Toolkit for School Library Media Programs

1 The Campaign for America s LibrariesMessages, ideas and strategies for promoting thevalue of School Library Media Programs andlibrary Media specialists in the 21st centuryToolkit forSchoolLibraryMediaPrograms1 Preface 2 Introduction3 The Campaign for America s libraries :Spotlight on School Libraries5 Putting the @ your Library Brand toWork6 Who s on Board8 Speaking Out8 Key Messages9 Telling Our Story9 Tough Questions12 Reaching Out12 Students12 Faculty & Administrators13 Parents & Caregivers13 Community13 Sample Invitation15 Marketing and Communication15 Building a MarketingCommunication Plan 16 Collaboration 17 Working with School District PRStaff18 Marketing to All20 Media Relations20 Sample Opinion Column22 Sample News Release23 Sample PSA/PA Announcements24 Advocacy24 Reaching Out to Decision-makers25 Forms of Address25 Forming a Friends Group27 Voices of Experience.

2 27 Developing a Marketing Strategy28 Stepping into the Spotlight30 Facing Challenges31 Addressing Your School Board32 Ideas Too Good Not to Share35 Calendar of PromotionalOpportunities39 More Tools 43 School Library Campaign FeedbackForm 44 AcknowledgementsContents 2003 American Association of School LibrariansYou may be a School Library Media specialist who worksin a School Library Media center or a teacher-librarianwho works in a high School Library or a librarian whoworks in an elementary setting. With so many differentlabels within one profession, how do we speak in onevoice to let the public know who we are and the crucialrole we all play in impacting the bottom line studentachievement?The answer is in American Library Association (ALA) in partnershipwith the American Association of School Librarians(AASL) has developed a national campaign to supportschool Library Media specialists in delivering a strong andclear message.

3 This campaign addresses several keyissues. These include how to: Increase awareness of and support for the roleof School Library Media Programs ; Build understanding and appreciation for thevalue of School librarians; Help School librarians to market their Programs ; Position School librarianship as a dynamic economic times and advances in technology haveraised questions about the role and value of schoollibrary Media Programs . In this Toolkit , you will findmarketing, branding and other communicationstrategies to support you in addressing these and otherconcerns. By speaking out and reaching out with sharedmessages and strategies, you will help to build visibilityand support for School Library Media Programs andprofessionals download the new print-ready graphics for School libraries , go to @yourlibrary, click on School Library Campaign, and then are about to undertake an important process marketing your program and yourselves as School librarymedia specialists.

4 This promotional process is based onthe input we received from focus groups conducted byKRC Research, a market research company, for key findings: Parents and students feel that School Library mediaprograms are important only for younger children(elementary School age). As students get older,computer use without a professional is perceived as thenorm and professional guidance is not seen asnecessary. Many parents and students do not view librarymedia specialists as educated findings underscore the need to changeperceptions about who we are and what we do. TheSchool Library Campaign is designed to help us do thisby focusing on three key messages:11)) SScchhooooll lliibbrraarryy mmeeddiiaa pprrooggrraammss aarree ccrriittiiccaall ttoo tthheelleeaarrnniinngg eexxppeerriieennccee. School Library Media specialistscollaborate with teachers and integrate literature andinformation skills into the curriculum to impact )) SScchhooooll lliibbrraarryy mmeeddiiaa ssppeecciiaalliissttss aarree ccrruucciiaall ttoo tthheetteeaacchhiinngg aanndd lleeaarrnniinngg teach skills andstrategies that make a positive impact on studentachievement and create lifelong )) SScchhooooll lliibbrraarryy mmeeddiiaa cceenntteerrss aarree ppllaacceess ooff ooppppoorrttuunniittyywhere students can strive for and achieve success,develop a love of reading and explore the world aroundthem through print, electronic and other Toolkitwill help you to get these messages out toour many constituencies.

5 Students,teachers/administrators, parents, boards of education,legislators and our wish you success in this endeavor. Thepromotional/marketing process will help to create amore positive image of our profession. It will alsopromote job retention and greater academic credibilityamong our colleagues and the wider School ,Frances Roscello, President (2003 2004)American Association of School LibrariansHarriet Selverstone, Chair (2002 2004)AASL Special Committee for the @ your Library SchoolLibrary Campaign Introduction The Campaign for America s libraries is a multi-yearpublic education campaign sponsored by ALA to speakloudly and clearly about the value of libraries andlibrarians in the 21st century. During 2003-2004, schoollibrary Media Programs and specialists are featured. TheSchool Library Campaign was launched at the nationalconference of the American Association of SchoolLibrarians held October 22 26, 2003.

