Indiana Library Federation

InLLA Conference, July 24, 2014

Marketing Basics andBranding the Library for a Positive Experience

Libraries build relationships, promote services and events using website, e-newsltr, fliers, no-cost media & social media. Libraries usually have good PR efforts … we have collapsed all of this

& call it marketing

BUT marketing in the real sense is associated with dollars: purchasing

ads, spending money

Differences….

• Marketing – billboards are purchased- the circus is coming to town

• Promotion – an elephant is seen w/a sign, the circus is coming

• Publicity –newspaper reports elephant acc stomped on mayor’s beautiful flower garden and yard; articles in news about that mentions circus is coming to town

• Public Relations – mayor rides on elephant promoting the circus—no hard feelings!

Map for Today’s Session1. Review the power of building good communications and public relations2. Discuss targeted marketing3. Building a brand; Can developing a logo and/or tagline help the library accomplish its goal? 4. Delivering on brand promise

Tactics to promote/mkt the library• VIP: Hire the right personalities for front-line

service at the library • Do advertise if possible; take care in signage• Use cross-promotions• follow up calls; even how the parking lot looks• Donor outreach Outstanding website• Publications; use of “hold” message• Phone manner is a form of promotion

Communication is the Bedrock of Outstanding Public Relations

• What is the main goal of a library’s message?• Are there goals? Examples: to increase usage or

gatecount? To target a certain segment of the population?

• Does the library use good comm to obtain goodwill in the community/ to promote value?

• Good communication allows for better decision-making in budgeting and allotment of resources

• Good comm could translate into more support by community, legislators, other decision-makers

Why Libraries Resist Doing Promotions or Outreach:Lack of resources, expertise…How to get started ?It’s best to hire someone trained in the field or use creative staff or those w/skill sets (ad writing /design); Important to get input from front line employees, board members

Relationship Builders: think about..

• Does the director set the tone of what is valued?

• How does the library staff support the mission?

• How does the library or board set priorities?• How do you track, resolve complaints?• Is there a suggestion box? Some of the best

ideas are given by your users!

Targeted Communication Plan

• Define the problem. What are you doing now? Where is there need to improve?

• Whom do you serve? Whose needs are you trying to satisfy? Clarify goals.

• How to best reach the target market? Who is competition?

• What do you want to achieve & by when?• Communicate your core msg based on mission

Reaching a Targeted Market

• Your “audience” or potential visitors are segmented by demographics

• Write in a style that pertains to that segment• Deliver msg in their preferred manner• Keep msg short, clear and sell the benefit!• Invite action• Use the word “you” in ad copy

Tips on Targeted Marketing• Create a msg that fits w/target group• Does creativity, humor, surprise, excitement

work for this audience?• Use a wide range of communication tactics

Marketing Msgs

• Provide a “solution” to customer’s “problem”• Use both traditional and electronic means• Look for partnering opps• Use testimonials from visitors• Use element of surprise, humor, edgy, creative

messages where appropriate

Ideally, Communications Planning Includes

Recognize that visitors have met and unmet needs

Research lib’s role Strategic Plan

Put resources toward that which supports desired goals

Monitor & evaluate progress toward goals

Leadership• Sets the priority and establishes the value of

the marketing/service plan for the library• The leader determines the outcome through

his or her knowledge, commitment, energy, plan and follow through

• Has vision for the library• Excellence occurs when you know your

visitors’ needs (current and future)

Personnel• 1st – Must have commitment by administration• 2nd - Staff must understand their value and

how what they do fits in with the whole system; they should understand the direction of the library (ie., we are serious about great service! We are working toward improvements in x area and will have measurable results within x (timeframe)

• 3rd – provide staff w/ training if possible

Plan your Work before Working Your Plan

• Set realistic goals: What kind of library do you aspire to? • Mission: The task of the leaders… to develop the role of the library in

the community or campus; share vision with staff• Values: What are the day to day behaviors? Do those behaviors

support the direction in which you want to beheading? • Does the perception of library to the public (or target audience)

match what you think are correct perceptions? If not, where falling short?

• Do you want to enhance visibility, be more responsive to visitors? increase visits or donations? Have more families in the library? Serve more children? recruit staff or more volunteers?

• Planning includes defining your goals and identifying the participants. Establish who will do what by when.

