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LSTA STATEWIDE LEADERSHIP PROJECT PLAN FOR 2005-2006
Strengthening the Library Message: Communications and Marketing for Library Services
1. PROJECT MANAGER. Pam Jaskot, Consultant for Communications, Library Development
Section, State Library.
2. OVERVIEW OF THE PROJECT (Summarize the proposed project, including a description of the
library users who will benefit.)
The LSTA Statewide Leadership Project Strengthening the Library Message is designed to
continue efforts to communicate the value of library services statewide, give North Carolina’s
library community the knowledge, skills, and tools they need to promote the value of libraries to
their communities, and develop and implement strategies to market the statewide library online
resources. This project benefits all North Carolinians by helping them understand and value
services provided by their libraries. That understanding will lead to increased library use and
support in communities and institutions statewide.
The highlights of the proposed 2005-2006 project are:
 A third year of continuing education efforts to help library leaders develop their skills in
communications and marketing;
 Statewide and local activities to give libraries greater visibility in communities and institutions;
 Tools to help library staff market their services and communicate their value, and
 Targeted marketing of statewide online services available to the North Carolina community.
Background.
The Strengthening the Library Message project directs and coordinates communication efforts
about North Carolina libraries and their services. This project builds on the experience gained
from The very best place to start project, previous statewide marketing efforts and continued
feedback from the North Carolina library community.
The very best place to start was a statewide systematic marketing effort based on professional
opinion research, a multifaceted plan and high caliber marketing and public relations assistance.
The opinion research included a series of focus groups and a statewide survey in 1998-1999.
The research indicated that people have positive feelings about libraries; however, they view them
as passive places—as buildings rather than as active, dynamic and service-oriented institutions
with professionally trained staff.
The Strengthening the Library Message project was initially developed as an ongoing effort to
respond to the needs identified in The very best place to start —both in the research and the
lessons learned in that multiyear effort. For the last two years the project’s focus has been guided
by feedback gathered during marketing workshops, guidance from the Ambassadors, and
evaluations of last year’s statewide leadership project.
The Ambassador program was established in 2002 for two reasons: (1) to answer the State
Library’s need for a direct link to practicing professionals and (2) to serve as coaches to other
librarians. Ambassadors are library staff with experience and an interest in public relations,
marketing and communications who can share their expertise to enhance the public’s awareness
of our libraries. Ambassadors provide professional peer-to-peer consultation, address the need
for improved awareness, advise and assist with the development of marketing tools for local
libraries and advise the State Library on current public relations issues. Ambassadors are
LSTA Statewide Leadership Project Plan for 2005-2006
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essential in the planning and implementation of many aspects of the statewide leadership project.
Both their influence and numbers have increased since their inception.
This proposal is being written midway through the 2004-2005 project, so, although much has
been accomplished to date, final project data is not available on many of the efforts. Here is an
overview of accomplishments through March 2005:
 Continuing Education
 Marketing Workshops: Beyond Bookmarks and Brochures: A critical element of the
2003/04 project was a series of workshops aimed at helping library staff develop
marketing plans. The high demand for the workshops, its excellent review from 03/04
participants and the need to allow more librarians to become eligible to apply for the
marketing grant justified the need for two additional workshops during the 04/05 grant
cycle. Peggy Barber and Linda Wallace, marketing specialists from Library
Communication Strategies, Inc. and Pam Jaskot, project manager, conducted the
workshops. The workshops included two sessions 4 weeks apart. In the first session,
participants learned basic marketing strategies, received tools to help evaluate their
library’s communication methods, and began developing a marketing/communication plan
for their library. In the second session, participants presented their
marketing/communication plan and received one-on-one consultation from the
communication specialists and feedback from their peers. The two workshops attracted
24 librarians, representing 17 library systems. Participants that attended the 04/05
workshops along with participants from 03/04 workshops were eligible to submit a
proposal for the EZ LSTA Marketing Grants to help them implement their marketing plans.
Twelve libraries have applied for marketing grants for 05/06.
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Partnerships, Publicity and Presentation: A workshop was developed to address the
needs expressed by participants in the marketing workshops, the Ambassadors and library
staff. Pam Jaskot, State Library consultant and Peggy Barber and Linda Wallace,
consultants from Library Communication Strategies, presented the workshop at four
different locations across the state instructing on practical, low cost tips and techniques to
help library staff get the word out about their library’s programs and services.
The workshops were presented to 68 library staff.

