Excerpt of Marketing Plan for Library Learning Space

By: Chovanec, A., Crowder, E., Knight, S., Regitano, J.

Message Delivery Strategies

Tools*

Pre-Rollout: Marketing to Involve the Community in Family Space Design and CreationLogo Contest

Description – In order to involve the community in the creation of the Family Space’s logo, a contest will be held that engages the community. Either elements of or the entirety of the winning logo design will be used as Family Space logo. The prize for the winning logo design will be a gift card to a local business.

 

How to Advertise – The Library Director and Children’s Librarian will reach out to advertising design and/or graphic design programs at local universities (Bryant & Stratton College, Cazenovia College, and Newhouse School within Syracuse University) and will use web content on the library’s website and social media website to enhance awareness of the the contest within the local community.

3D Family Space Model

Description – The 3D model, with moveable elements, will be located at the circulation desk on the main floor of the library. There will be a sign adjacent, inviting patrons to manipulate the items (representing existing furniture pieces, bookshelves, etc) to create a design for their ideal Family Space. Librarians will take photos of these designs and their designers with a digital camera as evidence of community input and involvement.

How to Advertise – A small print ad will be placed in the Post-Standard describing the opportunity for community involvement in designing the new Family Space using the model described below.

Rollout: Marketing to Promote the New Family Space

Print

Posters

Every Child Ready to Read Poster – The Every Child Ready to Read Toolkit provides one poster that measures 22” x 34” (Every Child Ready to Read, 2012). Every Child Ready to Read (2011) states that, “The poster illustrates the five simple practices parents and caregivers can use to develop  early literacy skills beginning at birth.” See page for image.

Original Infographic Poster – The original infographic will contain information similar to that which is presented by the Snap! Learning & Reading Blog (2013).

 

Brochure

Every Child Ready to Read Brochure – One hundred brochures come with the ECRR Toolkit (Every Child Ready to Read, 2012). The ECRR Brochures will be placed in the Family Space. According to the description provided by Every Child Ready to Read (2011), “The brochure stresses the important role of parents as their child’s first teacher and provides an overview of five familiar, everyday practices that parents and other caregivers can use to develop early literacy skills.” See page for image.

Fliers

Community Flyer – The community fliers will be a half-page document, front and back, including information about the implementation of the Family Space and the resources available. It will also contain specific facts and figures from the infographic which would support awareness of the community’s need for children and family literacy services.

School Flyer – The school flyer will contain information similar to the community flyer about the new Family Space in child-friendly language. It will also make use of images and bright colors to appeal to this demographic.

Press Releases

Grand Opening Press Release – The press release will include information about the Family Space and the Solvay community need for children and family literacy services.

Additional press releases – These can be created strategically, as pertinent updates are made to the Family Space.

Web content

Library Website –  website will be regularly updated regarding the Family Space grand opening and subsequent activities and programming.

Library Facebook page – Similar to the website, the library’s Facebook page will be regularly updated regarding the Family Space grand opening and subsequent activities and programming. In addition, the Facebook page will be utilized to foster an online community in order to promote virtual WOMM (likes and shares) and to make the library more likeable/approachable by patrons of all ages.

Infographic – This will be the same infographic created for the physical poster, but shared via the the library’s website and Facebook page.

Take-Aways

VistaPrint Pens – Pens with the Family Space name and logo will be distributed both within the library and throughout the community.

VistaPrint Stickers – Stickers with the Family Space name and logo will be distributed both within the library and throughout the community.

VistaPrint Tote Bags – Tote bags with the Family Space name and logo will be available for sale at the circulation desk.

Every Child Ready to Read Bookmarks – The ECRR Toolkit provides 100 bookmarks (Every Child Ready to Read, 2012). According to Every Child Ready to Read (2011), “The bookmark stresses the important role of parents as their child’s first teacher and promotes the library as a resource for developing early literacy skills.”

Internal Marketing

ECRR Manual for Primary Implementer(s) (Library Director and Children’s Librarian) – Within the ECRR Toolkit, a manual is provided that includes the following items: “introduction and early literacy background, printout of each ECRR workshop presentation and talking points, instructions to customize presentations, participant handouts to reinforce workshop content, [and] booklists.”

