Marketing & PR

LSTA Project (FY 2005-2007)
Getting To Yes

Campaign Planning Guide
5 Phases of the Campaign

Introduction

Part 1
Assessment

Part 2
Organize

Part 3
Marketing & PR

Part 4
Targeting

Part 5
Get Out the Vote

Timeline

Responding to a Loss

"In life, as in chess, forethought wins."
Charles Buxton

PART 3: MARKETING & PR [Download and complete Part 3 of the template]

ACTION STEPS FOR LIBRARIES:

Develop campaign promotional materials.
- See the Campaign Material Gallery for ideas.
Consider targeted marketing strategies to reach specific community groups. This is an avenue for building new community constituencies.
Begin educating the media. (Checkout the MHLS Marketing & PR webpage to support your media activities. You'll find media contact information, tips for "Meeting the Press" and much more.)
Create campaign messages and supporting points for your library's vote. Here are tips to get you started:
- What will your slogan be? (Some examples: "Yes, It's Your Library," "Pleasant Valley: Everyday," "Here Today, Tomorrow Is Up To You.")
- What concise key points support that message?
- Need some basic steps for creating messages?
- A worksheet is available to help you create your messages.
- View sample messages.
Determine how you will spread the message. What PR activities will you do to get your message out? Select a time frame for these activities. Some ideas:
- Bookmarks, brochures
- Buttons
- Direct mailing
- Phone calls
- Signs
- Ads - print, radio, TV
- Public Meetings
- Presentations to Community Groups
- Press releases
- Letters to the editor
- Special Events
- Frequently Asked Questions Guide
- Voter Registration

This Campaign Planning Guide is part of the Getting to Yes grant project. Getting to Yes is funded by Federal Library Services and Technology Act funds,
awarded to the New York State Library by the Federal Institute of Museum and Library Services.

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