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Libmark 2016 Conference Presentation by Coco Griffiths
- 1. MARKETING & ADVERTISING FOR LIBRARIES Coco Griffiths – Marketing Officer, Geelong Regional Library Corporation
- 2. CREATE YOUR OWN MARKETING TOOLBOX
- 3. BECOME YOUR OWN EXPERT • Create marketing collateral yourself and get better results from support professionals • You know your library, library users and membership data • You know your library's marketing plan and marketing goals
- 4. YOU ALREADY ARE THE EXPERT! • You are key to conveying information to others via a marketing project brief • Write a brief for better results • Align the brief to your library's marketing goals
- 6. 1. THE BRIEF
- 7. WRITING A BRIEF https://www.thinkingjuice.co.uk/blog/how-to-write-a-good-brief/ 1. What is it that you are creating? 2. Who are the target audience/s? 3. What is the goal? 4. Outline the budget and delivery timeframe, including any related deadlines 5. What is the primary message? What is the tone of the message? 6. Supply any copy, pictures, logos, legal requirements etc. 7. Find relevant examples and/or create a mood board
- 8. MAKING THE MOST OF YOUR $ • Maximise reach • NFP discount • Cross-promotional partners • Sponsorship
- 9. 2. CONTENT
- 10. CAPTURE GREAT CONTENT • Great marketing requires great content! • Content is made up of three elements: COPY, VISUALS & TONE
- 11. VISUALS MAKE MAJOR IMPACT
- 12. Which of these: “Breaks down barriers of intimidation to access technology training to culturally diverse target audience.”
- 14. FREE online resources: • www.pixabay.com • State Library Victoria www.slv.vic.gov.au/search-discover/explore-our-digital-image-pool • www.pexels.com Stock images available to purchase: • www.istock.com • www.shutterstock.com FIND GREAT IMAGES
- 15. CREATE GREAT VISUALS FREE All-in-one image editor for graphics, photos, and collages • www.picmonkey.com FREE Easy-to-Use Infographic Maker • www.piktochart.com
- 16. ENGAGING A PHOTOGRAPHER • Create a photographic brief: number of shots needed , format requirements ie vertical vs horizontal, what to photograph, when to, examples can be usefulf • Allow time for planning & communication • The photographer only takes photographs
- 17. PHOTOSHOOTS • Location or studio? • Volunteers, extras or models? • Hair and make-up • Wardrobe • Permits, insurance, volunteer and usage agreements • Cleaning & catering • Run sheet
- 18. 3. PLATFORMS
- 19. RADIO • Promote activities and events • Select broadcast schedule to suit audience • Radio stations can write & produce ads - from your brief! • One key message per ad • Negotiate
- 20. CINEMA • Promote brand and raise awareness • Cinemas will assist with production • Production costs and usage • Best value – ads with no expiration date
- 21. VIDEO • Video is a growing trend on social media and websites • There are many great stories to capture in libraries • Keep it short and put the key messages in at the beginning • Online video editors: www.youtube.com/edit www.videotoolbox.com/ www.wevideo.com • Convert to MP4 for sharing on social media
- 22. DIRECT MARKETING & EMAIL • Email vs Mail +Email is affordable +Mail has higher open rates and retention • Customise & personalise • Use a direct mail application to easily manage groups and send customised messages • Email marketing platform: www.mailchimp.com
- 25. SOCIAL MEDIA
- 28. MAKING SOCIAL MEDIA WORK FOR YOU • Social media management www.hootsuite.com • Schedule time to create content • Have a plan – test – adjust • Aim for the three E's • Engage, educate and entertain
- 30. SOCIAL MEDIA METRICS • www.contentmarketinginstitute.com/2016/03/measure-engagement- right/
- 31. FEEDBACK
- 32. CAPTURING FEEDBACK • Collect feedback from patrons easily • Build customised surveys, send via email • Results compiled automatically online • FREE online survey tool: www.surveymonkey.com
- 33. ONLINE SURVEYS
- 34. FEEDBACK IS MEASURING SUCCESS
Editor's Notes
- Thanks Sue. Hello and welcome to Libmark 2016! Today I am going to give you a brief snapshot of tools and processes that are useful when creating marketing communications material. Obviously there isn't time to cover everything. but hopefully there is enough here for you to feel inspired and empowered when you are back at your desk tomorrow!
- Creating great marketing collateral is within your reach whether you are doing yourself or you rely on the support of your council comms team. You are in the best position to understand your patrons, your audiences and the library's marketing goals! From this understanding solid plans can be formed to create successful marketing campaigns.
- Creating a brief for marketing projects is like having the plans to build a house – a success becomes a much more likely outcome! They are a great tool to stay focused and if you are working with others, a brief is imperative for others to understand what is that is being created, why and what the goals, or constraints, of the project are.
- Define – Think - Do
- We often assume other people are clear about the details of a discussed project but with everyone being so busy these days with competing work priorities – details can often be forgotten or misinterpreted. Creating a brief lays out the framework so everyone starts at the same place, with the key information at their disposal. It is also useful to go back to,to see if the goals were achieved, at the end of the project.