Frontline Staff Training: Based on feedback from 03/04 the need continued for staff
development for frontline staff to help them understand their role in the marketing of their
library. The State Library continued to work with staff from Capstrat, a Raleigh-based
public relations firm, to develop and deliver the workshop as a staff development session
for two public library systems (Greensboro Public, twice; and Davie County). The
workshops had three outcomes for participants:
 understand the importance of their role in marketing the library;
 learn how to actively promote programs and services at their library; and
 motivate them to expand their role in marketing their library.
Participants were asked to complete follow-up feedback on how they implemented
techniques provided at the workshop. Responses reflected their understanding of the
concepts and their willingness to incorporate marketing efforts into their daily job routine.

Promotion of Libraries and Library Services:
 StartSquad.org: In 2004-2005, the State Library continued efforts to promote Start
Squad.org, an Internet portal for children designed by North Carolina’s librarians. The
LSTA Statewide Leadership Project Plan for 2005-2006
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portal was designed to create a positive image for libraries, kids, and the Internet; to
demonstrate that librarians have an important role to play in selecting and organizing
Internet resources; and to provide a children’s page for smaller libraries that are not able
to create their own. The Internet portal provides quick links to web sites selected by
librarians and tested by kids.
Information and materials were made available to encourage public librarians to promote
Start Squad at their libraries. Public librarians recruited youth volunteers to serve as
Honorary Start Squad members and demonstrate the portal at library and community
events. Libraries were provided with sample press releases, t-shirts and tote bags for
volunteers, and a variety of promotional items. Two public library systems (Sandhill
Regional and Polk County) took advantage of the Honorary Start Squad promotional
material. Sandhill Regional Library reported the Start Squad team presented 8 different
library programs to over 80 children. Polk County’s program is currently underway.
In addition, the kid’s portal was demonstrated to over 2,000 people at the State Library’s
booth at the State Fair. Promotional items, pencils, bookmarks and mouse pads, were
distributed to children, parents and teachers. Promotional efforts targeted the educational
community at two social studies conferences and State Library staff shared information
and promotional items with over 400 individuals.

Newspapers in Education: One outgrowth of The very best place to start is an ongoing
partnership with the North Carolina Press Association and its Newspapers in Education
(NIE) program, which has been beneficial in promoting the statewide summer reading
program. Camera-ready ads were designed to incorporate North Carolina’s summer
reading theme and improve newspaper education. The six ads were provided on CD to
over 200 newspapers throughout the state. Local NIE coordinators incorporated the
camera-ready ads into their daily publications. The International Newspaper and
Education Institute, impressed by the collaboration, highlighted the project at their national
conference.

National Library Card Sign-up Week. The first statewide Library card sign up promotion
was held September 2004 and 85% of the state’s public library systems participated in the
“The Smartest Card, Get it, Use it” campaign. Sixty-five of the state’s 76 systems,
representing more than 200 individual libraries, opted in by distributing materials, planning
special promotional programs and contacting their local media. Imprinted materials
including 100,000 bookmarks, 100,000 door hangers, 150,000 plastic books bags and
30,000 pairs of shoelaces were distributed to the public through the local library outreach.
Library Card Sign up campaign earned 127 news stories, with 80 different news outlets
throughout the state providing coverage, which represented 1,672,157 impressions.
Swap and Chat at NCLA offered conference attendees the opportunity to view marketing
materials, listen to other’s marketing ideas and take samples home. Over 300 attended
the designated area of the exhibit hall, where Ambassadors and State Library staff
organized promotional materials donated from libraries in North Carolina, South Carolina,
Georgia and Tennessee. Conference goers filled their bags with samples and spent time
discussing marketing ideas with each other and the professionals on hand. The “Best of
Show” competition selected the best public relations materials for several categories and
winners were presented with plaques and their winning entries were available for review.
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3. EXPLAIN WHY THE PROJECT IS NEEDED AND LINK THE PROJECT TO THE GOAL(S) AND
OBJECTIVE(S) IN NORTH CAROLINA’S LSTA PLAN.
The need to continue efforts to strengthen the library message is based on feedback, evaluations and
successful programs over the past two years. The success of the statewide leadership initiative has
directed the outcomes for 2005-2006 LSTA grant. The outcomes are:
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Public and academic librarians consciously and methodically market their libraries.
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North Carolina librarians use the State Library of NC as a resource for marketing information and
public relations support.
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North Carolina librarians receive appropriate training to meet their marketing, public relations and
communication needs.
