scan<br />Listening Posts<br />Test Assumptions<br />Open Mind. Open Heart<br />
  8. 8. Marketing@ your library ®<br />Know your library<br />Value<br />Values<br />Voice<br />
  9. 9. Values Message Exercise*<br />Primary Value Theme<br />Break it down to supporting themes<br />Need—be sure to focus on need<br />Cost<br />Benefit<br />Call to Action<br />*Adapted with appreciation from the Public Library Association Advocacy Toolkit, Libraries Prosper with Passion, Purpose, and Persuasion!: A PLA Toolkit for Success<br /> <br /> <br />
  10. 10. Marketing@ your library ®<br />Implement<br /> Planning +<br /> Service Delivery + <br /> Customer Service =<br />Creating Relationships<br />
  11. 11. Marketing@ your library ®<br />Hints for Library Merchandising <br />Visual communication—not personal taste or style<br />Bold graphics with sans serif type<br />Avoid all caps, acronyms, library jargon, visual clutter, italics, and too many props<br />Imitate bookstore displays and signage<br />Edit<br />Use Impulse<br />Change displays<br />Cross-merchandise<br />Use it all—flooring, walls, ceiling<br />
  12. 12. Marketing@ your library ®<br />
  13. 13. Marketing@ your library ®<br />Communicate<br />Tell the Story<br /> Brand it<br /> Personalize it<br /> “Storify” it<br />
  14. 14. “Storify” the Message<br />How to tell a memorable story?<br /> <br />Make a connection<br />library + library representative + success story = remember/action<br />Know your audience<br />Present the Problem….Solution….Opportunity<br />Specify library needs_________to meet ________need of ___________target customer<br />Hear message from audience perspective<br />Tell stories: formal AND informal presentations<br />
  15. 15. How did they do?<br />http://vp.mgnetwork.net/traveler.swf?embed_referer=&u=251a1a38e1b9102da6fd001ec92a4a0d&z=SAV<br />http://www.librariesforreallife.org/<br />
  16. 16. Ensure Success with Word of Mouth<br />…create Customer Ambassadors<br />Staff<br /> Customers<br /> Friends<br />Trustees<br />…give them tools<br /> “Baseball cards” for the staff, Friends<br /> Stickers<br /> “What’s your plan for the library?...Tell Me” <br /> “Love your library? Tell a Friend”<br />
  17. 17. Create the Buzz<br /> Word of Mouth on Steroids<br /> Word of Mouth +Word of Mouse<br />
  18. 18. www.facebook.com/NebraskaBookFestival?ref=mf#!/pages/Nebraska-Center-for-the-Book/106200106086571?ref=ts<br />
  19. 19. Marketing@ your library ®<br />Communication Tactics Menu<br />Outreach<br />Share the message directly. Go where the customers are. Partner with organizations.Speaking engagementsInterview showsSponsorship of community events/activitiesOffsite seminarsOffsite workshopsService club membershipOther club membershipsOffsite delivery of library servicesOffsite demonstrationsOffsite displays Other?<br />
  20. 20. Marketing@ your library ®<br />Communication Strategy Menu<br />Word of Mouth<br />Conversation and Storytelling. Create Word of Mouth w/Talking Points and Fact Sheets for Staff/Supporters.<br />Online and Social Networking:<br />Creating the Buzz, Word of Mouth…on Steroids<br />Buzz = Word of Mouth + Word of Mouse<br />
  21. 21. Marketing@ your library ®<br />Paid AdvertisingRadioTelevisionOutdoor billboards<br />Direct MailLettersNewslettersproduct/service announcements FlyersPostcards"Special customer" offersBrochuresDirect responseCouponsBill stuffers Other? <br />
  22. 22. Marketing@ your library ®<br />Collateral (not as powerful as people)<br />Print:NewspaperMagazines"Shoppers"  (free or classified ad magazines)Yellow PagesSpecial directories (regional, seasonal, Chamber)  Trade or industry directories (e.g., Thomas' Register) Cooperative ad support from your library vendorsFlyersPostersHandouts Other ?<br />
  23. 23. Marketing@ your library ®<br />
  24. 24. Marketing@ your library ®<br />
  25. 25. Hints for Creating a Communication Piece<br />Business Goal<br />Target Audience<br />Do<br /> Know<br /> Distribution<br />Attraction<br />
  26. 26. Marketing@ your library ®<br />Evaluate<br />How do you know if it worked?<br />Measure <br />Test<br />Observe<br />Evaluate<br />Analyze Cost<br />Outcome Information from Customers<br />
  27. 27. Marketing@ your library ®<br />For more information:<br />Mary Jo Ryan, Communications Coordinator <br />Nebraska Library Commission, <br />The Atrium, 1200 N St., Suite 120 <br />Lincoln NE 68508-2023, <br />402-471-3434, FAX 402-471-2083 <br />e-mail: maryjo.ryan@nebraska.gov<br />Resources<br />Turning the Page: Building Your Library Community, Public Library Association and Bill & Melinda Gates Foundation,<br />www.ala.org/ala/mgrps/divs/pla/plaadvocacy/turningthepage/index.cfm<br />Libraries Prosper with Passion, Purpose, and Persuasion!: A PLA Toolkit for Success, Public Library Association,<br />www.ala.org/ala/mgrps/divs/pla/plaadvocacy/librariesprospertoolkit/index.cfm<br />Creating Customer Evangelists, Ben McConnell and Jackie Huba<br />www.creatingcustomerevangelists.com<br />Marketing That Matters: 10 practices to profit your business and change the world, Chip Conley and Eric Friedenwald-Fishman <br />www.metgroup.com/content/index.php?pid=140<br />

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