Marketing Worthington Libraries

Online

Chuck GibsonAssociate Director of Public Services

Worthington Libraries, Worthington Ohio cgibson@worthingtonlibraries.org

Presentation Outline

Establishing the Need Creating the Team Working with a Consultant The Marketing Plan

The Planning Process The Campaign Results Ongoing Activities

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.

Information leads us to question…

How can the library remain viable in a world of changing technology, lifestyles and information needs?

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.

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

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.

The Marketing Plan

The Marketing Planning Process

Audience for the Plan Repetition Objectives and Strategies before Tactics Stay flexible about tag lines, slogans, or

campaign themes

The Plan: The Basics

Situation Analysis: State the “obvious” Product Description: Key features

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.”

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

The Campaign

Target Audiences Primary: Students, Parents, Business People Secondary: General Adult Population,

Children & Teens, Teachers Target Market

Specific zip codes

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.

The Campaign

Timing: Grand Opening: March 14, 2001 Phase One Marketing: March 14 – May 31 Phase Two Marketing: June 1 – September 15

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.

The Campaign: Strategy

Direct Marketing Ambassador Program Marketing

The Campaign: Tactical Work Plan

Tactics mapped to objectives Budget established Work Plan developed

The Campaign: Tactical Work Plan

Tactic

Description

Audience

Quantity

Distribution

Costs

Timeframe

Responsibility

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”

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

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

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

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

Questions?

Worthington Libraries

is always open at

www.worthingtonlibraries.org