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Why Did We Geek Presentation Oct 2012

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Presentation developed for a local marketing association, MarketLansing. The purpose was to describe why the Capital Area District Libraries participated in the Geek the Library campaign from OCLC.

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Why Did We Geek Presentation Oct 2012

  1. 1. Geeking the Library:One Patron at a Time November 7, 2012
  2. 2. What are we talking about today?• Understanding library supporters• Campaign phases• Why did we do this: CADL’s goals• Execution• Lessons learned
  3. 3. Library Supporters Super Supporters 7.1%
  4. 4. Library SupportersJust for Fun – 7.1% SuperKid Driven – 6.6% SupportersLibrary as Office – 3.4% 7.1%Look to Librarians – 6.5%Greater Good – 8.7%
  5. 5. Library Supporters Super Supporters 7.1%Financially Strapped – 10.6%Detached – 16.0%The Web Wins – 7.4%
  6. 6. Campaign PhasesPhase 1: Raise awarenessPhase 2: Change perceptionsPhase 3: Drive behavior January – December 2011 January – May 2012 Phases 1 & 2 Phase 3
  7. 7. CADL’s Geek Goals1. Use Geek as a mechanism to talk about library funding.2. Generate goodwill for 2014 millage effort.3. Create more awareness about CADL. Only about ~ 1/3 of the residents in our service area have library cards!
  8. 8. CADL’s Geek Goals4. Definite fit with our Strategic Plan and 2011/2012 organizational goals. “Increase public awareness  Use marketing messages in interpersonal advocacy efforts; everyone who works for CADL should be an advocate.”Very important: Board and Management buy- in
  9. 9. Campaign Execution• All types of media – Billboards – Newspaper ads – Website – Social media
  10. 10. Campaign Execution: Campaign Geeks
  11. 11. Campaign Execution: Local Geeks
  12. 12. Campaign Execution: Local Geeks
  13. 13. Campaign Execution: Staff Geeks
  14. 14. Campaign Execution: Board Geeks
  15. 15. Execution: Phases 1 & 2Take the message EVERYWHERE!•Outreach events – farmer’s markets, parent/teacher night,etc…•Geek parties at the libraries – GeekFest•Traditional advertising – newspaper ads, billboards•Posters all around town•Newspaper columns written by librarians•In-library displays•#geekCADL hashtag
  16. 16. Execution: Phase 3• Switching to Phase 3 took some careful thought.• Changed out messaging in all libraries – New posters – New ads: newspapers and billboards – New talking points at outreach events
  17. 17. CADL’s Phase 3 News Ads
  18. 18. CADL’s Phase 3 News Ads
  19. 19. CADL’s Phase 3 News Ads
  20. 20. CADL’s Phase 3 News Ads
  21. 21. CADL’s Phase 3 Ads & Billboards
  22. 22. What we learned…• For campaigns longer than 9 months, find ways to keep staff engaged.• Don’t let phase 3 run on auto pilot… manage it as much as, or even more than, phases 1 and 2.• Make the change in messaging clear – tie to “call to action”
  23. 23. Get Your Geek On! Questions?

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