Class:
Not-For-Profit Promotion/Budget
Objective:
To increase the number of cardholders
by 200 for the year, while emphasizing library services to Hispanic
residents new to the community.
Strategy and Execution:
June 6 was
designated "Discovery Day," a day targeted to the entire community
to encourage use of the Lamont Branch Library. Special emphasis on
the entire community to encourage use of the Lamont Branch Library.
Special emphasis on the migrant Hispanic youth and adult population
was promoted with a bi-langual theme, "Leer! Saber! Vivir!" ("To
Read! To Know! To Live!") Banners were hung in the library and in
schools, and the program staff spoke in classrooms and passed out
imprinted balloons, bookmarks and pencils to promote the Discovery
Day open house. Public service announcements were made on English
and Spanish language stations, and a direct mail flyer served as an
invitation as well as a map to the library. Imprinted book bags
containing frisbees, drink bottles, yo-yos and pencils were
distributed at the circulation desk to those applying for new cards.
Logo-imprinted t-shirts and candid photographs were awarded in prize
drawings which also served as incentives to return to the library to
claim the items.
Results:
A reported 169
new library cards were issued on "Discovery Day," with 147 to the
Hispanic target audience, meaning more than 85 percent of the annual
cardholder goal was met. A waiting line had formed for the library's
10a.m. opening the day of the
promotion.
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