Toolkit for School Library Media Programs - American Library ...

The Campaign for America’s Libraries:
Spotlight on School Libraries
The Campaign for America’s Libraries is a multi-year
public education campaign sponsored by ALA to speak
loudly and clearly about the value of libraries and
librarians in the 21st century. During 2003-2004, school
library media programs and specialists are featured. The
School Library Campaign was launched at the national
conference of the American Association of School
Librarians held October 22–26, 2003.
Goals
The new campaign, developed in collaboration with
AASL, seeks to:
● Increase public awareness of the significant
contributions made by school library media
specialists through school library media programs to
further the academic achievement and lifelong
learning of our students;
● Strengthen a belief in the value of school library
media programs and school library media specialists;
● Position school librarianship as a desirable career
opportunity.
The Brand
What do McDonald’s, Target and Starbucks have that
libraries don’t when it comes to their public image? They
all have a brand so well known that all it takes is the
glimpse of a golden arch, a target or a mermaid to
achieve instant recognition.
ALA’s Campaign for America’s Libraries is our first
attempt to achieve that same strong presence by
providing a registered trademark—@ your library ® —for
use by all types of libraries across the nation. This brand
is intended to give a distinct feel to our campaign, to
break through the clutter of competing messages and
establish a clear and unique identity.
The @ your library ® logo, sample slogans and ready-toprint
graphics for school library media programs can be
downloaded at www.ala.org/@yourlibrary. Click on School
Library Campaign and then Graphics. New slogans for
3
school library media programs include:
● Every student succeeds @ your library
● Get more out of class @ your library
● Got questions, get answers @ your library
● Make the grade @ your library
● Get connected @ your library
● Open a book, open your mind @ your library
● Get the score @ your library
You will want to review the trademark use policy and
guidelines to help you reap the benefits of using the
brand and maximize its impact nationwide. Also see
“Putting the @ your library ® Brand to Work” on page 5.
Audiences
Primary audiences for the campaign are teachers and
administrators, students and parents, and boards of
education. Secondary audiences are legislators and the
community at large.
Key Messages
The campaign’s key messages focus on the unique value
and characteristics of school library media programs,
centers and specialists. The messages were developed
based on research (focus groups and interviews)
conducted by KRC Research, a subsidiary of Weber
Shandwick Worldwide, a public relations and
communication management firm that has worked with
ALA to design The Campaign for America’s Libraries. For
more about the research conducted, go to
www.ala.org/@yourlibrary. Click on School Library
Campaign and then Research.
Strategies
The campaign is designed to support school library
media programs in reaching out to key audiences by:
● helping to unify and maximize the communications
efforts of ALA, AASL and school library media
programs nationwide;