Grassroots and Shoestrings: Successful Marketing Campaigns

1. Grassroots and Shoestrings:Successful Marketing Campaigns Library Stories at Lincoln Public Library • Kae Elgie Waterloo Regional Library ekae@region.waterloo.on.ca (519) 575-4590

2. Who is the non-user? • Research  your own survey • Or someone else’s  Wilson Library Literature & Information Full Text (search it free with OLA membership) • Compare library member demographics with local census data

3. Who is the non-user? • Jefferson County Library, Colorado, study found non-users were 50+, college education, $50,000-80,000 household income • “too busy to come to library” 29% • “prefer to purchase books” 23% • “unaware of what library offers” 13%

4. How to reach non-users? Public Relations • Getting the library’s message across • This is who we are and what we do, this is when and where we do it and for whom...

5. How to reach non-users? Marketing • finding out what the customer needs • who are you, and what do you need, how, where and when can we best deliver it to you [and whatare you willing to pay?]

6. How to reach non-users? Advocacy your agenda will be assisted by what we have to offer support and awareness are built incrementally Target = decision makers

7. Advocacy is about RESPECT • understand what makes the other person “tick” - speak their language • be brief • be specific • be informative • be courteous

8. Advocacy is… • Telling a library story • The personal is powerful

9. Library Stories videoproduced by New York State Library Associationwww.nyla.org1-800-CALL-NYLA

10. Library Stories at Lincoln Public Library • Lincoln - municipality of 20,000 people in the beautiful Niagara Peninsula • Surrounded by vineyards, orchards and greenhouses, comprised of the town of Beamsville, villages of Vineland and Jordan • Lincoln Library Stories were written in 1998

11. Lincoln Library Story # 1

13. Lincoln Library Story #3

14. Lincoln Library Story # 4

15. Lincoln Library Story # 5