geek the library campaign calendar 28 july, 2009 geekthelibrary.org

Geek the LibraryCampaign Calendar

28 July, 2009

geekthelibrary.org

Agenda• Launch update—celebrating success• Review campaign strategy• Campaign activities—a brief overview• Monthly calendar—maintaining momentum

Launch updateCelebrating success

geekthelibrary.org

Savannah Launch Event

Iowa Cubs Game

Yankee Doodle Pops

Savannah Morning News 6/21/2009 Pete and the Geeks

Savannah Morning News 6/22/2009 National library funding campaign kicks off in Savannah

Savannah Morning News 6/23/2009 Calendar listing

Savannah Morning News 6/24/2009 How 'geeking helps public library

WTOC-TV (CBS) The Sonny and Jody Show (mid morning news) 6/22/2009

WJCL-TV (ABC) 6 AM News 6/22/2009

WJCL-TV (ABC) 6 AM News 6/23/2009

WJCL-TV (ABC) 22 NEWS AT 11 6/23/2009

WTGS-TV (FOX) FOX 28 NEWS AT 10 6/23/2009

WTOC-TV (CBS) NEWS AT 5 6/23/2009

WJCL-TV (ABC) GOOD MORNING 6/24/2009

WJCL-TV (ABC) GOOD MORNING AT 6 AM 6/24/2009

WTOC-TV (CBS) FIRST REPORT 6/24/2009

WSAV-TV (NBC) NEWS 3 AT 6 6/28/2009

Southern GeorgiaPrint

TV

Central Iowa

The Daily Tribune (Ames) 6/26/2009 Ames library to get geeked

Des Moines Business Record 6/29/2009 You're Welcome to Geek

DM City View 7/6/2009 Get Your 'Geek' On

Des Moines Register 7/8/2009 Be vocal in support of funding libraries

WHO-TV (NBC) Morning News 6/29/2009

WHO-TV (NBC) Early Evening News 6/29/2009

WHO-TV (NBC) Evening News 6/29/2009

KDSM-TV (FOX) News at 9 6/29/2009

Print

TV

geekthelibrary.org

Launch PR update

Southern Georgia

Radio

WFXH-FM Adventure Radio-Claire Beverly

WFXH-AM Adventure Radio-Claire Beverly

WGZO-FM Adventure Radio-Claire Beverly

WLOW-FM Adventure Radio-Claire Beverly

WGCO-FM Adventure Radio-Claire Beverly

WGZR-FM Adventure Radio-Claire Beverly

WAEV-FM Clear Channel - Bill Edwards

WLVH-FM Clear Channel - Bill Edwards

WQBT-FM Clear Channel - Bill Edwards

WSOK-AM Clear Channel - Bill Edwards

WTKS-AM Clear Channel - Bill Edwards

WYKZ-FM Clear Channel - Bill Edwards

Radio

Central Iowa

WHO-AM

KFMG-FM

KDMR 88.9 FM Iowa Public Radio

WOI 90.1 FM Iowa Public Radio

KUNI 101.7 FM Iowa Public Radio

WOI 640 AM Iowa Public Radio

KIOA-FM Radio Iowa

KRNT-AM Radio Iowa

KSTZ-FM Radio Iowa

KLTI

geekthelibrary.org

Launch PR update

Southern Georgia

Onlinewsav.com 6/19/2009 Calendar Alert

TheCreativeCoast.org 6/19/2009 Calendar Alert

MSNCityGuide.com 6/19/2009 Calendar Alert

SavannahNow.com 6/19/2009 Calendar Alert

HelloSavannah.com 6/19/2009 Calendar AlertLiveOakPublicLibaries.

org 6/19/2009 Calendar Alert

SavannahVisit.com 6/19/2009 Calendar Alert

SavannahNow.com 6/22/2009 Calling All Geeks

SavannahNow.com 6/22/2009 National Library Funding Campaign Kicks Off In Savannah

TheCoastalSource.com 6/22/2009 Video Clip

wtoctv.com 6/22/2009 "Geek the Library" (Live interview with Cathy DeRosa)

TheCoastalSource.com 6/22/2009"Geek the Library" (Live interview

with Trish Taylor and Matt Koppelman)

wtoctv.com 6/23/2009 "Geek the Library" kicks off in Johnson Square

TheCoastalSource.com 6/23/2009 "Geek the Library" (Live interview with Cathy DeRosa)

