Grassroots and Shoestrings: Successful Marketing Campaigns

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Grassroots and ShoestringsSuccessful Marketing
Campaigns

• Library Stories at Lincoln Public Library
• Kae Elgie
• Waterloo Regional Library
• ekae_at_region.waterloo.on.ca
• [phone]

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• Who is the non-user?
• Research ? your own survey
• Or someone elses ? Wilson Library Literature
  Information Full Text (search it free with OLA
  membership)
• Compare library member demographics with local
  census data

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• Who is the non-user?
• Jefferson County Library, Colorado, study found
  non-users were 50, college education,
  50,000-80,000 household income
• too busy to come to library 29
• prefer to purchase books 23
• unaware of what library offers 13

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• How to reach non-users?
• Public Relations
• Getting the librarys message across
• This is who we are and what we do, this is when
  and where we do it and for whom...

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• How to reach non-users?
• Marketing
• finding out what the customer needs
• who are you, and what do you need, how, where and
  when can we best deliver it to you and what are
  you willing to pay?

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• How to reach non-users?
• Advocacy
• your agenda will be assisted by what we have to
  offer
• support and awareness are built incrementally
• Target decision makers

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Advocacy is about RESPECT

• understand what makes the other person tick -
  speak their language
• be brief
• be specific
• be informative
• be courteous

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Advocacy is

• Telling a library story
• The personal is powerful

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Library Stories videoproduced by New York State
Library Associationwww.nyla.org1-800-CALL-NYLA
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Library Stories at Lincoln Public Library

• Lincoln - municipality of 20,000 people in the
  beautiful Niagara Peninsula
• Surrounded by vineyards, orchards and
  greenhouses, comprised of the town of Beamsville,
  villages of Vineland and Jordan
• Lincoln Library Stories were written in 1998

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Lincoln Library Story 1
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Lincoln Library Story 3
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Lincoln Library Story 4
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Lincoln Library Story 5