Marketing Worthington Libraries Online Chuck Gibson Associate Director of Public Services

1. Marketing Worthington Libraries Online Chuck Gibson Associate Director of Public Services Worthington Libraries, Worthington Ohio cgibson@worthingtonlibraries.org

2. Presentation Outline • Establishing the Need • Creating the Team • Working with a Consultant • The Marketing Plan • The Planning Process • The Campaign • Results • Ongoing Activities

3. Step One: Establishing the Need • Worthington Libraries has a service district of approximately 80,000 people. • A survey of residents conducted by the Library in 2000 found that 84% of people have personal computers in their homes. • 30% of those surveyed cited the Internet as their primary source of information. • Only 7% cited the Library as their primary information source.

4. Information leads us to question… How can the library remain viable in a world of changing technology, lifestyles and information needs?

5. Our answer… Worthington Libraries hoped to meet the challenge of changing information needs by developing a new Web site, Worthington Libraries Online, that would provide people with easier access to quality information and offer new features to make the site more convenient, interactive and fun.

6. Creating the Team • The Library team consisted of the director, technology coordinator, webmaster and community relations coordinator • Your team must share in the idea of the product you are developing and promoting • Evaluate the skills of your staff • Assign people tasks that suit their interests and abilities • Think about bringing in outside help

7. Working with a Consultant • Worthington Libraries decided to hire a Web site development company and marketing consultant after the scope of our project was determined too large for the staff to handle alone. • The Library prepared and sent an RFP (Request for Proposals) to several area design firms. • After a review process, MC2 was hired to develop the Web site, and Judy Michaelson of JAM Marketing was hired to develop and coordinate a marketing plan for the site.

9. The Marketing Plan

10. The Marketing Planning Process • Audience for the Plan • Repetition • Objectives and Strategies before Tactics • Stay flexible about tag lines, slogans, or campaign themes

11. The Plan: The Basics • Situation Analysis: State the “obvious” • Product Description: Key features

12. The Plan: Campaign Goal “To increase the use of library services by introducing an online library available wherever and whenever people need access to library resources.”

13. The Campaign • Objectives - Quantifiable • Increase Web site traffic by 20% • Increase number of library borrowers by 2.5% • Respond to 350 Ask a Librarian e-mail questions in first 6 months • Register 250 “My Library” users in first 6 months • Objectives – Not Quantifiable • Increase Worthington Libraries brand identity • Gain community involvement through partnerships

14. The Campaign • Target Audiences • Primary: Students, Parents, Business People • Secondary: General Adult Population, Children & Teens, Teachers • Target Market • Specific zip codes

15. The Campaign • Market Position: It’s not about the library. It is the library. • Campaign Focus and Theme: Always open, because life doesn’t keep regular hours. • Campaign Slogan: Right about now you could use a library.

16. The Campaign • Timing: • Grand Opening: March 14, 2001 • Phase One Marketing: March 14 – May 31 • Phase Two Marketing: June 1 – September 15

17. The Campaign • Key Messages • New location (online) • Do your research from home • Your library. Your way. With your library card. • “Turning the page” on a new era of library service.

18. The Campaign: Strategy • Direct Marketing • Ambassador Program Marketing

19. The Campaign: Tactical Work Plan • Tactics mapped to objectives • Budget established • Work Plan developed

20. The Campaign: Tactical Work Plan Tactic Description Audience Quantity Distribution Costs Timeframe Responsibility

21. The Campaign: The Tactics • Direct mail fold-out brochure to school district residents • E-mail messages to school district residents (opt-in lists) • Ads in Worthington papers and magazine • Underwriting local NPR station • Media relations • Web links from school sites • Sign on the Village Green • Grand Opening event with letters of invitation from the Director • Posters for Worthington Libraries and school libraries • Fliers for K-6 “home folders”

22. Results • Web site traffic nearly doubled within three months of the site’s launch—going from 54,642 sessions in March-May 2000 to 105,892 during the same timeframe in 2001 • In the first 6 months, 562 “My Library” users were registered. There are currently 2,392 users • Library circulation was up 12% in 2001, up 10.12% in 2002 and is currently up 5% in 2003 • The site has won several awards—boosting the visibility and overall image of the Library

23. Ambassador Program • The Library launched the Ambassador Program in February 2002 as a way to reach out to schools and community groups • Since that time, our library Ambassadors have met with close to 2,000 students, parents, teachers and community leaders to demonstrate how Worthington Libraries Online can help them find the information they need

24. Additions to the site • In February 2002, Worthington Libraries became the only central Ohio participant in KnowItNow24X7, a 24 hr. reference service coordinated by CLEVNET • New resources, Web sites and information links are evaluated by library staff and routinely added to the site

25. Hindsight is 20/20 • More time for internal planning would have been ideal • Logo development at the same time as Web site development was a difficult process • Likewise, creation of a marketing plan in tandem with site development was also difficult

26. Questions? Worthington Libraries is always open at www.worthingtonlibraries.org