The Campaign for America's Libraries - American Library Association

Parents
Alumni
Prospective librarians
Media
7. Strategies: How will you deliver the message?
Vehicles and tactics for delivering the message. Examples include:
Word of mouth
Banners/Posters/Displays
Handouts/Giveaways, e.g., bookmarks,
mugs
Media: Campus and community newspapers, radio, and TV
Print materials: annual report, newsletter,
flyers, tent cards
Web sites
E-mail lists
Presentations to groups
Collaboration with other departments/organizations
8. Evaluation measures: How will you know you succeeded?
Your objectives should provide a clear means of evaluation. Frequently used measures include:
circulation, Web site visits, library visits, reference statistics, attendance at programs and university
events, number of media stories placed/speeches given, follow-up surveys/interviews, word-of-mouth
feedback, letters of appreciation/honors received.
Marketing That Can Be Seen, Heard, and Felt by All
When developing a marketing plan for your library, be sure to address individuals with disabilities. Susan
Gilbert Beck, president of Emanda, Inc., and consultant on library access, offers the following guidelines
for ensuring your efforts are both legal and effective.
For information about federal laws and resources to assist you, see the U.S. Department of Justice
Web page on disabilities at http://www.usdoj.gov/crt/ada/adahom1.htm
In developing signage, publications, and other materials, be sensitive in your use of language. The
disability is just one facet of the person. He or she is far from being totally described by the disability.
Assess the library’s traffic patterns and use of space:
if outside paths and inside aisles are not wide enough to accommodate wheel chairs, make a
change for better accessibility;
if ramps are needed, install them;
offer maps and signage to guide those who need elevators and other accommodations. See
http://www.gag.org/resources/das.php
make room at desks and tables for adequate access by those in wheel chairs.
Assess the accessibility of the library’s Web pages
at http://webxact.watchfire.com/ and follow guidelines to:
allow access by Web page readers and screen readers like JAWS;
allow translation of print copies by, for example, Kurzweil readers or Braille embossers and
readers;
create alternate pages to provide easy-to-access text describing graphics;
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