LIBER's First Communications Plan: Starting From Zero

LIBER’s First Communications Plan

Starting from zero.

Friedel GrantLIBER Communications Officer

First, a few words about me…

Joined LIBER in April

First, a few words about me…

Joined LIBER in April

Worked 3 years for The

European Library and Europeana

First, a few words about me…

Joined LIBER in April

Worked 3 years for The

European Library and Europeana

Previous life as a journalist

(Financial Times,

Reuters).

Remember that email….?

Remember that email….?

75% “My library does not have a communications strategy.”

Remember that email….?

75% “My library does not have a communications strategy.”

Small or non-existent budgets are also the norm.

This is common.

24% Only ¼ of non-profit organisations had a written and approved marketing plan for 2012.

Based on a 2011 survey of 1,288 non-profits in 42 countries. Survey conducted by Nonprofit Marketing Guide.com

This is common.

59% Had a written plan or informal notes for themselves only (not approved by leadership).

Based on a 2011 survey of 1,288 non-profits in 42 countries. Survey conducted by Nonprofit Marketing Guide.com

Let’s start with the basics…

WHY not...

“Identifying the right audiences, methods and communications tools helps focus efforts, save time and resources and achieves better results.” Bright Thoughts Blog, Mitchell Communications Grouphttp://blog.mitchcommgroup.com/sheadavis/what-is-a-communications-plan/

In other words, a plan will:

1. Establish clear boundaries.

There's never enough time, money or people.

A plan will allow you to prioritise.

2. Set a baseline.

Writing a plan forces you to look at the current situation.

This in turn will allow you to judge the future success (or failure) of your plan.

3. Ensure Consistency.

Make sure the same message is being repeated across your channels.

The more a message is repeated, the more likely it is to be remembered.

We have loads of different channels…

We have loads of different channels… ?

But we don’t really know if they are effective, or who

uses them.

1. Raise widespread awareness of LIBER membership benefits, our areas of expertise and our influence as a lobbying organisation for libraries’ interests.

2. Provide more resources that are helpful for members.

3. Gather feedback to ensure that LIBER is meeting member expectations and needs.

We hope a plan will help us:

Two guiding principles

www.librarymarketingtoolkit.comwww.slideshare.net/thewikiman/marketing-libraries-in-a-web-2-world

1) Have a goal or purpose.

Only start a project or sign up for a new social media platform if you know why you’re there and how you’ll use it.

1) Don’t over-commit.

“It’s better to do one thing properly than to end up with lots of sad, neglected profiles all over the web.”

Frances Taylor, Marketing Manager, Business & IP Centre, British Library

Key questions to start with:

1. What resources do we have?

2. Who do we want to reach?

3. What messages do we want to send?

What resources do we have?

I wish we had…

One paid member of staff, for one day a

week, for internal and external comms.

(that’s me!)

Reality looks more like this…

+A steering committee of

volunteers from LIBER’s network who

are there to advise and support.

Who do we want to reach?

Who do we want to reach?

Academic libraries and their directors.(current & potential members)

LIBER Executive Board

Sponsors (current & potential)

Library Staff & Users

European Commission Officials (working on Europe’s digital agenda)

Fellow Academic & Lobbying Groups (eg. ISF, LERU, ARL, IFLA)

What messages do we want to send?

High-quality services

Training

Expertise

LIBER OFFERS (1):

}An affordable membership that gives you access to

Libraries

Their Users

Funders

Policy makers

Service Providers

LIBER OFFERS (2):

}A way to collaborate on a global scale.

Library technologies

Hot topics

Important events

LIBER OFFERS (3):

}Information on the latest

Putting it all together:

Goals+ Audience+ Resources + Key Messages + Channels

= ?

In Year 1, we'll focus on putting some basics in place.

1. Start a press list.

Twenty influential journalists and bloggers have

already agreed to be added to our

list.

(GOAL: 50 by the end of the year)

2. Improve the website.(We’re using more photos. We can now embed videos!)

A taskforce will be assembled this year

to further evaluate the website.

-different layout?-new features?

Google Analytics shows that our

most popular website articles

offer tips and guidance for best

library practice. We’ll create more

of those!

3. Analyse regularly.

4. Invest in branded materials.

It's more than just the logo:

→ adds recognition

→ consistency

→ conveys the 'essence' of LIBER to our audience

Just as you recognize these brands, we want LIBER to have a recognizable and professional look and feel.

In Year 2, we’ll push ourselves a bit.

VIDEOS

The second most popular search engine after Google. We can’t afford NOT to be there.

VIDEOS

GOAL: To produce 3-4 videos a year.

We’ll actively work to produce more engaging videos that raise awareness of LIBER and support our advocacy work.

FACTSHEETS

GOAL: To create 4 factsheets a year.

They will provide helpful information to our members and be a versatile way to communicate: downloadable, printable, sharable.

Shared by many influential Twitter

users.

150 downloads so far

And more…

•PHOTOGRAPHS – Regularly upload photographs from LIBER events to Flickr.

•SURVEYS – ask members if they are satisfied; give them a chance to feedback directly to us.

+ website updates, social media, etc…

We hope the result will be…

1. RISING TRAFFIC to the website.

Especially repeat visitors (sign of loyalty)

2. MORE ‘buzz’ about LIBER on social media.

More retweeting, sharing etc…

3. FREQUENT press articles about LIBER.

Thanks to our new and growing press list.

4. HIGH AND PROVEN level of satisfaction among LIBER members.

As shown by the annual survey we plan to undertake.

And now, a disclaimer…

Communications plans are not a magic wand.

•Support from all areas and departments is needed.

•They need to be adapted over time.

It’s a cycle: Plan. Experiment. Adjust.

1. Benchmark

2. Plan

3. Implement

4. Monitor5. Evaluate

6. Adjust

7. Try again!

In Year 3...

(watch this space)

Thank you!

friedel.grant@kb.nl

www.libereurope.eu