Marriage Made In Heaven: Marketing and Develoment

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Nancy Dowd, LibraryAware Product Lead, NoveList Erin MacCord, Development Officer, NJ Talking Book & Braille Center A MARRIAGE MADE IN HEAVEN: MARKETING AND DEVELOPMENT

description

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.

Transcript of Marriage Made In Heaven: Marketing and Develoment

Page 1: Marriage Made In Heaven: Marketing and Develoment

Nancy Dowd, LibraryAware Product Lead, NoveListErin MacCord, Development Officer, NJ Talking Book & Braille Center

A MARRIAGE MADE IN HEAVEN:MARKETING AND DEVELOPMENT

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RECRUITING CHAMPIONSFOUR BASIC STEPS

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1. IDENTIFY WHY YOU WANT A CHAMPION

Champions can help your library promote a service, improve its image and even gain support from other influential members of the community but it is important to know why you want a champion before you begin. A champion is one part of an overall marketing plan.

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

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EXAMPLES OF SPECIFIC NEEDS

• Support a Cause

• Promote a Campaign

• Launch a New Collection/Service

• Revive Support for Library

• Help Connect to Specific Demographic

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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.

2. IDENTIFY THE TYPE OF CHAMPION YOU NEED

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• 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?

IMPORTANT FACTORS TO CONSIDER WHEN SELECTING A CHAMPION

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3. RESEARCH

Ideally you would like to find a champion who

matches both your library’s values and budget,

which in most cases is zero. The key is to research

and look for reasons why someone would want to

be 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

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4. Make Contact

Many famous people are represented by agents or publicity firms. But many are also available

via Twitter and Facebook or have their emails listed somewhere on the web. Dig deep. If you

contact a person through Facebook or the web, keep you message short and enticing.

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You want to prove it will be a successful campaign and 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

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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 quote 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 we'll 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 people's 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 DowdDirector of Marketing

Sample Letter 1

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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 here 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 we'll 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 DowdDirector of Marketing

Sample Letter 2

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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.

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 DowdDirector of Marketing

Sample Letter 3

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Include your media plan if you have one.

MEDIA RELATIONS

Develop news releases, and other media materials for distribution

to editors and reporters.

ADVERTISING

Create effective, key message-based advertisements for print, TV,

radio

and online media featuring high profile champions; negotiate

additional “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 buildings

COMMUNITY RELATIONS

OUTREACH KITS

Develop and distribute “Library Champion” branded outreach kits

to NJ libraries throughout NJ to help them to reach audiences at

local community events and fairs, tradeshows, back-to-school

nights, speaking engagements with community and business

groups

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LEVERAGE YOUR CHAMPIONS

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CHAMPIONS AND DEVELOPMENT

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First Things First - Make a Case Statement

1. Describe your library

2. Include your library's mission - not word for word

3. Include a compelling reason why a donor should give dollars to

your library.

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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.

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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

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2. Managing the Ask

• Annual Fund

• Grant Writing

• Earned Income

• Donor Recognition

• Special Events

• Civic/Corporate Presentations

• Major Gift Prospecting

• The Friends

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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

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4. From Friend Raiser to Fund Raiser

• Donor Database

• Donor Research

• Simple Acknowledgement

• Annual Report

• Direct Mail

• Matching Gifts/Corporate Gifts

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CONTACT INFO:

Nancy [email protected]

Erin MacCord [email protected]

Photos used in this presentation depicted or were part of NJ State Library’s Library Champions Campaign