Public Relations Advisory Committee Meeting Minutes
October 3, 2007
Needham Free Public Library
Committee Members
Present: Mary Bender, Melissa Campbell, Charlotte Canelli, Janet Eckert, Susan Flannery, Libby Fox, Debbie Froggatt, David Gray, Vicki Kaufman, Em Claire Knowles, Kathy Lowe, Rob Maier, Pat McLeod, Stephanie St. Laurence, and Dawn Thistle.
Members Not Present: Anna Popp, Greg Pronevitz, and Emily Salaun.
Others Present: Elyse Effenson, Jill Kushner, Lee Surette and Steve Swets (Buyer Advertising); Marlene Heroux, Paul Kissman, Laurie Lessner and Nancy Rea (MBLC Web Portal Committee)
Welcome & Introductions
David Gray, now serving as a PR Consultant for the MBLC, opened the meeting and reviewed the agenda.
Media Plan Update
Both Steve Swets, Senior Account Manager, and Elyse Effenson, Media Buyer, went over the proposed Media Plan for the TV, radio and movie spots.
- TV would include WHDH Channel 7 & WCVB Channel 5 (Boston), and WGGB Channel 40 (Springfield)
- Radio would include WXKS (Boston), WXLO (Worcester), WCTK (New Bedford/Providence), WHYN (Springfield), and WBRK (Pittsfield).
- Cinema would include Regal Cinemas in Hyannis, Pittsfield and Swansea
- Additional coverage would be online, as well as a lot of added value spots and promotions, in addition to the paid media.
Preliminary Focus Group Update
Steve Swets presented a brief update on the Focus Group research that had taken place with the seven groups of parents/caregivers and 20 somethings on September 20, 27 & October 2, 2007 in the Boston, Northampton, Pittsfield and Worcester areas.
Among the areas covered were: current perceptions of libraries, current access to books and magazines, barriers to using the library, awareness of library resources, awareness of school libraries, reactions to proposed TV ads and URLs for the new Web portal.
- Both groups had both positive and negative images of libraries.
- Both groups said they tend to buy or get books from friends rather than the library.
- Parents/Caregivers were reluctant to bring young children to the library because of behavioral issues.
- 20 somethings preferred social aspect of Barnes & Noble
- Both groups knew libraries had computers, but sensed they were not up-to-date
- Both groups expressed surprise that DVDs and CDs were available
- Parents/Caregivers did not understand the role or responsibilities of a school librarian
- Preference of easy to understand TV spots was given, as well as MassLibraries.org being the overwhelming choice for a URL
Creative Update
Lee Surette reviewed the two TV concepts preferred by the focus groups, and took feedback from the Committee. After lots of discussion, it was decided to have a smaller group meet with Buyer on Monday, October 22, 2007 to review the refined concepts and choose the final direction of the ads. Those volunteering to do this were Mary Bender, Charlotte Canelli, Susan Flannery, Rob Maier, Stephanie St. Laurence and Dawn Thistle. David Gray will participate via conference call.
Portal Discussion
Paul Kissman gave an update on the background of the Web Portal Committee, its charge, work to date, and next steps. In September 2007 Buyer Advertising was contracted to work with the MBLC in the development of the portal. Meetings are ongoing with them in order to come up with a design, initial version of the portal and rollout.
Nancy Rea gave an update on where we stood in regard to a URL for the portal. Following the previous MBLC PR Advisory Committee meeting in August, several suggested URLs that were currently available were circulated to more than 60 individuals in the Massachusetts library community for their preference. These preferences were then tested with the Focus Groups and it was unanimously decided that MassLibraries.org was the number one choice. A vote was taken by the Committee to adopt MassLibraries.org as the official URL.
Next Steps
The small subgroup of the MBLC PR Advisory Committee will meet with Buyer Advertising on Monday, October 22, 2007.
A final report of the Focus Group Research will be distributed to the MBLC PR Advisory Committee prior to its next meeting.
The next meeting of the full MBLC PR Advisory Committee will take place on Monday, November 5, 2007, from 12 noon to 3 pm, Needham Free Public Library.