Brtb Oregon 2008


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Brtb Oregon 2008

  1. 1. Babies and Books Beyond the Library: Marketing Early Literacy Monday, October 15, 2008 8 th Central Oregon Regional Library Conference Redmond, Oregon
  2. 2. Why early literacy? <ul><li>“ Reading to children is the single most effective strategy to get your child to go to school ready to learn.” </li></ul><ul><li>- Susan B. Newman </li></ul><ul><li>Professor of Educational Studies, University of Michigan </li></ul><ul><li>“ Babies know important things about language literally from the time they are born, and they learn a great deal about language before they ever say a word.” </li></ul><ul><li>- Gopnik, Meltzoff, & Kuhl, authors of The Scientist in the Crib: What Early Learning Tells Us About the Mind </li></ul><ul><li>“ No one ever told me I should be reading to my baby. I consider myself an educated person, but I assumed I shouldn’t be reading to my baby until she was a year old.” </li></ul><ul><li>- Brownsville parent, after a Brooklyn Reads to Babies event </li></ul>
  3. 3. Why early literacy? <ul><li>By one estimate the typical middle-class </li></ul><ul><li>child enters first grade with 1,000 to 1,700 </li></ul><ul><li>hours of one-on-one picture book reading, </li></ul><ul><li>whereas a child from a low-income family </li></ul><ul><li>averages just 25 hours . </li></ul><ul><li>Source: Every Child Ready to Read, Association for Library Service to Children </li></ul><ul><li> </li></ul>
  4. 4. Why early literacy? <ul><li>35% of children in the United States enter public </li></ul><ul><li>schools with such low levels of the skills and </li></ul><ul><li>motivation that they are at substantial risk for early </li></ul><ul><li>academic difficulties. </li></ul><ul><li>Source: 1991 Carnegie Foundation report, Ready to Learn, A Mandate for the Nation . </li></ul>
  5. 7. Why early literacy in Brooklyn? <ul><li>All of Brooklyn’s residents are not literate, highly-educated or </li></ul><ul><li>speak/read English. Through Brooklyn’s demographics from the US </li></ul><ul><li>Census 2000, we learned that the BRTB campaign was imperative </li></ul><ul><li>because of the 2.5 million people in the borough: </li></ul><ul><li>40% were born outside of the United States. </li></ul><ul><li>31% (484,000) of those 25-years-old and older have not completed high school. </li></ul><ul><li>33% (825,000) have children under the age of 18 in their households. </li></ul><ul><li>25% (610,000) live in poverty (The National Assessment of Educational Progress has documented a correlation between the reading ability of children and the economic level of their parents). </li></ul>
  6. 10. Why early literacy? Early Literacy = Economic Development <ul><li>Economists are beginning to identify child development investments as the most cost effective strategies for long-term economic development. In one study, researchers from the Minneapolis Federal Reserve Bank identified investments in early education as yielding a financial return that far exceeds the return on most state funded economic development projects. </li></ul><ul><li>- Making Cities Stronger: Public Library Contributions to Local Economic Development, Urban Libraries Council, 2007. http:// </li></ul>