Workshops for Staff – ECRR provides two workshops for staff. According to Every Child Ready to Read (2012), provides descriptions for these two workshops:

  • “Staff Workshop PowerPoint: This workshop provides early literacy information, introduces the five simple early literacy practices, and offers instructions for conducting the ECRR presentations…”

  • “Early Literacy and Learning Spaces Workshop: This workshop discusses how use design principles to create an environment that supports and encourages early literacy skills.”

Workshop for Staff and Community Partners – The ECCR Toolkit also provides a workshop to involve the community. Every Child Ready to Read (2012) provides the following description: “Community Partner Workshop: This workshop is for library staff and community partners and prompts a conversation on how the library and partners can use the new ECRR materials to promote early literacy in the community.

Emails/Memos – Both pre- and post-implementation of the Family Space, staff will be updated on progress and new marketing information via emails and memos.

Twitter – As Twitter is a popular tool with ECRR and libraries utilizing ECRR resources and programming, Twitter will be used to connect library staff with ECRR and other participating libraries.

*Please Note: WOMM will be an implicit component of all the marketing tools mentioned above.

Action Plan

Pre-Rollout:

What

Who

When

Time Commitment

1. Develop the Logo Contest Announcement and cover letter and advertise it at local universities and through social media.

1. Children’s Librarian, Interns

1. May 2014

1.     3 hours

2. Evaluate the logo design submissions and select a winning logo.

2. Library Director, Children’s Librarian, and Library Board.

2. June 2014

2.     2-5 hours (dependent upon community response)

3. Create a 3D Model for the Family Space.

3. Children’s Librarian, Library Staff, Interns

3. May 2014

3.     4 hours

4. Write and distribute a Family Space Model print advertisement.

4. Children’s Librarian, Interns

4. June 2014

4.     30 minutes

 

Rollout:

What

Who

When

Time Commitment

Direct targeted outreach to community leaders to create awareness of the Family Space, and invite said leaders to participate in an upcoming community partnership workshop.

Library Director, Children’s Librarian, Interns

May 2014

3 hours

Send out relevant Family Space updates to staff via emails/memos.

Children’s Librarian, Interns.

Beginning in May 2014; Ongoing

30 minutes/week

Regularly update  website regarding the Family Space grand opening and subsequent activities and programming.

Library Director, Children’s Librarian, Interns

Beginning in May 2014; Ongoing

30 minutes/week

Regularly monitor and update library’s Twitter account.

Children’s Librarian, Library Staff, Interns

Beginning in May 2014; Ongoing

30 minutes/week

Regularly monitor and update library’s Facebook page

Children’s Librarian, Library Staff, Interns

Beginning in May 2014; Ongoing

1 hour/week

Create mock ups of community/school fliers and infographic.

Children’s Librarian

(Staff Member, Intern, or Volunteer who shows interest and ability may also be a part of the creation process)

May and June 2014

5 hours

Host ECRR staff and community workshops.

Library Director, Children’s Librarian, Library Staff, Interns, Volunteers, and Community Partners

June 2014

12-15 hours

Create Family Space grand opening press release.

Library Director, Children’s Librarian

June 2014

1 hour

Create mock ups of pens, stickers, tote bags and posters in VistaPrint.

Children’s Librarian (Staff Member, Intern, or Volunteer who shows interest and ability may also be a part of the creation process)

July 2014

3 hours

Order pens, stickers, tote bags, and posters from VistaPrint.

Children’s Librarian

July 2014

15 minutes

Distribute Family Space grand opening press release.The press release will be sent electronically and in print to local newspapers and other relevant publications.

Library Director

July 2014

30 minutes

Post community fliers in Solvay-Geddes Community Youth Center (CYC), Childcare Center, and other local businesses (doctor’s offices, dentists, salons, etc). It will also be distributed to local high school as high-school students may have siblings or other children that they babysit, or even children of their own.

Children’s Librarian

July 2014

3 hours

Give school fliers to local elementary school and teachers to distribute to their students.

Children’s Librarian

August 2014

1 hour

Put out ECRR materials (brochures, bookmarks, book lists, tips lists, poster) within the library.

Volunteers

September 2014

5-10 minutes

Timeline

Timeline for Marketing Family Space

May 2014

1. Develop the Logo Contest Announcement and cover letter and advertise it at local universities and through social media.

2. Create a 3D Model for the Family Space.

3. Target outreach to community leaders to create awareness of the Family Space, and invite said leaders to participate in an upcoming community partnership workshop.

