Marketing Campaign Report
April 19, 2011
MSU Billings
Objectives
1. Increase awareness of purpose and plan for new
library.
2. Increase perceived benefits of a great city library.
3. Increase positive associations with new library-create
personal ownership.
4. Reduce perceived roadblocks to funding the new
library.
5. Shift probable supporters to sure supporters.
6. Create a well-targeted and effective campaign to
achieve success in a November 2011 bond referendum.
($13 million)
Strengths
• Library History – Strong background, established in 1901 by
the city’s founding family
• Highly motivated and dedicated advocates
• Matching funds secured ($2 million)
• 80% prefer downtown location
• Community oriented
• Appeals to all demographics
• Well funded media budget
Weaknesses
• Limited historical data for trend analysis
• Technology within the library is outdated and has
limited availability
• Building is not up to code and is not ADA compliant
• Current facility is difficult to maintain and has
inadequate meeting spaces
• Does not stand out as a transformative part of our
infrastructure or add to our community vitality
Threats
• Lack of education regarding the potential benefits of new
facility
• Stigma associated with the failure of the previous bond
initiative
• Economic hardship and the fear of additional taxes
• Opponents within community
Opportunities
County elections office expects between 25,000-28,000
voters this fall
Victory = 51% of votes or 12,5000—14,000 votes
• Likely voters are between the ages of 36-65 with
children under 18
• Supporters are 32.3% of the market. The Probable
Supporters can be divided into Just for Fun, Kid Driven,
Library as Office, Greater Good, and Look to Librarians.
• The Super Supporters are 7% and need to get out the
vote
Opportunities
The rest are either barriers or non-voters.
Largest reason voters previously opposed
– 43% no need
– 38% raised taxes
–Swing voters under 35 and over 66
• 48% undecided would change to likely voters if
educated
• Voters in Zones
• Likely voters in zones 4 & 5 (11,600)
• Swing voters in zones 2 & 3 (9,500)
• Unlikely voters in zone 1
(3,900)
City Wards
3000
4000
4000
3000
Secondary research
Swing voters become likely voters as a result of increased
education regarding:
•
•
•
•
Building does not meet codes -- 91%
Not ADA compliant –94%
Current cost of maintenance vs. cost of new building ---82%
Community vitality – 58%
Likely voters
•
Move brand identity from informational qualities to transformational
qualities
• Part of the Future
• A Necessity
• Equality and Democracy
• Motivated through demonstration of ROI and necessary infrastructure for
our community
Results of Formative Focus Group of Swing Voters
• Perceive threat of no new library and a new tax is low
• Perceived efficacy is low
• People believe they and the community won’t suffer
from the absence of the library or from a new tax
• People believe they won’t take advantage of the
solution
• People believe the solution won’t solve the problem
MEANS END CHAIN
Attribute
Physical
Psycho
Values
Big, Beautiful, LEED
Building
Hold Events, add to
infrastructure
Part of culture, town
center, focus on
community
Universalism:
beauty of the city,
critical thinking of
community
Technologically
Advanced, trained
staff, change is
consistent
Accessible,
Equitable,
Responsive,
Enlighten, Entertain
Relevant, valued,
establish good
habits of lifelong
learning
Benevolence: the
welfare of society,
enhancement of
one’s friends and
family
Safe, Secure, Wellmaintained
Safety, convenience,
trust that plan was
well conceived
Warmth, partner in
community, bridges
the digital divide
Security: Stability of
Society and public
funding: synergy &
savings
Economical Plan
bringing new
opportunities
Funding is in place
and well planned
Not much money
from me and growth
for the future
Conceptual Advertising Strategy
Elements
Benefits
Hook
Driving Force
L Lowers cost
overall, cost to
each taxpayer,
technically and
economically
(LEED) advanced,
gathering center
that is safe
Beautiful new
building that
makes the city
proud
People,
Foundation,
Community
Future of Billings
Future Transformation
Advanced Technology
Adds Beauty and Sacred Stature
Equality Necessary for Community
PERCEPTUAL MAP
Voting for the Library
Cost oriented =Need Education
Return on Investment of Infrastructure
Good use of Public Funds
No Need=Need Education
Not Raising Taxes
Not Voting for the Library
Settling for status quo
Internet and Individual
Clicks vs. Bricks
BRAND POSITIONING STATEMENT
• Voting for the new library supports a fiscally responsible
plan to fund a technically and economically advanced
beautiful new facility that will bring exciting
opportunities to Billings.
