Why This Campaign?

• Libraries are popular, but taken for granted.

• Libraries are ubiquitous, but not often visible.

• Libraries are unique, but facing new competition.

@ your library® External Goals

• Increase Americans’ commitment to libraries and their understanding of the value of libraries and librarians

• Increase library usage

@ your library® External Goals

• Encourage librarianship as a profession

• Bring librarians to the table on key public policy issues

• In the long term, increase funding/support for libraries and librarians

@ your library® Internal Goals

• Ensure campaign is useful to libraries of all types

• Create tools to help librarians promote value to specific audiences

Core MessagesLibraries are changing, dynamic

places. Libraries are places of opportunity.

Libraries bring you the world.

Priority Audiences

USERS/POTENTIAL USERS Key to future of libraries

Students ParentsINFLUENTIALS

Decision-makers and library users Elected officials Senior citizens

School boards and administrators

CATALYSTSOpportunities for building alliances and amplifying our voice Allies/partners Educators Media

Marketing

• Brand is flexible and can be customized• NEW logos, artwork now online

Marketing Tools

www.ala.org/@yourlibrary

• Programming ideas, art, ads, sample press materials & more

• Campaign updates • Share “best practices” with

new online database

Marketing Tools

ALA Graphics products to showcase brand

                                                                

Videos and PSAs Available

Marketing Tools

• Call toll-free

1-866-4LIBRARY• E-mail the campaign staff

atyourlibrary@ala.org• Subscribe to discussion list

campaign@ala.org

Media Relations

•National media outreach•Local media outreach

Advocacy

• Strengthen Library Advocacy Now! program

• Workshops to recruit and train presenters

• Network of advocates from all types of libraries nationwide

Evaluation Components

• Soliciting feedback via Web site

• Monitor media coverage

• Measure public opinion

• Quantify participation and number of people reached

Submit your story to the new @ your library online databaseat www.ala.org/@yourlibrary

www.hersheysmilk.com/getonboardwww.hersheysmilk.com/getonboard

Teens can win a chance to meet skateboard legend Tony Hawk by

submitting an entry on the message of their favorite book

Register online to gain access to free tools to help you promote

the programLibrarians Get on Board!

Win bookstore gift certificate for best local promotion of program

Runs through April 2004

Send in 5, 15, or 25 entries and win prizes

www.ala.org/@yourlibrary/jointhemajorleagues

Promotes 21st century literacy through online baseball trivia contest

Program is open to all ages

Look for new Spanish-language materials

New program begins spring

2004!

April 2001

National @ your library Campaign

April 2003

Academic and Research Library

CampaignOctober 2003

School LibraryCampaign

February 2004

Public LibraryCampaign

Tailored Campaigns

Academic and Research LibraryCampaign

• Promotes the value of academic and research libraries and librarians

• Launched April 2003 at the ACRL National Conference in Charlotte, N.C.

• New toolkit, Web site, trainings

School Library CampaignLaunched October 2003

Qualitative Research: Focus GroupsDecember 2002• 6 groups• K-12 Parents• K-12 Classroom Teachers & Administrators• Middle & High School Students• Rural, Suburban, Urban• Baltimore, Phoenix, Indianapolis areas• Discussion questions developed by KRC

and AASL @your library committee, ALA @your library staff

First key finding:

Qualitative Research: Focus GroupsDecember 2002

Parents and students feel that school library media programs are important only for younger children (elementary school age).

As students get older, computer use without a professional is perceived as the norm and professional guidance is not seen as necessary.

Second key finding:

Qualitative Research: Focus GroupsDecember 2002

Many parents and students do not view library media specialists as educated professionals.

• Increase public awareness of the significant contributions made by school library media specialists through school library media programs to further the academic achievement and lifelong learning of our students;

Goals:School Library Campaign

• Strengthen a belief in the value of school library media programs and school library media specialists;• Position school librarianship as a desirable career opportunity.

Goals:School Library Campaign

Audiences:PRIMARY

Teachers Administrators Students Parents Boards of education

Legislators Community at large

SECONDARY

School Library Campaign

Key Messages:

School Library Campaign

• School library media programs are critical to the learning experience.• School library media specialists are crucial to the teaching and learning process.• School library media centers are places of opportunity.

• Available online at www.ala.org/@yourlibrary under “School Library Campaign."

• Includes: --sample outreach strategies for different audiences --how to build a marketing communications plan -- sample media relations tools -- tough Q&A and more

Toolkit for School Library Media Programs

NEW Tools & Resources

• Additional hard copies available from AASL

NEW Tools & ResourcesNew downloadable artwork for school library media specialists

• Available online at www.ala.org/@yourlibrary under “School Library Campaign."                

NEW Tools & Resources

• http://www.3m.com/us/library

New Strategic Marketing Manuals

• Prepare a marketing plan using the @ your library brand

• Can be used to train others to lead discussions about creating marketing plans

• Made possible by 3M Library Systems

NEW Tools & Resources

AASLPR discussion list • An opportunity to share ideas and ask questions about promotion and marketing.

• To subscribe, send a message to: subscribe-aaslpr@ala.org with your first and last name as the subject. Leave the body of the message blank.