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T d ’ P dJennifer Peterson

Today’s ProducersKendra Morgan

WebJunction Community Manager

WebJunction Program Manager

Today’s Presenters

Liz KudwaCapital Area LibraryCapital Area Library District, Lansing, MIMarketing Director

Jennifer Pearson Advocacy Programs Senior Manager, OCLCOCLC

Heidi GustadCapital Area Library District, Lansing, MI, g,Online Content/PR Coordinator

Geek the Library:A Community Awareness Campaign 

Jennifer Pearson, Senior Manager

Advocacy Programs

AgendaAgenda

• The theoryy

• The campaign

• The pilot

• Keys to success

• To learn more

11

The theoryThe theory

The campaign is based on research results from a study conducted by OCLC in 2007, and funded by the Gates Foundation that investigated the following question: 

Is it possible for a large scale advocacy campaign to create anIs it possible for a large scale advocacy campaign to create an environment to sustain and increase funding for U.S. public libraries?

The report is available free at www oclc org/reports/fundingThe report is available free at  www.oclc.org/reports/funding

Key findings

Most Americans are unaware of how the public library is funded.  p y

Elected and appointed officials are supportive of the library but most (over 

70%) feel that the library has sufficient funding.

Most people claim they would support the library at the ballot box, but 

fewer, just 37%, are firmly committed to it.

Lib t i l t d t i th lib S t i ttit d Library support is unrelated to using the library.  Support is an attitude.

Perceptions of the librarian are highly related to library support; 

perceptions that their librarian is involved in the community, an advocate p p y,

for lifelong learning and passionate for keeping the library relevant are 

strong indicators of library funding support.

Key findings

People who see the library as a transformational force in people’s lives 

and communities are more likely to support library funding.

Most people are unaware of the range of “transformational” programs 

and services that libraries provide and see the library predominately asand services that libraries provide, and see the library predominately as 

a source of information.

Overall, the key to increasing funding support for the library is to 

change the library conversation, and the library perception, from 

services and information, to a conversation about how the library 

provides transformational opportunities for each resident and theprovides transformational opportunities for each resident and the 

community. 

Market segmentation

Super Supporters

Super Supporters7.1%

b k

ProbableSupporters

Greater Good

Kid‐Driven

Library as 

OfficeJust

for Fun

Look to

Librarian

32.3%

FinanciallyStrapped Detached

The WebWins

Barriers to Support34.0%

Chronic NonvotersNonvoters26.6%

% People 18-69

There is a need to change perceptions of the library while making the case for fundingwhile making the case for funding

InformationInformationInformationInformation My TransformationMy TransformationMy TransformationMy Transformation

InstitutionInstitution

Nice to haveNice to have

InstitutionInstitution

Nice to haveNice to have

InfrastructureInfrastructure

NecessityNecessity

InfrastructureInfrastructure

NecessityNecessityNice to haveNice to have

PastPast

Nice to haveNice to have

PastPast

NecessityNecessity

My FutureMy Future

NecessityNecessity

My FutureMy FuturePastPast

Altruism for othersAltruism for others

PastPast

Altruism for othersAltruism for others

My FutureMy Future

ROI for meROI for me

My FutureMy Future

ROI for meROI for me

The Library My Library

The campaignThe campaign

Geek the Library: the message

The library helps everyone explore the thi th k With I t tthings they geek. With Internet access for all, knowledgeable librarians and local programs, the library is an important resource for your community. p y yKeep your library vital by turning your passions into support.

Get your geek on Show your supportGet your geek on. Show your support. geekthelibrary.org

Brought to you by OCLC, a nonprofit library cooperative, with funding by a grant from the Bill & Melinda Gates Foundation. Geekthelibrary.org does not support or oppose any candidate for public office and does not take positions on legislation.

