Download - Now Your Library is Open Late Night, Too!
Now Your Library is Open Late Night,
Too!
Marketing QandANJ.org on MTVBeth Cackowski, QandANJ.org Project Coordinator
November 15, 2007
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
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
Traditional Marketing (Collaborative)
College newspaperCampaign2005
Banner Ads
MySpace Page
Commercial on…
Now Your Library isOpen Late Night Too!
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
Commercial debut Statewide during MTV Video Music Awards
Aired in every NJ cable market on 9/9/07
Where else besides MTV?
Movie theatres www.QandANJ.org/mtv Library web pages YouTube MySpace page In schools / public access channels
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)
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
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
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!
Things to consider What is your goal?
Who is your target audience?
How much can you afford to spend?
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!
Thank you!
Please visit www.QandANJ.org/mtv
to view the commercial
Beth CackowskiQandANJ.org Project Coordinator
