Houston Public Library
Grand Reopening - Central Library
Houston Public Library – A New Chapter, The Grand Reopening of the Central Library The closure, renovation and Grand Reopening of the Central Library marks a big step in a new direction for Houston Public Library (HPL). Circumstances provided HPL with a unique opportunity to reshape public perceptions while building its brand. The communications plan for this project ensured that all information surrounding these developments were carefully crafted. The challenge HPL successfully met was simultaneously communicating changes to the building and improvements to the service model, while reshaping public perceptions. The Plan’s strategies are multifaceted, are built on core library strengths, and are in keeping with a world-class library.
NEEDS ASSESSMENT
NEEDS ASSESSMENT Houston Public Library (HPL) serves the seventh largest service population in the country, and
is recognized as one of the most ethnically and culturally diverse
metropolitan areas in the country.
According to the American Community Survey,
it is at the forefront of the diversity that is reconstructing the social and political landscape of urban America. Currently HPL serves 4.3 million residents, a population that is 38% Hispanic, 31% White, 25% African American, 5% Asian, and 1% Other. In addition, 20% of families in HPL’s service area live at or below the poverty level, with 27% of the population under the age of 17 and 8.4 % are under the age of 5. To assess present and future service demands on the HPL system, the library conducted an in-depth demographic analysis of the changing population in the City and metropolitan area. Feedback from the public, HPL staff, and community leaders was used to learn what Houston needs from HPL. Community input set the direction for recommendations contained in the Library’s Strategic Master Plan. This plan established a roadmap to address Houston’s need for a world-class library that empowers its people and its business enterprises to achieve success in an increasingly complex and technological world.
Houston Population Demographic
In 1998, Houston Public Library developed a Master Strategic Plan that discussed the needed changes for the library services and environments. In 1999, the Central Library Complex was 25% too small to meet the needs of the library customer. The renovation was a needed service. Houston Public Library used this opportunity to reinvent themselves and introduce the library as a great space to be.
NEEDS ASSESSMENT In 2006 HPL took a big step in a new direction and closed the doors of its Central Library for a two-year, $17 million dollar renovation. The goal of the renovation was to provide creative spaces that address the kinds of enhanced services the public needs, wants, and expects to find in a world-class library. The improved building design also would need to support a newly-established service goal for the system, one with service priorities for children, teens, students, and businesses, as well as providing more foreign language material for Houston’s burgeoning population of immigrants. Realizing that the reopening of the largest public library facility in the Houston area would generate a lot of buzz, HPL determined that any reopening event would need to produce several outcomes. First, reveal the exciting changes to the building’s interior. Second, help the library reshape its public image. Third, establish this facility and its service model as the flagship for the system. Fourth, convey a message that HPL is vital to the community because it offers something for everyone. The challenge in communicating both the reopening and the new direction of HPL was multi-faceted. First, with the facility closed for two years, it was imperative to re-engage the public’s interest in the results of the renovation project. Second, keeping library customers invested in the improvements and engaged in service alternatives. Third, establish HPL as a “third space” where customers not only find information but where they also gather, socialize, and experience first-class service.
COMMUNICATIONS PLAN
COMMUNICATIONS PLAN Houston Public Library carefully crafted all information surrounding the closure, renovation, and reopening of the Central Library into a strategic communications plan. Central Library staff handled programming aspects of the Grand Reopening. The Communications Division engaged corporate and media partners support, and determined design and messaging to launch a successful campaign. Corporate and media partners were designated to reach target audiences of current and non library-users: kids/families, Hispanics, Asians, African Americans, suburban Houston and the inner-loop younger single crowd.Identified partners were: METRO, YMCA, HISD, NBC, Telemundo, Comcast Cable, Houston Chronicle, Houston Community Newspapers, Houston Family Magazine, The Greensheet, and The Houston Press. The Houston Public Library Foundation agreed to fund the $175,000 budget and host “First Look�, a fundraiser to introduce the renovated facility to major donors.
COMMUNICATIONS PLAN - GOALS and OBJECTIVES Target media and online resources to get our messages out to as many people as possible. •
• •
Place a story in 7 local TV network news shows (including Spanish) plus print news, in the Houston Chronicle, Houston Community Newspapers, Houston Press, Hispanic newspapers, and major event calendars throughout Houston. Place ads in 80% (760) of Houston METRO buses. Begin an online viral marketing campaign that would result in 10 mentions of the Grand Reopening in local blogs, social media venues, and online calendars.
