This month marks the launch of a little experiment at our System. I’m using our Word-of-Mouth Marketing (WOMM) Experiment to spread the word about what a good investment the library is in the context of “green.”
Our WOMM Experiment started last year when our Marketing Committee decided to put into practice what we kept hearing is the simplest, most effective (and cheapest) way to get the word out – word of mouth.
So our 66 libraries agreed to all promote one product/service/idea System wide for an entire month with a little centralized help. To help them out we’d do a little 30-second training or 5-question quiz to raise frontline staff awareness. We gave each library a circ desk poster with talking points on the back that staff could use as a cheat sheet if patrons asked questions (feedback on this was that it was simple yet brilliant!) and supplied libraries with sample newsletter blurbs, press releases and web graphics.
This was pretty easy to track when we promote a database but how about with concepts?
So this month is “Save Green by Going Green @your library”:
Our Marketing Committee agreed to this topic after my System-wide Green Your Library Challenge idea got shot down by one of our five counties. (Why yes, I was incredibly bummed about this!) So I sold it as a one-month commitment rather than a full year by demonstrating that this topic not only gives libraries the opportunity to convey to their communities how cost effective/efficient they are, it also gives libraries an opening to focus more internal attention on sustainable building and operations choices. This helps us transition our statewide advocacy message through the timeline for the passage of the NYS budget and allows for a new “tweak” on the messages we’ve been using for the past two months that libraries are a good use of public tax dollars. (If you’re not in NY you may not know but we’re battling a 10% cut that ultimately puts our funding level back to 1994 levels…)
We showed libraries three different ways to approach the sale of our message, “Save Green by Going Green”:
1. Patrons who use libraries “save green” by minimizing the volume of “stuff” they purchase, and “go green” since they reduce what they are having shipped to their home, drive around less to purchase “stuff” and dispose of less “stuff.” Check out these videos for more on this:
o The Story of Stuff
o Collaborative Consumption
2. Patrons can learn how to live a more sustainable (aka green) lifestyle through the library’s collection and programming. We’ve provided a list of display and programming ideas for libraries to use when planning.
3. Libraries that have invested funds into sustainable building features (solar, geothermal, daylighting, etc.) can use this opportunity to spotlight themselves as a model for people to learn from and to tout the cost savings earned through the use of these features, reinforcing how well they’ve used tax payer dollars. If the library is interested in exploring their sustainable facility options, I’m conducting a “10 Ways to Green Your Library” workshop to coincide with the release of the State Construction Aid applications in April. Energy efficient projects are eligible under the construction grant application guidelines.
The circ desk poster is a bit experimental – for the first time ever I incorporated a QR Code. I embedded a link to the New York Library Association’s Library Value Calculator to give patrons a chance to see how smart they are for using the library!
I’m coaching libraries to keep it simple. Pick one of the three themes and go with it but drive home the message that as tax payers and regular library users – whether by personal use or good, sustainable facility choices made by the library – we all save green when we go green through the library.