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Evidence-Based Advocacy for Public Libraries Ed Rossman Author of - - PowerPoint PPT Presentation
Evidence-Based Advocacy for Public Libraries Ed Rossman Author of - - PowerPoint PPT Presentation
Evidence-Based Advocacy for Public Libraries Ed Rossman Author of 40+ New Revenue Sources for Libraries and Nonprofits October 25, 2017 A Bare Bones Operation Eds Background Masters in Communications from Ohio University,
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Ed’s Background
- Master’s in
Communications from Ohio University, specializing in Radio-TV
- Worked in over 50 markets
with business systems
- Business manager at 2
major market radio stations
- Award winning producer
- Cross-pollinating the
broadcasting model into the world of nonprofit fundraising
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Public Broadcasting example
- Public Broadcasting
transition / NPR near bankruptcy in the 1980’s
- Underwriting guidelines
- Herrington interview
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3 sources of support / creating value
- Local business
underwriting, corporate underwriting and foundation
- Offer various methods
- f name placement
- Very careful with
language used
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Broadcast model
- 2 schools of thought in
early advertising
- discipline. “Real Pro’s’”
and “Uplifters”
- Revenue earned
through ads, value based on multiple considerations, including length, time of day, and popularity of placement area
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Advertising rates formula / CPM
- Cost of exposing 1,000 audience members to a
message; dividing the total cost by audience (in thousands)
- $500 monthly sign cost in a traffic area w/
30,000 patrons passing by
- 500 / 30 = 16 CPM
- Compare to CPMs in other mediums
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Library example /Overdrive sponsored collections
- Libraries can expand
their digital collection with content funded by a local company, individual or
- rganization
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Example of CPM Use – Alaskan Dispatch Media Kit Digital Ad
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Example of CPM use / iHeart radio
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3 Step Pricing formula
- 1. Estimate cost recovery
- f providing a service
- 2. Add a profit
- 3. Compare to the
market Beware of Halo effect
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Location Audit Exercise
- Internal audit of
sponsorship availabilities within your property
– Location / measurement methodology / estimated cpm value
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Advertiser Product Categories
Potential advertisers product categories arranged by Dewey Decimal and Library of Congress classifications (Dewey and LOC) Advertiser Product Category 000; A; Q; P; Z Computers; Telecommunication services*; 300 H; K; L Financial and Legal services*; Insurance*; Schools 900; D, G Travel services*
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Product Prospecting exercise
- Product categories matched to library
category; Top advertising categories in media
– Circulation / measurement methodology / estimated CPM value – Calculating various impressions you have to offer via physical signage, marketing material, social media – Related to Location audit, how historical and projected impressions can be added
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Cengage: Analytics on demand
- Helps data driven
decision making
- Who uses and who
does not use the library
- Library barcode needed
for complete picture
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Cengage friends map
Sacramento PL – showed service area gap; where to build new branch
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Cengage Lifestyle bar graph
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Cengage Lifestyle Characteristics
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Examples of sales packages
- Cross-pollinating broadcasting
examples
- Watch location; children off-
limits?
- Use a gift ladder; scalable
packages
- Contents of NPR sales package
good role model
- nationalpublicmedia.com/
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Outputs vs. outcomes
- Comments from Gates
Foundation director
- “We need to stop
measuring outputs and start measuring outcomes”
- Makes sense from an
issues-oriented foundation member, but not all revenue is raised through foundations.
- Advertisers still relate to
“Real Pro’s” techniques of business and measurement.
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Annual report exercise
- Homework – Annual report review
– Take a look at your own libraries publications for communicating its’ user profiles: Outcomes and/or output? – Compare/contrast to at least three other systems publications/annual reports. – Which is most likely to attract the dollars of an advertiser?
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Contact Information
- (216) 392-0200
- ed.rossman@shakerlibrar
y.org
- www.facebook.com/rev4l
ib
- https://www.linkedin.co
m/in/erossman74 To buy the book:
- http://www.alastore.ala.o