Introduction
"My background is not library science. I spent 20 years in sales and marketing, working as a marketing communications manager for several large firms . . .This Smartest Card campaign is right on target! As they say in advertising, ‘It has legs’ ."
—David E. Fulkerson, Director, Spring Hill (TN) Public Library
Everyone wants to be in our wallet these days, right? The grocery? Pharmacy? Even pet supply stores have their own cards. This September, during National Library Card Sign-up Month, PLA launches what may be the biggest and most powerful advocacy campaign ever for libraries.
This campaign promises to "the smartest campaign" for three main reasons.
The first is PLA’s long-term commitment to this campaign. Think about the slogans that you know and remember. "Just say no." "When it rains it pours." "Got milk?" These were not used retired after a year.
The second is its focus on word-of-mouth marketing. Word-of-mouth marketing isn’t one person talking to another. It’s delivering a clear, conscious and consistent message—and getting other people to help deliver it.
The third reason is its focus on you. Advocacy begins at home, and all library staff, trustees, Friends and library supporters have a role to play. A primary objective is to educate and motivate the library’s internal audiences to help deliver the message and to provide training and tools to support them.
This toolkit will grow and expand along with the campaign. We encourage you to put it to work for your library and to share your ideas
Acknowledgements
Our thanks to our sponsors, partners and to everyone who contributed their good ideas, enthusiasm and support to this initiative.
Sponsor
3 M Library Systems, a Founding Partner in ALA’s @ your library ® Campaign for America’s Libraries, and our partners:
Partners
American Library Trustee Association (ALTA)
Friends of Libraries USA (FOLUSA)
Institute of Museum and Library Services (IMLS)
National Commission on Libraries and Information Science
PLA is a division of the American Library Association. Copyright Statement.
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Introduction