North Carolinian’s are aware of the online services available through their libraries; NC LIVE, NC
ECHO, and Start Squad.

All four outcomes directly correlate to the two output measures in the Library Services and
Technology Act Plan for Implementation in North Carolina.
1.4C Output: Offer library leaders and managers resources, tools, and learning opportunities to
help them strengthen their efforts to educate decision makers, opinion leaders, library users and
library non-users about library services and their value.
3.1C Output: Make libraries one of the first community agencies that people think of when they
identify the community services that contribute to the education of the state’s young people
Overview
Librarians in North Carolina are interested in marketing their libraries and are beginning to understand
the importance of doing so. This was demonstrated in the marketing workshops, marketing grants,
conference attendance and participation in the statewide library card sign up campaign. The State
Library can support North Carolina librarians by continuing to coordinate statewide marketing
campaigns and offering training.
Carol Brey-Casiano’s, current president of ALA, presidential initiative to “Stand Up and Speak Out for
Libraries” addresses once again the need to market our libraries. Brey-Casiano, states “libraries
have so much to offer that nothing should stand between us and a successful grassroots advocacy
effort – advocates can succeed in galvanizing an entire community to support the library.”
Luis Herrera, former President of PLA, reports on the assumptions and messages about the value of
libraries collected in focus groups. “One focus group participant noted that libraries are a dying
concept and may be in danger unless they’re marketed properly. This perception of public libraries
as dated and irrelevant makes it even more critical to market and promote the public library with a
succinct and clear message.”
This leadership initiative will continue to address the needs of the North Carolina library community
through training in marketing, coordinated statewide campaign promotions, targeted marketing of
online resources and peer counseling.
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Four individuals are currently on a waiting list for the marketing workshop and three other libraries
have expressed interest in sending additional staff. Word of mouth and the successful
implementation of the marketing grants have increased librarian’s interest in the marketing
workshops. In 2005-2006 individuals who attended the marketing workshop, were awarded a grant
and implemented the grant will share their successes and failures through three different venues; the
NCLA conference, the marketing workshops and the electronic discussion list.
2004-2005 was the first year of the Partnership, Publicity and Presentation Workshops. An average
of 20 librarians attended each workshop. Several attendees requested the workshops be repeated so
they could send additional staff. Representation from the community colleges was minimal, but those
that attended found it very useful. Next year we will target community colleges and consider the
community college calendar when selecting workshop dates.
Swap and Chat at the NCLA 2005 conference will build on the success of last year’s program.
Attendance at the first Swap and Chat was well over 400 and participants were delighted with the
opportunity to share ideas and collect promotional materials. Many conference goers stated “if I’d only
known about this, I have excellent materials I would have submitted.” For 2005 plans are to highlight
the successful marketing projects supported by the LSTA funds. Consultations with the public
relations specialists at 2004 NCLA conference was limited due to space constrictions. At the 2005
conference, plans are to offer individuals an opportunity to schedule these consultations in advance
and offer a space more conducive for consultations. In its second year, Swap and Chat should be
better attended, build its audience and expand its focus.
Evaluations collected from the Marketing and the Partnerships, Publicity and Presentation workshops,
and feedback from the Ambassadors support North Carolina librarians’ interest in sharing marketing,
public relations, programming and publicity ideas. Over 50% of the workshop evaluations included
comments on the usefulness of having an avenue for sharing. The electronic discussion list,
NC.PrTalk offers that opportunity. In 2005-2006 attention will focus on building participation and
organizing regular postings. Postings will be kept current and frequently updated. Statewide monthly
media updates will be generated for libraries to use in their local communities. Based on the success
of the Library Card Sign up campaign, over 80% of the campaign participants used the media
releases provided during September. By offering a different media release monthly, libraries can
continue their publicity efforts throughout the year.
Learning from others is a key component for successful marketing. The Ambassador program is an
organized approach to peer coaching across the state. As we develop the electronic discussion list
the Ambassadors will serve as primary contributors. The Ambassadors have played an important role
as an advisory board to the State Library. For the Library Card Sign up campaign their input was
critical in the selection of promotional materials, the delivery of key messages and deciding best
methods for recruitment. Their participation in Swap and Chat is essential, providing manpower for
the program and soliciting submissions.
