1. Getting Your Library Noticed: The Art of the Integrated Campaign
MAHSLIN 2017
Matthew Perry
Outreach Coordinator, MBLC

2. What We’re Going to Talk About
How the MBLC creates a marketing campaign
Why we use an “integrated” campaign
What a creative brief is
How to define your audience
How to get your library noticed and used!

3. The MBLC’s Campaigns Summer Reading What’s Your Four
Commonwealth Catalog
eBooks
Legislative Agenda
The Consumer Portal
Library Lovers

4. Health Sciences Libraries Events and Campaigns
Literature & Medicine: Humanities, Health, & Healthcare
“Humanism in Medicine” Book Club
“Take Five”
Standard Classes: PubMed Advanced Searching Class, Beginner My NCBI and PubMed Class, PubMed for Nurses, Nursing Reference Center Plus with CINAHL

5. How the MBLC approaches every campaign
Creative Brief
Press Release and Sample Press Release
Print Materials (Posters, Bookmarks, etc.)
Social Media Campaign
Ready made social posts for libraries
Event (Sometimes)
Statewide PR Committee

6. Creative Brief Project Campaign Date
Background: Some information on what the deal is.
Assignment: Based on the background, what are you going to do?
What are we trying to achieve? Measurable and Goals
Who are we engaging? Who is the audience?
What is the current mindset? What does the audience think right now? 
What is the one idea we are trying to communicate? Most important.
What are the reasons to believe? What is the emotional connection to the audience?
Key Considerations: What needs to be thought about related to this campaign?
Deliverables: Items produced, events held, etc. 
Roll Out: What is the plan to execute? Calendar of what happens when.
Platforms and logistics: How is the message getting out there?

7. Print Materials

8. Social Media Campaign

9. Ready Made Social Media Posts (Available on the Newsroom)

10. The Importance of Integrating Your Campaign
Consistency across all platforms
We need to go to them, they won’t come to us
Adapting to the changing landscape
Competition is already doing it

11. Building a Social Media Audience
Have a goal in mind
Post with a purpose
Show the value of what you post
Be Graphic
Be persistent and consistent
Advertise your accounts across platforms and offline

12. Helpful Resources Canva MBLC Newsroom MBLC Consumer Portal
Your institutions resources
Celeste and Matt!

13. Questions?