Marketing Campaign Report

April 19, 2011MSU Billings

Objectives

1. Increase awareness of purpose and plan for new library.2. Increase perceived benefits of a great city library.3. Increase positive associations with new library-create

personal ownership.4. Reduce perceived roadblocks to funding the new library.5. Shift probable supporters to sure supporters.6. Create a well-targeted and effective campaign to achieve

success in a November 2011 bond referendum. ($13 million)

Strengths

• Library History – Strong background, established in 1901 by the city’s founding family

• Highly motivated and dedicated advocates• Matching funds secured ($2 million)• 80% prefer downtown location• Community oriented • Appeals to all demographics• Well funded media budget

Weaknesses

• Limited historical data for trend analysis• Technology within the library is outdated and has

limited availability• Building is not up to code and is not ADA compliant • Current facility is difficult to maintain and has

inadequate meeting spaces• Does not stand out as a transformative part of our

infrastructure or add to our community vitality

Threats

• Lack of education regarding the potential benefits of new facility

• Stigma associated with the failure of the previous bond initiative

• Economic hardship and the fear of additional taxes

• Opponents within community

OpportunitiesCounty elections office expects between 25,000-28,000

voters this fallVictory = 51% of votes or 12,5000—14,000 votes

• Likely voters are between the ages of 36-65 with children under 18

• Supporters are 32.3% of the market. The Probable Supporters can be divided into Just for Fun, Kid Driven, Library as Office, Greater Good, and Look to Librarians.

• The Super Supporters are 7% and need to get out the vote

OpportunitiesThe rest are either barriers or non-voters.Largest reason voters previously opposed–43% no need–38% raised taxes

–Swing voters under 35 and over 66• 48% undecided would change to likely voters if

educated• Voters in Zones

• Likely voters in zones 4 & 5 (11,600)• Swing voters in zones 2 & 3 (9,500)•Unlikely voters in zone 1 (3,900)

City Wards

4000

3000

3000

4000

Secondary researchSwing voters become likely voters as a result of increased

education regarding:• Building does not meet codes -- 91%• Not ADA compliant –94%• Current cost of maintenance vs. cost of new building ---82%• Community vitality – 58%

Likely voters• Move brand identity from informational qualities to transformational

qualities• Part of the Future• A Necessity• Equality and Democracy

• Motivated through demonstration of ROI and necessary infrastructure for our community

Results of Formative Focus Group of Swing Voters

• Perceive threat of no new library and a new tax is low

• Perceived efficacy is low

• People believe they and the community won’t suffer from the absence of the library or from a new tax

• People believe they won’t take advantage of the solution

• People believe the solution won’t solve the problem

MEANS END CHAIN

Attribute Physical Psycho Values

Big, Beautiful, LEED Building

Hold Events, add to infrastructure

Part of culture, town center, focus on community

Universalism: beauty of the city, critical thinking of community

Technologically Advanced, trained staff, change is consistent

Accessible, Equitable, Responsive, Enlighten, Entertain

Relevant, valued, establish good habits of lifelong learning

Benevolence: the welfare of society, enhancement of one’s friends and family

Safe, Secure, Well-maintained

Safety, convenience, trust that plan was well conceived

Warmth, partner in community, bridges the digital divide

Security: Stability of Society and public funding: synergy & savings

Economical Plan bringing new opportunities

Funding is in place and well planned

Not much money from me and growth for the future

Conceptual Advertising Strategy

Elements Benefits Hook Driving Force

L Lowers cost overall, cost to each taxpayer, technically and economically (LEED) advanced, gathering center that is safe

Beautiful new building that makes the city proud

People, Foundation, Community

Future of Billings

PERCEPTUAL MAP

      

Voting for the Library

Future TransformationAdvanced TechnologyAdds Beauty and Sacred StatureEquality Necessary for Community     

Cost oriented =Need Education

Return on Investment of InfrastructureGood use of Public Funds            

No Need=Need Education

Not Raising Taxes

           

Not Voting for the Library    Settling for status quo Internet and IndividualClicks vs. Bricks

BRAND POSITIONING STATEMENT

• Voting for the new library supports a fiscally responsible plan to fund a technically and economically advanced beautiful new facility that will bring exciting opportunities to Billings.

