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2 Prior to launching Library Communication Strategies, a consulting firm for libraries, in 2000, Peggy Barber was associate executive director for communication for the American Library Association (ALA), where she established the ALA Public Information Office, Public Programs Office, and the ALA Graphics program, including the widely known celebrity READ poster series. She is coauthor with Linda D. Crowe of Getting Your Grant: A How-to-Do-It Manual for Librarians (Neal-Schuman, 1993). Barber received the Lippincott Award in 1999 and was honored as Alumni of the Year in 2001 by the Rutgers University School of Library and Information Science. Linda Wallace is cofounder and partner of Library Communication Strategies. She was formerly director of the ALA Public Information Office, where she developed and implemented creative strategies for National Library Week, Library Card Sign-Up Month, Teen Read Week, and many other public awareness campaigns. Wallace is the author of Libraries, Mission, and Marketing: Writing Mission Statements That Work (American Library Association, 2004). She has written and edited many other ALA publications, including the Campaign for America s your library toolkits for public, school, and academic libraries. Wallace received two Addys and two John Cotton Dana special awards for her work as community relations coordinator for the Mideastern Michigan Library Cooperative and was named Librarian of the Year by the Flint Area Library Association. While extensive effort has gone into ensuring the reliability of information appearing in this book, the publisher makes no warranty, express or implied, on the accuracy or reliability of the information, and does not assume and hereby disclaims any liability to any person for any loss or damage caused by errors or omissions in this publication. The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences Permanence of Paper for Printed Library Materials, ANSI Z Library of Congress Cataloging-in-Publication Data Barber, Peggy. Building a buzz : libraries and word-of-mouth marketing / Peggy Barber and Linda Wallace. p. cm. Includes bibliographical references and index. ISBN (alk. paper) 1. Libraries Marketing. 2. Libraries Public relations. 3. Libraries United States Marketing Case studies. I. Wallace, Linda K. II. Title. Z716.3.B dc Copyright 2010 by the American Library Association. All rights reserved except those which may be granted by Sections 107 and 108 of the Copyright Revision Act of ISBN-13: Printed in the United States of America

3 Contents Preface Acknowledgments ix xi Chapter 1 Word of Mouth versus Word-of-Mouth Marketing 1 What Is Marketing? 1 Why You Need a Plan 1 Marketing Plan Key Elements 2 Communication Checklist 3 The Marketing Communication Plan 4 Eight Steps to Success 4 The Buzz about Buzz: Interview with Judy Hoffman 5 Chapter 2 The Power of Word-of-Mouth Marketing 7 Why It Works 7 Turning Customers into Champions 8 The Buzz about Buzz: Interview with Juli Janovicz 10 Chapter 3 How to Build a Buzz 13 Must-Haves A Good Product and Great Customer Ser vice A Plan 15 v

4 vi Contents 3. A Clear, Conscious, Consistent Message 16 Don t Forget the Family 18 What Do You Say? A Prepared and Committed Sales Force 18 The Buzz about Buzz: Interview with Denise Zielinski 19 Inspiring and Motivating Employees 20 Engaging Trustees People Willing to Testify 21 The Buzz about Buzz: Interview with Judy Wright 23 Sample Testimonials 24 Chapter 4 When and Where to Buzz 27 Delivering Your Message 29 Dealing with the Negative 31 E-media 32 Advocacy 33 Just Do It 34 The Buzz about Buzz: Interview with Renee Anderson 34 Chapter 5 WOMM at Work: Reports from the Front Lines 37 Addison Public Library 37 Bartlett Public Library District 40 Beach Park Community Consolidated School District 3 43 (Beach Park Middle School) BP Information Ser vices (Naperville) 45 Cook Memorial Public Library District 47 Crystal Lake Public Library 49 Glen Ellyn Public Library 52 Highland Park Public Library 54 Mount Prospect Public Library 56

5 Contents vii Oakton Community College 60 Town and Country Public Library (Elburn) 62 Warrenville Public Library 65 Waukegan Public Library 67 Winnetka-Northfield Public Library District 69 Zion-Benton Public Library 72 Chapter 6 Power Pack 75 Marketing Terms and Definitions 75 A Word-of-Mouth Marketing Checklist 76 Sample Communication Plan Introduction Goals Objectives Positioning Statement Key Message Key Audiences Strategies/Action Plan Evaluation Measures 79 Sample Staff Survey 79 Sample Q&A 80 Bad Example 80 Good Example 80 Sample Agenda for Introductory Staff Workshop 80 Really Good Resources 81 Sample Scripts 83 Scenario I: Guys/Gals in the Locker Room 83 Scenario II: Testimonial 84 Scenario III: Reluctant Student 85 Scenario IV: Welcome, Neighbor! 86

6 viii Contents Scenario V: Unhappy Mom Wrong Way 87 Scenario V: Unhappy Mom Right Way 88 Appendix: Buzz Grant Project Background 89 Index 93

