NC LIVE launched a marketing campaign called "Working for North Carolina" to promote their job, career, and business resources and make these resources easier for patrons to access. They defined their target audiences, gathered feedback, and developed themes, logos, and promotional materials. The campaign was successful in driving a large increase in website traffic and usage of key resources over the same period last year. The campaign demonstrated that marketing is essential to establishing the value of library services and driving awareness and usage of resources.

1. NC LIVE WORKING FOR NORTH CAROLINA A statewide awareness campaign supporting economic development and quality of life through North Carolina libraries Report from the field presented by Jill Robinson Morris, Outreach & Promotions Librarian at NC LIVE Reference Renaissance 2010 Denver, CO August 10, 2010

2. What is NC LIVE anyway?

7. We are still relatively new to the reference game… a screenshot of our old website complete with hard to find resources The “old” way

8. EXAMPLE CHAT QUESTIONS IM from guest416423@libraryh3lp.com: How do I find ReferenceUSA ? IM from guest405010@libraryh3lp.com: what if i'm looking for jobs throughout north carolina IM from guest377734@chat.libraryh3lp.com yes how do I research the beverage industry IM from guest343066@chat.libraryh3lp.com: i need to find information on being an event planner. could you please let me know where to go in order for me to find the information I need?? IM from guest340915@chat.libraryh3lp.com: I am on nclive and trying to figure out where to find pharmacy tech practice exam

9. The “new” way

12. BRAINSTORMING WITH COLLEAGUES TO DEVELOP A THEME Focus on resources for the unemployed, career seekers, and small business owners. NC LIVE can provide people with financial benefits - positively changing their life in some way. NC LIVE is saving people time and money. NC LIVE is working for North Carolina. Put NC LIVE to work for you.

13. Breaking Down Barriers & Making Access Easier Step 4: Making what we had more marketable Draft Portal Sketch Done in Photoshop - Used to Collect Feedback

14. www.business.nclive.org

15. www.jobs.nclive.org

18. GETTING MEMBER LIBRARY STAFF READY & ON BOARD: Sample Newsletters: March 2010 April 2010

19. WE DEVELOPED HANDOUTS FOR LIBRARIES TO USE

20. STEP 6: ANALYZING THE RESULTS During April 2010, Visits to Our Beta Site Increased By more than 45%

21. Since the portals were launched on April 12, 2010 People have viewed the Jobs Portal more than 3,900 times People have viewed the Business Portal more than 2,300 times When counting unique pageviews since the launch of our website in 2010, the Jobs Portal is currently our 9 th most popular page , and the Business Portal is our 15 th most popular page on our website. Resource April 2009 April 2010 Business Source Premier 123,170 sessions 198,569 sessions LearningExpress 3,360 sessions 5199 sessions SimplyMap 554 sessions 674 sessions

22. MORE RESULTS… Full article available from: http://www.libraryjournal.com/article/CA6727368.html

23. WHY MARKET LIBRARY SERVICES? Marketing is essential to establishing or reminding patrons of the library’s value in their everyday lives. Sometimes that means repackaging what we already offer in a way that is relevant to our customers. Marketing ≠ Advertising The end-result? Increased usage and awareness of library resources and improved perception of libraries.

24. TAKEAWAYS & LESSONS WE LEARNED: Start early. Partner when possible. Although they’re nice to have, you don’t need a formal plan in place to get started. Use in-reach and outreach to get the word out. Get others involved in what you’re doing, they’ll do the promoting for you. Talk about it, but don’t use library jargon, and don’t expect patrons to know the names of databases. Use a variety of communication tools, and consider your audience.

25. THANK YOU! Contact Us: www.nclive.org Jill Robinson Morris Outreach & Promotions Librarian NC LIVE [email_address] Find us on Twitter: @nclive Find us on Facebook