The Statewide Library Card Sign up campaign offered a professional marketing campaign to all public
libraries in North Carolina, providing tools, promotional materials and marketing expertise. The
response was astounding– 85% of North Carolina public libraries participated. In the 2004 project
summary, 100% of the participants stated they would be very interested in participating in the
campaign again. In 2005 through targeted mailings, word of mouth and support from the
Ambassadors we will work toward 100% participation from public libraries. Statewide efforts will
encourage librarians to not only increase the number of library cardholders, but also improve the
public’s understanding of the value of the library card.
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The success of the statewide campaign has served as a national model and State Library consultant,
Pam Jaskot has been asked to participate in committees and panel discussions at various
conferences.
Another statewide effort is the collaboration with Newspapers in Education to distribute ads to
promote the North Carolina Summer Reading program. In April 2005 requests were received from
area newspapers for a new set of ads for the 2005 Summer Reading Program. The ads were
successful at the local level, with 16 newspapers reporting usage, and in 2005 we expanded to the
national level, providing the ads to those states involved in the summer reading collaborative.
Targeted promotions for the Start Squad portal were attempted this past year. Usage stats for the
portal have not increased substantially. Continued promotions are needed. At the social studies
conference, out of the 65 elementary teachers who saw the demonstration, not one of them had ever
heard of Start Squad. Exhibiting at conferences proves to be an excellent means for reaching
appropriate audiences in large numbers. Identifying appropriate outlets to demonstrate the portal will
be a focus for the upcoming year.
In addition to promoting Start Squad, initial steps were taken to improve the NC ECHO
communication efforts. After completion of the statewide survey of cultural institutions, NC ECHO
staff plans to work with these institutions to improve access to the state’s cultural heritage materials.
Continuing education is essential to focus on building capacity for the staff of the state’s cultural
heritage institutions. This will further develop the creation of quality online content and the
development of the state’s cultural heritage institutions access to the materials.
One of the “lessons learned” from The very best place to start is the need for statewide coordination
and leadership as well as for strong local efforts. For statewide initiatives, such as Start Squad.org
and Library Card Registration Campaign, the State Library can provide planning, expertise and
resources for a campaign. This saves local libraries time and money, enabling them to adapt the
campaign to suit their local needs. In addition, state-level work can build media attention and create
statewide partnerships that reinforce the efforts of local libraries. This helps strengthen the impact of
the campaign.
4. LIST THE PROJECT OBJECTIVES AND DESCRIBE YOUR PLAN TO EVALUATE THE
PROJECT’S SUCCESS IN MEETING THOSE OBJECTIVES.
The objectives for the 2005-2006 statewide leadership project will respond to the identified needs
within three broad areas: continuing education and staff development; peer support and coaching;
and promotion of libraries and library services. The EZ LSTA Marketing Grants supplement these
objectives by providing funding to local libraries to help them implement their own marketing plans.
1. Continuing Education and Staff Development
 Objective 1.1: Ten libraries will submit applications for the EZ LSTA Marketing Grants that
must include a complete marketing plan.
Activity: Two marketing workshops will be offered in 2005. Participants will receive instruction
on how to complete a marketing plan and prepare and present that plan at the second
workshop. Libraries whose staff attend both sessions of the workshop and complete a
marketing plan will be eligible to apply for the 2006-2007 LSTA marketing grant.
Evaluation: The number of eligible applicants for 2006-2007 LSTA grants.
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Objective 1.2: By June 30, 2006, 10 libraries will report the utilization of marketing tools based
on their participation in the marketing education programs.
Activity: The Partnership, Publicity and Presentation workshop will be offered twice in two
different locations in North Carolina. The workshop will equip librarians with tools and
knowledge to improve their marketing skills. Information will be provided on the successful
marketing projects implemented in 2004-2005. Follow-up with attendees of prior marketing
workshops will be maintained throughout the grant cycle.
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Evaluation: Ten libraries will report on improved marketing.
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
Objective 1.3: By June 2006, at least three library directors and/or managers will report that
their staff is actively pursuing new contacts and implementing marketing strategies as a result
of the projects sponsored at the 2005 NCLA conference.
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Activity: To build on the library community’s interest in marketing and respond to their desire
to share ideas the second “Swap and Chat” program will be held during the September 2005
NCLA conference. “Swap and Chat” provides librarians an opportunity to view marketing
materials and consult with marketing specialists. A program titled, “Making the Deals:
Succeeding with Sponsorship” will be coordinated with NCLA/Public Library Section for
conference attendees.
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Evaluation: Within six months after attending the NCLA marketing programs, participants the
will be surveyed to determine how they utilized the information.