7 Index Note: Page numbers followed by f indicate figures. A accessibility in communication audit, 3 Addison (Illinois) Public Library, 17, Addison (Illinois) Trails High School, 16 administrators as sales force, 19 advertising persistence of messages in, 16 WOMM as addition to, 15 advocacy case study, strategies for, American Library Association, Anderson, Renee (interview), 34 Apple Computer company, 8 audiences, target identification of, 5, 32 internal, 15, 18 audiences targeted in case studies board and trustees, 37, 47, 50, 65, 68, 70, 72 businesses, 48, 70 children and students, 48, 63, 65, 70 community groups, 37 community leaders, 48, 50, 68, 70 Friends, 47, 63, 65, 68, 72 library users, 37, 40, 45, 47, 50, 53, 54, 57, 72 nonusers, 47 parents, 63, 65, 70 staff, 37, 40, 45, 47, 50, 53, 54, 57, 61, 63, 65, 68, 70, 72 teachers and faculty, 43, 48, 61, 65 volunteers, 37, 68 B Baltimore County (Maryland) Public Library, 14 Bartlett (Illinois) Public Library, 14f, 17, Beach Park Community Consolidated School District 3 (Illinois), bibliography, Big Read program (case study), board members. See trustees and board members body language in communication, 29 30, 31 bookmarks, 30 bookplates, 28, 30f BP Information Services (Naperville, Illinois), 16f, 17, brand identity case study, in communication audit, 3 and message of library, 16 business card for library, 30 businesses marketing to, 27, 28f as target audience in case study, 48, 70 Buzz Grant project background, See also case studies buzz marketing Q&A, 20 C California State University, Fresno, 28, 29f Carey, Drew, 24 case studies (Buzz Grant project) advocacy, Big Read program, brand identity, children, promotion to, collaboration with teachers, 43 45, customer service, 40 42, e-newsletter, promotion of, fund-raising, 37 39, library services, promotion of, new libraries, promotion of, 37 39, online databases, promotion of, 52 54, online services, promotion of, 56 60, self-checkout service, promotion of, volunteers, Celestial Seasonings herbal tea company, 17 93

8 94 Index Chambers of Commerce, marketing to, 27 champions of library, customers as, 9, Charlotte (Michigan) Community Library, 27 Cheers factor, 11 children, promotion to (case study), circulation staff, involvement of, 23. See also staff clients, customers as, 9 collaboration with teachers (case studies), 43 45, Columbus (Ohio) Public Library, 14 comment boxes, 15 communication audit, checklist for, 3 4 communication plan. See marketing communication plan communication strategy, 2, 15 communications with staff, 21 community groups staff attendance at meetings of, 27 as target audience in case study, 37 community leaders as target audience in case study, 48, 50, 68, 70 community needs, focus on, 34 consistency of message, 1, 17 conversations, initiating, 30 Cook Memorial Public Library District (Illinois), Crystal Lake (Illinois) Public Library, customer advisory boards, 15 customer feedback (case study), customer feedback form, 14f customer service case studies, 40 42, in communication audit, 3 exceptional, as prerequisite to buzz, importance of, 11 customers vs. clients, 9 10 turning customers into champions, 8 11 D Dana, John Cotton, 28, 30f databases. See online databases, promotion of decision makers, advocacy toward, 33 decor of library in communication audit, 3 demonstrations of services, 30 DuPage Library System (Geneva, Illinois), 15, 19, 34 E elevator pitch, message as, 16 e-media, e-newsletter, promotion of (case study), evaluation of marketing efforts, 2, 5 exhibits and displays in communication audit, 3 F Facebook, promotion on, 28, 31f, 33 FAQs. See Q&A sheets focus in marketing, 1 Friends as advocates, 33, 34 and developing champions, 11 listening by, 15 and marketing plan, 2 as target audience in case study, 47, 63, 65, 68, 72 fun, 35 funding sources, advocacy toward, 33 fund-raising (case studies), 37 39, G giveaways, 30 Glen Ellyn (Illinois) Public Library, goals and objectives in customer service policies, 20 in marketing communication plan, 4 sample, 77 See also individual case studies Goshen County (Wyoming) Library, 27 H handicapped users, accessibility for, 3 handouts to reinforce message, 30 Harley Davidson company, 8 Highland Park (Illinois) Public Library, Hoffman, Judy (interview), 5 I Illinois State University in Normal, 21 incentives for staff, 19, 21 information literacy and teaching users, 11 J Janovicz, Juli (interview), 10 K key message in marketing communication plan, 4 L library board. See trustees and board members library services, promotion of (case study), library users as target audience in case studies, 37, 40, 45, 47, 50, 53, 54, 57, 72 listening in communication audit, 3 and developing champions, 11 and exceptional customer service, marketing as, 1 and staff concerns, 21 techniques, 15 local celebrities, testimonials from, local ownership in communication audit, 3 locker room script, 83 logos, 50f M marketing checklist, 76 marketing communication plan, 4 5, 32, 34, marketing plan, 1 2, 13, marketing research, 2 marketing team, need for, 2 marketing terms and definitions, 1, media presence in communication audit, 3 message in communication audit, 3 consistency of, 16 and negative comments, 31 as prerequisite to buzz, 13, See also individual case studies message sheet, use of, 17 misinformation, correction of, 31 mission statement in marketing plan, 2 Mount Laurel (New Jersey) Library, 22 Mount Prospect (Illinois) Library, 15, mouse pads, 30 Mudflap Girl campaign, 27 28, 29f N Naperville (Illinois) Public Library, 19 National Library Week, 21 negative comments preparation for, sample Q&A, 33 sample script for, 87 88