6 GoalsThe new campaign, developed in collaboration withAASL, seeks to: Increase public awareness of the significantcontributions made by School Library mediaspecialists through School Library Media Programs tofurther the academic achievement and lifelonglearning of our students; Strengthen a belief in the value of School librarymedia Programs and School Library Media specialists; Position School librarianship as a desirable BrandWhat do McDonald s, Target and Starbucks have thatlibraries don t when it comes to their public image? Theyall have a brand so well known that all it takes is theglimpse of a golden arch, a target or a mermaid toachieve instant recognition. ALA s Campaign for America s libraries is our firstattempt to achieve that same strong presence byproviding a registered trademark @ your Library foruse by all types of libraries across the nation.

7 This brandis intended to give a distinct feel to our campaign, tobreak through the clutter of competing messages andestablish a clear and unique identity. The @ your Library logo, sample slogans and ready-to-print graphics for School Library Media Programs can bedownloaded at Click on SchoolLibrary Campaignand then Graphics. New slogans forschool Library Media Programs include: Every student succeeds @ your Library Get more out of class @ your Library Got questions, get answers @ your Library Make the grade @ your Library Get connected @ your Library Open a book, open your mind @ your Library Get the score @ your libraryYou will want to review the trademark use policy andguidelines to help you reap the benefits of using thebrand and maximize its impact nationwide. Also see PPuuttttiinngg tthhee @@ yyoouurr lliibbrraarryy BBrraanndd ttoo WWoorrkk on page audiences for the campaign are teachers andadministrators, students and parents, and boards ofeducation.

8 Secondary audiences are legislators and thecommunity at MessagesThe campaign s key messages focus on the unique valueand characteristics of School Library Media Programs ,centers and specialists. The messages were developedbased on research (focus groups and interviews)conducted by KRC Research, a subsidiary of WeberShandwick Worldwide, a public relations andcommunication management firm that has worked withALA to design The Campaign for America s libraries . Formore about the research conducted, go Click on School LibraryCampaign and then campaign is designed to support School librarymedia Programs in reaching out to key audiences by: helping to unify and maximize the communicationsefforts of ALA, AASL and School Library mediaprograms nationwide;The Campaign for America s libraries :Spotlight on School Libraries3 providing messages, tools and resources to promotetheir value; sharing best practices in Library marketing andpublic to a partnership with the International Federationof Library Associations and Institutions (IFLA), aCampaign for the World s libraries is reaching theinternational Library community.

9 To date, more than 20countries have joined the world campaign by signinginternational trademark agreements. These includeArmenia, australia , Azerbaijan, Belarus, Brazil, Bulgaria,Canada, the Caribbean, Georgia, Iceland, Italy, Japan,Kazakhstan, Korea, Mexico, Moldova, Nepal, Nigeria,Portugal, Serbia, Singapore, Turkey, and Venezuela. The@ your Library logo is being translated into all of thesecountries respective languages. Artwork, informationalmaterials and a consumer-oriented video have beentranslated into Spanish, as partners of The Campaign for America sLibraries include 3M Library Systems, the Center for theBook in the Library of Congress, the InternationalFederation of Library Associations and Institutions (IFLA),Major League Baseball, Morningstar Foods Inc. (maker ofHershey s Milk), the National Aeronautics and SpaceAdministration (NASA), Wells Fargo Home Mortgage andWoman s Daymagazine.

10 New Tools and Training@ your Library Toolkit for School LibraryMedia ProgramsUse this Toolkit to develop or enhance a marketingcommunication program for your School Library and tobuild on the success of the American Library Associa-tion s (ALA) national Campaign for America s libraries . Talk About ItAAAASSLLPPRR,,a new discussion list for School Library mediaspecialists, is an opportunity to share ideas and askquestions about promotion and marketing. To subscribe,send a message to with your firstand last name as the subject. Leave the body of themessage blank. Ready-to-Print GraphicsNew graphics are available using the @ your Library brand to help you promote your Library and the nationalALA/AASL School Library Campaign. Templates, as wellas other artwork, are available for use on ads, book-marks, brochures, flyers and more at @yourlibrary under School Library Campaign.