SavannahNow.com 6/24/2009 Bennett: How "geeking" helps the public library

SavannahNow.com 6/24/2009 Library draws 'geeks' to Johnson Square

wsav.com 6/29/2009 Use of Libraries is On The Rise

Online

Central Iowa

IowaPublicRadio.com 6/22/2009 Talk@12

StateLibraryofIowa.org 6/23/2009 ‘Geek the Library’ Public Awareness Campaign Launches

AmesTrib.com 6/26/2009 Ames Library to Get Geeked

DesMoinesBusinessNews.com 6/26/2009 You're Welcome to Geek

Whotv.com 6/30/2009

kfmg991.org 7/1/2009

DMCityView.com 7/6/2009 Get Your 'Geek' On

DesMoinesRegister.com 7/8/2009 Be vocal in support of funding libraries

LibraryJournal.com 7/13/2009 OCLC Campaign Aims to Garner Support for PL's

geekthelibrary.org

Launch PR update

Online: blogosphere

LISNews Librarian And Information Science News 6/22/2009 Geeky Campaign from OCLC

Creating Dollhouse Miniatures 6/22/2009 Got Geek?

Going Digital 6/22/2009 What do you Geek?

Christie Burke's Infinite Booklist 6/22/2009 A couple of tidbits

ForeverGeek.com 6/23/2009 Geek the Library: My idea of heaven

It's All Good 6/23/2009 Geek the Library Campaign is Live!

Animated Librarian 6/23/2009 Geek the Library: Somebody get me my inhaler

Idaho Commission for Libraries 6/23/2009 What do you Geek?

Dan Messer (via Friend Feed) 6/23/2009 I Can Geek the Library Too

Librarian by Day 6/23/2009 Geek the Library

Not all Bits 6/23/2009 Geeking the Library

Moqub’s bibliotheek van dingen 6/23/2009 Geek the Library

The Fabilous Librarian 6/23/2009 Get Your Geek On

Librarian.net 6/23/2009 Geek The Library

Dream Walkerr's World 6/24/2009 Geek the Library

Say What?!? 6/24/2009 Get Your Geek On @ The Library

Sandrea's Bibliopage 6/24/2009 Geek the Library: viciados em biblioteca

RedEyeReader.com 6/25/2009 I Geek Books

The Atrium Blog 6/26/2009 And What Do You Geek?

Stephen's Lighthouse 6/26/2009 Geek The Library

LibraryBytes 6/28/2009 Geek The Library

The Library of Digress 6/29/2009 Public Libraries: Something to Shout About

LSLC Training Blog 6/30/2009 What do you Geek?

Librarisnrkool 6/30/2009 Geek The Library

The M Word 6/30/2009 I Geek Marketing Libraries

Alia.org Blog 6/30/2009 New Advocacy Materials Coming Soon

Burlington Public Library CEO's Blog 6/30/2009 Geeks and Library?

Blue Mountains Library Manager 7/1/2009 Update on the Public Library Summit

Friends of the Roswell Library 7/1/2009 Geeking the Library

Jon's Blog 7/3/2009 Geek the Library

Tales of an Open Book 7/6/2009 Geek the Library

Pella Public Library Blog 7/7/09 Geek The Library

Ancaro Imparo 7/8/09 Geek The Library

Michael-Hartford.Com/Blog 7/11/09 Trending Tweets

Library Journal.com Blog 7/11/09Why is "Geek the Library" the Name for OCLC's Campaign?

ALA.Org Blog 7/12/09 From Awareness to Geekdom

The Atrium Blog 7/13/09 Sarah Geeks Tombstones

Think For Us 7/14/09 Get your Geek On. Support the Library.

Public Relations Princess #######Public Libraries WERE Bing and Google Before Bing and Google Were

Invented

MS&R Library World ####### Geek The Library

geekthelibrary.org

Launch PR update

Ongoing outreach• In Central Iowa:

– Iowa County Magazine will publish a story in the Sep. issue– Altoona-Herald Index will publish a story to run on July 29.– Additionally, The Carlisle Citizen requested press materials.– Ankeny Press-Citizen will contact local library– Information provided to Perry Chief, Kidz-Activitez (will feature on Web site)– Following up with Iowa Living Magazines

• In Southern Georgia:– Cathy participated in an interview last week with the Glennville Sentinel (greater

Savannah). The article will run after the editor interviews Dusty Gres. – Working to set up an interview with the Beaufort(SC) Gazette.– Interest from others including Baxley News-Banner, Claxton Enterprise, Darien News, Fort

Valley Herald, Tattnall Journal, Metter Advertiser, Sylvania Telephone, Statesboro Herald– Still following up with several other outlets

• Relationships with the local librarian are critical to securing opportunities for interview. Several librarians have also shared the press materials locally.

