I Hate New Blogger

Am I the only one? Ever since Blogger was Googled up, the profiles haven't worked properly. And there is no way to complain. They have been notified:

"Tuesday, January 09, 2007

Profile interests, favorites, etc. are not currently displayed as links to browse through other profiles."

I got that off the "known issues" thingy. I hate you New Blogger! And I hate that I can't find any way to complain about you. "Help" is nothing but a complete runaround. Nothing is being done about this? There is no update? Look at that date! It's been two months! "Out of Beta?" - my sweet frickin' arse!

I was reading someone else's blog recently and thought I'd look at the profile. Lo! and be-frickin'-hold but her profile links are working! I am unspeakably full of hate for New Frickin' Blogger! It is not too late for me to move every scrap of this to MySpace or LiveJournal!

shelfmonkeys

In honor of his birthday this month! Here's to Theodor Geisel. My first Dr. Suess book was One Fish, Two Fish, Red Fish, Blue Fish. Although I don't remember being taken to the library, I must have been familiar with the concept. My mother had taken me to a bookstore and let me pick out a book. I chose this vibrantly yellow book ("cadmium yellow light" I'd have called it then, which would have gotten my mother a free trip to talk to the teacher). I was stunned to learn it did not have to go back! This was also my first book of all my own. The rest were hand-me-downs from my sister. I can't describe how thrilled I was with this book. I took it to school for show-and-tell and then left it on the playground. I made my mother drive me back to the school to get it. My favorite Seuss story, though, is the Grinch. I read it to kids every year. It is long for pre-schoolers, but they already know the story, having seen the tv version and can fill in the Whoville Carol.

shelfmonkeys

Marketing on a Shoestring Workshop in Columbia

9 March 2007

Marketing on a Shoestring

with Padgett Lewis of the Richland County Public Library

which has 10 locations plus one book-not-mobile

that will soon be replaced by a storefront branch,

and a $16 million budget,

a Public Relations Department

with their own color printer for doing anything 1,000 or less.

Shoestring? Suuure.

Ms. Lewis is a journalism major who is part of a 4-person permanent public relations department at the RCPL. Their department consists of a PR manager (Ms. Lewis), a PR specialist, and two graphic designers. The RCPL does no paid advertising. That, apparently, is a slippery slope. If you pay once, they think you will pay again. They rely on building relationships with the media. Their PR is done by Staff, Media, and Community Partnerships.

Everyone wants to know how to get their message about, but the library has many messages. As it is easier to sell one on one, she recommends prioritizing. So, the overall goal is to prioritize. What is the most important message you want to get out? Whom are you trying to reach? Are you trying to increase usage of resources (which resources)? Are you trying to attract new users?

The RCPL has won national recognition, but Ms. Lewis says that national recognition means diddly-poo if one person at the grocery store doesn’t use the library. They started with a community survey to develop a true marketing campaign. They found out that while everyone had a favorable impression of the library, they still didn’t use it. (What? Doesn’t Google have everything? Okay, they have a lot, but they don’t have Personal Assistance. The main problem? The Library just isn’t “cool.”) They changed their domain name from the “rcpl.lib.sc.us” to something easy: myrcpl.com. RCPL needed to be a Brand, and they needed to be consistent with it. They wanted to make the library into a community gathering spot (develop community).

On Branding: can use graphic arts students to develop a logo. [We did this with the Born To Read sticker.]

Use every opportunity to showcase your resources. Tailor existing programming to events (Black History Month, Women’s History Month). Capitalize by seeing a need in the community at a certain time and telling the community, “We have something!” Identify Your Audience, and find the best way to reach them. [Example: Hispanic Community distrustful of things that smack of government and filling out forms. Reach them through their children at the schools, where the children are more familiar with the concepts of library and forms.]

They started a Teen Advisory Board (Dana and I were chuffed that we already had an active TAB). They asked the TAB what was the best way to contact them. They said e-mail. Okay, but if we e-mail you info on upcoming events, will you forward that info to all your friends? Yeah, but don’t make it longer than one line. Teens don’t like to read a lot of stuff. So, they send teens one line with a link. They like their pictures on things. They put photos of TAB members on their website (with signed releases). Do they like to be called “teens” or “young adults?” Ask ‘em. And let your signage reflect their preference. [Okay, okay, we’ll call you “teens,” but would you like to check out a YA book?] Use technology to reach teens. They love it. On cards given out at desk or programs put a “Yes, please send me info on programming by e-mail.” On a program evaluation form add that and “How did you learn about the programming?” and “your comments count.” RCPL uses the Excel database for e-mail addresses (need to tell people to okay the library’s e-mail address so that their notices won’t bounce back or go to the bulk files).

They asked the TAB what sort of programming they would like. They said a Teen Idol contest. [We’d need an auditorium and sound equipment for that.] Everyone from RCPL rolled their eyes and tried to weasel out of it. It sounded like a nightmare. But because it was their idea, the TAB took ownership of it (a tremendous pay-off), and even handed out fliers. RCPL found sponsorship for the prizes (an hour’s recording time in a studio and one got to sing the national anthem at a major venue … and kept getting asked back to do it). Attendants were quizzed on library usage. This will be their fourth year of Teen Idol.

RCPL was going to open a wi-fi coffee shop. Teens got a special preview night all to themselves.

Ms. Lewis says to tell county council how teen programs cut down on teen violence. [Hmm, we’d need statistics for that, wouldn’t we?]