Attract the maximum number of people to the renovated library for the grand opening. • • •
The Grand Reopening celebration will be attended by at least 10,000 people. Host a sneak-peek event that will generate advance interest in the opening and will raise additional funds for the library. Secure one corporate and one media partner for cross-promotional assistance.
Make people aware of the improvements, strategic changes and new direction in public service. • •
Have post-Grand Reopening media cover the features and new services of the renovated Central Library. Include messages about the new features and services of the renovated Central Library included in pre-Grand Reopening news stories.
Position Houston Public Library’s Central Library as the flagship. • • • • • •
Cross promote reopening with the kick-off of the Summer Reading Program and increase Summer Reading Program registrations by 30%. Increase library card registrations by 10% over pre-renovation. Increase visitors to the Central Library by at least 10% over pre-renovation. Develop new visual identity for the library that customers and staff can connect to. Unify marketing imagery on all promotional pieces to appeal to target audiences. Distribute 300,000 print collateral pieces to all HPL and partner locations, city-wide.
GRAND REOPENING BUDGET
IMPLEMENTATION
IMPLEMENTATION To position the Central Library as the heart of our community, City agencies, museums, corporations, and international community centers were invited to be a part of the celebration either through programming, or interactive booths. Participating organizations provided educational and interactive programs. Partner activities tied back to other library services through print literature or other mediums. To achieve the greatest impact, the plan’s unified message reached well beyond the two-day reopening festival and continued throughout the Summer Reading Program. Moreover, HPL will continue to carry the themes of the Grand Reopening weekend into the Grand Reopening year, and beyond. All Communications leading up to the Grand Reopening event were designed to recharge our organization with new and diverse audiences. A pre-opening event, “First Look”, was instrumental as a media teaser as well as a fund raiser. Publicity for “First Look” and the Grand Reopening event were supported with paid and comp TV and print ads, and numerous press news stories. Online web ads and print collateral were distributed throughout the community. Key partnership locations served as additional distribution points for marketing materials and greatly expanded the reach of our message. HPL’s strategic communications plan achieved several key objectives. First, it addressed the need to create a new sense of HPL identity, including the introduction of a new logo. Second, it provided city-wide awareness of the reopening of the Central Library. Third, it maximized the reach of our message and attracted a large number of people to the event. Fourth, it provided many programs and services catering to all three age groups: children, teens and adults. Fifth, it effectively cross-promoted the Grand Reopening with the kick-off of the Summer Reading Program. Sixth, it increased the number of new library card registrants, increased the participation level in this year’s Summer Reading Program, and increased the public’s interest in coming to the library.
IMPLEMENTATION - “First Look”
Two weeks prior to the Grand Reopening, the Houston Public Library Foundation hosted “First Look,” a fundraiser to introduce the renovated Central Library to major donors. Over 400 people viewed the beautiful building and enjoyed great entertainment. Ticket sales to this event generated $134,000 in proceeds that will be used to support future HPL events. Because the evening was such a success, it will become an annual fundraising event entitled “Party in the Stacks.”
IMPLEMENTATION - ADVERTISING: Outdoor
METRO, a corporate partner, connected with target audiences to increase awareness of the Grand Reopening of Houston Public Library’s Central Library. A partnership with METRO increased participation in the Grand Reopening and beyond. The above ads were placed inside all METRO buses during the month of May. 1.
2.
How many buses held our bus placards? All 950 local buses
What is the average ridership per day and / or month? Average daily local bus ridership during May = 442,862 (weekday + Sat. + Sun.)
METRO Demographics 2007 Survey, Local Routes - Respondents 9,630
Average Age
Race/Ethnicity
36.6
No Response 9.2% Hispanic/Latino 18.5% Asian 2.9% Black 52.1% White 13.8% Native American 1.0% Other 2.9%
Gender Male 39.9%, Female 51.2%, N/A 8.9%
Vehicles in Household 0 automobile - 42.5% 1 automobile - 30.0% 2 automobile - 15.8% 3 or more - 6.0%
Vehicle Available Yes 23.8% No 69.2%
Household Income No Response 17.7% Below $16,000 27.7% $16,000 - $31,999 23.6% $32,000 - $53,999 17.1% $54,000 - $80,999 8.4% $81,000 or more 5.4%
IMPLEMENTATION - ADVERTISING: Print Media
In order to meet key objectives, HPL deployed several mechanisms. The HPL calendar of events was redesigned to provide 5 distinct covers, each reflecting images of Houston’s diversity. Each of the 5 covers targeted specific audiences and/ or programs. Their use effectively integrated and reinforced the message of our new tag line, “Linking You to the World”. Similarly, banners in every HPL location and invitations to the kick-off event mimicked the calendar of events cover art and were distributed throughout the community, including partner sites like the YMCA, Houston Parks and Recreation, Houston Independent Schools, and others.
