Marriage Made In Heaven: Marketing and Develoment

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Nancy Dowd (LibraryAware, NoveList) and Erin MacCord (NJ Talking Book and Braille Center) share ideas of how librarians can combine their marketing and development ideas to raise visibility and support for libraries.

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  • Hasbrouck Heights Library Board President Lisa Traina, Library Director Mimi hui, Belle & Mayor Rose Heck
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  • Marriage Made In Heaven: Marketing and Develoment

    1. 1. A MARRIAGE MADE IN HEAVEN: MARKETING AND DEVELOPMENTNancy Dowd, LibraryAware Product Lead, NoveListErin MacCord, Development Officer, NJ Talking Book & Braille Center
    2. 2. RECRUITING CHAMPIONSFOUR BASIC STEPS
    3. 3. 1. IDENTIFY WHY YOU WANT A CHAMPIONChampions can help your library promote a service, improve itsimage and even gain support from other influential members of thecommunity but it is important to know why you want a championbefore you begin. A champion is one part of an overall marketingplan.Advantages – Helps your brand stand out – Improves brand recall and instant recognition – Provides leverage for strategic partnerships – Can extend/improve your brand identity – Media Attraction
    4. 4. EXAMPLES OF SPECIFIC NEEDS • Support a Cause • Promote a Campaign • Launch a New Collection/Service • Revive Support for Library • Help Connect to Specific Demographic
    5. 5. 2. IDENTIFY THE TYPE OF CHAMPION YOU NEED Top Three Ways a Champion Can Offer Support: 1. Provide Testimony 2. Offer an Endorsement 3. Act as a Spokesperson * You can ask a champion for their testimony or endorsement and build relationship to achieve this level.
    6. 6. IMPORTANT FACTORS TOCONSIDER WHEN SELECTING ACHAMPION • Does their image and perceived values match with your library’s? • Are there are any risks? • Is it the right match for your community and targeted audience? • Are they believable? • What other products or organizations are they supporting?
    7. 7. 3. RESEARCHIdeally you would like to find a champion whomatches both your library’s values and budget,which in most cases is zero. The key is to researchand look for reasons why someone would want tobe your champion. • Find connections to your library, town or state • Find connections to your cause • Find connections between potential champions and your network • Ask staff to tap their connections • Look at your card holders
    8. 8. 4. Make ContactMany famous people are represented by agents or publicity firms. But many are also availablevia Twitter and Facebook or have their emails listed somewhere on the web. Dig deep. If youcontact a person through Facebook or the web, keep you message short and enticing.
    9. 9. You want to prove it will be asuccessful campaignand worth your champions time.Emails should: • Identify why the person was chosen to be a champion • Outline exactly what you need champion to do • Include marketing plan and budget • List of other champions, sponsors, etc.Tips • Keep track of all correspondence • Always follow up with a thank you note • Pursue, don’t pester • Speak to the right person
    10. 10. Dear The New Jersey State Library would be honored if you would become a "New Jersey Library Champion." We would like to ask you to send us a photograph and a quoteSample Letter 1 about libraries and how they have affected your life. We will use the photo and quote on a poster that will be part of a series of posters that well be creating and distributing to the more than 400 public libraries in New Jersey, Our "Library Champions" campaign will demonstrate how libraries have the power to transform peoples lives. Books are integral to libraries. We are the place where children learn to love reading by providing an outstanding assortment of books that stir the imagination and inspire dreams of greatness. Last year children participating in our summer reading program read over 3 million books. While a popular notion claims reading is declining, we are seeing an increased use of our libraries by people of all ages. We are also more than just books - we are about the people who come into libraries to connect with other people; with family members who live far away or are serving our country overseas. We help people find jobs, write resumes, get help with health questions, find scholarships to help them afford college, and more. The theme for this campaign is about libraries and their transformative power, so we would like your quote to support that message. We know that you have been very involved in encouraging children to read with your commitment to the XXXX and believe our two organizations XXX logo on your champion poster. We hope you will consider becoming our champion. Sincerely yours, Nancy Dowd Director of Marketing
    11. 11. Dear The New Jersey State Library is sponsoring a public awareness campaign featuring role models from the sports, arts, entertainment and literary fields encouraging people of all ages to keep reading and learning at the library. We would be honored if a member of the XXX team would become a “New Jersey Library Champion." The Devils, Yankees, Giants and Eagles are already participating but many of your fans hereSample Letter 2 in NJ have expressed a very strong desire to have your team participate. All we would need is a photo and a quote from your player(s) about libraries and how they have affected their lives or words to encourage youngsters to read, learn and use their library. For example, XXX’s quotes is, “"Without the book, without the knowledge I wouldn’t be where I am today.” We will use the photo and quote on a poster that will be part of a series of posters that well be creating and distributing to the more than 400 public libraries in New Jersey. We are also looking to secure a billboard for your player that will be located in South Jersey. Our “Library Champions” campaign will