Online: Social networking and stories

geekthelibrary.org

As of July 27th:• 2187 Facebook Fans• 260 followers on Twitter• Over 30 pages of “Tweets”• Over 150 stories shared on

geekthelibrary.org

Review Campaign Strategy

geekthelibrary.org

Campaign Methods

Create Awareness Action (with influencers)Generate Engagement

1 2 3

Campaign Methods


Get your Geek on Geek the Library Show your Support

1 2 3

Create personal connections to the library

through passions and introduce the idea of

support.

Strengthen personal connections to the library

through passions and acquire contact information through

support messaging.

Leverage personal connections to library and

ask supporters to take specific action.

Campaign Methods



The program designThe Web siteThe messagesAnd the measurement all follow this three-phase design

1 2 3

Program Design



1.1 million residents

22 “touches”60 million impressions

1 2 3

Advertising, radio, onlinePR, community eventsThe campaign launch

Super & Probable Supporters Supporters & Influencers

Events with influencers, “postcard,” editorials

Community programs,e-mails, social media, storiescommunity events, editorials

Campaign activitiesA brief overview

geekthelibrary.org

OCLC activities• Advertising ongoing

– Print– Online– Billboards– Radio

• PR ongoing– Manage a monthly editorial calendar– Identify opportunities for series’– Leverage local events and calendar listings– Op-eds/bylines we can develop for you to place

• E-mail updates– Bi-weekly e-mails to registered supporters

• Additional video shot with local people featuring what they geek• Media interview participation• Geekthelibrary.org upkeep (e.g. news and story posts)• Moderation and supporter engagement on social networking sites• Planning “Geek the Library” week—mayoral/gubernatorial proclamation

Library activities• Local events in the community and at your library

– Use materials at community events– Actively engage in conversation about the value of the library– Encourage people to sign up for e-mail updates and take the online survey– Use e-mail, library communications and social sites to spread the word

virtually• Op-ed articles for local papers and your newsletters

– Find people to tell their stories online or for articles– Find friends/supporters who can submit articles on your behalf

• Share ideas with the team and each other– Submit ideas to your field manager for Tip of the Week– Active participation at Webinars– Document and take pictures to share with us and with each other (e.g.,

Flickr)

Library activities

• Find and engage with influencers in your community– Make a list of the people that influence the community and why– Identify opportunities to engage them with the campaign,

individually or in groups (such as speaking at their local meetings—shorter presentation will be sent today)

– Take posters and inserts to local businesses, organizations and schools

• Engage in as many activities as you can– Partner with other libraries in your area, Friends, Trustees and

field managers• Develop and manage activities for “Geek the Library” week

Field support• Tip of the week, e.g.

– Make your own geek wall– Encourage community to share what they geek– Engage local businesses– Add an e-mail signature to all outgoing e-mails

• Bi-weekly Webinars– 1-2 activities for the coming weeks– Sharing success (or not) of activities– Sharing ideas

• Support for local events and activities in the community– Materials and manpower (where needed-please ask)– Taking posters to the community– Support for presentations

• Help in reaching local papers and providing content for your newsletters• Support for “Geek the Library” week

Campaign calendarMaintaining momentum

geekthelibrary.org

Campaign Methods

Create Awareness

Get your Geek on

1



support.

June/July/August

EDITORIAL CALENDAR: JULY / AUGUST 2009INITIATIVE MESSAGE STATUS

Awareness Geek the LibraryCommunity-based awareness campaignIntroduces ‘geek’ as a verbEveryone geeks somethingwww.geekthelibrary.org

News BureauProgram messages Continue introducing the campaign to community publications

and media creating awareness for the program and siteMove the program messaging from awareness to stories about engagement, interaction with the library and community stories

Ongoing to all publications, radio and online outlets across participating communities

Series pitch Angle: Take a library tour across southern Georgia or Central Iowa; see how each library is unique and offers everyone something to ‘geek’Targets include: TV8, Des Moines Register; Iowa Public RadioSavannah Morning News; Georgia Public Radio

Angle: Create a “man on the street” showing images of people and what they geekTargets include: JUICE and Connect SavannahIdea came from Edna Williamson at Wayne County Library and the Jesup Press Sentinel

