Geeking the Library:One Patron at a Time

November 7, 2012

What are we talking about today?

• Understanding library supporters• Campaign phases• Why did we do this: CADL’s goals• Execution• Lessons learned

Library Supporters

Super Supporters7.1%

Library Supporters

Super Supporters7.1%

Just for Fun – 7.1%Kid Driven – 6.6%Library as Office – 3.4%Look to Librarians – 6.5%Greater Good – 8.7%

Library Supporters

Super Supporters7.1%

Financially Strapped – 10.6%Detached – 16.0%The Web Wins – 7.4%

Campaign Phases

Phase 1: Raise awarenessPhase 2: Change perceptionsPhase 3: Drive behavior

Phases 1 & 2 Phase 3

January – December 2011 January – May 2012

CADL’s Geek Goals

1. Use Geek as a mechanism to talk about library funding.

2. Generate goodwill for 2014 millage effort.3. Create more awareness about CADL. Only

about ~ 1/3 of the residents in our service area have library cards!

CADL’s Geek Goals

4. Definite fit with our Strategic Plan and 2011/2012 organizational goals.

“Increase public awareness Use marketing messages in interpersonal advocacy efforts; everyone who works for CADL should be an

advocate.”

Very important: Board and Management buy-in

Campaign Execution

• All types of media– Billboards– Newspaper ads– Website– Social media

Campaign Execution: Campaign Geeks

Campaign Execution: Local Geeks

Campaign Execution: Local Geeks

Campaign Execution: Staff Geeks

Campaign Execution: Board Geeks

Execution: Phases 1 & 2

Take the message EVERYWHERE!•Outreach events – farmer’s markets, parent/teacher night, etc…•Geek parties at the libraries – GeekFest•Traditional advertising – newspaper ads, billboards•Posters all around town•Newspaper columns written by librarians•In-library displays•#geekCADL hashtag

• Switching to Phase 3 took some careful thought.

• Changed out messaging in all libraries– New posters– New ads: newspapers and billboards– New talking points at outreach events

Execution: Phase 3

CADL’s Phase 3 News Ads

CADL’s Phase 3 News Ads

CADL’s Phase 3 News Ads

CADL’s Phase 3 News Ads

CADL’s Phase 3 Ads & Billboards

What we learned…

• For campaigns longer than 9 months, find ways to keep staff engaged.

• Don’t let phase 3 run on auto pilot… manage it as much as, or even more than, phases 1 and 2.

• Make the change in messaging clear – tie to “call to action”

Get Your Geek On!

Questions?