Learn about Customers

• Formal: Yearly surveys, focus groups, questionnaires, observation

• Informal: Short interviews, e-mail, suggestion box, staff input/dept. discuss

Building a Positive Image• The library as an experience can be created in-

house relatively inexpensively• Learn what visitors want/expect• Commit to making each visit pleasant• Exceed expectations• Be approachable. Be creative. Be collaborative.• It’s ideal to have a person oversee communi-

cations, print material, outreach efforts, graphic standards

Enlarging Your Scope of Mkt Efforts• Convey what is most unique about your library• Communicate about librarians, too!• Make msg short, concise, focused, interesting—use humor!• Speak to them in their language (write for your audience)• Use a variety of methods: social media, check-out receipts,

print material, website, e-news, electronic crawl signs• Testimonials (powerful)• Rotate displays regularly and show off resources• Do presentations in the community; be a part of

fairs/festivals and offer cross promos• video on Web sites

Keeping your audience in mind…Would a slogan or a mascot work? Would your lib benefit from using a tagline to help communicate your message?In promoting services, write like someone who works in advertising. Have fun! Be creative in your ad copy.

Read while you drive!Do research in your pajamas.Ask us!Save $$ - check out DVDsWe’re your partner in tech training

Goal: Raise awareness to business comm

• a well-designed Web page• Well-written news releases (someone proof

them w/journalism exp; get in habit of writing how news reporters write)

• Library news is all around: Use interesting facts, figures, circulation #, stories of impact

• News about services, staff, collection, programs• Can stream short video spots online

(inexpensive and effective)

Finalizing Your Plan

• Define the problem you wish to solve• (It should fit w/mission and strategic plan)• Research & define audience and comm methods• Create timeframe as to your goals• Develop message and tactics• Set budget; organize staff (who will do what by when)• All staff need to understand library’s goals, areas of

desired improvement. • Implement ; seek feedback; evaluate• Revise where and if necessary

The power of various media

• Social media – personal, immediate, targeted• Newspapers –immediate; easy and inexpensive• Magazines – high credibility; very high lead time• Radio – intimate yet somewhat expensive• Brochure – allows for more detail; inexpensive• TV – lets you show/demonstrate but expensive• Fliers – economical and provides good info• Internet – interactive and not expensive• Billboard – serves as a reminder but only 7-8 words

Famous Brands

What is a Brand?• Identifiable entity, recognizable concept• What immediately comes to mind• Makes a specific promise of value • In a store or library, for example, a visitor’s

perception is reflected by the associations he/she has & holds in memory

• Your library already has a brand whether or not you are managing it…what comes to mind

They evolve…

But not too much!What famous logo was originally to be named after Pequod, a whaling ship from Moby-Dick, (it was rejected by co-founders) and was instead named after the chief mate on the Pequod.

1st franchise w/arches in Phoenix

Use of building element w/in logo

More than a word or symbol …

• A brand represents the immediate image, emotions, perceptions, tangible/intangible qualities of a product or service

• Brands create a perception in the mind of the customer that there is no other product or service that is quite like yours.

• What sets your library apart?

Building a Brand Using a Logo

• Graphic identity communicates what you do• Tries to capture the look and feel of the

organization• Builds consistency with use of colors/fonts/ overall look on all material, ads, signs, Web

site, forms, etc.

Guiding Values of Marriott to Establish their Brand

• Wanted to turn their image around• Wanted to be known for friendly service,

excellent value• Treat people well• Hard work, yet keep it fun• Continual self-improvement, training

The brand promise

• If you create a tag line, those words must be a part of the library’s culture. The brand promise must be consistent, doable, enforceable.

• Are you able to do what you say you will do?• Administration must have commitment;

branding takes time.• Staff should be trained and understand how

this fits with overall mission/plan.

Not fitting with the brand promise

Brand building can include a tagline

• Access Knowledge Success• Explore! Expand!• Your Passport to the World• Engage. Enlighten. Enrich.• Learn, Discover, Enjoy• Meeting Your Needs• Your destination for research, learning &

friends

Taglines

• Be a reader … be informed• Information & Imagination!

What sums up or captures the essence of your library?

Brand building

Famous Taglines

• Good to the last drop• You’re in good hands with _______• Bet you can’t eat just one• M’’mmm, m’mmm good!• It keeps going and going and going…• Save Money. Live Better.• We’re #2, we try harder

Which tagline do you think won?• A world of information – right here in North Dakota• Making Powerful Connections• Answers NOW!• When you need information• North Dakota State Library: We’re all about serving

you• Online all the time• Every Question deserves an answer• Line up. Download: Your Library Delivers

Consistency (Standards) in colors, look, font, size

• Graphic identity = your library’s unique logo mark conveys a tone, feel and non-tangible evocation

• This use of a graphic identity makes an organization seem more professional, more unified.

• Important to communicate to staff the graphic standards/guidelines.

Some Library Logos“Connecting people, information and ideas”

Contact:Susan Akers

sakers@ilfonline.orgor

ILF: 317-257-2040 ext. 101

I’ll be at the Chesterton library in a couple of

years!