BPL Digital Resources Action Plan INTRODUCTION As part of the BPL Strategic Plan, the library staff will develop and implement a marketing program for the library’s specialized digital resources. •
Strengths: The successful implementation of device and digital resource instructions. The continued growth of access to digital equipment through the Friends, Foundations and successful grants.
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Weaknesses: The learning curb of mobile and digital technology and the constraints of no marketing budget.
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Relevant observations and studies:
8 Tips for Getting Your Press Release Read and Shared by Russell Working http://www.prdaily.com/writingandediting/Articles/15630.aspx? utm_content=bufferb8ad7&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer
Public Library: Campaigns That Made a Difference http://issuu.com/emergingleaders2013/docs/campaigns_that_made_a_difference
COMMUNICATION GOALS •
The Dream— The Big Picture: To develop an effective marketing campaign to increase the use of the library’s digital resources and participation in the library’s digital instruction opportunities.
OBJECTIVES •
List no more than five achievable, measurable outcomes.
1. Create a culture of personal accomplishment or “eReaching” in classes, events, library media and outreach which will complement the library mission statement and incorporate a marketing logo.
2. Actively gather stories of “eReaching” inspiration to share and encourage library participation and use.
3. Develop an “eReaching” campaign to actively collaborative with community groups to demonstrate the library’s digital resources.
POSITIONING STATEMENT •
What we want people to think and feel about the library: “The library is a viable and economic resource to digitally connect, learn and imagine. “
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Our mission: To [Digitally] Connect, Learn and Imagine.
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What we offer that the competition doesn’t: “The library is the first stop for expert help in eLearning and digital exploration.”
KEY MESSAGE •
In 10 words or less, the most important thing you want people to know or do is: “Be an eReacher! Digitally Connect, Learn and Imagine.”
KEY AUDIENCES •
Internal Audience: Staff, Board, City Council, City Departments
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External Audience: Employers, Life-Long Learners, Students, Seniors, New Library Users, Traditional Library Users
STRATEGIES, TACTICS & TOOLS
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How will we deliver the message:
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Core strategies: Media publicity, displays, programming, special events, web pages, social media, email, direct mail, partnerships, outreach and word of mouth.
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Budget: The BPL Digital Resources Action Plan will require significant and coordinated staff time and investment to create a consistent and cohesive vision.
EVALUATION MEASURES •
How will we know what worked and what did not?
1. Quantitative Measures: 2. Qualitative Measures:
Notes:
Reaching Logo Ideas Other Campaign Names: WoW (Without Walls: Your eLibrary) Tech Talk
Library 3.0