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v | © OverDrive, Inc | Page 1 Community Outreach Learn creative techniques for introducing new users to your OverDrive download library. We'll showcase promotional ideas from high circulating libraries, plus you'll have a chance to share your own examples. Contact:
v | © OverDrive, Inc | Page 2 Why Ongoing & Creative Outreach? As popular as your service is, you're only reaching a small percentage of potential users. 1. Maximize your Online Presence. 2. Promote in the Library. 3. Spread the Word Outside the Library. 4. Involve your Users. 5. Track a Path to Success with Reports. 6. Stay Connected with OverDrive.
v | © OverDrive, Inc | Page 3 Key Messages for Marketing When promoting your service, be sure to include the many benefits for users: Access to best selling and classic download audiobooks, eBooks, music, and video in a variety of subjects. Available anytime, anywhere. Free from the library with a valid library card and Internet connection. Easy to use for readers of all ages. Automatic return – No late fees. Allows transfer to popular devices like the Apple iPod ®, Microsoft Zune, Sony ® Reader, Smartphones, and more.
v | © OverDrive, Inc | Page 4 Maximize your Online Presence
v | © OverDrive, Inc | Page 5 Make the Most of Your Web Graphic Your web graphic should be: 1. Easy to locate. 2. 'Above the fold'. 3. A direct link to your Virtual Branch website. 70% of visits to Chattahoochee Valley Libraries linked through their homepage. (July 2009) Source: Content Reserve Traffic Report 70% of visits to Chattahoochee Valley Libraries linked through their homepage. (July 2009) Source: Content Reserve Traffic Report
v | © OverDrive, Inc | Page 6 Make the Most of Your Web Graphic Another example Spotlight banner. 2. Text link. Tacoma Public Library (WA) 73% of visits to Tacoma Public Library's Downloadable Media Collection linked through their homepage. (July 2009) Source: Content Reserve Traffic Report 73% of visits to Tacoma Public Library's Downloadable Media Collection linked through their homepage. (July 2009) Source: Content Reserve Traffic Report
v | © OverDrive, Inc | Page 7 Add a Link … to your OPAC 82% of visits to Chicago's Downloadable Media Catalog link through their homepage or catalog. (July 2009) Source: Content Reserve Traffic Report 82% of visits to Chicago's Downloadable Media Catalog link through their homepage or catalog. (July 2009) Source: Content Reserve Traffic Report
v | © OverDrive, Inc | Page 8 Be Creative 75% of visits to Westchester's Digital Media Catalog linked through where jacket cover links are available.www.westchesterlibraries.org (July 2009) Source: Content Reserve Traffic Report 75% of visits to Westchester's Digital Media Catalog linked through where jacket cover links are available.www.westchesterlibraries.org (July 2009) Source: Content Reserve Traffic Report Link to the digital title by clicking on the cover!
v | © OverDrive, Inc | Page 9 Keep Users Coming Back How to request? Rotating Carousels Scroll arrows allow for a sleek and user friendly experience. News Alerts Keep users informed with the latest information. How do we sign up? Your Project Manager will be in touch to add these exciting new features to your website. Please note that scrolling collections can only be added to sites that have horizontal featured collections. How do we sign up? Your Project Manager will be in touch to add these exciting new features to your website. Please note that scrolling collections can only be added to sites that have horizontal featured collections.
v | © OverDrive, Inc | Page 10 Utilize Social Networking Sites Social networks and blogs attract millions of users each day. Take advantage of this free opportunity to reach users. How to promote on social sites: 1. Create a free profile for your library. 2. Add and accept friends / fans of the library. 3. Promote the download service, upcoming events, and more.
v | © OverDrive, Inc | Page 11 Promote Inside the Library
v | © OverDrive, Inc | Page 12 Right Materials in the Right Places Work with OverDrive to distribute bookmarks and more at your main library and all branches: 1. Distribute bookmarks and brochures at checkout. 2. Pre-package audiobook CD cases with business cards. 3. Display posters and flyers on bulletin board and in audiobook, music, and video sections. 4. Hang shelf talkers on audiobook, music, and video shelves or place them as 'table tents' at computer stations. St. Charles City-County Library District (MO)
v | © OverDrive, Inc | Page 13 Get Creative Taipei Public Library (Taiwan) Digital Media Zone (AL)
v | © OverDrive, Inc | Page 14 Communicate with your Users Via 1. Send an to your library's distribution list announcing your download service. 2. Offer an opt-in for weekly / monthly updates when new titles, subjects, and formats are added. 3. Customize your signature to promote downloads. On the Phone 1. Record a script about the download service benefits to play when users call the library and are placed on hold. 2. Encourage library staff to recommend download titles to users inquiring about books, music, or video.
