Now Your Library is Open Late Night, Too!
description
Transcript of Now Your Library is Open Late Night, Too!
![Page 1: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/1.jpg)
Now Your Library is Open Late Night,
Too!
Marketing QandANJ.org on MTVBeth Cackowski, QandANJ.org Project Coordinator
November 15, 2007
![Page 2: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/2.jpg)
Background on QandANJ.org Statewide Collaborative Virtual Reference Available 24/7 6 years running 47 Member libraries
Public Academic State Library
Approximately 4500 questions per month
![Page 3: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/3.jpg)
Changing people’s expectations
Creating a service that people wouldn’t expect
Marketing in places people won’t expect
Targeting customers who don’t use the library
![Page 4: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/4.jpg)
Traditional Marketing (Collaborative)
![Page 5: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/5.jpg)
College newspaperCampaign2005
![Page 6: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/6.jpg)
Banner Ads
![Page 7: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/7.jpg)
MySpace Page
![Page 8: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/8.jpg)
Commercial on…
![Page 9: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/9.jpg)
Now Your Library isOpen Late Night Too!
![Page 10: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/10.jpg)
How we did it Met with local cable provider
Determined coverage area Dates for beginning/ending campaign Who we wanted to reach
Hired video producer 30 second spot Appeal to teens
![Page 11: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/11.jpg)
Commercial debut Statewide during MTV Video Music Awards
Aired in every NJ cable market on 9/9/07
![Page 12: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/12.jpg)
Where else besides MTV?
Movie theatres www.QandANJ.org/mtv Library web pages YouTube MySpace page In schools / public access channels
![Page 13: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/13.jpg)
Poll Results on our website Saw it on MTV
611 votes (33% of total)
Saw it on YouTube 126 votes (7% of total)
Saw it on MySpace 26 votes (1% of total)
![Page 14: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/14.jpg)
How did it affect usage?
Immediate: Usage went up 50% the night the commercial
debuted!
Longer-term: For the following month, usage was up 20% 500 people said they saw the ad on MTV
![Page 15: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/15.jpg)
What did it cost? Video Production
$2200 MTV Video Music Awards Statewide
$4800 Continued MTV airing
Depends on local cable company Area covered, population of that area Cable channels Days / Times / Frequency of airings
![Page 16: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/16.jpg)
What did it cost? Movie theatre advertising
Non-profit rate $10 per screen per week
YouTube, MySpace, Websites FREE!
In schools, local cable channels What format do you need? FREE!
![Page 17: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/17.jpg)
Things to consider What is your goal?
Who is your target audience?
How much can you afford to spend?
![Page 18: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/18.jpg)
What we learned Easier and cheaper than we thought
to advertise on cable TV
Television reaches a lot of people
It was a lot of fun!
![Page 19: Now Your Library is Open Late Night, Too!](https://reader035.fdocuments.in/reader035/viewer/2022062518/5681485a550346895db56725/html5/thumbnails/19.jpg)
Thank you!
Please visit www.QandANJ.org/mtv
to view the commercial
Beth CackowskiQandANJ.org Project Coordinator