Promoting Library Programming

Adam FisherMaine State Library

Cynthia RandallCornerstones of Science

Why Programming

• Aligned with mission of public library• Respond to interests of patrons• Attract new people through our doors• Demonstrate public value in our community

By the numbers

• According to 2013 annual reports…• Maine Libraries hosted 36,494 programs

attracting 558,423 participants– Sixty percent of programs were geared for children

and attracted an average attendance of 16– Five percent of programs were targeted for young

adults with an average attendance of 12– Thirty-five percent of programs were for adults

and attracted an average attendance of 14

Library Programming in Maine

• Most programs have a small audience.• It takes time and consistent effort to build a

dedicated following.• Traditional forms of promotion (press release

and some posters around town) may not yield great results.

Challenges – What Maine Librarians told us…

• Connecting with our local schools has been difficult. We reach out via the weekly Principal Notes but have had feedback that most people don't read these, including the teachers.

• Reaching community members who are not current library patrons is difficult. We've tried posting on the local TV channel, but that has not created much buzz.

Challenges (continued)

• Summer is so busy, people have to make choices almost every night of the week on what to do.

• If we send 5 things in a month only 2 will get put in the paper. That can get frustrating when your trying to touch base with many people, especially those who don't use technology.

• Newspapers printing details wrong

Challenges (continued)

• It is a challenge to keep attendance up with all the other diversions people can choose these days. Since we have a large group of retirees and snowbirds, we have reworked our program scheduled to offer programs during the months when we have the most residents and also, we have added daytime programs and that has helped a lot.

• Not having people sign up for limited events, or signing up at the last minute when it is too late to buy more supplies. Also, our children's (or, I should say, family) programs do exponentially better than adults programs. We would love to bring more adults in for programming, as well

Challenges (continued)

“It always seems that someone will say that they had no idea an event was occurring, despite emails, posters, website, Facebook, newspapers, sign in front of the library notices.”

Find a partner

• Before you set a date or topic, look for a partner organization that will provide a guaranteed number of attendees.– Works particularly well with children’s groups:

• Boy Scouts / Girl Scouts• School science club• 4-H groups

• Promote it as open to the public and co-sponsored with partner organization.

• Don’t be afraid to take your program off-site.

Develop an outreach plan

Who will your program appeal to?What is the most effective way to reach this audience?Who will be responsible for which elements of outreach?When should each strategy be executed?

Appealing to other interested parties

MSL hosted an evening discussion with authors of recent gardening book:• Outreach to different gardening clubs in area• Asked popular local nursery to promote in

newsletter and social media• County cooperative extension helped spread

the word

Give others an incentive to promote your event

• A library program on animals could be used as a fundraiser for local animal shelter.– “Although the event is free, donations will be gladly

accepted for the Augusta Humane Society.”• Gives another organization a reason to promote

your event.• Exposes your programming to people who

might not otherwise come through your doors. • More likely to be considered a news item.

Give audience additional incentive to attend

• Refreshments will be served.• The first 25 attendees will receive a free plant.• Donations will be accepted at the event for

the local food pantry.

Elected officials

• Many have email newsletters that go out to hundreds of constituents every few weeks.

• Some have standing columns in local papers.• Provide them something written and ask them

to share.• When they attend your events, make sure you

take pictures of them and send them a write-up that they can easily include in their constituent communications.

Events Calendars

– Maine Public Broadcasting– MaineToday Media (Press Herald, Kennebec

Journal, Morning Sentinel– Bangor Daily News– Lewiston Sun Journal– Maine Arts Calendar– Local Chamber Organizations– Downeast Magazine

Word of Mouth

Never underestimate the power of in-person marketing. If every library staff member, trustee, and Friend of your library told 10 people about a program, and they told ten people, who then told ten more people…. the word would spread in no time!

For Word-of-Mouth programming to work, you must have:• A plan: identify your key audience/s• A good program• A clear and consistent ‘message’ about the program: prepare

a short one-sentence description of the program so that your people know precisely what to say about the program

Notifying the News Media

• Develop a press list of contacts from each of the news organizations from your area.

• Be selective on what you send to your contacts.

• Organize your information to make it as easy for them as possible.