  7. 11. Why early literacy? Early Literacy = Economic Development <ul><li>Researchers at the University of Chicago identify early education investments </li></ul><ul><li>as more efficient public investments because their benefits tend to compound , </li></ul><ul><li>by establishing a solid foundation for later human capital investments in </li></ul><ul><li>education and job skills training. They found that the return on investment </li></ul><ul><li>decreases as investments move from early literacy and child development, to </li></ul><ul><li>youth programs, to adult education and job training programs. </li></ul><ul><li>- Cunha and Heckman 2003; Currie 2001; Karoly, et al. 1998. </li></ul><ul><li>“ Learning and motivation are dynamic, cumulative processes; skill </li></ul><ul><li>begets skill; learning begets learning. Early disadvantages lead to </li></ul><ul><li>academic and social difficulties later. Early advantages accumulate; </li></ul><ul><li>just as early disadvantages do.” </li></ul><ul><li>- The Productivity Argument for Investing in Young Children, Working </li></ul><ul><li> Paper 51, Committee for Economic Development, October 2004 </li></ul>
  8. 12. Why early literacy? Early Literacy = Economic Development
  9. 13. BPL’s 3 Institutional Goals <ul><li>1: More people will use the library in more </li></ul><ul><li>ways than ever before </li></ul><ul><li>2: BPL will make an even greater difference in the lives of children </li></ul><ul><li>3: BPL will be easier to do business with </li></ul>
  10. 14. Planning BPL’s Early Literacy Campaign <ul><li>Our objectives were to: </li></ul><ul><li>Reach Brooklyn’s 2.5 million residents, including caregivers of 50,000 children under age five living primarily in low-income, immigrant, and underserved neighborhoods with the following key messages: </li></ul><ul><ul><li>Reading to babies can make a vital difference in their language development. </li></ul></ul><ul><ul><li>Reading to babies can help prepare them for school. </li></ul></ul><ul><ul><li>Reading to babies provides a great opportunity for parent/child bonding. </li></ul></ul><ul><li>Create an exciting campaign using visually appealing and ethnically diverse artwork. </li></ul><ul><li>Make “Brooklyn Reads to Babies” synonymous with Brooklyn Public Library. </li></ul>
  11. 15. Planning BPL’s Early Literacy Campaign <ul><li>Our goals were to: </li></ul><ul><li>Achieve 20 highly visible media placements </li></ul><ul><li>Drive a total of 600 attendees to BRTB launch parties, including the “Brooklyn Reads to Babies Day” celebration at the Brooklyn </li></ul><ul><li>Children’s Museum </li></ul><ul><li>Increase our cumulative reach </li></ul><ul><li>throughout the campaign via </li></ul><ul><li>continued media placements </li></ul>
  12. 16. Planning BPL’s Early Literacy Campaign <ul><li>Our strategy was: </li></ul><ul><li>An aggressive, multi-platform media campaign </li></ul><ul><li>Community awareness, partnerships, and outreach </li></ul><ul><li>Integrated marketing collateral, advertising, and in-library banners/posters/graphics </li></ul><ul><li>Website presence ( ) </li></ul>
  13. 17. Funding <ul><li>Anonymous Gift </li></ul><ul><li>Altman Foundation </li></ul><ul><li>Astoria Federal Savings </li></ul><ul><li>Target </li></ul>
  14. 18. In-Kind Support
  15. 19. In-Kind Support <ul><li>Scholastic </li></ul><ul><li>Candlewick Press </li></ul><ul><li>Handprint Books </li></ul><ul><li>Blue Apple </li></ul><ul><li>SNAPPLE & NYC Marketing </li></ul>
  16. 20. Brooklyn Reads to Babies Key Partnership <ul><li>READ TO ME Program & Susan Straub </li></ul><ul><li> </li></ul>
  17. 23. Brooklyn Reads to Babies Brochures <ul><li>English Arabic Chinese Haitian Creole Russian Spanish </li></ul><ul><li>Reading tips </li></ul><ul><li>Early Literacy milestones </li></ul><ul><li>Booklists </li></ul><ul><li>Multiple languages </li></ul>
  18. 24. Planning BRTB Launch Events <ul><li>Location, location, location: </li></ul><ul><ul><li>Ten branches were chosen with high 0-5 years population </li></ul></ul><ul><ul><li>Geographic distribution throughout the borough: </li></ul></ul><ul><ul><ul><li>Arlington East Flatbush </li></ul></ul></ul><ul><ul><ul><li>Borough Park Marcy </li></ul></ul></ul><ul><ul><ul><li>Clarendon Saratoga </li></ul></ul></ul><ul><ul><ul><li>Crown Heights Sunset Park </li></ul></ul></ul><ul><ul><ul><li>Cypress Hills Williamsburgh </li></ul></ul></ul>
