1. Now Your Library is Open Late Night, Too! Marketing QandANJ.org on MTV Beth Cackowski, QandANJ.org Project Coordinator November 15, 2007

2. Background on QandANJ.org  Statewide Collaborative Virtual Reference  Available 24/7  6 years running  47 Member libraries Public Academic State Library  Approximately 4500 questions per month

3. Changing people’s expectations  Creating a service that people wouldn’t expect  Marketing in places people won’t expect  Targeting customers who don’t use the library

4. Traditional Marketing (Collaborative)

5. College newspaper Campaign 2005

6. Banner Ads

7. MySpace Page

8. Commercial on…

9. Now Your Library is Open Late Night Too!

10. How we did it  Met with local cable provider Determined coverage area Dates for beginning/ending campaign Who we wanted to reach  Hired video producer 30 second spot Appeal to teens

11. Commercial debut  Statewide during MTV Video Music Awards Aired in every NJ cable market on 9/9/07

12. Where else besides MTV?  Movie theatres  www.QandANJ.org/mtv  Library web pages  YouTube  MySpace page  In schools / public access channels

13. Poll Results on our website  Saw it on MTV 611 votes (33% of total)  Saw it on YouTube 126 votes (7% of total)  Saw it on MySpace 26 votes (1% of total)

14. How did it affect usage?  Immediate: Usage went up 50% the night the commercial debuted!  Longer-term: For the following month, usage was up 20% 500 people said they saw the ad on MTV

15. What did it cost?  Video Production $2200  MTV Video Music Awards Statewide $4800  Continued MTV airing Depends on local cable company  Area covered, population of that area  Cable channels  Days / Times / Frequency of airings

16. What did it cost?  Movie theatre advertising Non-profit rate $10 per screen per week  YouTube, MySpace, Websites FREE!  In schools, local cable channels What format do you need? FREE!

17. Things to consider  What is your goal?  Who is your target audience?  How much can you afford to spend?

18. What we learned  Easier and cheaper than we thought to advertise on cable TV  Television reaches a lot of people  It was a lot of fun!

19. Thank you! Please visit www.QandANJ.org/mtv www.QandANJ.org/mtv to view the commercial Beth Cackowski QandANJ.org Project Coordinator cackowski@sjrlc.org