Konferenz der American Library Association, Teil 6 (und Schluß)

I wanted to highlight one of the sessions I attended, because I enjoyed it so much. Peter Persic of the Los Angeles Public Library reported on, under the title “Targeted Marketing – Hitting the Bull`s Eye”, the plans his library has developed to alter and update the public’s perception of public libraries. The Los Angeles Public Library has in recent years impressively modernized a good number of their 71 branches. This modernization, however, has not been registered by the public to any great extent. Los Angeles’s libraries remain a “well-kept secret”. The goal of the campaign, therefore, is to correct this view of the library in terms of its users. I found it particularly interesting that in the course of preliminary analyses, the library created an analysis of strengths, weaknesses, opportunities and risks. The following are considered “risks” (=competition):
- Google
- Barnes & Nobles
- Starbucks
- Museums
On further reflection, it was quickly realized that the strength of the library lies in the fact that it forms, or can form, a crossroads where these four competitors meet. The library meets all of the needs that the four serve. From this realization was developed the marketing campaign, “This is your Library”, which refers to what all the library is “in addition.” One of the captions used, for example, was “Meet a human search engine”.

The campaign begins in fall 2009 in Los Angeles, and after a look at the poster designs and the truly well-thought out ads, one cannot imagine that they will not succeed in effecting a change. The Los Angeles Public Library will certainly go from its wallflower existence to the spotlight. You’ll find more information under the library’s "Strategic Plan" page.
Others as well were inspired by this talk and have blogged about it, including Kathy Dempsey in "The M Word-Marketing Libraries."