A wide range of geeks—the library is for everyone

The library is vital to you and your community

Newspaper and radioNewspaper and radio

AdvertisingNewspaper and radioNewspaper and radio

InsertsInserts

Online banners and paid searchOnline banners and paid search

BillboardsBillboards

22

Public relations

23Source:  Richmond Hill Reflections magazine, Volume 6, Number 1  (Richmond Hill, GA)

Community events

Library displays and programs

Website, video and online tools

The PilotThe Pilot

Pilot marketsPilot markets

Two primary markets

Launch:Launch:

June 2009June 2009

Launch:Launch:

June 2009June 2009p y

• Greater Savannah: 7 library systems/38 branches

• Central Iowa: 42 libraries/only one with branches

Phase I

Phase I

Phase I

Phase I

Four secondary markets• Shelbyville Public Library, IN

DecemberDecember

20092009

DecemberDecember

20092009Shelbyville Public Library, IN

• Milwaukee Public Library System, WI (13 branches)

• Zion‐Benton Public Library, IL 

Pi d t R i l Lib S t GA (11 b h )

2009200920092009

e II

e II

e II

e II

• Piedmont Regional Library System, GA (11 branches)

Phase

Phase

Phase

Phase

AprilApril

20102010

AprilApril

2010201028

Pilot measurementPilot measurement

• Pre‐ and post‐tracking studies in GA and IAp g

• Performance metrics for advertising, PR, website activity, social media, and online tools

• Ongoing feedback and sharing of ideas through the field managers 

Pilot resultsPilot results

• Geek the Library gets people’s attention! – In a five‐month window, 68 percent of surveyed residents in central Iowa and 

49 percent of surveyed residents in southern Georgia were familiar with the campaign.

• Geek the Library has appeal!– Of people familiar with the campaign, 64 percent of residents in southern 

Georgia and 54 percent of residents in central Iowa said they liked it.

• Geek the Library encourages action!– Over two‐thirds of surveyed residents in both southern Georgia and central 

Iowa had responded or intended to respond to the campaign in one or more ways, such as visiting geekthelibrary.org or telling a friend.

Telling their story…in Iowag y

Story County librarians presented a Geek t‐shirt to Iowa Governor Chet Culver and accompanied him in his Iowa Unlimited Whistle Stop Train Tour. Art Weeks, Director of Ames Public Library talked to the Governor about library funding and local press covered the story.  Subsequently, the Governor recommended that state funding for libraries be exempt from 

dmandatory 10% cuts.

…in Indiana

In early December 2009, the Shelbyville Public Library Board voted to approve raises for all library staff, including the first raise for Director Janet Wallace in her eight year tenure 

i ddi i f i ff d f ll i i l dias Director. In addition, four part‐time staff were approved to move to full‐time, including Laura Guenin, the part‐time marketing person who has been working on the campaign. “Both Janet and I are convinced that the campaign helped change the Board’s minds. I even get to quit my part‐time job at Bath and Body Works!”g q y p j y

….in Georgiag

The Director of Ohoopee Regional Library System, GA shared that in her smallest market of Glennville, GA where they expected cuts, the budget actually increased as a result f h h d dof the campaign. She credited a 

combination of advertising in the local paper, an enthusiastic local journalist and activities aroundjournalist, and activities around “Geek the Library Week”, including the Mayoral proclamation

Geek the Library ReportGeek the Library Report

OCLC h bli h d “G k h Lib A C i A• OCLC has published “Geek the Library: A Community Awareness Campaign”

• Report is a comprehensive overview of the pilots which contains:– overview of the study that inspired the project, 

– complete details about pilot methodologies 

– results from quantitative and qualitative research

– analysis of feedback from pilot participants

• The report can be found at:• http://www.oclc.org/us/en/reports/geekthelibrary.htm

Keys to successKeys to success

A multi‐faceted approachA multi faceted approach

• Advertising helps establish high awareness in a short time

• Traditional media outreach is most successful when leveraging existing local relationships

• Events provide a great opportunity to tell the library funding story in the community

• Grassroots programs get people engaged, p g g p p g g ,especially those that allow people to express their personal “geek”

• Direct engagement with decision funding makers g g gby the library director is vital to the funding cause

…committed to making it work…committed to making it work

• The personal connection: libraries, staff and communities quickly made the campaign their own—easy to localize and personalize

• Creativity and community: Many of the best ideas for how to implement the campaign came from the libraries themselvesthe campaign came from the libraries themselves

• The value of community relationships: The libraries who made the most of the campaign were those who already had relationships to leverage; and the campaign helped other libraries forge new onesand the campaign helped other libraries forge new ones

• Change takes time: Be consistent, persistent and committed

• Speak up: Even in a difficult economic climate, the campaign helped some libraries secure or increase funding 

The real key to success—“passionate librarians”The real key to success passionate librarians

