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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.

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Presentation Transcript
slide1

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
Presentation Agenda

Project Overview

Research Review

Target Audiences

Messaging

Strategies and Tactics

Branding and Identity

project overview communications phases
Project Overview: Communications Phases

Phase 1: Research and Analysis

Phase 2: Messaging and Recommendations

Phase 3: Materials Development

Phase 4: Implementation

research review market research report
Research Review: Market Research Report

Communications audit

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

research review key takeaways
Research Review: Key Takeaways
  • Branding: NLS’ branding and messaging must clearly and briefly convey what NLS is, what NLS offers, and whom NLS serves
  • Awareness: NLS needs to build awareness of its services
  • Differentiation: NLS can leverage its unique features through media outreach, marketing, and promotion
  • Online communications: NLS must meet its audiences where they are
  • Local partnerships:NLS should explore partnerships with local service providers at the community level
  • Superusers: NLS can tap superusers’ networks and encourage them to spread the word about NLS
  • Role of libraries: NLS should provide network libraries with resources to support their key role in public outreach and education
target audiences1
Target Audiences
  • Influencers who are in a position to reach and sway end users:
    • Caregivers
    • Media
    • Network libraries
    • Stakeholders, such as physicians, assisted living facilities, professional associations, local and community organizations, and state-based disability and low-vision organizations
    • Superusers
  • End users who may have used or can use NLS services:
    • Aging adults
    • Former patrons of NLS
    • People who are blind or have low vision
    • People who have physical disabilities
    • Students
    • Veterans
target audiences priority groups
Target Audiences: Priority Groups

People who are blind or have low vision

People who have physical disabilities

Aging adults 

Veterans

messaging themes
Messaging: Themes

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

strategies and tactics communications goals
Strategies and Tactics: Communications Goals

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.

strategies and tactics five core strategies
Strategies and Tactics: Five Core Strategies
  • Develop and disseminate branded materials.
  • Develop an effective online presence.
  • Engage audiences online.
  • Conduct media relations and advertising activities.
  • Launch a stakeholder engagement plan.
strategy 1 develop and disseminate branded materials
Strategy 1: Develop and disseminate branded materials.

Example tactics:

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.

strategy 2 develop an effective online presence
Strategy 2: Develop an effective online presence.

Example tactics:

  • Create an online campaign module.
  • Use search engine optimization and search engine marketing to promote NLS’ services and drive traffic to the campaign module.
  • Execute a digital marketing campaign.
    • Banner advertising
    • Remarketing
    • Behavioral advertising
    • Link building
strategy 3 engage audiences online
Strategy 3: Engage audiences online.

Example tactics:

  • Establish social media properties to support the campaign.
  • Tailor the content strategy across platforms.
  • Launch a Facebook “like” campaign.
  • Develop content calendars for social media properties.
  • Cultivate relationships with influential online stakeholders.
  • Conduct real-time engagement activities.
    • Facebook chat
    • Google+ Hangout
    • Live-tweeting events, such as the Library of Congress National Book Festival
strategy 4 conduct media relations and advertising activities
Strategy 4: Conduct media relations and advertising activities.

Example tactics:

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.

strategy 5 launch a stakeholder engagement plan
Strategy 5: Launch a stakeholder engagement plan.

Example tactics:

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. 

strategy 5 continued network library toolkit
Strategy 5, continued: Network Library Toolkit

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

strategy 5 continued outreach activity guide
Strategy 5, continued: Outreach Activity Guide

Examples of outreach activities include:

Presentations

Library tours

Training sessions

Brown-bag lunches

Media outreach

Local partner outreach

Social media activity

branding and identity recommendations
Branding and Identity: Recommendations

Develop an official agency identity for NLS.

Create a campaign identity to engage target audiences.