National Library Service for the Blind and Physically Handicapped

Library of Congress

Strategic Plan for the New Public Education Initiative

May 7, 2014

Presentation Agenda

Project Overview

Research Review

Target Audiences

Messaging

Strategies and Tactics

Branding and Identity

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Project Overview

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Project Overview: Communications Phases

Phase 1: Research and Analysis Phase 2: Messaging and Recommendations Phase 3: Materials Development Phase 4: Implementation

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Research Review

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Research Review: Market Research Report

Communications audit Peer and landscape analysis Review and analysis of NLS survey results Focus group of eight NLS users and nonusers Interviews with 48 representatives of key NLS constituencies,

including NLS users and nonusers, NLS network librarians, and representatives of agencies that serve NLS’ target audiences

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Research Review: Key Takeaways

Branding: NLS’ branding and messaging must clearly and briefly convey what NLS is, what NLS offers, and whom NLS serves

Awareness: NLS needs to build awareness of its services Differentiation: NLS can leverage its unique features through media

outreach, marketing, and promotion Online communications: NLS must meet its audiences where they are Local partnerships: NLS should explore partnerships with local service

providers at the community level Superusers: NLS can tap superusers’ networks and encourage them to

spread the word about NLS Role of libraries: NLS should provide network libraries with resources

to support their key role in public outreach and education

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Target Audiences

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Target Audiences

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Influencers who are in a position to reach and sway end users:• Caregivers• Media• Network libraries• Stakeholders, such as physicians, assisted living facilities, professional associations,

local and community organizations, and state-based disability and low-vision organizations

• Superusers End users who may have used or can use NLS services:

• Aging adults• Former patrons of NLS• People who are blind or have low vision• People who have physical disabilities• Students• Veterans

Target Audiences: Priority Groups

People who are blind or have low vision People who have physical disabilities Aging adults Veterans

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Messaging

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Messaging: Themes

Focus group and interview participants need the following information before enrolling for NLS services:

What the program is and how to participateNew features and technologyEase of use and independenceQuality and range of servicesEligibility requirements, with an emphasis on including all potential users, not just those who are blind

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Messaging: Sample Audience-Specific Messages

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Messaging: Sample Audience-Specific Messages

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Strategies and Tactics

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Strategies and Tactics: Communications Goals

Goal 1: Build awareness of the NLS brand and its services among target audiences.

Goal 2: Foster conversation and engage target audiences where they are: online, on social media, and in the community.

Goal 3: Cultivate stakeholder partnerships and re-engage network libraries to spread NLS’ messages to priority audiences.

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Strategies and Tactics: Five Core Strategies

1. Develop and disseminate branded materials.2. Develop an effective online presence.3. Engage audiences online.4. Conduct media relations and advertising activities.5. Launch a stakeholder engagement plan.

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Strategy 1: Develop and disseminate branded materials.

Example tactics:Create audience-specific information sheets.Develop user testimonials in multiple formats.Create videos with descriptive narrative.Publish a quarterly e-newsletter.Produce audience-specific public service announcements (PSAs).Create infographics for stakeholders.

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Strategy 2: Develop an effective online presence.

Example tactics:Create an online campaign module.Use search engine optimization and search engine marketing to promote NLS’ services and drive traffic to the campaign module.Execute a digital marketing campaign.

• Banner advertising • Remarketing • Behavioral advertising • Link building

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Strategy 3: Engage audiences online.

Example tactics:Establish social media properties to support the campaign.Tailor the content strategy across platforms. Launch a Facebook “like” campaign.Develop content calendars for social media properties.Cultivate relationships with influential online stakeholders. Conduct real-time engagement activities.

• Facebook chat• Google+ Hangout• Live-tweeting events, such as the Library of Congress National Book

Festival

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Strategy 4: Conduct media relations and advertising activities.

Example tactics:Develop a media database with local, national, and trade publications. Designate influential NLS leaders to represent the agency as spokespeople for media engagements.Develop an editorial calendar for media activity.Develop and pitch op-eds to targeted publications.Create and distribute an online media press kit to journalists.Develop and place ads to reach priority audiences.

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Strategy 5: Launch a stakeholder engagement plan.

Example tactics:Develop and maintain a database of national, local, and grass-roots stakeholder organizations. Create content for stakeholder promotion and package it in a toolkit for distribution. Cultivate relationships with partner organizations. Create a superuser “champion” program. Create a toolkit of materials for network libraries.Create an outreach activity guide for network libraries.

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Strategy 5, continued: Network Library Toolkit

A network library toolkit could include:PowerPoint presentation about NLS servicesSample introductory email to send to community partners Print PSAs to distribute at eventsSocial media primerEvent planning guideEvent evaluation formAudience-specific information sheets At-a-glance eligibility guideline sheetSample letter to the editorMedia advisory template

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Strategy 5, continued: Outreach Activity Guide

Examples of outreach activities include:PresentationsLibrary toursTraining sessionsBrown-bag lunchesMedia outreachLocal partner outreachSocial media activity

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Sample Work: National Health Service Corps – Ambassador Guide

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Sample Work: National Health Service Corps – Ambassador Toolkit

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Sample Work: National Health Service Corps – Media Advisory Template

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Sample Work: National Health Service Corps – Event Planning Guide

Branding and Identity

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Branding and Identity: Recommendations

1. Develop an official agency identity for NLS.

1. Create a campaign identity to engage target audiences.

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Draft NLS Logo Concepts

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Draft Campaign Logo Concepts

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Thank you.

Send your comments to Jane Caulton at jcau@loc.gov

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