- You, as the library's brand ambassador and marketing facilitator – your understanding is critical to the success of all the library's marketing activity. There may be aspects of the library's marketing that sit outside your area of responsibility but it is still important to have a big picture understanding. Who are you trying to speak to – do they read/watch what/where you are advertising? Are you a Not-For-Profit? Many media outlets offer a NFP discount, although you may already be getting good rates if your advertising is bundled with your council's spend. Look for cross-promotion or sponsorship opportunities to get more from your budget. ----- Meeting Notes (20/10/16 08:10) -----
- Great marketing requires great content. Seems obvious doesn't it?However we often get fixated on one element of the content of a project and forget that all three elements must be working together to achieve the desired outcome. Copy - Be frugal and keep it relevant – and don't forget about the Visuals- I can't emphasise enough how important appropriate visuals are, and then there is Tone – how things look and sound, it reflects your brand and has a big impact on communication success.
- Great Imagery is priceless – it has more impact than any words can, invest time in choosing images that support the benefit. Aspirational and attainable are useful qualities to evaluate in image selection.
- One of these images is warm, friendly, engaging and reflects the desired target audience. The other is cold, empty, uninviting and even intimidating. So whilst both of these could be used to promote a tech training activity, only one has the right tone that align's with our brand and marketing goals – to attract people not scare them off! This is an overstated example but you get the picture – images matter!
- A picture tells a thousand words so ensure the tone and messages align with your marketing goal and brand
- And this is what Tom More,CEO of the company Slidely says about images: “Effective visuals are extremely powerful when used correctly to communicate an appropriate message. Although visuals are a great communication medium because they lend themselves to creative freedom, remember to always stay on board with your company message and create and spread content that reflects your brand. An offbeat video or inappropriate photo posted with a company status update can do more harm than no visual content at all.”
- There are many emerging tools online to assist us create content – you don't need access to expensive graphic design software, just a browser and internet connection!
- Having professional photography taken often results in disappointing results, not because the photographer is bad but because there is little understanding about responsibilities around orchestrating a photoshoot. The photographers role is to take photographs – only. Unless they work with a producer or a production agency they won’t organise anything else like permits, models, catering etc. Supply a brief to the photographer prior to the shoot so everyone is clear of the expectations. If you are unsure ask the photographer their advice at the briefing stage
- There are quite a few decisions to be made leading up to a photoshoot. Not the least of which is who's going to do the cleaning and who's bringing the food? Whether you decide to use professional models, extras or 'real people' ensure you meet them in person prior to the shoot and consider getting professional hair and make-up artist even for a ‘natural look’. If cost is an issue, approach a training facility such as a tafe often their make-up students are keen for ‘real’ experience. When it comes to wardrobe ensure everyone being photographed brings a few options and have a few things on hand in case what they bring is unsuitable. Ask them to remove most jewellery, accessories and patterned t-shirts etc PLAIN IS BEST
- Select days and times for ads to run that will work best for your audience There is very little room in radio advertising – stick to one key message and one contact point only per ad.
- I know that Elizabeth from Whyndham will be sharing their experience with cinema advertising later today so I won't speak too much about this platform except to say that I think it is a good fit with library promotion and can offer very good value. Often ads continue playing at the cinema long after the paid period has passed. Enquire with the production company if you can play the ad through other channels for no extra cost. Often they will let you use it on web and social media for free, enhancing the value even further.
- There are many great stories that are happening everyday in libraries that can be captured by video. It's a great way to educate people about the experiences that are available in the library. Grab a smartphone or tablet, learn some basic editing and VAVOOM you have great content ready to display on your website or social media. With so much content available it's important to plan the stories that you capture and align with them with the brand message you are trying to convey and the types of audiences you are hoping to reach.
- Emailing or mailing someone is good because you can send them something they might be interested in. The message can be customised so that they are even more likely to be interested. Customisation and personalisation are key to direct mail or email campaign success. Direct mail applications such as Mailchimp and many customer Relationship Management database software have the functionality to manage many different mailing groups and build attractive customised messages. At GRLC we use MailChimp and it can be used at no cost. Of course like nearly all of these 'FREE' services it gives more functionality if you use one of the paid versions.
- A very high percentage of Australians have internet and use email. The rising trend ismore people are opening emails via smartphones so if you use direct email marketing as a tool ensure it is mobile friendly display.
- This leads us into another digital platform – social media. Tim Martin has given us some wonderful insights into the usefulness of social media this morning.
- In Australia the number one social media channel remains Facebook.
- It takes time and resources to communicate through each social media channel. Not all channels are effective communication tools for libraries. What are the best channels to achieve your marketing communication goals and how many channels do you have the resources populate and engage with your audience?
- Social media management software is an essential tool to efficiently communicate across multiple social media channels. At GRLC we use Hootsuite and we are very happy with it,but there are others…. And…. Like many of these tools there is a free version.
- In order to know if our communications efforts are having any affect we need to gather feedback and measure engagement. I have included here a very good article that explains measuring social media.
- Feedback is part of the model of continuous improvement.
- How can we capture feedback? Well there's another useful monkey available to help in this area - so far we've had Picmonkey and mailchimp .. for surveys there is Surveymonkey! It too has a free version too! Surveys can be custom built and sent to patrons electronically via email. Filled out online, results are gathered and compiled automatically - which is a huge labour and time saver over manual or paper surveys.
- Feedback is ONE tool to measure success
- Thank you. I hope there have been some useful tools in this toolkit for you to use at your library.