v | © OverDrive, Inc | Page 15 Attract a Variety of Users Lee County Library System ( FL) Conduct a patron training at the library or local community center. Broward County Library ( FL) Interesting fact: The average user is female, age Source: Patron Survey results (292 libraries polled) Target Teens with a subject area dedicated to YA digital titles.
v | © OverDrive, Inc | Page 16 Ideas for an article: 1. General announcement. 2. New content, including subjects and formats. 3. Recently added website tools. 4. Special features, such as: Accessibility for visually impaired users. Career and self-improvement resources. Who's downloading? Chautauqua-Cattaraugaus Library System (NY) Include an Article in your Newsletter
v | © OverDrive, Inc | Page 17 Other Cost Effective Promotional Ideas Remind users to download audiobooks and more 24/7 on physical receipts. Promote downloads from the library in your signature. Post eReviews to feature download audiobooks & more!
v | © OverDrive, Inc | Page 18 Offer In-Library Access With OverDrive® Download Station, your library can offer OverDrive downloads inside your library. Download audiobooks and music right to a device. Listen to Books (PA)
v | © OverDrive, Inc | Page 19 Host an Event at the Library Throw a Launch Party for Staff Invite staff to a get-together in the library, and provide a demonstration of your Virtual Branch and formats. Open it up for questions. Lake County Public Library (IN) 50 th Birthday Celebration Organize a User Training Event Invite users to the library for a demonstration of your download service. Invite local media to attend. Rocky River Public Library's (OH) Patron Event
v | © OverDrive, Inc | Page 20 Spread the Word Outside the Library
v | © OverDrive, Inc | Page 21 Reach out to the Media How to Contact Local Media: Create a media list or use already established media relationships (See example below). the press release, and follow up with a phone call. Keep in touch! Media Source CompanyContactPhone TelevisionWKYC-3Jane RadioWGARMike NewspaperPlain DealerSteve Las Vegas Clark County Library District (NV)
v | © OverDrive, Inc | Page 22 Successful Media Coverage Examples Chattanooga-Hamilton County Bicentennial Library (TN) Press Release (Television / Online) Dozens of library users downloaded an audiobook in the first week. Halifax Public Libraries (CAN) Radio PSA More than 50% of one month's checkouts occurred during a two-week period the Radio PSA aired. Chattanooga-Hamilton County Bicentennial Library (TN)
v | © OverDrive, Inc | Page 23 Successful Media Coverage Examples NEIBORS Consortium (IA) Press Release (Newspaper) Daily circulation increased by 18%. North Eastern Iowa Bridge to Online Resource Sharing NEIBORS (IA)
v | © OverDrive, Inc | Page 24 Distribute Materials Around the Community eMedia Library (IL) East Baton Rouge Parish Library (LA) Ideas for placement: Local gym. Schools. College / University. Shops. Restaurants. Community events. Salons. Coffee shops. Salon Coffee Shop
v | © OverDrive, Inc | Page 25 Unique Outreach Ideas Think outside the library … 1. Local venues. 2. Music contest. 3. Bus and train stations. 4. Delivery van. Suffolk Wave -- Half Hollow Hills Community Library (NY) Michigan Library Consortium Capital Area Library District (MI) Listen to Books (PA) Movie Theater Contest Bus Stop
v | © OverDrive, Inc | Page 26 Involve Your Users
v | © OverDrive, Inc | Page 27 Participate in Community Reserve MusicVideoeBooksAudio Upload your own content. Add free content from other libraries. OverDrive Community Reserve is a digital resource sharing service that enables participating libraries to upload, protect, and share download titles. Suggested content: Local historical documents, educational materials, locally produced video or music, or anything that will benefit users. Benefits: Increases the value of your collection. Checkouts count as circulation. Interested in learning more? Contact your OverDrive project manager.
