Community Outreach
Learn creative techniques for introducing new users
to your OverDrive download library. We'll showcase promotional
ideas from high circulating libraries, plus you'll have a chance to
share your own examples.
Contact: training@overdrive.com.
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Why Ongoing & Creative Outreach?
As popular as your service is, you're
only reaching a small percentage of
potential users.
1. Maximize your Online Presence.
2. Promote in the Library.
3. Spread the Word Outside
the Library.
4. Involve your Users.
5. Track a Path to Success with Reports.
6. Stay Connected with OverDrive.
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Key Messages for Marketing
When promoting your service, be sure
to include the many benefits for users:
 Access to best selling and classic
download audiobooks, eBooks,
music, and video in a variety of
subjects.
 Available anytime, anywhere.
 Free from the library with a valid
library card and Internet
connection.
 Easy to use for readers of all ages.
 Automatic return – No late fees.
 Allows transfer to popular devices
like the Apple iPod®, Microsoft
Zune, Sony® Reader, Smartphones,
and more.
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Maximize your Online Presence
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Make the Most of Your Web Graphic
Your web graphic should be:
1. Easy to locate.
2. 'Above the fold'.
3. A direct link to your
Virtual Branch website.
70% of visits to Chattahoochee Valley
Libraries linked through their homepage.
(July 2009)
Source: Content Reserve Traffic Report
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Make the Most of Your Web Graphic
Another example ...
1. Spotlight banner.
2. Text link.
73% of visits to Tacoma Public Library's
Downloadable Media Collection linked
through their homepage.
(July 2009)
Source: Content Reserve Traffic Report
Tacoma Public Library (WA)
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Add a Link … to your OPAC
82% of visits to Chicago's Downloadable Media Catalog
link through their homepage or catalog.
(July 2009)
Source: Content Reserve Traffic Report
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Be Creative
75% of visits to Westchester's Digital Media Catalog
linked through www.westchesterlibraries.org
where jacket cover links are available.
(July 2009)
Source: Content Reserve Traffic Report
Link to the
digital title by
clicking on the
cover!
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Keep Users Coming Back
Rotating Carousels
Scroll arrows allow for
a sleek and user
friendly experience.
How do we sign up?
to these
request?
Your Project Manager will be in touchHow
to add
exciting new features to your website.
Please note that scrolling collections can only be added to sites that have horizontal featured collections.
News Alerts
Keep users informed
with the latest
information.
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Utilize Social Networking Sites
Social networks and blogs
attract millions of users each
day. Take advantage of this
free opportunity to reach users.
How to promote on social sites:
1.
Create a free profile for
your library.
2.
Add and accept friends /
fans of the library.
3.
Promote the download
service, upcoming events,
and more.
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Promote Inside the Library
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Right Materials in the Right Places
Work with OverDrive to distribute
bookmarks and more at your main
library and all branches:
1. Distribute bookmarks and
brochures at checkout.
2. Pre-package audiobook CD
cases with business cards.
3. Display posters and flyers on
bulletin board and in audiobook,
music, and video sections.
4. Hang shelf talkers on audiobook,
music, and video shelves or place
them as 'table tents' at computer
stations.
St. Charles City-County Library District (MO)
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Get Creative
Digital Media Zone (AL)
Taipei Public Library (Taiwan)
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Communicate with your Users
Via Email
1.
Send an email to your library's
distribution list announcing your
download service.
2.
Offer an opt-in for weekly /
monthly updates when new titles,
subjects, and formats are added.
3.
Customize your email signature to
promote downloads.
On the Phone
1.
Record a script about the
download service benefits to
play when users call the library
and are placed on hold.
2.
Encourage library staff to
recommend download titles to
users inquiring about books,
music, or video.
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Attract a Variety of Users
Target Teens with a subject area
dedicated to YA digital titles.
Interesting fact:
The average user is
female, age 36-60.
Source: Patron Survey results
(292 libraries polled)
Lee County Library System ( FL)
Conduct a patron training at the
library or local community center.
Broward County Library ( FL)
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Include an Article in your Newsletter
Ideas for an article:
1.
General announcement.
2.
New content, including subjects
and formats.
3.
Recently added website tools.
4.
Special features, such as:
 Accessibility for visually
impaired users.
 Career and self-improvement
resources.
 Who's downloading?
Chautauqua-Cattaraugaus Library System (NY)
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Other Cost Effective Promotional Ideas
Promote downloads from the
library in your email signature.
Remind users to download
audiobooks and more
24/7 on physical receipts.
Post eReviews to feature
download audiobooks & more!
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Offer In-Library Access
With OverDrive® Download
Station , your library can
offer OverDrive downloads
inside your library.
Download audiobooks and
music right to a device.
Listen to Books (PA)
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Host an Event at the Library
Throw a Launch Party for Staff
Organize a User Training Event
 Invite staff to a get-together in the
 Invite users to the library for a
 Open it up for questions.
 Invite local media to attend.
library, and provide a demonstration
of your Virtual Branch and formats.
Lake County Public Library (IN)
50th Birthday Celebration
demonstration of your download
service.
Rocky River Public Library's (OH)
Patron Event
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Spread the Word Outside the Library
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Reach out to the Media
How to Contact Local Media:
 Create a media list or use
already established media
relationships (See example
below).
 Email the press release, and
follow up with a phone call.
 Keep in touch!