Developing leads and leveraging relationships

Profiles Utilize information from field representatives to pitch media showing how residents get their geek on in the community and at the library, for exampleCitizenship and refugee story out of Des MoinesGenealogy story out of Statesboro Regional LibraryFinancial books and programs available in Jesup Library

Gathering and documenting stories

Calendar listings Conduct outreach to encourage residents to get their Geek on at the on 8/13 at the Iowa State FairHost a radio remote the day before the fairSecure interviews on site at the fair

Begin to send w/o 7/27 – outreach to central Iowa

July 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

Create AwarenessGet your Geek on

1

PR outreach continues




PR/Media activity Local events, IA

Yankee DoodlePops, IA

4th July FairAmes

Farmers MarketUrbandale Children’s star at

Northview School, Ankeny

Farmers MarketUrbandale Butterscotch’s

Birthday PartyRoland PL

Local events, GA Participating Library Activities

Tip of the week

Tip of the week

Library Webinar10-11/1.30-2.30 EST

LIST INFLUENCERSAND KEYORGANIZATIONS IN THE COMMUNITY

E-mail updates

E-mail update

RECEIVE CAMPAIGNMATERIALS AND DISPLAY IN YOUR LIBRARY

SHARE ALL LOCALCOMMUNITY EVENTSWITH FIELD MANAGERS

August 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

23 24 25 26 27 28 29

30 31

Sweet Corn Festival,Adel

Family Fest, Ames

Friday Fest, PerryBook Sale, Dexter PL

Farmers Market,Johnston

ISU Welcome Fest,Ames

City of Ames Welcome Event,Ames

Public Library Festival, Waulkee

Prairie Fest, Huxley

Friday Night Football,Bondurant

Brooklet Peanut Festival, Brooklet

Tip of the week

Tip of the week

Tip of the week

Tip of the week

Create AwarenessGet your Geek on

1

Library Webinar2.30-3.30 EST1.30-2.30 CDT


FIND OPPORTUNITIES TO SPEAK AT LOCAL ORGANIZATIONS, e.g. CHAMBER OF COMMERCE

TAKE POSTERS AND INSERTS TO LOCAL BUSINESSES, ORGANIZATIONSAND SCHOOLS

E-mail update

E-mail update

SPREAD THEWORD: E-MAIL AND SURVEYS

IDENTIFY LOCAL “GEEK” STORIES ANDMEDIA OPPORTUNITIES

Campaign Methods

Create Awareness Generate Engagement

Get your Geek on Geek the Library

1 2



support.



support messaging.

June/July/August September/October

EDITORIAL CALENDAR: SEPTEMBER/OCTOBER 2009INITIATIVE MESSAGE STATUS

Engagement Geek the LibraryWhatever you ‘geek’ the library supports youMore Americans than ever before are turning to librariesLibraries can transform individuals and communities

News BureauProgram messages Continue to tell stories of library engagement and success people have

found through libraries—emphasize relevance and value of the library to the community, to individual residents and groups

Profiles Find success stories that reinforce the key value of the library: a small business who was able to get their start at the library, passionate librarians that go above and beyond, return on investment, etc. (See Geek the Library page on geekthelibrary.org)Truckers in Vidalia – I geek drivingUnusual items to check out in Urbandale – I geek baking cakes

Op-ed/byline articles developed for submission by local library or friendsAdditional story ideas

Helping kids to geek school. Provide details of all the ways libraries can help children with their homework and keep them entertained.

Geeking local history. Focus on local businesses, personalities and the people who helped establish the area.

Connecting “geeking” to the local community events based on the theme of the event

Work with local library staff to participate in live, on-site radio interviews asking callers to say what they geek, most suprising/helpful thing they were able to geek at the library

Generating story ideas

Calendar listings Conduct outreach to print, online and broadcast calendars encouraging residents to get their Geek on at the Children’s Festival on 11/14 in ; continue calendar outreach for local outlying events

Conduct calendar listings for the various Geek the Library week happenings; continue outreach for outlying area outreach, support needs for local community events

Pending final date selected for Geek the Library week

September 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30

Thomas Mitchell Days, Mitchelville

Storytelling Festival,Story City



Meet me in Minburnconcert and dinner

Illumafest, West Des Moines

Diversity Fest, Ames

Octagon Festival of the Arts, Ames

Tip of the week

Tip of the week

Tip of the week

Tip of the week

Tip of the week

Generate EngagementGeek the Library

2



GEEK THE LIBRARY WEEK: OPTION 1

E-mail update

E-mail update

E-mail update

PR/Media activity Local events, IA Local events, GA Participating Library ActivitiesE-mail updates

