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Burn the Books, Save the Library

Watch the video and note our marketing tips below…

In recent weeks, weve seen some incredible examples of people mobilizing to create change. Congress recently reversed its support of two bills that would regulate the Internet SOPA and PIPA after mass protests across social media and blackouts on popular websites such as Wikipedia. The Susan G. Komen Race for the Cure also reversed a decision to stop funding Planned Parenthood after fans and followers expressed rage on Facebook and Twitter.

Advocacy campaigns that strike an emotional nerve can change conversations and do so at racing speeds when social media is used. People are often complacent about an issue until reminded of its importance. In todays society, when we are all so busy with our lives, its sometimes easy to take for granted things that really matter. A good campaign can help reignite passions.

While the SOPA and Planned Parenthood campaigns were launched or supported by large organizations, advocacy campaigns can be just as effective on a local level. The public library in Troy, Mich., found a creative way to reignite the passions of its local community with impressive results.

Some marketing tips to take away:

  • This is a great example of how embracing a negative can be turned into a positive campaign. Its both clever and creative.
  • We often focus on the power of social media, but notice that this campaign included many traditional marketing activities: public relations, signage, flyers, and advertising. Campaigns are much more effective when you spread the message through several marketing vehicles, using consistent language and images.
  • Further to the tip above, remember that messages should be tailored for each vehicle. For example, notice that the lawn signs directed people to the Facebook page, which provided more detailed information.
  • Keep the momentum going by introducing the element of surprise or providing additional news at set intervals. Like a good novel, a good campaign releases the thread of a story a little at a time. In this way, it keeps readers and supporters engaged.

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About Tiffany McClary

Tiffany McClary is the Director of Communications, Marketing & Outreach for the New Jersey State Library. She coordinates marketing and public relations initiatives in order to enhance the reputation of the State Library, and promote the value of NJ libraries and the services and programs that they provide to residents.