Opening Speech:

Hanita van der MeulenMarketing Manager, OCLC

The world’s libraries. Connected.

European roll out of Geek the Library

Highlighting the value of public libraries

ECEI13, Brussels, October 3rd

Hanita van der MeulenMarketing manager OCLC

The world’s libraries. Connected.

72,035 libraries in 170 countries

Further access to the world’s information

Reduce the rate of rise of library costs

The OCLC cooperative: a nonprofit, membership organization

We believe in libraries

The world’s libraries. Connected.

OCLC members globally

12,7602,362

1,632

The world’s libraries. Connected.

We (re)invest in communities and libraries.

The OCLC cooperative: a nonprofit, membership organization

Non profit:

6

Flash back to the US Campaign

7

Goal and Return on Investment

• The goal of the campaign is to improve long-term funding by educating the community about the vital role of the library. The ROI will come in many forms and will be different from community to community.

Overall, the study clarifies how positive the vast majority of those involved were about the Geek the Library campaign:

Community response to campaign: “unique”, “fun”, “catchy”, “interesting”, “eye catching”, “inclusive”, “innovative”, “local” ‐and “exciting.”

Library response: “brilliant”, “striking”, ”interesting”, “fantastic”, “perfect” and “awesome.”; 4 out of 5 would recommend the campaign to others

On a scale of one to five, with five being very impactful, most library administrative unit interviewees said the campaign had been a “four.”

The Results: December 2012

9

10 of the 15 community members who were asked to rate the campaign gave it a “four” or “five.”

Four out of five on line survey respondents (82%) said the ‐amount of assistance they received from OCLC was “just right.”

Three out of four on line survey respondents (72%) said they ‐would like to continue to receive tools and ideas from OCLC.

Over 1200 participating libraries in 2013!

The Results: December 2012

10

11

Bringing a succesful American campaign to Europe

12

USA vs Europe:

• Place of libraries in the community• Activities in libraries• Consumer use of media (print vs internet)• Community sense

• One Europe, different marketing environments

13

Germany:

14

15

1. Baselland (CH): 277.600

2. Leverkusen (D): 162.000

3. Mettmann (D): 39.000

4. Sömmerda (D): 20.000

5. Graz (A): 265.000

  1

42 + 3

5

Pilot Libraries

16

17

BiblioFreak pilot in Germany

18

Launch in Sömmerda August 2013

19

Local fair activities

20

https://www.facebook.com/pages/Stadt-und-Kreisbibliothek-S%C3%B6mmerda/202302553145440

Social media : Facebook

PR effects

21

PR effects

22

Results so far:

• Pilot: 5 libaries• Great interest for the project from other

libraries• Additional funding on its way• Campaign is prolongued for October –

December

23

The Netherlands: Geek pilot launch mid November

24

Pilot The Netherlands

• Amsterdam, Rotterdam, The Hague, Utrecht (G4)

• Target group: inhabitants G4 age 20-34– Lowest membership in this age

group– Future decision makers

• Target: change image & brand (re)building

• Period: 14 November – 14 February

25

Pilot objective

• Support today’s and secure future services of public libraries through successfully raising and sustainably building public awareness (in age group 20-34) of “today’s public library” to gain and / or remain sufficient financial resources.

26

“Today’s public library is not just about lending books!”

It’s about:

27

Pilot issues

• Geek NL needs a Dutch “look & feel”

• Alignment with other branche campaigns

• Internal & external communication about pilot

• Necessity of additional funding• Succesfull pilot impact on roll

out rest of The Netherlands

28

Campaign

• Website, social media• Posters, flyers, presence on

(local) festivals• Key succes factor:

personnel• First success: additional

funding raised: EUR 150.000

29

• Launch on november 14 during national information specialist meeting (KNVI)

• Launch activities: – promotion team during the meeting breaks– Presentation of campaign for peers– Variety of activities inside and outside libraries.

30

What would you do in terms of reinvesting if you had the

money and a marketing team at your disposal?

Round up:

We believe in libraries