  19. 25. Planning BRTB Launch Events <ul><li>Events modeled on Susan Straub’s </li></ul><ul><li>READ TO ME program. </li></ul><ul><li>Authors & illustrators </li></ul>
  20. 26. Brooklyn Reads to Babies Launch Party
  21. 27. Brooklyn Reads to Babies Launch Party
  22. 28. Brooklyn Reads to Babies Launch Events <ul><li>Launch party at the Central Library </li></ul><ul><li>10 launch events at BPL branches </li></ul><ul><li>Full-day event at Brooklyn Children’s Museum </li></ul><ul><li>Central Library                 300 </li></ul><ul><li>Arlington                30 </li></ul><ul><li>Cypress Hills                        35 </li></ul><ul><li>Borough Park        80 </li></ul><ul><li>Clarendon               20 </li></ul><ul><li>East Flatbush                        35 </li></ul><ul><li>Marcy 15         </li></ul><ul><li>Crown Heights 45 </li></ul><ul><li>Sunset Park 75 </li></ul><ul><li>Saratoga 45 </li></ul><ul><li>Williamsburgh 20 </li></ul><ul><li>Brooklyn Children’s Museum 900 museum visitors </li></ul><ul><li>Attendance totals: 1600 </li></ul>
  23. 29. Brooklyn Reads to Babies Branch Events & Brooklyn Children’s Museum
  24. 30. Brooklyn Reads to Babies on BPL’s First Five Years Site
  25. 31. Brooklyn Reads to Babies <ul><li> </li></ul>
  26. 32. Brooklyn Reads to Babies Brochures have been distributed through: <ul><li>Brooklyn Children’s Museum </li></ul><ul><li>Brooklyn Kindergarten Society </li></ul><ul><li>Caribbean’s Women’s Health Association </li></ul><ul><li>Child Development Support Corporation </li></ul><ul><li>Coney Island Hospital </li></ul><ul><li>Day Care Council </li></ul><ul><li>NYC Early Intervention Program </li></ul><ul><li>Excellence Baby Academy </li></ul><ul><li>Parent Child Home Program of SCO </li></ul><ul><li>Reach Out and Read sites </li></ul><ul><li>New York Cares </li></ul><ul><li>New York City Public Schools </li></ul><ul><li>NYCELL Program </li></ul><ul><li>NYC Dept. of Health Newborn Home Visit program </li></ul><ul><li>The Read to Me Program </li></ul><ul><li>Heart of Brooklyn Cultural Partnership </li></ul><ul><li>Kings County Family Court </li></ul>Bedford Stuyvesant Family Health Center America Reads/Counts at Pratt Institute Dove Pediatric Service Canarsie Early Intervention Program New York Methodist Pediatric Clinic St. Vincent’s Services Kings County Hospital Center Evelyn Douglin Center Long Island College Hospital Literacy, Inc. Park Slope Family- Health Center St. John Episcopal Hospital, Pediatrics Lola Cuffee Family Health Center Interfaith Medical Center Various Child Care Centers throughout Brooklyn Grocery stores Beauty parlors
  27. 33. Brooklyn Reads to Babies in China
  28. 35. Brooklyn Reads to Babies Press <ul><li>49 press pieces in all. </li></ul><ul><li>News segments on WABC, WNBC, NY1, FOX, and Brooklyn 12. </li></ul><ul><li>Articles in Time Out NY Kids, School Library Journal, New York Daily News & several local newspapers. </li></ul><ul><li>Articles in RIF, Caribbean Women’s Health Association, and NYCAEYC newsletters. </li></ul>
  29. 36. Brooklyn Reads to Babies Construction Wall Banner
  30. 37. Brooklyn Reads to Babies 80 bus shelter posters throughout Brooklyn
  31. 38. Brooklyn Reads to Babies Networking Breakfast <ul><li>An annual event for over 80 representatives from community agencies attend, such as public schools, child care providers, early intervention, children’s social services, interested parents and a variety of other early childhood agencies. </li></ul><ul><li>BPL staff present an overview of our programs services and we also invite community partners to speak on their services. </li></ul><ul><li>Feedback from participants: </li></ul><ul><ul><li>“ Congratulations and carry on with this great job. It’s always good/great to reach out- etc!!!” </li></ul></ul><ul><ul><li>“ [I learned about] the array of services I wasn’t completely aware of—” </li></ul></ul><ul><ul><li>“ Speakers were not long winded allowing the flow of the morning to be smooth, interesting and comfortable in spite of the heat.” </li></ul></ul>
