Why This Campaign? Libraries are popular, but taken for granted. Libraries are ubiquitous, but not often visible. Libraries are unique, but facing new competition.

@ your library ® External Goals Increase Americans’ commitment to libraries and their understanding of the value of libraries and librarians Increase library usage

@ your library ® External Goals Encourage librarianship as a profession Bring librarians to the table on key public policy issues In the long term, increase funding/support for libraries and librarians

@ your library ® Internal Goals Ensure campaign is useful to libraries of all types Create tools to help librarians promote value to specific audiences

Core Messages Libraries are changing, dynamic places. Libraries are places of opportunity. Libraries bring you the world.

Priority Audiences USERS/POTENTIAL USERS Key to future of libraries  Students  Parents INFLUENTIALS Decision-makers and library users  Elected officials  Senior citizens  School boards and administrators CATALYSTS Opportunities for building alliances and amplifying our voice  Allies/partners  Educators  Media

Marketing Brand is flexible and can be customized NEW logos, artwork now online

Marketing Tools Programming ideas, art, ads, sample press materials & more Campaign updates Share “best practices” with new online database

Marketing Tools ALA Graphics products to showcase brand

Videos and PSAs Available

Marketing Tools Call toll-free LIBRARY the campaign staff Subscribe to discussion list

Media Relations National media outreach Local media outreach

Advocacy Strengthen Library Advocacy Now! program Workshops to recruit and train presenters Network of advocates from all types of libraries nationwide

Evaluation Components Soliciting feedback via Web site Monitor media coverage Measure public opinion Quantify participation and number of people reached Submit your story to the your library online database at

Teens can win a chance to meet skateboard legend Tony Hawk by submitting an entry on the message of their favorite book Register online to gain access to free tools to help you promote the program Librarians Get on Board! Win bookstore gift certificate for best local promotion of program Runs through April 2004 Send in 5, 15, or 25 entries and win prizes

Promotes 21 st century literacy through online baseball trivia contest Program is open to all ages Look for new Spanish-language materials New program begins spring 2004!

April 2001 your library Campaign April 2003 Academic and Research Library Campaign October 2003 School Library Campaign February 2004 Public Library Campaign Tailored Campaigns

Academic and Research Library Campaign Promotes the value of academic and research libraries and librarians Launched April 2003 at the ACRL National Conference in Charlotte, N.C. New toolkit, Web site, trainings

School Library Campaign Launched October 2003

Qualitative Research: Focus Groups December groups K-12 Parents K-12 Classroom Teachers & Administrators Middle & High School Students Rural, Suburban, Urban Baltimore, Phoenix, Indianapolis areas Discussion questions developed by KRC and library committee, library staff

First key finding: Qualitative Research: Focus Groups December 2002 Parents and students feel that school library media programs are important only for younger children (elementary school age). As students get older, computer use without a professional is perceived as the norm and professional guidance is not seen as necessary.

Second key finding: Qualitative Research: Focus Groups December 2002 Many parents and students do not view library media specialists as educated professionals.

Increase public awareness of the significant contributions made by school library media specialists through school library media programs to further the academic achievement and lifelong learning of our students; Goals: School Library Campaign

Strengthen a belief in the value of school library media programs and school library media specialists; Position school librarianship as a desirable career opportunity. Goals: School Library Campaign

Audiences: PRIMARY  Teachers  Administrators  Students  Parents  Boards of education  Legislators  Community at large SECONDARY School Library Campaign

Key Messages: School Library Campaign School library media programs are critical to the learning experience. School library media specialists are crucial to the teaching and learning process. School library media centers are places of opportunity.

Available online at under “School Library Campaign." Includes: --sample outreach strategies for different audiences --how to build a marketing communications plan -- sample media relations tools -- tough Q&A and more Toolkit for School Library Media Programs NEW Tools & Resources Additional hard copies available from AASL

NEW Tools & Resources New downloadable artwork for school library media specialists Available online at under “School Library Campaign."

NEW Tools & Resources New Strategic Marketing Manuals Prepare a marketing plan using your library brand Can be used to train others to lead discussions about creating marketing plans Made possible by 3M Library Systems

NEW Tools & Resources AASLPR discussion list An opportunity to share ideas and ask questions about promotion and marketing. To subscribe, send a message to: with your first and last name as the subject. Leave the body of the message blank.