9 Index 95 new and unexpected services, marketing of, 28, 30, 35 New Jersey libraries, 22 new library, promotion of (case studies), 37 39, Newark (New Jersey) Public Library, 30f no register technique, 15 nonusers as target audience in case study, 47 Nordstrom company, North Suburban Library System (Illinois), 5, 15 NoveList, promotion of, O Oakton Community College (Illinois), Obama, Barack, 24 Omaha (Nebraska) Public Library, 27, 28, 31f, 32f One Book, One Community program (case study), online databases, promotion of case studies, 52 54, laptop on circulation desk, 30 online services, promotion of (case studies), 56 60, organization as part of marketing, 1 outreach in communication audit, 3 P pajamas, using the library in, 29 parents as target audience in case studies, 63, 65, 70 partnerships, 15 passion, letting it show, 30 people, paying attention to, 1 Philbin, Regis, 24 position statement in marketing communication plan, 4 postcard testimonials, 22 posters, testimonials on, print materials in communication audit, 4 programming in communication audit, 4 prospects, customers as, 9 Q Q&A sheets preparation of, 31 samples, 80 R READ posters, real-estate agencies, marketing to, 27 referrals as testimonials, regulars, greeting of, 11 relationships with customers, 9 10 repetition of message, 17 resources, respect for customers, 11 RSS feeds, use of, 33 S sales force, cultivation of, 13, scenarios for staff training, script for message, use of, 17 self-checkout service, promotion of (case study), Share this with a friend messages. See Tell your friends requests signage in communication audit, 4 signature lines for , 30 smiling, importance of, 30 staff attendance at meetings of community groups, 27 in communication audit, 4 as sales force, as target audience in case study, 37, 40, 45, 47, 50, 53, 54, 57, 61, 63, 65, 68, 70, 72 staff training for marketing, 35 Q&A for, 20 sample scripts for, sample workshop for, strategies and tactics in marketing communication plan, 5 sample, 78 See also individual case studies students sample script for reluctant student, 85 as target audience in case study, 48, 65, 70 survey for customers, 16 17f survey for staff sample, 79 use of, 15 suspects, customers as, 9 T tagline for library, 16 talking points for message, 17 teachers and faculty as target audience in case study, 43, 48, 61, 65 telephone communication in communication audit, 4 Tell your friends requests, 17, 28, 30, 32, 35 testimonials eliciting, 21 24, 35 people willing to give, 13 permissions for, 30 samples, 24, 84 Town and Country Public Library (Elburn, Illinois), 17, trust, building, 29 trustees and board members as advocates, 11, 33, 34 engaging as sales force, 21 listening by, 15 and marketing plan, 2 as target audience in case study, 37, 47, 50, 65, 68, 70, 72 T-shirts as message boards, 30 U unexpected services, marketing of, 28 V volunteers (case study), volunteers as target audience in case study, 37, 68 W Warrenville (Illinois) Public Library, 16, Waukegan (Illinois) Public Library, Web 2.0. See e-media website in communication audit, 4 welcoming new neighbor, sample script for, 86 West Palm Beach (Florida) Public Library, 14 What do you do? responses, 18 Winfrey, Oprah, 24 Winnetka-Northfield (Illinois) Public Library District buzz about buzz interviews, 10, 23 Buzz Grant project, communication plan, engaging circulation staff, 19 laptop on circulation desk, 30 sample message sheet, 18 word-of-mouth marketing (WOMM) power of, 7 8 requirements for, 13 why people talk, 8 Wright, Judy (interview), 23 Wyoming Libraries, 27 28, 29f Y younger audiences and e-media, 32 Z Zielinski, Denise (interview), 19 Zion-Benton (Illinois) Public Library, 72 74

10 Want to get the word out about your library in the most costeffective way possible? You can achieve this with the effective word-of-mouth marketing (WOMM) strategies laid out in this book. Two creative marketers, Peggy Barber and Linda Wallace, bring you sound marketing principles to spread the word about your library with A strategy that works for you WOMM must-haves Tips to effectively deliver your message Best practices and insightful interviews Renowned for their creativity, Barber and Wallace bring you WOMM ideas that will help you turn your existing library patrons into a major marketing force. You may also be interested in ISBN American Library Association 50 East Huron Street Chicago, IL SHOP ALA ( )

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