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National Library Service for the Blind and Physically Handicapped Library of Congress Strategic Plan for the New Public Education Initiative May 7, 2014. Presentation Agenda. Project Overview Research Review Target Audiences Messaging Strategies and Tactics Branding and Identity.
Library of Congress
Strategic Plan for the New Public Education Initiative
May 7, 2014
Strategies and Tactics
Branding and Identity
Phase 1: Research and Analysis
Phase 2: Messaging and Recommendations
Phase 3: Materials Development
Phase 4: Implementation
Peer and landscape analysis
Review and analysis of NLS survey results
Focus group of eight NLS users and nonusers
Interviews with 48 representatives of key NLS constituencies, including NLS users and nonusers, NLS network librarians, and representatives of agencies that serve NLS’ target audiences
People who are blind or have low vision
People who have physical disabilities
Focus group and interview participants need the following information before enrolling for NLS services:
What the program is and how to participate
New features and technology
Ease of use and independence
Quality and range of services
Eligibility requirements, with an emphasis on including all potential users, not just those who are blind
Goal 1: Build awareness of the NLS brand and its services among target audiences.
Goal 2: Foster conversation and engage target audiences where they are: online, on social media, and in the community.
Goal 3: Cultivate stakeholder partnerships and re-engage network libraries to spread NLS’ messages to priority audiences.
Create audience-specific information sheets.
Develop user testimonials in multiple formats.
Create videos with descriptive narrative.
Publish a quarterly e-newsletter.
Produce audience-specific public service announcements (PSAs).
Create infographics for stakeholders.
Develop a media database with local, national, and trade publications.
Designate influential NLS leaders to represent the agency as spokespeople for media engagements.
Develop an editorial calendar for media activity.
Develop and pitch op-eds to targeted publications.
Create and distribute an online media press kit to journalists.
Develop and place ads to reach priority audiences.
Develop and maintain a database of national, local, and grass-roots stakeholder organizations.
Create content for stakeholder promotion and package it in a toolkit for distribution.
Cultivate relationships with partner organizations.
Create a superuser “champion” program.
Create a toolkit of materials for network libraries.
Create an outreach activity guide for network libraries.
A network library toolkit could include:
PowerPoint presentation about NLS services
Sample introductory email to send to community partners
Print PSAs to distribute at events
Social media primer
Event planning guide
Event evaluation form
Audience-specific information sheets
At-a-glance eligibility guideline sheet
Sample letter to the editor
Media advisory template
Examples of outreach activities include:
Local partner outreach
Social media activity
Develop an official agency identity for NLS.
Create a campaign identity to engage target audiences.