  32. 39. Additional BRTB Activities <ul><li>Brooklyn Reads to Babies kits for newborns and their parents and an informational slide on their plasma screens at Coney Island Hospital. </li></ul><ul><li>Brooklyn Reads to Babies kits for families at Safe Horizon Children’s Centers in three Brooklyn courthouses. </li></ul><ul><li>Early literacy information distributed at homeless shelters, health fairs, street fairs, etc. </li></ul><ul><li>Brooklyn Reads to Babies early literacy kits and workshops distributed through the Brooklyn Young Mother’s Collective, an advocacy group for teen mothers. </li></ul>
  33. 40. Outreach at Babies “R” Us
  34. 41. Online Video of “Reading with Babies” at BPL and Hennepin County Library
  35. 42. Brooklyn Reads to Babies Budget $ 165,000.00 In-kind total $ 5,000.00 Donations from publishers (not including use of art) $ 160,000.00 Bus Shelter Space   In-kind Support     $ 119,420.00 Total $ 2,000.00 Ad placements ($500 per ad x 4 ads) $ 2,000.00 Honoraria (for authors & illustrators) $ 10,000.00 Printing bus shelter posters $ 3,575.00 Book scans $ 1,565.00 Banner $ 59,040.00 Brooklyn Reads to Babies Brochures & translations $ 6,065.00 First Five Years Brochures $ 5,260.00 First Five Years Postcard $ 4,000.00 BRTB Stationery & Invitations $ 5,000.00 Food (Kick-off events, networking breakfasts) $ 6,650.00 Giveaways (in-kind) $ 14,265.00 Giveaways (tote bags, sippy cups, bibs, etc. ) Cost Items
  36. 43. Brooklyn Reads to Babies Evaluation <ul><li>We evaluated the success of the BRTB campaign on: </li></ul><ul><li>Number and types of media placements </li></ul><ul><li>Size of launch party audience </li></ul><ul><li>Increase in library card sign ups for children younger than five years old. </li></ul><ul><li>Website visits </li></ul><ul><li>Number of Brooklyn Reads to Babies brochures distributed. </li></ul><ul><li>Number attendees of our BRTB-related programs, like “Babies and Books.” </li></ul><ul><li>Positive Feedback from the community </li></ul>
  37. 44. Brooklyn Reads to Babies Evaluation Results <ul><li>PR campaign reached 10,196,225 people via 49 pieces including TV, newspapers, magazines </li></ul><ul><li>Launch party at the Central Library drew 300 attendees </li></ul><ul><li>Page views on the First Five Years website, launched at the start of the BRTB campaign, average over 7,000 a month. </li></ul><ul><li>800,000 Brooklyn Reads to Babies brochures distributed in 6 languages. </li></ul>
  38. 45. Brooklyn Reads to Babies Evaluation Results <ul><li>Increase in First Five Years programming and program attendance. </li></ul><ul><li>Number of “Babies and Books” programs increased 33% </li></ul><ul><li>Babies & Books program attendance increased 93% </li></ul><ul><li>FirstRIF, our book give-away program aimed at babies & toddlers and their parents/caretakers averaged 2,467 people per month prior to the BRTB campaign, and jumped to 4,786 afterwards – an increase of almost 100%! </li></ul><ul><li>Our Summer Reading registration for young children increased by 42%. </li></ul><ul><li>Almost all participants in Brooklyn Reads to Babies events registered for library cards. </li></ul>