Las Vegas Clark County Library District (NV)
Media
Source
Television
Radio
Newspaper
Company
Contact
Phone
WKYC-3
Jane Smith
555-123-4567
jsmith@tv.com
WGAR
Mike Miller
555-789-4563
mikemiller@radio.com
Plain Dealer
Steve Jones
555-321-5678
steve@news.com
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Email
Successful Media Coverage Examples
Chattanooga-Hamilton County
Bicentennial Library (TN)
Press Release (Television / Online)
 Dozens of library users downloaded
an audiobook in the first week.
Halifax Public Libraries (CAN)
Radio PSA
 More than 50% of one month's
checkouts occurred during a
two-week period the Radio PSA
aired.
Chattanooga-Hamilton County Bicentennial
Library (TN)
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Successful Media Coverage Examples
NEIBORS Consortium (IA)
Press Release (Newspaper)
 Daily circulation
increased by 18%.
North Eastern Iowa Bridge to Online Resource Sharing
NEIBORS (IA)
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Distribute Materials Around the Community
Ideas for placement:
 Local gym.
Salon
Coffee
Shop
 Schools.
 College / University.
 Shops.
 Restaurants.
 Community events.
 Salons.
 Coffee shops.
eMedia Library (IL)
East Baton Rouge Parish Library
(LA)
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Unique Outreach Ideas
Think outside the library …
1.
Local venues.
2.
Music contest.
3.
Bus and train stations.
4.
Delivery van.
Listen to Books (PA)
Michigan Library Consortium
Capital Area Library District (MI)
Suffolk Wave -- Half Hollow Hills
Community Library (NY)
Movie
Theater
Contest
Bus Stop
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Involve Your Users
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Participate in Community Reserve
Music Video
eBooks
Audio
Upload your own content.
Add free content from other libraries.
OverDrive Community Reserve is a digital resource sharing service that enables
participating libraries to upload, protect, and share download titles.
Suggested content: Local historical documents, educational materials, locally
produced video or music, or anything that will benefit users.
Benefits: Increases the value of your collection. Checkouts count as circulation.
Interested in learning more? Contact your OverDrive
project manager.
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Host an MP3 Player Raffle
Every
checkout
= a raffle
entry!
Energize patrons with an MP3 player
giveaway on your website.
How to offer an MP3 player raffle:
 Purchase an MP3 player for the
raffle.
 Contact Partner Services to
request a promotional graphic
for your website.
 Review the selection instructions,
provided by OverDrive.
 Contact your Project Manager
to post the graphic on your
website.
 Choose your lucky winner.
Palm Beach County Library System (FL)
witnessed a 49% increase in circulation
during the first month of the raffle.
http://palmbeach.lib.overdrive.com/
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Ask for Users' Feedback
Suggestion Form
 Add a 'Suggestion Box' to your
download website for users to
request their favorite books,
authors, and subjects.
 Contact your Project
Manager to have this feature
added to your download
website.
 Evaluate requests and
consider for future purchases.
Patron Survey
 Create a survey to learn more
about your users and their
interests.
 Contact Partner Services for
sample survey questions and
service recommendations.
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Track a Path to Success with Reports
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Getting Started with Reports
 Go to Content Reserve:
www.contentreserve.com.
 Click on the 'Login' tab.
 Enter your Content Reserve 'Login ID'
and 'Password'. This is the same Login
ID / Password used to order titles.
Need a login for Content Reserve?
Contact the coordinator at your
library / consortium for OverDrive
download services.
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Review your Website Traffic
The Traffic Report provides a list of
the top URLs that are directing
users to your download website.
What you may find:
 Library website.
 Catalog URL.
 Google.
 OverDrive.com.
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Monitor Other Useful Reports
Activity Charts allows you to view
daily or monthly overall circulation
statistics.
 Quarterly review is
recommended to evaluate
marketing campaign success.
New Patron Registration Report
tracks new users.
 A new patron registration is
counted the first time a user
logs onto your download
website.
 More new patron registrations
= more checkouts!
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Stay Connected with OverDrive
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Library Marketing Kit
OverDrive's Online Marketing Kit:
http://overdrive.com/products/dlr/
partnerservices.marketingkit.asp.
OverDrive's online marketing kit
offers a variety of resources to
help you get the word out:
 Web graphics
 OPAC icons
Library poster and
Best Practices Handbook
 Promotional materials
 Templates for a press
release, newsletter article,
email blast, Radio PSA
 Best Practices handbook
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Digital Library Blog
Bright Ideas for your Virtual Branch!
 Share promotional ideas with
other OverDrive libraries.
 Blog with your Partner Services
Representative.
 Post a comment or link to an
article, video, or photo.
 Tell us what's going on in your
neck of the woods!
Visit us today:
http://blogs.overdrive.com/library
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Digital Bookmobile
"In the month following our Digital
Bookmobile event, our new
patron registration went up 944%."
Michael Colford,
Boston Public Library (MA)
 74-foot, 10-wheeler tractor trailer with
interactive hands-on computer
stations to educate your patrons on
downloads.
 20,000+ patrons and staff trained
"The Digital Bookmobile helps
libraries grab extremely positive
media attention!"
Deb Czarnik,
Lee County Library System (FL)
through July 2009.
 Interested in more information?
Contact info@digitalbookmobile.com.
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Share Your Ideas
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Next Steps
 Watch for our follow-up email.
 Review the OverDrive Best Practices handbook attachment.
 Check out the online Marketing Resources.
 Interested in our assistance? Email us: partnerservices@overdrive.com.
We're here to help!
The OverDrive Partner Services Team
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