ncompass live: communication--getting the word out: does your audience hear what you mean?
DESCRIPTION
The library has a lot to offer, as a provider of information and entertainment, and as a partner in the cultural, economic, and civic life of the community. But it can be difficult to compose the message and to find channels to deliver it that will make sure that the message gets through. Mary Jo Ryan, Nebraska Library Commission Communications Coordinator will offer some techniques for improving communications with the community.TRANSCRIPT
- 1.CommunicationGetting the word out
Does your audience hear
what you mean?
2. NOT
How to make sure they hear what you say.
BUT Instead
How to make sure we say what they can hear.
3. Communication is not focused on the library
Communication is focused on the community/audience/customer
Specify target audience
Communication Tips
4. Communication is not one-way
Communication is a group activity
Communication is a planning process
5. Marketing@ your library
Communication Planning Process
6. Marketing@ your library
Know your community
Customer Focus
Listen
Target group
Consult
Scan
Test
7. Know your communityCommunication Starts with Listening
Ask and Listen
Facts
Consult with others
News Media Scan
Listening Posts
Test Assumptions
Open Mind. Open Heart
8. Marketing@ your library
Know your library
Value
Values
Voice
9. Values Message Exercise*
Primary Value Theme
Break it down to supporting themes
Needbe sure to focus on need
Cost
Benefit
Call to Action
*Adapted with appreciation from the Public Library Association
Advocacy Toolkit, Libraries Prosper with Passion, Purpose, and
Persuasion!: A PLA Toolkit for Success
10. Marketing@ your library
Implement
Planning +
Service Delivery +
Customer Service =
Creating Relationships
11. Marketing@ your library
Hints for Library Merchandising
Visual communicationnot personal taste or style
Bold graphics with sans serif type
Avoid all caps, acronyms, library jargon, visual clutter, italics,
and too many props
Imitate bookstore displays and signage
Edit
Use Impulse
Change displays
Cross-merchandise
Use it allflooring, walls, ceiling
12. Marketing@ your library
13. Marketing@ your library
Communicate
Tell the Story
Brand it
Personalize it
Storify it
14. Storify the Message
How to tell a memorable story?
Make a connection
library + library representative + success story =
remember/action
Know your audience
Present the Problem.Solution.Opportunity
Specify library needs_________to meet ________need of
___________target customer
Hear message from audience perspective
Tell stories: formal AND informal presentations
15. How did they do?
http://vp.mgnetwork.net/traveler.swf?embed_referer=&u=251a1a38e1b9102da6fd001ec92a4a0d&z=SAV
http://www.librariesforreallife.org/
16. Ensure Success with Word of Mouth
create Customer Ambassadors
Staff
Customers
Friends
Trustees
give them tools
Baseball cards for the staff, Friends
Stickers
Whats your plan for the library?...Tell Me
Love your library? Tell a Friend
17. Create the Buzz
Word of Mouth on Steroids
Word of Mouth +Word of Mouse
18.
www.facebook.com/NebraskaBookFestival?ref=mf#!/pages/Nebraska-Center-for-the-Book/106200106086571?ref=ts
19. Marketing@ your library
Communication Tactics Menu
Outreach
Share the message directly. Go where the customers are. Partner
with organizations.Speaking engagementsInterview showsSponsorship
of community events/activitiesOffsite seminarsOffsite
workshopsService club membershipOther club membershipsOffsite
delivery of library servicesOffsite demonstrationsOffsite
displaysOther?
20. Marketing@ your library
Communication Strategy Menu
Word of Mouth
Conversation and Storytelling. Create Word of Mouth w/Talking
Points and Fact Sheets for Staff/Supporters.
Online and Social Networking:
Creating the Buzz, Word of Mouthon Steroids
Buzz = Word of Mouth + Word of Mouse
21. Marketing@ your library
Paid AdvertisingRadioTelevisionOutdoor billboards
Direct MailLettersNewslettersproduct/service announcements
FlyersPostcards"Special customer" offersBrochuresDirect
responseCouponsBill stuffersOther?
22. Marketing@ your library
Collateral (not as powerful as people)
Print:NewspaperMagazines"Shoppers" (free or classified ad
magazines)Yellow PagesSpecial directories(regional, seasonal,
Chamber)Trade or industry directories(e.g., Thomas' Register)
Cooperative ad support from your library
vendorsFlyersPostersHandoutsOther ?
23. Marketing@ your library
24. Marketing@ your library
25. Hints for Creating a Communication Piece
Business Goal
Target Audience
Do
Know
Distribution
Attraction
26. Marketing@ your library
Evaluate
How do you know if it worked?
Measure
Test
Observe
Evaluate
Analyze Cost
Outcome Information from Customers
27. Marketing@ your library
For more information:
Mary Jo Ryan, Communications Coordinator
Nebraska Library Commission,
The Atrium, 1200 N St., Suite 120
Lincoln NE 68508-2023,
402-471-3434, FAX 402-471-2083
e-mail: [email protected]
Resources
Turning the Page: Building Your Library Community, Public Library
Association and Bill & Melinda Gates Foundation,
www.ala.org/ala/mgrps/divs/pla/plaadvocacy/turningthepage/index.cfm
Libraries Prosper with Passion, Purpose, and Persuasion!: A PLA
Toolkit for Success, Public Library Association,
www.ala.org/ala/mgrps/divs/pla/plaadvocacy/librariesprospertoolkit/index.cfm
Creating Customer Evangelists, Ben McConnell and Jackie Huba
www.creatingcustomerevangelists.com
Marketing That Matters: 10 practices to profit your business and
change the world, Chip Conleyand Eric Friedenwald-Fishman
www.metgroup.com/content/index.php?pid=140