thecampaignforamericaslibraries.docVIP

The Campaign for America’s Libraries@ your library? Toolkit for Academic and Research Libraries Messages, ideas, and strategies for promoting the value of our libraries and librarians in the 21st century Copyright ? 2003 by the American Library Association. Portions of this publication may be photocopied for the noncommercial purpose of scientific or educational advancement granted by Sections 107 and 108 of the Copyright Revision Act of 1976. Contents 2 Introduction 3 How to Use This Toolkit 4 The Campaign for America’s Libraries: Spotlight on Academic and Research Libraries 6 Telling Your Story 6 The Message 7 What Makes a Good Story? 8 Tough Questions 10 The Big Picture: Issues 12 Outreach Strategies . . . 12 Students 13 Administrators and Faculty 14 Multicultural Audiences 15 Allies in Getting the Word Out 16 Tips for Collaboration 17 Marketing and Promotion 17 Building a Marketing Communication Plan 19 Marketing That Can Be Seen, Heard and Felt by All 20 Putting the @ your library? Brand to Work 20 Who’s on Board 23 Ideas Too Good Not to Share 27 Media Relations 27 Sample News Release 28 Sample Opinion Column 29 Sample PSAs 31 More Tools 34 Feedback Form 36 AcknowledgementsThere’s More See The Campaign for America’s Libraries Web site at /@yourlibrary under “Academic and Research Library Campaign” for these additional resources designed especially for academic and research libraries: ? Getting Started: Case histories on developing a marketing communication program ? Who We Are: Profiles of dynamic and diverse people who work in academic and research libraries ? More Ideas Too Good Not to Share ? Who’s On Board: How academic libraries are using the @ your library? brand ? @ your library? slogans for academic and research libraries ? Downloadable @ your library? logos and trademark guidelines ? The Big Picture: Statistics and studies on academic and research libraries ? Focus group research and interviews that helped shape th