About NSLS

 Home » About NSLS » Press Releases

Library Buzz Marketing Projects Featured on New Website

NEWS RELEASE
January 3, 2008

For further information contact:
Judy Hoffman, (847) 353-7137

jhoffman@nsls.info

Embracing the successful word-of-mouth marketing techniques of the corporate world, a group of Illinois libraries have happily watched their usage statistics grow. A website describing the libraries’ buzz marketing efforts, www.nsls.info/buzzmarketing, provides a summary of over 30 pioneering projects, including downloadable examples of supporting marketing materials developed by the libraries.

The website is part of a 2007 LSTA grant project that was developed in response to national and Illinois library studies that spotlighted the continuing lack of awareness of library services by the general public. 

The grant was awarded to the North Suburban Library System in partnership with the DuPage Library System. The participating academic, public, school, and special libraries, are located throughout the north and west Chicago suburbs.  

"Research has shown that first and foremost, people are influenced by information from known or trusted individuals over other types of traditional advertising," says Sarah Long, executive director of the North Suburban Library System. "Word-of-mouth marketing perfectly compliments the traditionally miniscule portion of the library budget dedicated to marketing. Library staff are in a prime position to create meaningful buzz both inside and outside the library walls." 

The grant provided training, project planning support, and informational resources. Peggy Barber and Linda Wallace of Library Communications Strategies lead the training sessions and provided individualized guidance for libraries for project development. 

"The circulation department proved to be very valuable in spreading the word to library patrons for the Summer Reading Program. Utilizing the staff's daily interaction with library patrons is a tool that can be used to create a buzz on most any endeavor the library chooses," says Lisa Palmer, Palatine Public Library District.

"Over and over libraries reported that staff education was the key component in turning out a successful project," says Long. "Libraries learned the power of inclusion. When supplied with technical training, talking points, and a greater understanding of the impact of positive human interaction to the 'bottom line,' staff had surprising success with word-of-mouth marketing."

The North Suburban Library System (www.nsls.info) and the DuPage Library System (www.dupagels.lib.il.us) are two of nine multi-type library systems funded through the Illinois State Library.