Soap

Can Libraries be Sold as Soap?

Utilizing Social Marketing to Connect Diverse Users with Library

Services and Resources

Can Libraries be Sold as Soap?

Utilizing Social Marketing to Connect Diverse Users with Library

Services and Resources

Mary EvangelisteYvonne Mery

Pauline D. Manaka

CARL Conference, 2008. Irvine, CA Hyatt Regency Hotel, Pelican Hill Meeting Room

Mary EvangelisteYvonne Mery

Pauline D. Manaka

CARL Conference, 2008. Irvine, CA Hyatt Regency Hotel, Pelican Hill Meeting Room

BY THE END OF THIS SESSION YOU WILL:

Understand what is social marketing, some of it’s history and its relevance to academic libraries.

Share some examples of contemporary social marketing campaigns

Recognize the elements that make social marketing campaigns successful

Apply social marketing best practices to libraries

A. Why apply Social Marketing to libraries?

Because usually we are not selling a product like toothpaste or soap!

Instead most of the time we are selling complicated things like literacy, critical thinking and civic awareness

B. Why apply Social Marketing to libraries?

“There is no nobility in preaching to an audience of one. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible.“--Katya Andresen Robin Hood Marketing

“In the information age…Libraries of all types are redefining who they are and whom they serve in a complex algorithm of changing informational infrastructures and shrinking budgets and financial resources. Marketing as a process, provides a mechanism to assist libraries in this evolution.” Lee, D (Fall, 2003) Lib.Adm.Manage.17:4

“Social Marketing’s advantage…is its single-minded focus on understanding who people are and what people want

as the key to providing …products, programs and services.” [Smith, 2008.SMQ

14:1,93]

"complicated issues" like preventing forest fires

pollutiondrunk driving

Three caveats before we begin:

More complicated than regular marketing

Realize that benefits of our libraries are not self evident

Transform ourselves into effective communicators

Social Marketing by any name

Non-profit Marketing

Cause-driven marketing

Value-based marketing

Socially-responsible marketing

History of Social Marketing

• Why Can't Brotherhood be Sold Like Soap? - G.D. Wiebe (1952)

• Kotler & Zaltman (1971) coined the term "Social Marketing"

War Bonds - An early Social Marketing Campaign Example

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A. Social Marketing Today

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B. Social Marketing Today

->Journals Social Marketing QuarterlyThe Social Marketing Institute

-> Consultants Fearless Future

->Listserv

-> ConferencesSocial Marketing

-> Bibliography

Your Turn

Think of a social marketing campaign that has affected you

a)The visual imagery?

b)What was the message?

c)Why has it stuck with you?

Current Social Marketing Campaigns

Click it or Ticket

Truth

SIDS

Energy Star

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A Model Program

Communication and enforcement

Goal: To increase seat belt use

* Education - 53% (1980s - Operation Buckle Down) * Enforcement and education - 65% * Social Marketing Campaign - 80% in first 6 months

Important change in message

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From:

To:

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in 2003 won the Oscar of the advertising industry-Grand EFFIE

credited with creating new historic lows in teen smoking- lowest rates since 1980s

smoking declined 38% from 1998-2002 in florida where truth was started

Changed the game-the tobacco company is two faced

On their web sites tobacco

companies

encourage people to

quit smoking

In 2006, a court

found that tobacco

companies manipulate nicotine levels to

keep smokers addicted

Changed the game -tapped into rebellious nature of teens

Gave them a target -rebel against the tobacco industry

SIDS -Back to Sleep Campaign

Sudden Infant Death Syndrome•National Institute of Child Health and Human Development

• Maternal and Child Health Bureau•American Academy of Pediatrics

•SIDS Alliance•Association of SIDS and Infant Mortality Programs

SIDS SuccessLittle

information

Simple Action

Variety of channels

https://energystar.gov/index.cfm?c=about.ab_index

search.shxml_no_dUTF-8UTF-8

Campaign Energy Star

• Promoting voluntary adoption of energy efficient guidelines – www.energystar.gov

• Joint sponsorship – EPA and DOE. an excellent example of working with diverse network of partners !

• 1992 computers were the first products to earn the energy star label. Today there are more products which meet the qualifications, including a number of home products.

• In 1999 Energy star launched the “Change a Light, Change the World” campaign

First step: Choose narrow target

audiences and do tons of research

Two different narrow audiences

• Teenage girls • Pickup drivers

Most people begin smoking before age 18 so they choose 12-17 years old

Street level research-staffers went out and spoke to teenagers with video cameras

Your turn: Choose your target audience

Choosing your audience

1.UC Transfer students from lower socioeconomic status

2.International graduate students majoring in Education

3.Part-time ESL adult students using a Community College Library

4. Faculty teaching Introductory Writing Classes

5. New faculty in the natural sciences at any of the CSU

Second step: Choose an action

Go beyond awareness to action

Choose specific and feasible action

Sample Action 1

Sample Action 2

Sample Action 3

Your turn: Choose an action

Keep in mind:

action must be feasible and realistic

action must be easy to do

action must be tied to your target audience

Third Step: Begin crafting message with reward that

is directly related to target audience

Teens want to rebel

In Your Face campaign

It’s about your audiences values

Your Turn: Craft message with reward

• Write down three or more things that are important to your audience

• Use these values to create a message

• Message should have an immediate reward

• Ask yourself:

• Why should your audience do this?

• What is in it for them?

• What will they gain or lose from taking your action?

• Appeal to your audience’s values, not yours’, not the organizations’

Fourth Step: Choose the channel and the optimal

time

• Channel: The “thing” you’re using to get your message out

• Examples: Billboards, blogs, TV/Radio PSAs, magnets, door hangers, post-it notes, brochures, post cards, book marks

• Time:

As place

As time

As emotional state

Core Calendar OpportunitiesCore Calendar Opportunities

New Year’s Eve Prom/Graduation

Super Bowl July 4th

CPS Week Labor Day

Spring Break Back-to-School

St. Patrick’s Day Tailgating

BUA Week World Series - Halloween

Alcohol Awareness Month Thanksgiving Holiday

Cinco de Mayo 3D Month

Energy Star

Optimal time: Place

Optimal Channel and Best Time

Your Turn

1. Choose three possible channels for your message

***Rely less on traditional channels***

2. Choose the optimal time or times to deliver your message

***Remember to always match channel with time

Congratulations

• You are now ready to create and design your materials and your slogan

• CRAFT your plan!