RRLC is pleased to announce the winners of the 2013-14 RRLC Marketing Grants.
These grants will allow the winning libraries to work with the marketing and communications professionals recruited by the Ad Council of Rochester (http://www.adcouncilroch.org) on ways to improve the promotion of library programs and services. The Ad Council helps non-profits increase their marketing and communications knowledge, explore specific communications issues, develop their brand, hone their customer service skills and create communications plans.
Congratulations to our 2013-14 winning libraries!
Drake Memorial Library, College at Brockport – Communications Planning Support – Award amount: $800
Like many libraries, Drake Memorial Library is in the midst of change. A library design group worked during the past two years to help the campus think about future needs. This work has been done as part of preparation for a library renovation project. The project is waiting funding that will require a long view, but a consistent message strategy is critical during the interim period. We are very interested in working with the Ad Council to keep momentum moving forward and not lose the energy and good work that has occurred this far. The communication plan needs to acknowledge that the renovation will be a series of trade-offs providing both new opportunities and challenges regarding the Library’s collections, services and programs.
Gates Public Library – Customer Touch-point Project – Award amount: $1,400
Staffing is the most expensive component of any library. Because of this fact, I have long believed that the community a library supports should value the expertise and customer service provided by the library staff above all other facets of the library. I believe the best libraries are places that foster transformative experiences, and that library staff, not beautiful facilities or well-maintained collections, have the greatest potential to transform the lives of people in the community.
In 2011 our library moved from a cramped one-floor facility to a sprawling two-floor facility. The whirlwind building process lasted only nine months, and left little time to properly adapt the workflow and customer service strategy to the new, more demanding environment. As a part of our five year strategic plan, I am tasked with identifying customer service pain points, adapting the staff workflow to make more efficient use of the library users’ time, and mitigate customer service issues that arise from shoehorning a one-floor customer service strategy into a two-floor building.
My staff is committed to conducting an honest assessment of our current customer service, and making the needed modifications to our workflow to make best use of the library users’ time. I believe that having the outside perspective of the Rochester Ad Council will maximize the positive outcomes of a project that is critical to our future success.
Greece Public Library – Communications Audit – Award Amount: $1,250
We serve a population of 95,000 citizens. Our mission includes providing cutting edge digital services to our patrons. To that end, the library currently subscribes to three digital services: Zinio (magazines), Freegal (music downloads) and Overdrive Advantage (e-books). These three products are well received by those patrons who are aware of them and downloads are growing steadily by a limited number of patrons. We have tried multiple avenues to promote these products to a wider audience with limited success. In short, we are successful in providing digital services, but have difficulty marketing them.
The Greece libraries believe digital products are the future of our libraries. Therefore, we are in discussions with vendors to add a digital movie database, music streaming and an additional e-book database. However, before we commit to additional databases we are requesting help from the Ad Council to assist us in communicating these services to our patrons.
In addition, two libraries – Williamson and Geneva – will participate in Ad Council marketing assistance programs through the generosity of local, county based foundations that partner with the Ad Council.