East Campus Library


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  • To create promotional material such as brochures, bookmarks, PSAs, press releases, and flyers Offer premium promotional material designs such as coffee mugs, mouse pads, t-shirts Clear up myths about the ECL by giving information by hosting an ECL commons day, updating the website with more information Mass email, USB drive, TDU display, table tents, bus flyers, RA bulletin boards, on campus mailboxes
  • 6 or more group study rooms will have large flat panel display monitors 218 cushy study lounge chairs, 25 couches or benches including 35 Macs
  • East Campus Library

    1. 1. EAST CAMPUS LIBRARY Books. Space. Coffee …Community.
    2. 2. Client Overview <ul><li>East Campus Library Marketing Committee </li></ul><ul><li>Jason Sokoloff, Business Librarian, Head of Marketing Committee </li></ul><ul><li>Reba Leiding, Assistant to the Dean of Libraries </li></ul>JMU Libraries ECL Steering Committee ECL Marketing Committee Jason and Reba Our Group
    3. 3. Problem Statement <ul><li>JMU students and faculty may already hold preconceived notions: </li></ul><ul><li>The ECL is a science only library </li></ul><ul><li>The opening date </li></ul><ul><li>What features the library will and will not have </li></ul><ul><li>JMU community may not maintain use of the current libraries </li></ul>
    4. 4. Goals <ul><li>To promote the ECL to students and faculty through a variety of avenues </li></ul><ul><li>To implement an informational public relations campaign to clear up myths about the ECL </li></ul>
    5. 5. Target Publics Primary Publics: - JMU students and faculty who will use the JMU library system in fall 2008 and beyond. Secondary Publics: - JMU students and faculty that will benefit from subject- specific material (science materials). - Faculty who will use the CIT and CFI resource centers.
    6. 6. Facts About the ECL
    7. 7. The TEAM “Mix” Collaboration of talents: - Writing (Carla) - Graphics (Marissa) - Organization (Hushmath) - Communication (Meghan)
    8. 8. Initial Timeline Date Deliverable Friday, February 22 Proposal, presentation, brochure mock up Friday, February 29 Conduct pretest Final flyer design and ECL brochure design March 1-March 9 Spring break, students off Friday, March 14 General library brochure mock up Orders of promotional materials Table tent submissions due Slides for Wilson, ISAT, Grafton TVs submitted Friday, March 21 Article submitted to Breeze and DNR Bulletin boards and display cases (TDU, Carrier) Friday, March 28 PSA Screen savers, computer backgrounds in Carrier Mass email submission (2 weeks processing) Friday, April 4 Conduct posttest Friday, April 11 Final presentation of results and future action plans
    9. 9. Budget Item Quantity Item Cost Total Cost Marketing       Graphic design $0.00 Digital Sign Creation $0.00 Press Releases $0.00 Email Blasts $0.00 Talking Points- Liasons, Staff contacts $0.00 Brochure 5,000 * * Posters 500 $0.98 $490.96 Large Posters 3 $168.00 $504.00 Bookmarks 5,000 $0.10 $483.75 Due-date Slips 8,000 * * Misc materials (adhesive, chalk, markers) $125.00 Marketing subtotal     $1,603.71
    10. 10. Budget (cont.) Advertising       Campus Flat Panel Displays $0.00 Library Screen Savers $0.00 Campus TV Ch 43 $0.00 Campus bulletin boards $0.00 Buses $0.00 Grafton-Stovall movie slides 6 weeks $20.00 $80.00 Facebook 7 $10.00 $70.00 The Breeze Ads (~1/4 page) 1 $230.00 Madison 101 Ad 1 $165.00 $165.00 Advertising subtotal     $315.00
    11. 11. Budget (cont.) Promotional Items       Pens 2,000 $1.12 $2,268.00 Sticky-note pads 5,000 $0.34 $1,800.90 Stainless steel travel mug 72 $6.91 $497.98 Plastic water bottle 100 $3.30 $447.00 USB drives 25 $19.99 $575.00 Promotional items total     $5,588.88 Events       Coffee Break (est. 300 people) 1 $500.00 $500.00 Events subtotal     $500.00 TOTAL     $8,007.59 * Expenses will come from existing library budget       Brochure 10,000 $0.28 $2,827.67 Due-date Slips 8,000 $0.08 $653.95
    12. 12. Tactics and Promotional Materials
    13. 13. Swag
    14. 14. Brochure
    15. 15. The Breeze Monday, April 7, 2008
    16. 16. Madison 101 Ad
    17. 17. Bookmark
    18. 18. Coffee Break <ul><li>We wanted an event… but the ECL doesn’t open until fall </li></ul><ul><li>Therefore, we are having an event in Carrier which will promote the ECL, and also meet needs of students </li></ul><ul><li>Coffee Break Event : </li></ul><ul><li>Location: Carrier Library </li></ul><ul><li>Sunday, April 27, 5pm-2am </li></ul><ul><li>Monday, April 28, 3pm-2am </li></ul><ul><li>Tuesday, April 29, 10pm-2am </li></ul><ul><li>Wednesday, April 30, 10pm-2am </li></ul><ul><li>Free Java City Coffee </li></ul><ul><li>Swag giveaways </li></ul><ul><li>Learn about ECL </li></ul>
    19. 19. Limitations We are promoting something that we haven’t seen, experienced, and isn’t available to the public yet Exact needs and wants were unclear initially Had to get approval from steering committee and the Dean of Libraries on most aspects of the campaign Brochure design was timely, had to wait Printer was having color problems, had to wait While ordering swag, SOS Advertising was rebooting, had to wait
    20. 20. Evaluation We envision success! Comparable to real public relations campaign Higher budget allowed us greater opportunities Breeze article, brochure, and future informational materials will have cleared myths about library