CREATIVE BRIEF
•As the idea of a new library as a solution is low and
the threat of a new tax for the library is low,
therefore the message must include information
portraying:
– Straight forward and factual material
• Include actual costs and building rendering
• The technical advancements and economic savings
• The needed use for the community
– But Also :
– Include core values and pride for the community
– Include an inspirational tone, including beauty,
stature, history and harmony of community events
– Don’t get too warm and fuzzy
Media Rationale
•
Primary Source of Information for City Issues
• Billings Gazette 53.5%
• TV Ads 27%
• 54.5% KTVQ News
• 31.1% KULR News
• Radio 6.3%
• Swing voters watch more TV news than Likely voters.
• Radio listening in general: 60% listen 1 to 4 hours a day with 24% on
country, and 16% talk radio and 16% public radio.
• People who listen to radio are more likely to think new taxes are the reason
not to vote for a new library.
• Republicans are more likely to think new taxes are the reason not to vote
for a new library.
MEDIA SCHEDULE
Media Schedule
May
June
July
August
September
October
November
Cost
Public Relations
$
Website
$
1,000
Facebook Page
$
2,000
Mailings (11,500)
$
18,000
Buttons and Stickers
$
1,000
Speakers Handouts
$
1,500
Outdoor
$
2,500
KULR 8 Ads
$
8,000
KTVQ Ads
$
9,000
Billings Gazette Ads
$
12,000
Outdoor Yard Signs
$
2,000
Community Events Banners
$
1,000
Door to Door (Printing)
$
5,000
$
63,000
Cost Per Month
$17,000
$4,000
$12,000
$13,000
$13,000
$13,000
$3,000
Production/Research Costs
Total Cost
-
$17,000
$
80,000
• Mailing Lists:
• We have by precinct, zip code, geographically, with mailing labels.
• Registered Voter Ward list and recommend decisions based on
either get out the vote or educate the swing. Look to Hilltop for
input.
• Website and Facebook
– Keep up to date with renderings of the building and how to get yard
signs, etc.
– Suggest ongoing manager to promote and invite new members, need
to grow Facebook grow from 670 to 2000. $1.64 per click to
promote to the Billings age 18- 35
• Other Social Media
– Suggest contest to increase interest. “Ad Lib” Advertising for the
Library, create your best idea to promote the new library and send it
in to win a Cash Prize sponsored by one of our great Friends.
• Door to Door
– Ward 1 is 11,750 with 40 volunteers a total of 294 homes per
volunteer,
– 50 houses per hour means 6 hours per volunteer.
– If each volunteer could do 3 hours a week, Ward 1 could all be done
in 2 weeks.
Draft Creative
• Four Newspaper Ads
–
–
–
–
$3 a month Buys You…
Lift Off On Line
Broken Down and Scary Lookin’
If we only had a heart
–
–
–
–
Three TV ADS
Testimonials
Historic Documentary
Children’s Future
Headline
Body of
Each Message
Comparative
Evaluation
Favorite Messages
- $ 3 a Month buys you…
(Newspaper/Billboard)
- Documentary (Historic) TV PSA
- Know to grow (Slogan)
Least Favorite Messages
- Lift Off On Line
(Newspaper)
- Testimonial TV PSA
- Wish for Wisdom
“Vague - for how
long?”
“It appeals to
a contemporary
group”
“Make it all positive”
“I would read it to
find out more”
“It would make me
more likely to use
the library”
$3 a month buys you…
It needs to be more:
• positive
• familiar
• concrete
(e.g., NO empty stuff,
put kids’ chips &
a gallon of gas,
and use lingo: bucks)
“I wouldn’t really go
there just to use
a computer”
“It’s value, but it
shouldn’t be the
first thing”
“It’s too focused
on the young”
“Technology is not
selling point, it
should be a given.”
Lift Off Online.
