Public Relations Advisory Committee Meeting Minutes  

July 19, 2007, 10:00 am - 3:00 pm

Millbury Public Library

Committee Members

Present: Melissa Campbell, Janet Eckert, Susan Flannery, David Gray, Vicki Kaufman, Em Claire Knowles, Kathy Lowe, Rob Maier, Pat McLeod, Anna Popp, Charlotte Rabbitt, Dawn Thistle

Absent: Libby Fox, Deborah Lang Froggatt, Greg Pronevitz, Emily Salaun, Stephanie St. Laurence

Others Present: Jill Kushner, Lee Surette and Steve Swets, Buyer Advertising

Proceedings

Meeting called to order at 10:00 am

David Gray, MBLC Director of Communications & Public Information, welcomed new members and representatives of Buyer Advertising, the MBLC's new agency of record hired to implement its three-year marketing plan.

Timeline

Steve Swets presented a suggested timeline for the rest of 2007 that addressed Creative & Media, 20-Somethings, Marketing Support and Web Portal. David Gray said that some of the projects had shifted a bit in the first year of the Three-Year Marketing Plan due to the need to develop the Web Portal and Focus Group funding which could be done earlier that originally planned.

RFQ Review

Steve Swets went over the RFQ that Buyer Advertising had presented to the MBLC to insure that the members of the Committee understood it, as well as commented on it. The discussion that followed is synthesized below.

• Will we cover current library users in the focus groups? (suggesting no)
• Media thoughts
• Prior partnership with Univision was fruitful
  - Non-media support provided
  - Explore opportunities when the time comes
• Radio One and WILD would be stations to look for the AA audience
• Gates Foundation -
  • Spanish language outreach support
  • Workshops and training
  • Might there be funding available if we approach them about our program
• Translation
  • How many languages
  • Consider: Spanish, Russian, Brazilian, Portuguese, Haitian Creole

Objectives

#1 Increase library usage

• A healthy discussion of existing activity measurement took place
• ARIS offers some possibilities
• Metrics for 2007 may serve as base numbers
• Other possibilities include:

- New library cards issued
- Web site hits (total activity vs. unique visitors an issue)
- Attendance is not often consistent or accurately measured

• School libraries are interested in parents awareness, value of, and interest in, professional staffing
• Giving your kids a head start is a strong message for parents

#2 Promote the technology resources available

• Part of supporting a 21st century image
• The "Partnership for 21st century skills" may provide some insight/support
• Libraries have hidden online gems/resources (The NYT database)
• Consideration for the "safety factor" for parents
• Downloadable resources are big
• Need to differentiate what's available on Google and from the library
• Message can be "scaled" to avoid scaring technology neophytes
• "Access" may be the big concept here

#3 Introduce a 21st century image of Massachusetts libraries

• E-resources
• 50% of libraries have remodeled or rebuilt - capturing the architectural image of the new library is important to breaking stereotypes even though not all libraries are new
• Male librarians are part of the updated image
• Hip, cool - an emotional component is important

#4 Create excitement among target audiences

• Word association suggestions included:
  • Interactive, pop culture, wi fi, human, engaging, fun
  • Safe, relevant, boundary-less, inclusive, now, world wide
  • Comfortable, independent, friendly, customize, current

Suggestions/Thoughts

• Use market research to drive creative - input from non-users will help drive successful communications
• Communicate the "value-added" proposition
• Get people in the store - portal, bricks and mortar, etc.
• Secondary messages can be communicated when they arrive
• The role of the portal will probably be greater with 20 Somethings
• "You get more than your local library" is a strong message
  • 20% of circulation involves users from neighboring towns
• Libraries are a gateway to a world of knowledge
• Equity of access to all commonwealth residents is a MBLC goal
• "More than books" is still a valuable message
• This is not "one size fits all"
• "Create your own library"
• Should the tag line deliver a concrete message

Creative

General thoughts

• Agency discussed the fact that while concepts are static with one photo/person the executions (particularly on television) will feature multiple units of people with diversity on many fronts (gender, ethnicity, age of children, etc)
• Agency reiterated its belief that reaching non-users effectively will take an intrusive message - broadcast more so than newspaper - but that print/printed materials could play a valuable support role
• All agree that eventual executions should:
  • Show people in libraries
  • Contain a balance of books and tv/video-like footage
• Icons have a possible role
  • Explore this further
  • Use the International symbol

Individual concept comments

"At the Library, there's something for everyone." (mother son with lists)

• Something for everyone
• An appealing concept
• It's all about different people finding something at a library
• "reminds me of bookmarking my favorite web sites"
• Could be offered as a local promotion
  • Could take pictures of patrons and make posters
  • Libraries have software that could support this (need more information)
• Can provide input for local libraries - form of market research
• Opportunity for celebrity participation
  • Someone like Big Papi and child would be a huge success