1. National Library Service for the Blind and Physically Handicapped Library of Congress Strategic Plan for the New Public Education Initiative May 7, 2014

2. Presentation Agenda  Project Overview  Research Review  Target Audiences  Messaging  Strategies and Tactics  Branding and Identity 1

3. Project Overview 2

4. Project Overview: Communications Phases  Phase 1: Research and Analysis  Phase 2: Messaging and Recommendations  Phase 3: Materials Development  Phase 4: Implementation 3

5. Research Review 4

6. Research Review: Market Research Report  Communications audit  Peer and landscape analysis  Review and analysis of NLS survey results  Focus group of eight NLS users and nonusers  Interviews with 48 representatives of key NLS constituencies, including NLS users and nonusers, NLS network librarians, and representatives of agencies that serve NLS’ target audiences 5

7. Research Review: Key Takeaways  Branding: NLS’ branding and messaging must clearly and briefly convey what NLS is, what NLS offers, and whom NLS serves  Awareness: NLS needs to build awareness of its services  Differentiation: NLS can leverage its unique features through media outreach, marketing, and promotion  Online communications: NLS must meet its audiences where they are  Local partnerships: NLS should explore partnerships with local service providers at the community level  Superusers: NLS can tap superusers’ networks and encourage them to spread the word about NLS  Role of libraries: NLS should provide network libraries with resources to support their key role in public outreach and education 6

8. Target Audiences 7

9. 8  Influencers who are in a position to reach and sway end users: Caregivers Media Network libraries Stakeholders, such as physicians, assisted living facilities, professional associations, local and community organizations, and state-based disability and low-vision organizations Superusers  End users who may have used or can use NLS services: Aging adults Former patrons of NLS People who are blind or have low vision People who have physical disabilities Students Veterans

10. Target Audiences: Priority Groups  People who are blind or have low vision  People who have physical disabilities  Aging adults  Veterans 9

11. Messaging 10

12. Messaging: Themes Focus group and interview participants need the following information before enrolling for NLS services:  What the program is and how to participate  New features and technology  Ease of use and independence  Quality and range of services  Eligibility requirements, with an emphasis on including all potential users, not just those who are blind 11

13. Messaging: Sample Audience-Specific Messages 12

14. Messaging: Sample Audience-Specific Messages 13

15. Strategies and Tactics 14

16. Strategies and Tactics: Communications Goals  Goal 1: Build awareness of the NLS brand and its services among target audiences.  Goal 2: Foster conversation and engage target audiences where they are: online, on social media, and in the community.  Goal 3: Cultivate stakeholder partnerships and re-engage network libraries to spread NLS’ messages to priority audiences. 15

17. Strategies and Tactics: Five Core Strategies 1.Develop and disseminate branded materials. 2.Develop an effective online presence. 3.Engage audiences online. 4.Conduct media relations and advertising activities. 5.Launch a stakeholder engagement plan. 16

18. Strategy 1: Develop and disseminate branded materials. Example tactics:  Create audience-specific information sheets.  Develop user testimonials in multiple formats.  Create videos with descriptive narrative.  Publish a quarterly e-newsletter.  Produce audience-specific public service announcements (PSAs).  Create infographics for stakeholders. 17

19. Strategy 2: Develop an effective online presence. Example tactics:  Create an online campaign module.  Use search engine optimization and search engine marketing to promote NLS’ services and drive traffic to the campaign module.  Execute a digital marketing campaign. Banner advertising Remarketing Behavioral advertising Link building 18

20. Strategy 3: Engage audiences online. Example tactics:  Establish social media properties to support the campaign.  Tailor the content strategy across platforms.  Launch a Facebook “like” campaign.  Develop content calendars for social media properties.  Cultivate relationships with influential online stakeholders.  Conduct real-time engagement activities. Facebook chat Google+ Hangout Live-tweeting events, such as the Library of Congress National Book Festival 19

21. Strategy 4: Conduct media relations and advertising activities. Example tactics:  Develop a media database with local, national, and trade publications.  Designate influential NLS leaders to represent the agency as spokespeople for media engagements.  Develop an editorial calendar for media activity.  Develop and pitch op-eds to targeted publications.  Create and distribute an online media press kit to journalists.  Develop and place ads to reach priority audiences. 20

22. Strategy 5: Launch a stakeholder engagement plan. Example tactics:  Develop and maintain a database of national, local, and grass- roots stakeholder organizations.  Create content for stakeholder promotion and package it in a toolkit for distribution.  Cultivate relationships with partner organizations.  Create a superuser “champion” program.  Create a toolkit of materials for network libraries.  Create an outreach activity guide for network libraries. 21

23. Strategy 5, continued: Network Library Toolkit A network library toolkit could include:  PowerPoint presentation about NLS services  Sample introductory email to send to community partners  Print PSAs to distribute at events  Social media primer  Event planning guide  Event evaluation form  Audience-specific information sheets  At-a-glance eligibility guideline sheet  Sample letter to the editor  Media advisory template 22

24. Strategy 5, continued: Outreach Activity Guide Examples of outreach activities include:  Presentations  Library tours  Training sessions  Brown-bag lunches  Media outreach  Local partner outreach  Social media activity 23

25. Sample Work: National Health Service Corps – Ambassador Guide 24

26. Sample Work: National Health Service Corps – Ambassador Toolkit 25

27. 26 Sample Work: National Health Service Corps – Media Advisory Template

28. 27 Sample Work: National Health Service Corps – Event Planning Guide

29. Branding and Identity 28

30. Branding and Identity: Recommendations 1.Develop an official agency identity for NLS. 1.Create a campaign identity to engage target audiences. 29

31. Draft NLS Logo Concepts 30

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34. Draft Campaign Logo Concepts 33

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37. Thank you. Send your comments to Jane Caulton at jcau@loc.gov 36