LABOR DAYREVISIT BUSINESSES,ORGANIZATIONSAND SCHOOLS

PLAN FOR GEEKTHE LIBRARY WEEK

REPORT ON GEEKTHE LIBRARY WEEK

REACH OUT TO MEDIA/PARTICIPATE INLOCAL INTERVIEWS/PLACE OP-ED PIECES

October 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3

4 5 6 7 8 9 10

11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31

Book Sale,Altoona

Kiwanis OgeecheeFair, Ogeechee

Kiwanis OgeecheeFair, Ogeechee

Sapelo Island CulturalFair, Sapelo Island

Municipal ElectricOpen House, Ames

Mothers Club FallFestival, Bondurant

Long Wildlife FestivalFestival, Ludowici

10

Pumpkin Festival, Mitchelville

Jesup Arch FestJesupTip of the week

Tip of the week

Tip of the week

Tip of the week

Generate EngagementGeek the Library

2




GEEK THE LIBRARY WEEK: OPTION 2E-mail update

E-mail update


POSTCARD CAMPAIGN AT EVENTS (focus on what you geek at the library)

Campaign Methods



1 2 3



support.



support messaging.

Leverage personal connections to library and

ask supporters to take specific action.

June/July/August September/October November

EDITORIAL CALENDAR: NOVEMBER 2009INITIATIVE MESSAGE STATUS

Activate Show your supportLibraries are more relevant than everUnderstand the vital role libraries play in the community and the critical funding issues they faceIncreased community support and funding is urgently needed

News BureauProgram messages

Relevance and value of the library to the community, to individual residents and groups. Funding is insufficient to meet the need.

Profiles Interviews with local influencers and organizations discussing the role of the library and how they help everyone geek what they need.Utilize information from field representatives to pitch media showing how residents get their geek on because of the library: connect to the library’s valueFor Children’s Festival, ask local broadcasters the first book they remember geeking as a childEmphasize the value of the Festival and the other library activities to the local community—impact on literacy, etc.

Other story ideas Pitch all media a look back at what residents geeked at the library in 2009: emphasis on the value provided by the library to the community (and specific residents and influencers)

Geek our Veterans. To celebrate veterans day, pitch a local resident who frequents the public library and profile his/her time in the service and how residents can learn more about the role this generation played in shaping the country’s role in world history

Seasonal ideasSave money by going to the library to get idea to make holiday gifts – I geek homemade giftsUtilize cookbooks to plan holiday feasts – I geek cooking

Calendar listings Continue outreach to print, online and broadcast calendars encouraging residents to get their Geek on at the Children’s Festival on 11/14; continue calendar outreach for local community events

November 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30

Book Sale, Colo PL

Book Sale, Colo PL

Darien Fall Fest,Darien

Savannah Children’sFestival, Savannah

Tip of the week

Tip of the week

Tip of the week

Tip of the week



E-mail update

E-mail update

Action (with influencers)Show your Support

3


THANKSGIVINGPOST-CAMPAIGN SURVEYS BEGIN

THE GEEK WALL ONTOUR TO INFLUENCERSAND OFFICIALS

POSTCARD CAMPAIGN (focus on what you geek at the library)


December 2009SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31

CAMPAIGN TRANSITION AND DOCUMENTATION

Thank you

Comments, questions and suggestions?

geekthelibrary.org

Who are your influencers?• An influencer is well-respected individual who is part of your community’s

leadership and often speaks out about important local issues.• Influencers should be:

– Knowledgeable– Well-connected– Persuasive– Compelling

• Examples of possible influencers are:– Elected/appointed officials– Local business owners– Local celebrities (e.g. local radio and TV on-air personalities)– Magazines/newspaper editors– Consumer advocacy organization representatives– Simply someone whose opinion you, and other community members, trust

• Local influencers bring credibility and relevance to any issue they support, and hold tremendous value in bringing the Geek the Library awareness campaign messages into the community

geekthelibrary.org

How to involve influencers• There is no defined way to engage an Influencer. It can be as little as

informing them about the awareness campaign to asking them to speak on our behalf.

• What’s important is to effectively communicate the campaign messaging, so the influencer can spread the word and, ultimately, help build value for your library and the critical funding issues you face.

• You could ask them to:– Write a letter to the editor– Draft and submit a by-lined article– Join us at an event – Speak on our behalf– Wear a t-shirt

geekthelibrary.org

geek the library campaign calendar 28 july, 2009 geekthelibrary.org

Documents