Minutes Public Relations Advisory Committee
Public Relations Advisory Committee Meeting Minutes
November 5, 2007, Noon – 3:00 pm
Needham Free Public LibraryCommittee Members
Present: Charlotte Canelli, Janet Eckert, Susan Flannery, Deborah Lang Froggatt, David Gray, Vicki Kaufman, Em Claire Knowles, Kathy Lowe, Rob Maier, Pat McLeod, Anna Popp, Greg Pronevitz, Emily Salaun, Stephanie St. Laurence, Dawn ThistleAbsent: Melissa Campbell, Libby Fox, Mary Bender
Others Present: Lee Surette and Steve Swets, Buyer Advertising; Paul Kissman, Nancy Rea, Marlene Heroux, MBLC Portal Committee; Laurie Lessner, SAILS; Rick Levine, CMRLS; Celeste Bruno, MBLC Communications Specialist
Proceedings
Meeting called to order at noon
David Gray, MBLC Director of Communications & Public Information, welcomed Celeste Bruno, MBLC’s new Communications Specialist, and Steve Swets and Lee Surette of Buyer Advertising.
Minutes from October 3, 2007 meeting approved.
Review of the Final Focus Group Research Report
Steve Swets presented the Final Focus Group Research Report of the seven groups of parents/caregivers and 20-somethings on September 20, 27 & October 2, 2007 in the Boston, Northampton, Pittsfield and Worcester areas.
Key findings included:
A. Perceptions of libraries as “old” and “dusty” and a place you were forced to use changed after reviewing the creative. Most perceptions had changed to the point where libraries were viewed as more contemporary, easy to use, offering a variety of resources, technologically current and fun.
B. 20-Somethings do not feel the need to use the library. They prefer to access information via the Internet and buy books from stores and like a more social-type environment. There was interest in what the website might offer and also some interest in free DVDs.
C. Caregivers with children ages 3 – 5 are reluctant to go to the library because of fear of their child misbehaving. Caregivers of children ages 6 – 12 rely on school libraries to teach their children how to use a library and take out books. Both these groups lead busy lives and get what they need without going to the library. Although fitting a trip to the library into their schedules might be difficult, they showed interest in activities for younger children if the issue of dealing with an active child could be addressed effectively. Caregivers with children ages 6 – 12 were more interested in the website and what it might offer for help with homework, etc.
D. Respondents had forgotten or did not know that libraries also offer DVDs, CDs, books on tape and access to computers.
Conclusions
• Delay advertising for 20-Somethings until it is determined if they are a viable target market for using the portal.
• Caregivers with children ages 3- 5 are the primary target for communication about library services. They are more likely to have the time and interest in doing something at the library with their children. Caregivers with children ages 6 – 12 are the primary target for the portal because children these ages need access to information for homework and are generally computer savvy.
• The fact that Massachusetts libraries have a website is news and the target audiences are eager to learn more about what it offers. To be successful, advertising must clearly state what the website and libraries offer in a clear and direct way that is stimulating and attention-getting and relevant to today’s lifestyles.
Review of the Final TV Script
Lee Surette explained that he and the Buyer team had to come up with a new concept after the “Hands” concept was seen in a HP Commercial with Jerry Seinfeld. Lee presented 3 new options in the small subgroup meeting on October 29th. The subgroup chose Flipbook as the new and final concept.
Lee went through the Flipbook TV script and storyboards.
A question as to whether we wanted to highlight that our services were free was asked.
The group discussed which books would be included in the ad. It was decided to use Rachel Ray 30 Minute Meals, Harry Potter, Curious George, and Captain Underpants.
Lee will get back to the group with a production timeline.
The group expressed that the actors/extras who are in the ad should reflect a diverse population.
The ad will be filmed at Needham Free Public Library.
Status on Web Portal
Paul Kissman and Nancy Rea stated that the MBLC is in the process of applying for a waiver from the state in order to be able to use the Masslibraries.org name for the portal. The state prefers that a mass.gov name be used.
The group expressed concern over a mass.gov name:
1. People don’t ordinarily associate libraries with government
2. The site will promote more than just public libraries; private and academic libraries will be included.
3. Immigrants may not access the site because of their mistrust of government.
Currently, hits to the new portal/website are what we will use to measure the success of the campaign.
The team has set a deadline of January 14th to have the site up and running
The website will continue to evolve over the three years. With round one including users being able to find their local library and access to online databases. Paul is hopeful that we will be able to do federated searches, but this option will not be available by January 14th.
Toolkit Discussion
The group decided that the toolkit will be available on-line and suggested that the following be included:
1. The URL
2. Link to the TV and radio spots
3. The media plan
4. Flyer
5. Posters
6. Items for local newspapers
7. FAQ
8. suggest ways to create a display
9. bookmarks
The group also decided that a type “It’s coming!” announcement should be done so that libraries who want to participate are able to have the books from the ads in the library.
Next Steps:
The PR Advisory Committee will not meet again until late January/early February 2008 to begin work on the 20-something target population
The Portal Subcommittee will meet on November 26th at 1:00 pm at the MBLC
Steve Swets will coordinate with David Gray and Celeste Bruno to work out the details of the toolkit.
The toolkit will be emailed to the entire PR Committee for input.
Celeste Bruno will be involved in the production of the TV spot; David Gray will participate in the editing process if it occurs during December 5th, 6th, 7th.
Rob Maier will follow-up with the state regarding the name of the portal.