A Pilot to Evaluate a Radio-Based Public Relations Campaign for Ontario's Libraries

As was announced on July 19, the OLA is seeking an Ontario region/community with which to partner in piloting an @ your libraryŽ radio and public relations campaign to support all types of libraries. OLA thanks all those communities that have put their interest forward so far. At its meeting on July 24, the Libraries Advance Ontario Task Force established the following outline for the pilot project. Those of you who have put your name forward so far should confirm your continuing interest now that fuller details are available. New applications are welcome.

DEADLINE FOR APPLICATION AND RE-AFFIRMATION: August 18, 2004.

Again, thanks to everyone for the enthusiastic response.

PURPOSE OF THE PILOT

The pilot is to raise public awareness of the libraries in the partner community and to retrieve information of value for a broader roll-out of this style of campaign across the province of Ontario. Specific objectives include:
  • to make a case, and provide information, for a future province-wide campaign
  • to build public awareness of the role of all types of libraries in the community
  • to build, consolidate and extend the @ your libraryŽ brand
  • to reinforce the collective strength of all libraries working together in Ontario
PILOT TIMING
  • the actual campaign is slated for the third week of January, 2005, with a reinforcement of the campaign in March 2005
CONDITIONS
  • all libraries in the partner community must be prepared to participate actively in the campaign and in the evaluation of the pilot
  • partner libraries must be using @ your libraryŽ or be prepared to use it
  • the partner community must be inclusive (school, public and academic libraries)
  • the partner community must agree that this is the main promotional campaign planned in this period
  • the partner community must be prepared to support the @ your libraryŽ campaign after the pilot program
  • all partner libraries must have representatives on the local Planning Committee
  • ideally the partner community will have a strong OLA membership base
WHAT THE COMMUNITY PROVIDES
  • 5 - one-half day meetings (September through January) of a fully representative local Planning Committee which will be supported in person and by telephone as plans develop. These meetings will be focused around establishing purpose, solidifying messages, and developing materials
  • development of local tools to be used collectively or individually (e.g., bookmarks, meetings with regional newspapers, promotion of special library events and programs, grass roots marketing, etc.)
OLA WILL PROVIDE
  • money needed for the radio campaign and for administrative expenses
  • central co-ordination through the Libraries Advance Ontario Task Force including direct help on site as needed
  • secretariat support to the local planning committee
  • possible further support to costs of local initiatives related to the campaign
  • create provincially-based campaign materials (e.g., radio ads, generic Public Service Announcements, clip art for internal use and newspaper use, a web-based library game with prize pack, editorial content for small newspapers)


-----------------------------------------------------


Working Together as a Community

Library advocates do not and cannot work alone. Everyone in your community is a potential partner because everyone has an expressed or perceived need. Your best partners come from your community; both internal, peers and colleagues, and external, the people you serve.

Your first job of working together as a community is to foster strategic alliances with the most appropriate partners. These partners can be your community leaders, your local variety store owner, or the next door neighbour. It is anyone that can help you satisfy an expressed need.

@ your library® helps you to increase your usability to your community and within your community.

Working together as a community is inclusive – it means everyone is a potential partner.

Other types of libraries
Parent Teacher Associations
Girl Guide Associations
YMCA/YWCA
Local artisans
Local crafters
Supermarket managers
Fast food outlets
  Children’s Aid Society
Daycare Centres
Emergency services departments
Church groups
Community service clubs
(Rotarians/Kewanis)
Chamber of Commerce
Parks and Recreation departments

Think beyond your walls – this list is unlimited!