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
Objective 1.4: By June 2006, North Carolina librarians will be actively involved in sharing
marketing ideas and at least 15 library staff will report utilizing the prepared templates in their
communities.
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Activity: Participants in the marketing workshops and Swap and Chat will receive information
about the NC.PrTalk (electronic discussion list), summary of successful projects and tips on
how to continue successful marketing. State Library staff and the Ambassadors will post
marketing tips and updates on NC.PrTalk. Based on requests from Ambassadors and
marketing workshop participants, monthly marketing templates (media advisories, press
releases) will be created and posted for libraries to utilize in their local media markets.
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Evaluation: The number of postings and responses to the NC.PrTalk electronic discussion list
will increase by 50%. Fifteen libraries will report usage of materials in their library
marketing/promotion efforts and 25% of the templates will be incorporated into the media
market.
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2. Ambassadors
 Objective 2.1: By June 30, 2006, members of the Ambassador Corps will have:
 provided assistance to at least 15 library staff who request advice on developing their
promotional activities, and
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
participated in at least 2 statewide marketing events.
Activity: The Ambassadors will work to support the entire range of promotional activities
planned for 2005-2006. One of their key assignments will be to actively participate in
NC.PrTalk the electronic discussion list.
Evaluation: Track the number of listings to the electronic discussion list and ask for feedback
on how participants incorporated the advice. At least 50% of the Ambassadors will participate
in two statewide marketing events.
3. Promotion of Libraries and Library Services
 Objective 3.1 By June 30, 2006, the number of hits on StartSquad.org will increase from
13,000 to 15,000 per month.
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Activity: The project will continue the promotion of the kids’ Internet portal in various
communities throughout North Carolina to highlight StartSquad.org and increase usage.
Special attention will be given to identifying appropriate conference, programs and events
appropriate for Start Squad demonstrations.
Evaluation: Monitor monthly usage statistics, as well as promotional activities.
 Objective 3.2: By June 30, 2006, 50% of the cultural institutions, which completed the NC
ECHO survey will join in partnership with NC ECHO to provide access to the state’s cultural
heritage materials.
Activity: NC ECHO staff will present a “Roadshow” in 10 regional locations across the state to
demonstrate the relevance of NC ECHO and establish on-going relationships with staff of the
state’s cultural heritage institutions. A brochure, presentation folders and stickers will be
designed and distributed to improve the promotion and understanding of the NC ECHO
project. NC ECHO website will be redesigned to improve usability, accuracy and appeal. NC
ECHO staff will maintain a presence at state and national conferences relating to cultural
heritage.
Evaluation: The number of cultural institutions promoting NC ECHO will be monitored. The
number of web site usage will be monitored.

Objective 3.3: By August 15, 2005, 95% of public libraries will be registered to participate in
the September 2005 Library Card Sign up campaign
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Activity: The second annual library card sign up campaign will provide to all North Carolina
public libraries a coordinated statewide initiative including promotional activities and materials
The project will adopt the Public Library Association’s theme, The Smartest Card. Get it.Use it.
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Evaluation: Track the number of public libraries that register to participate in the 2005
campaign.
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Objective 3.4: By August 30, 2005, 15 different newspapers will incorporate the summer
reading advertisements in either their daily or weekly newspaper
Activity: Ads that incorporate the 2006 Summer Reading national theme will be designed and
distributed in collaboration with the Newspaper In Education (NIE) program. Public librarians
will be encouraged to contact their local media and use the ads as a springboard for
promoting the summer reading program in their community.
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Evaluation: The number of newspaper summer reading ads will be monitored. Library staff
will report on successful partnerships with their local media in terms of the summer reading
promotions.
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5. OUTLINE THE ACTION PLAN FOR THE PROJECT, INCLUDING KEY ACTIVITIES AND THE
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TIMELINE.
Building on the success of the 2004-2005 activities, the 2005-2006 project will respond to the
need to build marketing skills within the library community, give libraries and library services
greater visibility in communities and institutions, and develop skills and tools that librarians can
use to market libraries and their programs. These can be achieved through education and staff
development, peer coaching, planning and support and promotion of libraries and library services.
Continuing Education and Staff Development:
 Marketing Workshops: Provide two sessions of the Marketing Workshop: Beyond
Bookmarks and Brochures for a total of 40 individuals from both public and academic
libraries. The two-day workshop will be offered twice. State Library staff and Library
Communication Strategies, Inc. will present these workshops.