Sure, you have lots of vegetables for teens (SAT test info), but try to balance notices about that sort of stuff with stuff they want (graphic novels? Cool programming?). Video game contest: rent the machinery. Carnival games. Henna tattoos [been there, done that as well]. They sent a bitchin’ info packet to the media (with a poster of a middle-aged librarian with tattoo photoshopped on) and the tv stations showed up.

Lowe’s and Target have grant applications on line. Don’t let the manager sniff that they only give to their own community (you are a part of their greater community). Just slip in, get the manager’s name from the front and fill out the form on line. Sneaky, sneaky.

You can get e-mail info from the state schools website to use for contacting media specialists, music teachers (Teen Idol), art teachers, etc. [This is true. I got e-mails for principals for mailings I did.] Communicate with the schools. They are used to communicating with parents. Communicate with Homeschoolers [We used to keep a list of them and their addresses.]. Blog. Conduct polls on line. Post book reviews. The media has blogs as well [they do? Must check the Index-Journal. Seems so unlikely.] The RCPL puts out 20 news releases a month.

RCPL has a very popular handout on “10 reasons to come to the library.” It “flies off the counter.” Ms. Lewis will e-mail that to us. We can use that any way we want and let patrons know they can use it any way they want (church newsletters, personal websites, etc.).

The RCPL raised Friends dues from $10 to $25 (because the dues didn’t even pay for the mailings). They lost people who couldn’t afford it, but gained money. [Yeah, but then your notices go to fewer people.] They had some fancy tote bags made. [These really were beautiful. They were capacious, black, with the trademark green printing. Must have cost a bundle.] Next time they will add the website.

They use local kids’ artwork on brochures and promotional materials. They just went to the art teachers and asked to look at some stuff. The ones they used they had framed and made a presentation at the school (with the brochures to go home with the kids). Very uplifting. And put that in the newsletter as well (photo of kid being presented framed art and story about art on brochure). [You know, this sounds like such a great idea if you have a huge printing budget with full-color brochures.] The booklet bibliographies have photos of local kids. A release is always signed. No names of children are ever printed. If media arrives, they are escorted (to “facilitate,” a euphemism) and must get signed releases. Yes, the library is a public area, but what people are reading is private. This is a written policy at RCPL.

[Note from other participant: “Don’t put a bathroom in the staff room. It’s disgusting.”]

If you have self-check-out with self-holds-pick-up, and the books are covered in paper (for privacy), use it for PR! Print info on it. It’s worth spending a little more money to tell them about more stuff they might be interested in.

Most important thing we learned: Bribe the media with food. Take them out to lunch. Or, here’s what they did for the Augusta Baker’s Dozen. It happens year after year. Media Person thinks: “Oh, here’s another news release about that d@mned story thing!” They got some Krispy Kreme donuts (no tax dollars were used) with colorful sprinkles, photographed the top and bottom, enlarged it, and used that for a cover for the press info. Then they ate the donuts. This was delivered with a dozen donuts (dough-nated) to local media (including radio stations that held the deliverer and made her talk on air … she was upset about this, but you can’t buy publicity like that).

If a vendor provides publicity materials and they are generic, ignore them. See if you can get them to tailor them to your library. Why just advertise them? Morningstar has a newsletter with “Library Notes.” The RCPL created some 10-minute on-line tutorials for their databases and that was written up.

The end of the workshop concentrated on one goal. Services to Hispanic Community was chosen.

Recruit from the community and engage them in dialogue. What do you need? [Queremos más gente de la comunidad hispánica venga a la bibioteca. ¿Qué podemos hacer? ¿Qué necesita la comunidad hispánica de la biblioteca? ¿De cuál modo podemos servirles?] Be a presence at latino festivals. RCPL has as much trouble as we do, actually.

In summation: prioritize. Pick one thing and hammer it.

For Children’s Services: programs, fliers, survey (hard copy or on website) asking for e-mail address. “Do you want to be part of …” nice wording. “We won’t share!” Cull out dead ones. To ensure delivery, add this address to your list (or it will turn into spam).

Hand out program info stuff when doing storytimes or other programming away from the library.

Every person in the library is Public Relations. You are library PR. No one should enter the Children’s Room without being greeted.

Start each program with “Who has a library card?” Tell them how many items they can check out. After a program, “Don’t you want to check out a book today?” And have some available.

At RCPL they pre-select books for the age group targeted (by the program) so that after a program, they can walk out with a stack. Of course, they have RFID (you can just set the stack on a thingie and the machinery reads the titles and checks them out to you), lucky so-and-sos.

They also have Library Pals, volunteers from the rising 3^rd grade to age 15 to help with puppet shows, simple shelving (easy and paperbacks), and pre-cutting crafts. There is a brochure with an application.

Coupon for “free” library card. Okay, we know it’s already free. Hand ‘em out anyway.

Who is your audience? Focus on something. Focus and prioritize.

So, what did I actually learn that I can use now?

For all programs:

Have some books on display.

Ask who has a library card.

Talk up the library card.

Encourage people to check out books after the program.

Not worry too much if the books aren’t on the program theme.

Approach members of the Hispanic community to see what they want/need from the library.

Keep an eye peeled for events (esp. in Hispanic community) that we can piggy- back on.

Work up press packages for local media and deliver them in person with food.

Example: press package for summer programs with Mystery theme accompanied by jelly donuts (surprise!). Of course, donuts will need some quality control … That’s radio stations, cable company … hmm, may need to bake cookies instead.

Revive Homeschoolers Mailing List and use it.

shelfmonkeys

Where are those cub scouts when you need them?