IMPLEMENTATION ADVERTISING: Print Media
Houston Chronicle Houston Chronicle is the mainstream paper in Houston. Ads of various sizes ran in the newspaper and online between May 1 - June 30. A 12-page insert was developed with the Chronicle as part of an in-kind donation, spotlighting the Grand Reopening and the building upgrades.
GreenSheet Greensheet is a free weekly publication for low-cost shopping and low-cost selling for individuals and businesses in Houston. Greensheet is also an avid supporter of literacy programs. Ads for the Grand Reopening and the Summer Reading Program ran in this widely distributed paper between May and August. The front cover of the May 26 edition included a promotion of the Grand Reopening and the Kick-off of the Summer Reading Program.
Houston Family Magazine Houston Family Magazine is a leading resource for mothers, fathers, grandparents and the community at large. To connect with these audiences, ads, stories and details about the events were placed in the April and May edition of this publication.
Houston Press The Houston Press is the definitive source of information for news, music, movies, restaurants, reviews, and events in Houston. This magazine’s core audience reaches late teens to early 40s, a vital target group to Houston Public Library.
IMPLEMENTATION - PUBLIC RELATIONS: Print
and Broadcast
The Houston Public Library Public Relations Team began pitching stories to local media in February of 2008. By May of 2008, over 30 stories were written about the renovation and the twoday events. Key staff such as the director, chief of staff and event coordinator for Central Library were interviewed.
IMPLEMENTATION -
PUBLIC RELATIONS: Print and Broadcast
BROADCAST: Three broadcasting partners were part of making this communication’s plan successful; Telemundo - TV, KPRC - TV and Comcast Cable Television. KPRC-TV is known as the “Education Station” in Houston and was an ideal partner for this event. Head anchors emceed the event. Promotions of the opening could be viewed on the station and on the station’s web site.
Anthony Yanez, Meteorologist, KPRC-TV
Telemundo is a Spanish-speaking NBC affiliate station in Houston. To connect with the large Hispanic population, this partnership was key. COMCAST has been a supporter of many of Houston Public Library’s literacy programs and supported us heavily in the Grand Reopening with in-kind Public Service Announcements (PSA).
ONLINE PRESENCE: Social networking tools like Facebook, blogs, Twitter and MySpace were used by our Public Relations Team to connect with 18 - 40 year-old customers and potential customers. These tools spread the news about the Grand Reopening and the great services that the library has to offer.
IMPLEMENTATION Participation The Grand Reopening event participants included: Trout Fishing in America and other music groups, Ringling Bros. Clowns, ethnic dance groups, food and activity booths, authors galore, library tours by costumed literary characters, kid stuff like face painting, teen gaming activities, technology test-drives and promotional giveaways. City and Library officials and community leaders took part in the official ceremony, joining thousands of Houstonians waiting for the big moment of the opening of Central Library’s doors.
Plans included an oversized book at the front door. Officials literally opened the book and turned the page to the “next chapter” of the Central Library. Many of the groups and participants in the Grand Reopening did promotions for this event via word of mouth, ads or their web sites. This collaborative effort was a large part of this event’s success.
Internal Support The success of the event and beyond could not have been possible without the support of HPL Staff. Over 200 staff members volunteered to participate for the two day event and as distributors of HPL marketing materials to their neighborhoods and locations.