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Partners, Publicity and Presentation Workshop: The Project Manager and Library
Communication Strategies, Inc. will present two sessions of the Partners, Publicity and
Presentation Workshop to equip librarians with tools and knowledge to carry out their
marketing/communication plan. The one-day workshop will be held in two different
locations in North Carolina. State Library staff and Library Communication Strategies, Inc
will present these workshops.
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NCLA Programs: At the September 2005 NCLA conference, the Swap and Chat program
will be part of the conference, offering individuals various opportunities to view marketing
materials and listen to other’s marketing ideas. Prior to the conference, Ambassadors and
State Library staff will collect marketing materials from librarians across the state. The
“Swap and Chat” will not only offer an opportunity to view marketing material, but also
provide the opportunity for one on one consultation to discuss marketing ideas and
challenges with library communications specialists. The State Library will co-host with
NCLA Public Library Section a workshop on how libraries can evaluate and coordinate
sponsorships with outside partners.
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NC.PrTalk: State Library staff and the Ambassadors will actively recruit members for the
NC.PrTalk electronic discussion list. Marketing tips will be posted weekly. Each month, a
press release that can be modified by public libraries for their local media will be posted.
The press release will focus on highlighting the value of the public library.
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Peer Support & Coaching:
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In addition to serving as advisors to the project, the Ambassadors were also formed to help
develop a network of people from local libraries who are involved in library promotional
activities. Several activities are planned for 2005-2006 that require the Ambassadors' active
participation. The Ambassadors will work closely with State Library staff to promote the
second statewide Library Card Sign Up campaign. For the NCLA Swap and Chat,
Ambassadors will recruit participants and offer their expertise as consultants. They will
actively participate in the NC.PrTalk electronic discussion list. At the local level they will
continue to actively recruit library staff to participate in Start Squad.org promotions. State
Library staff and the Ambassadors will meet twice to plan and evaluate the project plan.
Promotion of Libraries and Library Services

StartSquad.org Promotion
State Library staff will work with local libraries to continue coordinating StartSquad.org
promotional events in conjunction with the library’s local programming. Statewide events and
conferences will be identified for Start Squad demonstrations. Efforts will target on-site portal
demonstrations to appropriate audiences.
 NC ECHO Promotion
The project team will work closely with the NC ECHO staff to reach out to all partners within
the state in order to touch base and reconfirm that NC ECHO is an essential service they can’t
do without. Cultural heritage institutions will consider NC ECHO to be essential to what they
do. In 2005-2006 the project team will work to increase interest in the continuing education
efforts of NC ECHO, increase collaborations with organizations and make connections with
peers. The targeted audience is cultural heritage institutions, related organizations (Learn
NC, North Carolina Center for the Advancement of Teaching (NCCAT), Society of North
Carolina Archivists (SNCA), North Carolina Museums Council (NCMC) and peer projects
Carolina Digitization project (CDP) and Online Archive Council (OAC). The following
strategies will be completed in 2005-2006:
o Design promotional packets: brochures, note cards, stickers
o Improve website by incorporating new look from promotional materials
o NC ECHO Roadshow – presentations by the NC ECHO staff in 10 regional
locations across the state to all regional partner institutions
o NC ECHO staff participates in peer project events

North Carolina Library Card Sign-up Week
The second annual statewide campaign will be held during National Library Card Sign-Up
month in September 2005. In preparation for the campaign, feedback and recommendations
from the 2004 campaign will be incorporated into plans for the 2005 campaign. Efforts will
focus on encouraging people to use their public library. The target date for information and
material distribution is July 15, 2005 to enable library staff statewide ample lead-time to plan
their local campaigns. Presentations will be made at both the 2006 PLA Conference and the
2006 ALA National Conference sharing information about North Carolina’s statewide library
card campaign.
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
Newspapers In Education (NIE) Collaboration
Building on our established collaboration with NIE, plans are to continue designing Summer
Reading ads to be distributed to all NIE coordinators across North Carolina. In March 2006,
ad content will be provided to a graphic designer who will incorporate this into camera-ready
ads. The ads will be produced on a CD and mailed to each NIE coordinator by May 15th.
Follow-up calls will be made by June 1, 2005 to each NIE coordinator. Children’s librarians will
be notified via email about the ad delivery date and the NIE coordinator for their location.
Librarians will be encouraged to contact their local coordinator to explore further summer
reading collaborations.
Project Planning, Management and Support
The project team includes State Library consultant, Pam Jaskot, the Ambassadors, and
Library Communication Strategies, Inc. Quarterly planning sessions as well as conference
calls will be held throughout the year to coordinate and implement project activities. In
addition, the Ambassadors will devote one of their meetings to project planning.