  39. 46. Brooklyn Reads to Babies Anecdotal Results <ul><li>During a library program, a mother commented that she sees BRTB brochures “EVERYWHERE!” The brochures have been spotted in hair salons, grocery stores, doctors’ offices, child care centers, family court, and various other community agencies. </li></ul><ul><li>While BPL librarians were speaking about the importance of reading with at a Caribbean Women's Health Association event, one mother said she did not know that she should read to her baby. After receiving a board book and a Brooklyn Reads to Babies brochure from BPL staff, she announced that she would begin reading to her baby that night. </li></ul><ul><li>BPL librarians have also reported new parents bringing their children to Books and Babies programs. One parent said to a librarian, “I wish you had this when I was a kid!” </li></ul><ul><li>BPL has developed a reputation for having quality preschool programs and initiatives. </li></ul>
  40. 47. The aftermath… <ul><li>More money & support… </li></ul><ul><li>Grant from The New York State Permanent Judicial Commission for Children to work with Safe Horizon </li></ul><ul><li>Altman Foundation grant renewal for four years running. </li></ul><ul><li>Additional funds from Astoria Federal Saving </li></ul><ul><li>In-kind support from Harcourt for other initiatives </li></ul><ul><li>Presentations at Bank Street </li></ul><ul><li>Infancy Institute & ALA </li></ul>
  41. 48. Brooklyn Reads to Babies Awards <ul><li>Non-Profit PR Award finalist for Best Public Service Campaign </li></ul><ul><li>Winner of the John Cotton Dana Library Public Relations Award: </li></ul><ul><li>“ Brooklyn Public Library in Brooklyn, N.Y., for ‘Brooklyn Reads to Babies.’ This model early literacy program, with appealing multilingual materials, had the ambitious goal of reaching every family in Brooklyn. Combining research, outreach through more than 30 strategic partners, and creative use of appropriate communication tools, led to a tremendously successful PR campaign with measurable results.” </li></ul>
  42. 49. Lessons Learned… <ul><li>Give yourself plenty of time. </li></ul><ul><li>Translations need to be reviewed by library staff members who speak the language. </li></ul><ul><li>Be attentive to the needs of parents who or are not literate or who have low literacy skills. </li></ul><ul><li>Have a clear evaluation strategy in place. </li></ul>
  43. 50. Additional ideas… <ul><li>Create an early literacy poster for agencies to display (a PDF for printing on legal paper or full-size poster to be distributed). </li></ul><ul><li>Utilize the Brooklyn Reads to Babies plastic bag system-wide. </li></ul><ul><li>Posting the Brooklyn Reads to Babies message on Bank ATM screens. </li></ul><ul><li>Radio PSAs </li></ul><ul><li>Posting information to local parent blogs and message boards. </li></ul><ul><li>Acquire a media partner. </li></ul>
  44. 51. The New York Public Library’s ABC Read to Me Kit
  45. 52. BPL’s Early Literacy placemat English side
  46. 53. BPL’s Early Literacy placemat Spanish side
  47. 54. Other incentives and giveaway ideas…
  48. 55. BPL’s Rhyme Booklet Baby safe Summer Reading registration incentive Rhymes in English & Spanish
  49. 56. Many Thanks! <ul><li>Many thanks to Brooklyn Public Library staff members who worked so hard on this campaign. </li></ul><ul><li>Brooklyn Reads to Babies , a project of BPL's First Five Years initiative, is supported with additional funding by Astoria Federal Savings and Target. </li></ul><ul><li>Illustrations © copyright 2001 by Marla Frazee from EVERYWHERE BABIES by Susan Meyers. Reproduced by permission of Harcourt, Inc. </li></ul><ul><li>Special thanks to Susan Straub of READ TO ME and Reach Out and Read of Greater New York. </li></ul>
  50. 57. Contact Information <ul><li>Rachel Payne </li></ul><ul><li>Coordinator of Preschool Services </li></ul><ul><li>Neighborhood Services </li></ul><ul><li>Brooklyn Public Library </li></ul><ul><li>Grand Army Plaza </li></ul><ul><li>Brooklyn, NY 11238 </li></ul><ul><li>Tel: 718.230.2233 </li></ul><ul><li>Fax: 718.230.2784 </li></ul><ul><li>[email_address] </li></ul><ul><li>website: </li></ul>