emphasize that libraries have the power to transform people’s lives by offering free and excellent reading and learning opportunities for everyone. Books are integral to libraries. We are the place where children learn to love reading by providing an outstanding assortment of books that stir the imagination and inspire dreams of greatness. Last year children participating in our summer reading program read over 3 million books. While there is a popular notion that reading is declining, we are seeing an increased use of our libraries by people of all ages – we saw an increase of over 2 million people from the previous year- that’s over 49 million visitors in one year! We are also more than just books – we are about the people who come into libraries to connect with other people; with family members who live far away or are serving our country overseas. We help people find jobs, write resumes, get help with health questions, find scholarships to help them afford college, and more. Libraries provide the Internet for people who have no connection in their homes, and also help them make social connections by serving as community centers. We hope a player who is an important role model will consider becoming our champion. Sincerely yours, Nancy Dowd Director of Marketing
    12. 12. Dear, Thank you for taking the time to speak with me this morning. As I explained, the New Jersey State Library is sponsoring a public awareness campaign featuring role models as "Library Champions" from the sports, arts, entertainment and literary fields encouraging people of all ages to keep reading and learning at the library.Sample Letter 3 Statistics indicate one out of every three students in the United States are at risk of not graduating high school. The good news is that strong reading skills and a love for learning are the best tools to combat those numbers. NJ libraries are working to ensure our children and adults have these necessary tools to be successful in their lives. This campaign introduces role models who will encourage children to read, learn and use their library. Our athletes have all volunteered because they believe in the transformative power libraries can offer our youth. We are hoping XXX Trucking does too. We are looking for your company to donate the space on the back door panels of trucks whose main routes are in New Jersey and the surrounding vicinity. We will provide professionally designed skins of library champions and pay to have them professionally installed. We would love the images to stay up for a year but if that period of time were too long, we would ask that the minimum time be three months. The role of XXX trucking would be part of a larger statewide effort by libraries to reach the members of our communities directly. We will be providing posters, banners and promotional materials to public and school libraries that they will use in their outreach efforts. We will also be running PSAs, creating videos and pursuing an aggressive media campaign. I believe this campaign fits with your company’s values as it speaks to providing the tools for people to reach their fullest potential. Thank you for passing this information on to the person who will be able to make the final determination. Best Regards, Nancy Dowd Director of Marketing
    13. 13. Include your media plan if you have one.MEDIA RELATIONSDevelop news releases, and other media materials for distributionto editors and reporters.ADVERTISINGCreate effective, key message-based advertisements for print, TV,radioand online media featuring high profile champions; negotiateadditional “runs” through media public service announcements.Placements will include:· Billboards on prominent roadways· Wrap advertisements on commercial vehicles· Video advertising at Path Train stations· Billboards on public buildingsCOMMUNITY RELATIONSOUTREACH KITSDevelop and distribute “Library Champion” branded outreach kitsto NJ libraries throughout NJ to help them to reach audiences atlocal community events and fairs, tradeshows, back-to-schoolnights, speaking engagements with community and businessgroups
    14. 14. LEVERAGE YOUR CHAMPIONS
    15. 15. CHAMPIONS AND DEVELOPMENT
    16. 16. First Things First - Make a Case Statement 1. Describe your library 2. Include your librarys mission - not word for word 3. Include a compelling reason why a donor should give dollars to your library.
    17. 17. The Communication Audit 1. Have each department list the audiences they are trying to reach. 2. Have them write out the story they are telling about their department – just a couple of sentences. 3. Create a list of every communication channel available to the library. 4. Have each department identify which communication channels will help reach their each audience - include the media, stakeholders and elected officials.
    18. 18. 1. Writing the Development Plan • Background • Case Statement • Economy & philanthropy • SWOT Analysis (Strengths, Weakness, Opportunity & Threats) • Organizational Development • Funding History • The Friends of the Library vs a Foundation Board • Combining Marketing and Development • Creating the Development Department
    19. 19. 1. Managing the Ask • Annual Fund • Grant Writing • Earned Income • Donor Recognition • Special Events • Civic/Corporate Presentations • Major Gift Prospecting • The Friends
    20. 20. 3. The Friend Raiser Create an event to recognize Champions • Sell tickets for tables • Look for sponsors • Silent auction Make sure you follow-up with acknowledgements Make the ask for future support
    21. 21. 4. From Friend Raiser to Fund Raiser • Donor Database • Donor Research • Simple Acknowledgement • Annual Report • Direct Mail • Matching Gifts/Corporate Gifts
    22. 22. CONTACT INFO: Nancy Dowd ndowd@ebscohost.com Erin MacCord emaccord@njstatelib.orgPhotos used in this presentation depicted or were part of NJ State Library’s Library Champions Campaign

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