Press Release

• Should be part of any public event plan.• Send out at least two weeks prior to the event

to members of your press list.• Structure it so that editors can just cut and

paste elements for a full story or an event calendar.

FOR IMMEDIATE RELEASE: Monday, November 3, 2014Contact: Adam Fisher, Maine State Library, 207-287-5626

Author David Rosenfelt to Discuss “Dogtripping” Adventure at State Library Event

Augusta - Moving your family and all of your belongings across the country would be an ordeal under even the best of circumstances, but add 25 rescue dogs and a travelling caravan of RVs and almost anything can happen!

On Tuesday, November 18, 2014, the Friends of the Maine State Library will host author and dog-lover David Rosenfelt as he shares adventures from his award-winning book, Dogtripping, which chronicles his family’s move from California to Maine with their animal companions and the beginnings of a dog rescue foundation. The event will be held at the Blaine House in Augusta at 2:00 P.M.

The program is free but donations will be gladly accepted and will be divided between the Friends of the Maine State Library and the Augusta Humane Society. Space is very limited and preregistration is required for anyone planning to attend.

For more information or to RSVP, please contact Cheryl Ramsay at 207-287-5620.###

Media Advisory

• Optional format for program announcement.• Sent out two – three days in advance of event.• Primary purpose is to invite reporters to

attend.

FOR IMMEDIATE RELEASE: Wednesday, April 16, 2014Contact: Adam Fisher 207-287-5626

MEDIA ADVISORYTechnology Partnership Brings Low Cost Computers to Westbrook Library

Who: Officials from the Maine State Library, Walker Memorial Library (Westbrook) and PC’s for MaineWhat: Media availability to discuss technology partnership that is bringing low-cost technology to Maine librariesWhen: Friday, April 18, 2014 at 10:00 AMWhere: Walker Public Library, 800 Main Street, Westbrook

Westbrook - State and local officials will join representatives from Belfast-based nonprofit PC’s for Maine to celebrate new technology at the Walker Memorial Library in Westbrook on Friday. The equipment was made possible through a public private partnership that provides low cost computers to libraries in Maine.

In nearly 70 percent of Maine communities, the library is the only source for free public access to high speed internet. Computers and Wi-Fi access are in high demand in libraries statewide. Libraries have historically struggled with the cost of purchasing the equipment and finding a reliable source for computer maintenance and repair. This new partnership addresses both of those issues and has been well received in the library community.

In the first six months of the program, libraries from Allagash to North Berwick acquired 150 new computers at a savings of over $80,000 from what they would have paid for the machines, phone support and extended warrantees to match what the partnership provides.

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Email

• Add a subscribe form to your website where people can register for programming updates.

• Collect patron email addresses when signing-up for a new card or updating their records.

• Circulate opt-in card at programming events.

Email Opt-in vs. Opt-out

Considerations…Using existing database of patron email addresses is the quickest way of building a distribution list.Could anger some patrons.Provide an option for patrons to “unsubscribe” from programming events.Be selective in what you send to the whole list!

Facebook Events Feature

Facebook events feature

https://www.facebook.com/events/851023918274988/

Facebook Events Feature

At the Program

• Offer sign-up sheet to allow people opt in for email notices about other upcoming events

• Survey attendees (formally or informally)– How did you hear about this event?– What types of programs would you like to see

from us in the future?• Take pictures• Get quotes from presenters and audience

After the Program

• Assess and document what went well and what didn’t while it is still fresh in your mind

• Follow-up with some of the new faces from the program

• Send some pictures and a quick write-up to your local newspaper

• Make sure you send a thank you note to your presenter

Sample Plan – MSL Dogtripping Event

Event Partner: Augusta Humane SocietyNews releases:• event included in October 17 press release

regarding MSL food drive during national adopt a pet month

• Event press release sent out two weeks in advance

Calendar listings: Kennebec Journal, BDN, Sun Journal, Kennebec Valley Chamber

Sample Plan – MSL Dogtripping Event

Visual Media: • Posters with tear tabs• Facebook event image• Facebook post image• Image for lobby TV• Image for website slideshowOutreach• Posters to area pet stores and humane society• Humane society did outreach to their members• Coordinated with event planner at local retirement community• Word of mouth – the power of Linda Lord

Cornerstones

Cornerstones

Cornerstones