IFLA, 3M create first international award recognizing library marketing, public relations

Contact: Larra Clark


Judy Nelson


ALA News Release

For Immediate Release

January 2002

IFLA, 3M create first international award recognizing library marketing, public relations

Winner to receive trip to international conference, $1,000 for marketing

The International Federation of Library Associations and Institutions (IFLA) and 3M Library Systems started the new year with a new international award to recognize library marketing and public relations.

The "IFLA/3M International Library Marketing Award" will honor organizations that have implemented creative, results-oriented marketing projects or campaigns. A winner and two honorable mentions will be recognized for outstanding achievement. The first place winner will receive airfare, lodging and registration for the 2002 IFLA General Conference and Council in Glasgow, Scotland, and a cash award of $1,000 (U.S.) to further the marketing efforts of the recognized institution or organization.

"The IFLA Management and Marketing Section and 3M Library Systems share a strong commitment to increasing awareness about the value of libraries marketing their services," said IFLA Secretary General Ross Shimmon. "This shared commitment served as the foundation for the partnership between IFLA and 3M and led to the creation of the IFLA/3M International Library Marketing Awards."

Applications are available online at www.ifla.org or www.3M.com/library. They must be postmarked by March 31, 2002. All submitted projects or campaigns must have been completed since 1998. Applicants will be judged on the following criteria:

  • Strategic approach to marketing communications, indicated in the research and planning stages of a submitted project.
  • Creativity and innovation as demonstrated by the originality of solutions to marketing and communications challenges.
  • Potential for generating widespread public visibility and support for libraries, irrespective of the kind or amount of resources employed.
  • Effectiveness illustrated by efforts to emphasize the organization's communication and marketing goals.
  • Commitment to ongoing marketing and public relations activities.

Any library, agency or association in the world that promotes library service is eligible to receive the award. Three finalists and two honorable mentions will be announced in July 2002. The first-place winner will be announced at the 68th IFLA General Conference and Council, August 18-24, 2002, in Glasgow, Scotland, when IFLA celebrates its 75th birthday.

"Effective marketing is vital to a library's success. And there's no better time for this award," says Don Leslie, coordinator of the program for 3M Library Systems. "With the @ your library campaign well underway in the United States - and now being implemented throughout the world - there are a lot of great marketing programs out there. This award gives libraries and institutions the opportunity to share their successful work."

IFLA and the American Library Association introduced @ your library™, The Campaign for the World's Libraries, at last year's General Council and Conference in Boston. The global campaign is based on The Campaign for America's Libraries, a five-year public awareness initiative to speak loudly and clearly about the value of libraries and librarians in the 21st Century, of which 3M Library Systems is a founding partner. More information on @ your library is available

For more information about the IFLA/3M International Marketing Award, visit
www.ifla.org or