v | © OverDrive, Inc | Page 28 Host an MP3 Player Raffle Energize patrons with an MP3 player giveaway on your website. How to offer an MP3 player raffle: Purchase an MP3 player for the raffle. Contact Partner Services to request a promotional graphic for your website. Review the selection instructions, provided by OverDrive. Contact your Project Manager to post the graphic on your website. Choose your lucky winner. Every checkout = a raffle entry! Palm Beach County Library System (FL) witnessed a 49% increase in circulation during the first month of the raffle. Palm Beach County Library System (FL) witnessed a 49% increase in circulation during the first month of the raffle.
v | © OverDrive, Inc | Page 29 Ask for Users' Feedback Suggestion Form Add a 'Suggestion Box' to your download website for users to request their favorite books, authors, and subjects. Contact your Project Manager to have this feature added to your download website. Evaluate requests and consider for future purchases. Patron Survey Create a survey to learn more about your users and their interests. Contact Partner Services for sample survey questions and service recommendations.
v | © OverDrive, Inc | Page 30 Track a Path to Success with Reports
v | © OverDrive, Inc | Page 31 Getting Started with Reports Go to Content Reserve: Click on the 'Login' tab. Enter your Content Reserve 'Login ID' and 'Password'. This is the same Login ID / Password used to order titles. Need a login for Content Reserve? Contact the coordinator at your library / consortium for OverDrive download services. Need a login for Content Reserve? Contact the coordinator at your library / consortium for OverDrive download services.
v | © OverDrive, Inc | Page 32 Review your Website Traffic The Traffic Report provides a list of the top URLs that are directing users to your download website. What you may find: Library website. Catalog URL. Google. OverDrive.com.
v | © OverDrive, Inc | Page 33 Monitor Other Useful Reports Activity Charts allows you to view daily or monthly overall circulation statistics. Quarterly review is recommended to evaluate marketing campaign success. New Patron Registration Report tracks new users. A new patron registration is counted the first time a user logs onto your download website. More new patron registrations = more checkouts!
v | © OverDrive, Inc | Page 34 Stay Connected with OverDrive
v | © OverDrive, Inc | Page 35 Library Marketing Kit OverDrive's online marketing kit offers a variety of resources to help you get the word out: Web graphics OPAC icons Promotional materials Templates for a press release, newsletter article, blast, Radio PSA Best Practices handbook OverDrive's Online Marketing Kit: partnerservices.marketingkit.asphttp://overdrive.com/products/dlr/ partnerservices.marketingkit.asp. OverDrive's Online Marketing Kit: partnerservices.marketingkit.asphttp://overdrive.com/products/dlr/ partnerservices.marketingkit.asp. Library poster and Best Practices Handbook
v | © OverDrive, Inc | Page 36 Digital Library Blog Bright Ideas for your Virtual Branch! Share promotional ideas with other OverDrive libraries. Blog with your Partner Services Representative. Post a comment or link to an article, video, or photo. Tell us what's going on in your neck of the woods! Visit us today:
v | © OverDrive, Inc | Page 37 Digital Bookmobile 74-foot, 10-wheeler tractor trailer with interactive hands-on computer stations to educate your patrons on downloads. 20,000+ patrons and staff trained through July Interested in more information? Contact "In the month following our Digital Bookmobile event, our new patron registration went up 944%." Michael Colford, Boston Public Library (MA) "In the month following our Digital Bookmobile event, our new patron registration went up 944%." Michael Colford, Boston Public Library (MA) "The Digital Bookmobile helps libraries grab extremely positive media attention!" Deb Czarnik, Lee County Library System (FL) "The Digital Bookmobile helps libraries grab extremely positive media attention!" Deb Czarnik, Lee County Library System (FL)
v | © OverDrive, Inc | Page 38 Share Your Ideas
v | © OverDrive, Inc | Page 39 Next Steps Watch for our follow-up . Review the OverDrive Best Practices handbook attachment. Check out the online Marketing Resources.Marketing Resources Interested in our assistance? us: We're here to help! The OverDrive Partner Services Team
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V | © OverDrive, Inc | Page 1 We'll showcase reports which best track circulation, new patrons, site traffic, and popular titles. Your team.
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V |© OverDrive, Inc | Page 1 Tips and tricks for building your OverDrive download collection using Content Reserve 'Marketplace'. Contact:
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