Campaign todayCampaign today

• Campaign is open to all U.S. public librariesp g p p

• We are currently working with libraries in over 10 states to implement the campaign

• We are working with the state libraries of Kansas and Delaware to implement statewide campaigns

39

What OCLC provides to libraries that participateWhat OCLC provides to libraries that participate

• Free campaign materials, including collateral, giveaways, p g , g , g y ,event banners and table skirts 

• Access to the online campaign management center where you fi dcan find

– Campaign tips

– Templates for localizing collateral

– Forum to communicate with other Geek libraries

– Blog from Geek staff

• Field supportpp– Input and support in developing marketing plan and budget

– Writing and graphic design assistance

– A real person on the other end of the phone or the email to answer any p p yquestions you have– any time!

Want more Geek the Library?Want more Geek the Library?

• More information for libraries http://get.geekthelibrary.org/p //g g y g/• Consumer web site http://www.geekthelibrary.org/• From Awareness to Funding ghttp://www.oclc.org/reports/funding/default.htm 

• Geek the Library: A Community Awareness Campaign htt // l / t / kth lib hthttp://www.oclc.org/reports/geekthelibrary.htm

• Facebook http://www.facebook.com/geekthelibrary• Twitter http://twitter com/geekthelibrary• Twitter http://twitter.com/geekthelibrary• Jennifer’s email pearsonj@oclc.org

C it l A Di t i t LibCapital Area District Library

Capital Area District LibraryCapital Area District Library

Liz Kudwa Heidi GustadMarketing Director Online Content/PR Coordinator

Who is CADL?Who is CADL?

• 13 locations which cover all of Ingham County except for the City of East Lansing.

• Bookmobile

• www.cadl.org

• Annual Budget ~ $11 million

Why Geek?Why Geek?

Our millage renewal will not generate enough revenue for us to continue operating as we have been.

CADL’s millage renewal passed by widest margin ever in August 2010, but…

…property tax values are still declining

…state funding is shrinking and will soon be eliminated

f l fi i h i ki d ill b…revenue from penal fines is shrinking and will soon be eliminated

Why Geek?Why Geek?

Geek provides us with the means to help connect the dots for our patrons 

and explain how we’re fundedand explain how we re funded.

CADL’s Geek GoalsCADLs Geek Goals

1 Use Geek as a mechanism to talk about1. Use Geek as a mechanism to talk about library funding.  

2 Generate goodwill to embark on possible2. Generate goodwill to embark on possible 2012 millage effort and/or major fundraising efforteffort.

3. Create more awareness about CADL.  Only b 1/3 f h id i iabout ~ 1/3 of the residents in our service area have library cards!

CADL’s Geek GoalsCADLs Geek Goals

4 Definite fit with our Strategic Plan and 20114.  Definite fit with our Strategic Plan and 2011 organizational goals.

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

advocate.”

Very important: Board and Management buy‐in

CADL’s Geek ResourcesCADLs Geek Resources

CADL’s Geek TimelineCADLs Geek Timeline

Phases 1 & 2Phases 1 & 2

Feb 2011

Soft

Mar 2011

Big launch

Apr 2011

Big event/

July 2011

Big event/

Sept 2011

Big event/ launch

Displays up in

Paid advertising rolls out

promo: National Library Week

promo: Geek Fest

promo: National Library Card Sign-up in

librariesrolls out Week Card Sign-

up Month

Ongoing smaller “maintenance” events will occur throughout theOngoing, smaller “maintenance” events will occur throughout the year at every CADL location.

CADL’s Geek TimelineCADLs Geek Timeline

Phase 3: First half of 2012, possibly 3rd quarterPhase 3: First half of 2012, possibly 3 quarter

CADL is also working with East Lansing Public LibraryCADL is also working with East Lansing Public Library and Marshall District Library

• Co‐sponsor events p

• Share some advertising expenses, where possible

Other community partners include Potter Park Zoo and Impression 5 Science Center.

Get Your Geek On!Get Your Geek On!

Questions?

Stay InvolvedGeek the Library

geekthelibrary orggeekthelibrary.orgget.geekthelibrary.org

O W bJ tiOn WebJunctionwebjunction.org/community-relations

Crossroads (monthly newsletter)webjunction org/crossroadswebjunction.org/crossroads

Eventsbj ti / t / biwebjunction.org/events/webinars