During 2001-2002, the State Library implemented a “pick and pack” system to supply
promotional materials (e.g. NC LIVE) to local libraries on request. The system involves:
storage of materials at the vendor’s warehouse; allowing libraries to submit orders via the
Web for specific materials; and shipping the items to the libraries. The system makes it easy
for libraries to request the quantities they need when they need them. Materials continue to
be available from past years, so participating libraries still have access to them, and there is
no cost to the library. This will be continued for the upcoming project year.
Timeline: See Attachment A, which follows the budget narrative.
6. LIBRARIES, ORGANIZATIONS & PARTNERS IN PROJECT: To be successful, the project
involves partners and participants in the planning and implementation of the activities.
 State Library Consultant, Pam Jaskot, will serve as project coordinator. Library
Communications Strategies, Inc will provide professional assistance.
 The Ambassadors, representing 14 libraries, will provide advice and assistance for the project
now and in the future. This will assure ongoing involvement in planning and feedback from the
state’s library community on all aspects of the campaign.
 By participating in workshops library staff will strengthen their expertise and skills in
communication and marketing.
7. BUDGET: The narrative, which is organized by objective, begins on the next page.
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BUDGET NARRATIVE
Objective 1: Continuing Education and Staff Development
Contractual Services:
Miscellaneous Contractual Services:
Presenters for Marketing Workshop: Fees and expenses for Library
Communications Strategies, Inc. for two-2day workshops with a
total of 4 sessions/ plus travel from Chicago. Consulting time to
revise marketing workshop.
$10,000
Presenters for Partnerships, Publicity & Promotions Workshop
Fees and expenses for Library Communications Strategies for 2
Days of presentation, plus travel from Chicago
$5,000
Presenters for NCLA Swap and Chat – Library Communications
Strategies/ 4 sessions- providing consultation to conference attendees.
Includes travel from Chicago.
$5,000
Presenter at NCLA Conference –presentation on Corporate
Partnerships and Sponsorship.
$1,500
Monthly news and updates to NC.PrTalk.
Media templates and pr tips. $1,000/month
$12,000
Rent/Lease – Other Facilities:
Facility charges for NCLA Swap and Chat
$1,000
TOTAL CONTRACTUAL SERVICES
$34,500
Travel/ Workshops/Training
State Library Staff In-State
Staff travel for marketing workshops & Partnerships workshops
$900
Miscellaneous:Supplies, workshop materials, postage
$525
Cover cost for Ambassadors at the NCLA Conference: Conference registration
Travel & lodging for 10 Ambassadors for 2 days
$2,750
Workshops/Training Conf. Subsistence:
Costs of lunch/refreshments for 80 participants of the marketing workshops and
60 participants of the Partnership workshop ($8.50/lunch & $4.00/break)
$1,750
TOTAL TRAVEL/WORKSHOP/TRAINING
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$5,925
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Telephone/Postage/Printing/Supplies
Printing of promotional materials for NC.PrTalk electronic discussion list
$400
TOTAL TELEPHONE/POSTAGE/PRINTING SUPPLIES
$400
TOTAL EXPENDITURE FOR OBJECTIVE 1:
$40,825
OBJECTIVE 2: Ambassador Corps
Travel/Workshops/Training
State Library Staff In-State
Ground Transportation
Staff travel for 2 Ambassador meeting/ includes lodging/ meals/mileage
$300
Board/Non Employee Transportation
Mileage for 25 Ambassadors to attend two meetings
$2,500
Subsistence
Cost of lunch/refreshments for two meetings for total 50 Ambassadors:
Overnight accommodations lodging/meals for 10
TOTAL EXPENDITURE FOR OBJECTIVE 2
$1,512
$4,312
OBJECTIVE 3: Promotion of Libraries and Library Services
Contractual Services:
Misc. Contractual Services
Web design/facelift of the NC ECHO website
$7,500
Design brochure, note cards, envelopes, stickers, promotional
folders for NC ECHO
$7,350
Graphic artist to design six ads for the Summer Reading program
to be distributed to all statewide media outlets
$3,500
TOTAL FOR CONTRACTUAL SERVICES
$18,350
Travel/Workshops/Training
State Library Staff
Ground Trans. For State Library staff mileage to participate in
two community fairs.
