1. Opening Speech:
Hanita van der Meulen
Marketing Manager, OCLC

2. ECEI13, Brussels, October 3rd
Highlighting the value of public libraries
European roll out of
Geek the Library
Hanita van der Meulen
Marketing manager OCLC
The world’s libraries. Connected.

3. The OCLC cooperative: a nonprofit, membership organization
We believe in libraries
72,035 libraries in
170 countries
Further access to the world’s information
Reduce the rate of rise of library costs
The world’s libraries. Connected.

4. OCLC members globally
12,760
The world’s libraries. Connected.
2,362
1,632

5. The OCLC cooperative: a nonprofit, membership organization
Non profit:
We (re)invest in communities
and libraries.
The world’s libraries. Connected.

6. 6

7. Flash back to the US Campaign
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8. Goal and Return on Investment
•
The goal of the campaign is to improve long-term funding
by educating the community about the vital role of the
library. The ROI will come in many forms and will be
different from community to community.

9. The Results: December 2012
 Overall, the study clarifies how positive the vast majority of those
involved were about the Geek the Library campaign:
 Community response to campaign:
“unique”, “fun”, “catchy”, “interesting”, “eye‐
catching”, “inclusive”, “innovative”, “local” and “exciting.”
 Library response:
“brilliant”, “striking”, ”interesting”, “fantastic”, “perfect” and
“awesome.”; 4 out of 5 would recommend the campaign to
others
 On a scale of one to five, with five being very impactful, most
library administrative unit interviewees said the campaign had
been a “four.”
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10. The Results: December 2012
 10 of the 15 community members who were asked to rate the
campaign gave it a “four” or “five.”
 Four out of five on‐line survey respondents (82%) said the
amount of assistance they received from OCLC was “just
right.”
 Three out of four on‐line survey respondents (72%) said they
would like to continue to receive tools and ideas from OCLC.
 Over 1200 participating libraries in 2013!
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11. 11

12. Bringing a succesful American campaign to Europe
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13. USA vs Europe:
•
•
•
•
Place of libraries in the community
Activities in libraries
Consumer use of media (print vs internet)
Community sense
• One Europe, different marketing
environments
13

14. Germany:
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15. Pilot Libraries
1. Baselland (CH): 277.600
2. Leverkusen (D): 162.000
3. Mettmann (D): 39.000
2+3
4
4. Sömmerda (D): 20.000
5. Graz (A): 265.000
1
5
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16. 16

17. BiblioFreak pilot in Germany
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18. Launch in Sömmerda August 2013
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19. Local fair activities
19

20. Social media : Facebook
https://www.facebook.com/pages/Stadt-und-Kreisbibliothek-S%C3%B6mmerda/202302553145440
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21. PR effects
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22. PR effects
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23. Results so far:
• Pilot: 5 libaries
• Great interest for the project from other
libraries
• Additional funding on its way
• Campaign is prolongued for October –
December
23

24. The Netherlands: Geek pilot
launch mid November
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25. Pilot The Netherlands
• Amsterdam, Rotterdam, The
Hague, Utrecht (G4)
• Target group: inhabitants G4
age 20-34
– Lowest membership in this age
group
– Future decision makers
• Target: change image & brand
(re)building
• Period:
14 November – 14 February
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26. Pilot objective
• Support today’s and secure
future services of public
libraries through successfully
raising and sustainably
building public awareness (in
age group 20-34) of “today’s
public library” to gain and / or
remain sufficient financial
resources.
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27. “Today’s public library is not just about
lending books!”
It’s about:
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28. Pilot issues
• Geek NL needs a Dutch “look &
feel”
• Alignment with other branche
campaigns
• Internal & external
communication about pilot
• Necessity of additional funding
• Succesfull pilot  impact on
roll out rest of The Netherlands
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29. Campaign
• Website, social media
• Posters, flyers, presence on
(local) festivals
• Key succes factor:
personnel
• First success: additional
funding raised:
EUR 150.000
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30. • Launch on november 14 during national
information specialist meeting (KNVI)
• Launch activities:
– promotion team during the meeting breaks
– Presentation of campaign for peers
– Variety of activities inside and outside libraries.
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31. Round up:
We believe in libraries
What would you do in terms of
reinvesting if you had the
money and a marketing team
at your disposal?