SUMMER READING PROGRAM and the GRAND REOPENING Linking this event to a highly valued program like Summer Reading Program (SRP) helped us to reach our goals. Utilizing this approach increased the number Pow
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EVALUATION
ACCOMPLISHMENTS on k news show, for a total of more than 50 televisi wor net TV l loca ry eve in ns ntio me s new TV PP HPL had news stories, reaching 3.5 million viewers. ston Press, and Houston Community Hou cle, oni Chr ston Hou the in cles arti s new t prin PP HPL had more than 30 Newspapers. buses, reaching 442,862 people. PP HPL placed placards on all 950 Houston Metro local e city-wide events email newsletters, six well-read thre in d ude incl was tion rma info ing pen Reo nd PP Gra numerous “Houston Events” calendars. blogs, six websites for local news outlets, and on Reopening celebration. PP More than 20,000 people attended the Grand k” event which raised $134,000. PP More than 400 people attended the “First Loo ices, renovated Central Library, its features and new serv the ing, pen Reo nd Gra the g win follo nth mo the PP In cles in city-wide and community arti six , lets out s new l loca for s site web on cles were featured in 10 arti five blogs. newspapers, one local TV network news show, and s, ston Chronicle, Houston Community Newspaper Hou the in ies stor ted prin the and y stor s new PP Every TV ovated ut the improved features and services at the ren abo tion rma info d ude incl ss Pre ston Hou the and Central Library. Reading Program, up 194% from the previous r me Sum for lts adu and s teen n, dre chil 34 67,2 PP HPL registered year.
in the rict campuses and 22,399 students participated Dist ool Sch nt nde epe Ind ston Hou 719 d orte rep PP A Summer Reading Program. programs catering to all three age groups: 172 ted duc con ary Libr tral Cen 31, ust Aug ugh PP From May 31 thro grams, resulting in 72% increase. pro the d nde atte 8 4,48 , ably Not lts. adu and s teen children, ed by 32%. PP The number of library card registrations increas increased by 14%. In the same period, tors visi of ber num the ing, pen reo nd gra the r PP In June and July, afte in the HPL’s new Teen Center. more than 6,000 visitors used gaming equipment integrated in all library advertising and marketing now are ch whi line tag and o log new a ed ign PP HPL des materials. s displaying the new logo and tagline bag k boo of nds usa tho and s bag tote vas can 0 PP HPL distributed 1,00 to patrons on reopening weekend. rs, klets, 40,000 SRP Certificates 10,000 teen calenda boo nts eve 00 45,0 rks, kma Boo ,000 265 ted ribu PP HPL dist 400 50,000 stickers, 5,000 fans, 8,000 incentive fliers and 25,000 regular calendars, 50,000 activity booklets, mer Reading activities. posters promoting the Grand Reopening and Sum communication pieces: City of Houston Parks/ ,000 497 of l tota a ived rece s tion loca ring tne PP Over 500 par s), lti-service Centers (8 locations), YMCA (40 location Mu ston Hou of City s), tion loca (55 ters cen ion Recreat ool Row Houses (1 location), Houston Independent Sch Shape Community Center (1 -3 locations), Project Locations (40 branch locations). District (HISD 719 schools), Houston Public Library
EVALUATION Houston Public Library’s strategic communications plan resulted in media coverage and promotional awareness that spurred event attendance to exceed all expectations. All of our objectives were met with outstanding results. Successful elements of the plan included the variety of audiences reached through community partnerships and targeted media outlets. This resulted in extensive media coverage, maximum event attendance (20,000) and enhanced library card registration and participation in the Summer Reading Program. In the two months leading up to the Grand Reopening, and the few weeks after, more than 100 news stories ran about the renovation, the reopening, and the new features and services. These stories were online, in print, on television, on radio, and via email and social media. The news coverage built anticipation and communicated what customers would find when they walked in the door, enticing them to visit even after the Grand Reopening. The news coverage also helped position the Central Library as the city’s flagship library, with a subsequent 32% increase in library card registrations and a 14% increase in visitors. Many non-traditional customers and those who hadn’t previously visited the Central Library were enticed by the information they received from multiple sources -- advertising, news, and word-of-mouth -- making the Central Library a “cool” place to visit. One of the challenges of the strategic communications plan was the fact that there was a lot of information to communicate: the Central Library was reopening, the improvements to the building itself, and the changes to the services and programs offered. This was handled by selecting a few key messages and consistently communicating them through multiple delivery channels. To keep on message, the building’s prominent features and HPL’s new service model were the focus of all communications. Once customers come in to visit the building, they can receive a tour to point out more information about what’s available. Consistent messaging is an ongoing challenge for an organization that literally offers something for everyone. This communication campaign taught us that choosing a few key elements results in a more effective communications strategy and HPL intends to continue this moving forward. This experience demonstrated that staff support, community partnerships, media sponsorship, and diverse communication tools are essential to any successful campaign. It literally takes a village that we call Houston, Texas.