New Marketing Trends

Marketing Ideas for Non-Profits and Libraries

The M Word helps librarians learn about marketing trends and ideas.

Wednesday, February 04, 2009

John Cotton Dana Winners Announced

Congratulations to the six winners of the John Cotton Dana Award:

Baltimore County Public Library, Towson, Maryland, for “Storyville: An Interactive Early Literacy Learning Center” housed in a 2,250 square-foot child sized village. Storyville, a joint project of the Foundation for Baltimore County Public Library and the library, was designed as a catalyst for school readiness that garnered national attention and made learning fun for preschoolers and their caregivers. During an eight-month period, Storyville attracted over 50,000 visitors from more than 100 different zip codes.

Gwinnett County Public Library, for a brilliantly planned and implemented reading festival with more than 50 authors that attracted more than 4,500 people. The library collaborated with 46 community partners and garnered in-kind media sponsors totaling more than $67,000. An impressive variety of communications mediums were used to spread the word about the event including outdoor ads, blogs, and electronic and print media.

Houston Public Library
, Houston Texas, for “A New Chapter,” their public relations campaign for the grand reopening of the newly renovated Houston Central Library. Recognizing that this event marked “a big step in a new direction” for the library, they leveraged this event into a successful ongoing campaign featuring striking graphics reflecting images of Houston’s diversity, earning significant media coverage, attracting 20,000 people to the reopening event and increasing usage by non-traditional customers.

The Library Foundation of the Multnomah County Library Portland Oregon, for the “Campaign for a Lifetime of Literacy.” The Foundation and the staff of Multnomah County Public Library developed a five year dual communication and fundraising campaign. They raised awareness that the library was the early literacy leader in the community and branded the library as a dynamic, vital literacy partner. They exceeded their goals by raising $12 million dollars, attracting 50,000 kids to their summer reading program and earned the support and recognition of the community and its leaders.

St. Paul Public Library, for “St. Paul-itics,” a dynamic program created to inform and engage citizens in the political convention and election season. In partnership with diverse political, arts, and religious organizations, the library served as a vibrant salon for civic discourse, presenting 40 programs targeting all age groups, featuring national political experts as well as local celebrities. St. Paul-itics revolutionized the role of the library in the community, increasing program attendance, public awareness, and online library access.

Ypsilanti District Library, for the “Second Annual Ypsilanti Songwriting Festival,” a unique public library program which used music and performing arts to appeal to non-library users, teens and men ages 18-45. Creative, nontraditional marketing strategies and community partners helped the Library reach the targeted demographic: 75% of attendees at events were men.

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