CREATIVE BRIEF

•As the idea of a new library as a solution is low and the threat of a new tax for the library is low, therefore the message must include information portraying:

– Straight forward and factual material• Include actual costs and building rendering• The technical advancements and economic savings• The needed use for the community

– But Also :– Include core values and pride for the community– Include an inspirational tone, including beauty, stature,

history and harmony of community events– Don’t get too warm and fuzzy

Media Rationale

• Primary Source of Information for City Issues• Billings Gazette 53.5%• TV Ads 27%

• 54.5% KTVQ News• 31.1% KULR News

• Radio 6.3%• Swing voters watch more TV news than Likely voters.• Radio listening in general: 60% listen 1 to 4 hours a day with 24% on

country, and 16% talk radio and 16% public radio.• People who listen to radio are more likely to think new taxes are the

reason not to vote for a new library. • Republicans are more likely to think new taxes are the reason not to vote

for a new library.

MEDIA SCHEDULE

Media Schedule May June July August September October November Cost

Public Relations $ -

Website $ 1,000

Facebook Page $ 2,000

Mailings (11,500) $ 18,000

Buttons and Stickers $ 1,000

Speakers Handouts $ 1,500

Outdoor $ 2,500

KULR 8 Ads $ 8,000

KTVQ Ads $ 9,000

Billings Gazette Ads $ 12,000

Outdoor Yard Signs $ 2,000

Community Events Banners $ 1,000

Door to Door (Printing) $ 5,000

Cost Per Month $17,000 $4,000 $12,000 $13,000 $13,000 $13,000 $3,000 $ 63,000

Production/Research Costs $17,000

Total Cost $ 80,000

• Mailing Lists:• We have by precinct, zip code, geographically, with mailing labels.• Registered Voter Ward list and recommend decisions based on either get

out the vote or educate the swing. Look to Hilltop for input.

• Website and Facebook– Keep up to date with renderings of the building and how to get yard signs,

etc.– Suggest ongoing manager to promote and invite new members, need to

grow Facebook grow from 670 to 2000. $1.64 per click to promote to the Billings age 18- 35

• Other Social Media– Suggest contest to increase interest. “Ad Lib” Advertising for the Library,

create your best idea to promote the new library and send it in to win a Cash Prize sponsored by one of our great Friends.

• Door to Door– Ward 1 is 11,750 with 40 volunteers a total of 294 homes per volunteer,– 50 houses per hour means 6 hours per volunteer. – If each volunteer could do 3 hours a week, Ward 1 could all be done in 2

weeks.

Draft Creative

• Four Newspaper Ads– $3 a month Buys You…– Lift Off On Line– Broken Down and Scary Lookin’– If we only had a heart

– Three TV ADS– Testimonials– Historic Documentary– Children’s Future

PRE-TEST FOCUS GROUP DISCUSSIONS

OVERVIEW(2/2):

Headline

Body of Each Message

Comparative Evaluation

Favorite Messages - $ 3 a Month buys you… (Newspaper/Billboard) - Documentary (Historic) TV PSA - Know to grow (Slogan)

Least Favorite Messages - Lift Off On Line (Newspaper) - Testimonial TV PSA - Wish for Wisdom

NEWSPAPER MESSAGES (1/4)‘RETURN ON INVESTMENT’

ANALYSIS (1/8):

“Vague - for how long?”

“It appeals to a contemporary group”

“Make it all positive”

“It would make me more likely to use the library”

It needs to be more:• positive • familiar• concrete (e.g., NO empty stuff, put kids’ chips & a gallon of gas, and use lingo: bucks)

“I would read it to find out more”

$3 a month buys you…

NEWSPAPER MESSAGES (2/4)‘TECHNOLOGY’

ANALYSIS (2/8):

“I wouldn’t really go there just to use a computer”

“It’s value, but it shouldn’t be the first thing”

“Technology is not selling point, it should be a given.”

It needs to:• appeal to us (not

businesses)• be simple • priortize community

(e.g., Technology is not the priority value to people over 40)

Lift Off Online.

“It’s too focused on the young”

NEWSPAPER MESSAGES (3/4)‘COST EFFICIENCY’

ANALYSIS (3/8):

“It’s kinda negative, I’d like to hear something more positive ”

“What about worn out? Better than broken down”

“Money going out, out the roof – pouring money in but it’s flying out”

It needs to:• present clear purpose• give details (why &

what)• be positive (e.g., give clear bullets, what, why, etc.)