$100
Lodging: State Library staff lodging at four conventions/includes
lodging/meals/mileage
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$1,200
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Miscellaneous: Registration for 4 conferences @$500/each
$1,000
Miscellaneous
Library Staff – travel/lodging/meals/registration for presentation at
two out of state conferences
$2,000
TOTAL FOR TRAVEL/WORKSHOP/TRAINING
$4,300
Telephone/Postage/Printing/Supplies
Printing:
Printing materials for Library Card Sign Up campaign for all 75 public
libraries. Materials include 200,000 bookmarks, 150,000 bags, 200,000
pencils, 5,000 posters. Materials will be distributed free to all
participating public libraries.
$55,000
Printing of brochure, note cards, envelopes, stickers and folders
for NC ECHO design.
$20,000
Supplies:
Summer reading ads are distributed to over 200 media outlets.
Require ads to be burned on CDs and also packaged.
$1,000
Other Supplies:
Display materials for state conferences: include freestanding display,
Table covering, display materials
$1,000
TOTAL FOR PRINTING/SUPPLIES
$77,000
TOTAL FOR OBJECTIVE 3:
$99,650
PLANNING/MANAGEMENT & SUPPORT:
Costs of planning meetings with project team, materials storage and shipping.
Consulting fees to cover cost of quarterly meetings and troubleshooting
activities for project team.
$5,000
Materials storage & fulfillment costs.
$10,000
TOTAL PLANNING/MANAGEMENT/SUPPORT
$15,000
TOTAL PROJECT:
$159,787
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ATTACHMENT A: TIMELINE
First Quarter: July 2005 – September 2005
Coordinate statewide Library Card Sign up campaign
Publicize and present Partnerships, Publicity and Presentation Workshop
Publicize, coordinate and present Swap and Chat Program
Ambassadors collect materials and promote Swap and Chat
Ambassadors coordinate “Best of Show” for Swap and Chat
Begin review of NC ECHO promotional materials
NCLA programs
Second Quarter: October 2005 – December 2005
Present Marketing Workshops
Begin re-design of NC ECHO materials
Attend one state conference to promote State Library services
Develop procedures for monthly postings to electronic discussion list
Design and print NC ECHO promotional materials
Third Quarter: January 2006 – March 2006
Attend two state conferences to promote State Library services
Design ads for Summer Reading Program in collaboration with NIE
Work with Marketing Workshop participants on revising marketing plans
Post templates to electronic discussion list
Begin preparations for NC ECHO Roadshow
Fourth Quarter: April 2006 – June 2006
Disseminate Summer Reading Ads
NC ECHO Roadshow
Post templates/media releases to electronic discussion list
Ambassador planning meeting
Prepare for review of LSTA marketing grants
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BUDGET
Library: State Library of North Carolina
Project: Strengthening the Library message
Expenditure Category
A. Salaries & Benefits
Permanent/Time-Limited Positions
Includes salaries, longevity, retirement, medical
insurance
Temporary (Hourly) Staff
Social Security
For permanent/time-limited and hourly staff
Total Salaries/Benefits
B. Contractual Services
Contractual Services
Rent/Lease (Facilities, equipment, etc.)
Total Contractual Services
C. Travel/Workshops/Training
State Library Staff In-State Travel
State Library Staff Out-of-State Travel
Board/Non-Employee Travel
Workshops/Conf. Subsistence
Employee Training
Total Travel/Workshops/Training
D. Telephone/Postage/Printing/Supplies
Telephone
Postage
Printing
Supplies
Total Telephone/Postage/Printing/Supplies
E. Furniture/Equipment/Library Resources/Software
Furniture
Computer Equipment
Other Equipment
Library Resources
Computer Software
Total Furniture/Equipment/Library Resources
F. Grants
Grants
Total Grants
G. Total A through F
LSTA Statewide Leadership Project Plan for 2005-2006
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LSTA
Local
(Receipts)
$
-
$
-
Total
-
$
-
-
-
-
$
-
+ $
-
= $
-
$
66,850
1,000
67,850
$
-
$
66,850
1,000
67,850
$
$
$
$
$
$
3,500
2,000
6,762
12,262
75,400
1,475
76,875
$
-
$
$
+ $
$
+ $
$
+ $
$
1,750
1,750
1,050
1,050
= $
$
= $
$
= $
$
3,500
2,000
6,762
1,750
14,012
75,400
2,525
77,925
+ $
-
= $
-
-
$
+ $
-
$
= $
-
$ 156,987
+ $
2,800
= $ 159,787
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