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
www.ala.org/@yourlibrary
• 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
1-866-4LIBRARY
• E-mail the campaign staff
atyourlibrary@ala.org
• Subscribe to discussion list
campaign@ala.org
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 new
@ your library online database
at www.ala.org/@yourlibrary
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
Runs through
April 2004
Librarians Get on Board!
Win bookstore gift certificate for best
local promotion of program
Send in 5, 15, or 25 entries and win prizes
www.hersheysmilk.com/getonboard
Promotes 21st century literacy
through online baseball trivia
contest
Program is open to all ages
New program
begins spring
2004!
Look for new Spanish-language
materials
www.ala.org/@yourlibrary/jointhemajorleagues
Tailored Campaigns
April 2001
National @ your library Campaign
April 2003
February 2004
Academic and
Research Library
Campaign
Public Library
Campaign
October 2003
School Library
Campaign
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 2002
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6 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
AASL @your library committee, ALA @your
library staff
Qualitative Research: Focus Groups
December 2002
First key finding:
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.
Qualitative Research: Focus Groups
December 2002
Second key finding:
Many parents and students do not
view library media specialists as
educated professionals.
School Library Campaign
Goals:
• 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;
School Library Campaign
Goals:
• Strengthen a belief in the value of school
library media programs and school library
media specialists;
• Position school librarianship as a desirable
career opportunity.
School Library Campaign
Audiences:
PRIMARY

Teachers  Administrators
 Students  Parents  Boards of education
SECONDARY

Legislators

Community at large
School Library Campaign
Key Messages:
• 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.
NEW Tools & Resources
Toolkit for School Library Media Programs
• Available online at www.ala.org/@yourlibrary
under “School Library Campaign."
• Additional hard copies available from AASL
• Includes:
--sample outreach strategies for different
audiences
--how to build a marketing communications
plan
-- sample media relations tools
-- tough Q&A and more
NEW Tools & Resources
New downloadable artwork for school library
media specialists
• Available online at www.ala.org/@yourlibrary
under “School Library Campaign."
NEW Tools & Resources
New Strategic Marketing Manuals
• Prepare a marketing plan using the
@ your library brand
• Can be used to train others to lead discussions
about creating marketing plans
• http://www.3m.com/us/library
• 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:
subscribe-aaslpr@ala.org with your first and
last name as the subject. Leave the body of the
message blank.