It needs to:
• appeal to us (not
businesses)
• be simple
• priortize community
(e.g., Technology is not
the priority value to people
over 40)
“It’s kinda negative,
I’d like to hear
something more
positive ”
“What about worn
out? Better than
broken down”
“Money going out,
out the roof –
pouring money in
but it’s flying out”
Broken Down and Scary Lookin’
It needs to:
• present clear purpose
• give details (why &
what)
• be positive
(e.g., give clear bullets, what,
why, etc.)
“I don’t get the
connection between
the grandfather
and the heart. Put
them in front of the
library, but that’s
still stretch ”
“Does that mean we
don’t have one now?”
“No heart with
grandfather, it’s
like a commercial”
Every City Has a Heart
It needs to:
• be positive
• be specific
• give answers, not ask
questions
(e.g., What about Billings, not
every city?)
“We don’t care about
what the business
woman says.
We care about what
the people say who
are going to go there”
“This isn’t
conversational,
but it’s scripted”
“Use public entities,
don’t use businesses
because you’re giving
away advertising”
It needs to be made with
real people and scene.
(e.g., Swing voters are middle
income, hard working, with
kids. Keep that in mind)
“I like the concept a lot.
It’s really honest, clear,
right on. ”
“It has all things I see
happening that I want
to have happen”
“To show what we do
have and what we
need, that’s helpful.”
“This is the best piece
I’ve seen.”
It needs to have more
realistic visuals (e.g., The
visual has the power; image and
seeing how our town has grown,
automatically encompasses the core
values)
“These are good
aspirations, but they
may not be swing
voter aspiration.”
“Make it more real,
what do your kids
really want to be?”
“It mad it sounds like
a children’s space,
not a community
space”
It needs to be more
positive and real, as well
as local and relevant
(e.g., Make a connection with
the library)
“Why do we need
more than books?”
(A Bridge Beyond
Books)
“Appeals to my head
and my heart”
(Know to grow)
“Wisdom is great
word, but should use
it some where else”
(Wish for Wisdom)
Slogan needs to motivate
people to feel vibrancy
and get involved with it.
(e.g., ‘Know to Grow’ makes me
want to know more /
grow our community,
grow our knowledge,
grow our technological ability)
$$$ is shown
to be well spent
$3 a ``month
buys you…
Documentary
``
(The history)
TV PSA
$3/m seems
do-able for
most people
$$$ seems well
spent in relation
to our history
Reminding people
that they used a
library & it was
nice memory
Response
Efficacy
Self-Efficacy
Response
Efficacy
Self-Efficacy
People value the library as..
SIMPLE
A community
center
CLEAR
A source of
community
vibrancy
POSITIVE
A center of
community
life
SLOGAN
Vote for the new library…
Know to Grow
Vote for the new library
A New Chapter for Billings
$3 a month buys you..
Cup of coffee, a gallon of gas
Or a new library.
A gallon of gas, an plastic coffee cup and the new library drawing)
(
Our new library will cost each of us about $3* a month for 4
years. The return on this investment will more than a few
minutes, it will last a lifetime.
*$13 million bond estimated to cost a $200,000 home owner $40 per year in taxes for
4 years.
Know to Grow
Go to www://votelibrary.com Facebook: Parmly Library
(Picture of Building)(Map of New Downtown)(LEED symbol)
Vote for the New Library November 8,2011
Fix the Leak.
(cartoon building of current library with a faucet leaking
money out)
We will have to spend $12 to $15 million to fix
the current library. We can build a brand new
library for $13 million. Let’s not pour any more
money down the drain.
Know to Grow
Go to www://votelibrary.com Facebook: Parmly Library
(Picture of Building)(Map of New Downtown)(LEED symbol)
Vote for the New Library November 8,2011
A Great City Needs a Great Library.
(Collage of photos of orchestra playing, people in the museum, people
outside Alberta Bair Theatre, students on campus, and kids at story time
in the library…., with a symbolic shadow of a heart around it)
Downtown Billings features a wonderful symphony, theatre,
museum and an accredited university. But we are missing one
thing . . . a great library. Because a great library is more than
a building, it’s the heart of a community.
Know to Grow
Go to www://votelibrary.com Facebook: Parmly Library
(Picture of Building)(Map of New Downtown)(LEED symbol)
Vote for the New Library November 8,2011