New Marketing Trends

Marketing Ideas for Non-Profits and Libraries

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

Saturday, August 22, 2009

A Way-Cool Video Promo

If you haven't seen this this video promotion yet, watch it! It's way too cool on so many levels. Not only is the Collingswood (NJ) Public Library making a 5k race part of its Book Festival this fall, but it's turned that into a fundraiser with a twist. From its website:

Last year’s Collingswood Book Festival kicked off with the Friends of the Library-sponsored “Meet the Director,” a discussion with new library director, Brett Bonfield. To kick off this year’s Book Festival, the Friends are sponsoring a 5K race around Knight Park at 8:30 a.m. on Saturday, September 26.

Registration is $25 and the proceeds from the race will be used to set up a new teen area in the Library. However, if runners finish ahead of Brett—if they “Beat the Director”—they’ll be given $10 back.

Here are some of the things I like about this, from a promotional aspect:

* the continuity: last year was "meet the [new] director" and this year is "beat the director." hmmm, what could that mean for next year??
* the registration fee for the race goes right to creating a teen space in the library.
* there's a big challenge: do well enough and you can get some hard-earned cash back.
* it shows the whole organization, esp the director, in a non-traditional light.
* it demonstrates a great sense of humor.
* it uses popular technology (well-made video on YouTube) to promote the race, the book festival, the library, and its dedication to teens.
* it is funny as heck!!

Readers, what do you think? And how could you use an idea like this to promote your own libraries?

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