Hanita van der Meulen presentation
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Transcript of Hanita van der Meulen presentation
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Opening Speech:
Hanita van der MeulenMarketing Manager, OCLC
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The world’s libraries. Connected.
European roll out of Geek the Library
Highlighting the value of public libraries
ECEI13, Brussels, October 3rd
Hanita van der MeulenMarketing manager OCLC
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The world’s libraries. Connected.
72,035 libraries in 170 countries
Further access to the world’s information
Reduce the rate of rise of library costs
The OCLC cooperative: a nonprofit, membership organization
We believe in libraries
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The world’s libraries. Connected.
OCLC members globally
12,7602,362
1,632
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The world’s libraries. Connected.
We (re)invest in communities and libraries.
The OCLC cooperative: a nonprofit, membership organization
Non profit:
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Flash back to the US Campaign
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Goal and Return on Investment
• The goal of the campaign is to improve long-term funding by educating the community about the vital role of the library. The ROI will come in many forms and will be different from community to community.
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Overall, the study clarifies how positive the vast majority of those involved were about the Geek the Library campaign:
Community response to campaign: “unique”, “fun”, “catchy”, “interesting”, “eye catching”, “inclusive”, “innovative”, “local” ‐and “exciting.”
Library response: “brilliant”, “striking”, ”interesting”, “fantastic”, “perfect” and “awesome.”; 4 out of 5 would recommend the campaign to others
On a scale of one to five, with five being very impactful, most library administrative unit interviewees said the campaign had been a “four.”
The Results: December 2012
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10 of the 15 community members who were asked to rate the campaign gave it a “four” or “five.”
Four out of five on line survey respondents (82%) said the ‐amount of assistance they received from OCLC was “just right.”
Three out of four on line survey respondents (72%) said they ‐would like to continue to receive tools and ideas from OCLC.
Over 1200 participating libraries in 2013!
The Results: December 2012
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Bringing a succesful American campaign to Europe
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USA vs Europe:
• Place of libraries in the community• Activities in libraries• Consumer use of media (print vs internet)• Community sense
• One Europe, different marketing environments
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Germany:
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1. Baselland (CH): 277.600
2. Leverkusen (D): 162.000
3. Mettmann (D): 39.000
4. Sömmerda (D): 20.000
5. Graz (A): 265.000
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42 + 3
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Pilot Libraries
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BiblioFreak pilot in Germany
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Launch in Sömmerda August 2013
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Local fair activities
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https://www.facebook.com/pages/Stadt-und-Kreisbibliothek-S%C3%B6mmerda/202302553145440
Social media : Facebook
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PR effects
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PR effects
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Results so far:
• Pilot: 5 libaries• Great interest for the project from other
libraries• Additional funding on its way• Campaign is prolongued for October –
December
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The Netherlands: Geek pilot launch mid November
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Pilot The Netherlands
• Amsterdam, Rotterdam, The Hague, Utrecht (G4)
• Target group: inhabitants G4 age 20-34– Lowest membership in this age
group– Future decision makers
• Target: change image & brand (re)building
• Period: 14 November – 14 February
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Pilot objective
• Support today’s and secure future services of public libraries through successfully raising and sustainably building public awareness (in age group 20-34) of “today’s public library” to gain and / or remain sufficient financial resources.
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“Today’s public library is not just about lending books!”
It’s about:
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Pilot issues
• Geek NL needs a Dutch “look & feel”
• Alignment with other branche campaigns
• Internal & external communication about pilot
• Necessity of additional funding• Succesfull pilot impact on roll
out rest of The Netherlands
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Campaign
• Website, social media• Posters, flyers, presence on
(local) festivals• Key succes factor:
personnel• First success: additional
funding raised: EUR 150.000
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• Launch on november 14 during national information specialist meeting (KNVI)
• Launch activities: – promotion team during the meeting breaks– Presentation of campaign for peers– Variety of activities inside and outside libraries.
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What would you do in terms of reinvesting if you had the
money and a marketing team at your disposal?
Round up:
We believe in libraries