Broken Down and Scary Lookin’

NEWSPAPER MESSAGES (4/4)‘COMMUNITY VALUE’

ANALYSIS (4/8):

“I don’t get the connection between the grandfather and the heart. Put them in front of the library, but that’s still stretch ”

“Does that mean we don’t have one now?”

“No heart with grandfather, it’s like a commercial”

It needs to:• be positive• be specific• give answers, not ask

questions

(e.g., What about Billings, not every city?)

Every City Has a Heart

TV PSA (1/3) – TESTIMONIALANALYSIS (5/8):

“We don’t care about what the business woman says. We care about what the people say who are going to go there”

“This isn’t conversational, but it’s scripted”

It needs to be made with real people and scene.(e.g., Swing voters are middle income, hard working, with kids. Keep that in mind)

“Use public entities, don’t use businesses because you’re giving away advertising”

TV PSA (2/3) – DOCUMENTARY (HISTORY)

ANALYSIS (6/8):

“I like the concept a lot. It’s really honest, clear, right on. ”

“It has all things I see happening that I want to have happen”

“To show what we do have and what we need, that’s helpful.”

“This is the best piece I’ve seen.”

It needs to have more realistic visuals (e.g., The visual has the power; image and seeing how our town has grown, automatically encompasses the core values)

TV PSA (3/3) – CHILDREN FUTUREANALYSIS (7/8):

“These are good aspirations, but they may not be swing voter aspiration.”

“Make it more real, what do your kids really want to be?”

“It mad it sounds like a children’s space, not a community space”

It needs to be more positive and real, as well as local and relevant (e.g., Make a connection with the library)

ANALYSIS (8/8):

“Why do we need more than books?”(A Bridge Beyond Books)

SLOGANS

“Appeals to my head and my heart” (Know to grow)

“Wisdom is great word, but should use it some where else” (Wish for Wisdom)

Slogan needs to motivate people to feel vibrancy and get involved with it.(e.g., ‘Know to Grow’ makes me want to know more / grow our community, grow our knowledge, grow our technological ability)

CONCLUSION

`` $3 a month buys you…

$$$ is shown to be well spent

$3/m seems do-able for most people

Response Efficacy

Self-Efficacy

`` Documentary(The history) TV PSA

$$$ seems well spent in relation to our history

Reminding people that they used a library & it was nice memory

Response Efficacy

Self-Efficacy

SUGGESTION:DIRECTION OF CREATIVE MESSAGES

CREATIVE MESSAGES

SIMPLE

CLEAR

POSITIVE

A communitycenter

A source of community

vibrancy

A center of community

life

People value the library as..

SLOGAN

Vote for the new library…

Know to Grow

Vote for the new library

A New Chapter for Billings

$3 a month buys you..

Cup of coffee, a gallon of gasOr a new library.

(A gallon of gas, an plastic coffee cup and the new library drawing)

Our new library will cost each of us about $3* a month for 4 years. The return on this investment will more than a few minutes, it will last a lifetime.

*$13 million bond estimated to cost a $200,000 home owner $40 per year in taxes for 4 years.

Know to GrowGo to www://votelibrary.com Facebook: Parmly Library(Picture of Building)(Map of New Downtown)(LEED symbol)Vote for the New Library November 8,2011

Fix the Leak.(cartoon building of current library with a faucet leaking money out)

We will have to spend $12 to $15 million to fix the current library. We can build a brand new library for $13 million. Let’s not pour any more money down the drain.

Know to GrowGo to www://votelibrary.com Facebook: Parmly Library(Picture of Building)(Map of New Downtown)(LEED symbol)Vote for the New Library November 8,2011

A Great City Needs a Great Library.

(Collage of photos of orchestra playing, people in the museum, people outside Alberta Bair Theatre, students on campus, and kids at story time in the library…., with a symbolic shadow of a heart around it)

Downtown Billings features a wonderful symphony, theatre, museum and an accredited university. But we are missing one thing . . . a great library. Because a great library is more than a building, it’s

the heart of a community.

Know to Grow

Go to www://votelibrary.com Facebook: Parmly Library(Picture of Building)(Map of New Downtown)(LEED symbol)Vote for the New Library November 8,2011