4. Create mock ups of community/school fliers and infographic (will continue into June).

Ongoing:

1. Send out relevant Family Space updates to staff via emails/memos.

2. Regularly update  website regarding the Family Space grand opening and subsequent activities and programming.

3. Regularly monitor and update Twitter account.

4. Regularly monitor and update Facebook page.

June 2014

1. Evaluate the logo design submissions and select a winning logo.

2. Write and distribute a Family Space Model print advertisement.

3. Create mock ups of community/school fliers and infographic (continued from May).

4. Host ECRR staff and community workshops.

5. Create Family Space grand opening press release.

Ongoing:

1. Send out relevant Family Space updates to staff via emails/memos.

2. Regularly update website regarding the Family Space grand opening and subsequent activities and programming.

3. Regularly monitor and update Twitter account.

4. Regularly monitor and update Facebook page.

July 2014

1. Create mock ups of pens, stickers, and posters in VistaPrint.

2. Order pens, stickers, and posters from VistaPrint.

3. Distribute Family Space grand opening press release.

4. Post community fliers in  Community Youth Center (CYC),  Childcare Center, and other local businesses (doctor’s offices, dentists, salons, etc). It will also be distributed to high-school students may have siblings or other children that they babysit, or even children of their own.

Ongoing:

1. Send out relevant Family Space updates to staff via emails/memos.

2. Regularly update website regarding the Family Space grand opening and subsequent activities and programming.

3. Regularly monitor and update Twitter account.

4. Regularly monitor and update  Facebook page.

August 2014

1. Give school fliers to local schools and teachers to distribute to their students.

Ongoing:

1. Send out relevant Family Space updates to staff via emails/memos.

2. Regularly update  website regarding the Family Space grand opening and subsequent activities and programming.

3. Regularly monitor and update Twitter account.

4. Regularly monitor and update Facebook page.

September 2014

1. Put out ECRR materials (brochures, bookmarks, book lists, tips lists, poster) within library.

Ongoing:

1. Send out relevant Family Space updates to staff via emails/memos.

2. Regularly update  website regarding the Family Space grand opening and subsequent activities and programming.

3. Regularly monitor and update Twitter account.

4. Regularly monitor and update Facebook page.

Budget

Expense Source

Item

Cash Amount

Notes

Materials

ECRR Program and Related Materials

$ 0*

*Included in Project Plan Budget

Moveable 3D Model

$30.00

Includes materials for creating a 3D model of current space; e.g. styrofoam sheets, adhesive, colored paper

Digital Camera

$70.00

Canon PowerShot A2500 16MP Digital Camera; includes sales tax and shipping from Amazon.com

Posters (2)

Pens (200)

Stickers (400)

Totes (50)

$14.99

$120.00**

$149.99

$384.99

Family Space Logo can be uploaded to all of these items through VistaPrint (vistaprint.com).

**The cost of pens is currently being updated on the VistaPrint website, and the updated pricing will be available on 04/03/14. This number is an estimate.

2 reams 8.5”x11” Colored Copy Paper

$0.00***

For printing half-page fliers; 500 community fliers, 450 school fliers; Based on pricing from Staples.com

*** The cost of printing (color or black and white) is provided by the OCPL Community Relations

Printer Ink

$0.00***

*** The cost of printing (color or black and white) is provided by the OCPL Community Relations

Press Release/

Advertisement

$0.00****

There is no charge for press releases.

Gift Card to Local Business (Logo Design Winner)

$100.00

It is the hope that the library will be able to acquire this gift card through contributions made through local businesses. However, if this is not possible, the library will purchase a gift card or create a prize valuing around $100.00.

Refreshments for Community Partners Workshop

$50.00

Materials Total

$919.97

Personnel

Library Director

$637.00

Based on $26.00/hr; 24.5 hours

Children’s Librarian

$945.00

Based on $20.00/hr; 47.25 hours

Library Staff

$314.77

Based on $10.67/hr; 29.5 hours

Volunteers

$0*

*Unpaid; 23.25 hours

Interns

$0*

*Unpaid; 44 hours

Personnel Total

$1896.77

GRAND TOTAL

$2816.74

*Should additional ECRR marketing materials be required, the library may purchase them separately for an additional fee through the American Library Association (Every Child Ready to Read, 2012).

 

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