Quality
Quality
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Publicity Plan Outline and Timeline
I. Brand Identity Assessment/Problem and Needs January - March, 2004
a. Staff
b. Community advisory board
c. African American focus group
d. Hispanic focus group
e. Marketing, demographics and media audit
f. Meetings with other agencies
i. City PR and community liaison
ii. Park District (new field house) (publicity in newsletter) (result)
iii. Boys and Girls Club
iv. Rotary
v. Township (buses for concerts, publicity in newsletter)
vi. Park Place Senior Center
vii. Main Street
viii. YMCA
ix. Schools
II. Brand Aspiration (Planning) January - March, 2004
a. Budget Analysis / use Contrarian Thinking
b. Goals
i. Get more media coverage
ii. All city mailings
iii. Get more photos in papers
iv. Email newsletter
v. Update website
vi. Drop newsletter/mail postcards
vii. Change programming model
viii. New identity

VII. Budget
a. Increase publicity budget
b. Create budget for Quality campaign merchandise
VIII. Brand Effectiveness/Evaluation December, 2004
a. School flyers
b. E-newsletters
c. All city mailings
d. Follow up to focus groups/survey
e. Exit surveys
f. Program successes
g. Statistics
h. Correct information in papers
i. Letters and public comments
j. More photos and articles
k. Website/Intranet
l. School outreach
“A brand is a product from a known source (organization). The name of the organization can also serve as a
brand. The brand value reflects how a product’s name, or company name, is perceived by the marketplace,
whether that is a target audience for a product or the marketplace in general (clearly these can have differ-
ent meanings and therefore different values). It is important to understand the meaning and the value of the
brand (for each target audience) in order to develop an effective marketing mix, for each target audience.”
-- Learnthat.com
External Quality Campaign
Putting “quality” in the lives of our patrons is inherent to library service. Even when we make minimum effort, the qual-
ity of the patron’s life still improves by what they check out/attend as we are not writing the books, playing the music
etc. By providing excellent customer service, information about services and programs, a clean and friendly facility and
easy access to information, we enhance the quality experience.
Goal: In 2004 the Waukegan Public Library will implement a public awareness campaign with the goal of updating the
library’s image and identity within the community.
Objectives: In addition to a public awareness plan, the current strategic plan needs to be reviewed to align its objec-

haps we should not offer any additional programming for the rest of the year unless:
a) It is tied to the Quality of Life Campaign or
b) There is a partnership with another agency that can produce the clientele or
c) It is tied to a national/local effort such as Hispanic Heritage Month, National Library Week, Library Card Sign Up
Month.
Focus group results also show that our Hispanic audience is in need of service information rather than programs at
this time. We need to establish the library as a place of trust in the community. We need to build awareness of quality
services, get them hooked and then provide quality programming. We also learned that the need to educate this com-
munity about services is ongoing as the immigration to the community is constant. This goes for children’s and adults.
Quality Publications
Budget analysis shows that a one color/one page monthly school flyer can be produced for virtually the same cost as
the current two color four page children’s newsletter.
Goal: Develop more successful, bilingual promotional tools that promote services as well as programs.
Objectives: Develop a monthly bilingual flyer to be handed out at schools, daycare centers and preschools. Develop
a theme of programming or services for each month to be promoted in the flyer. Ideas to include: El dia de los ninos,
Summer Reading Club, Smartest Card campaign, Hispanic Heritage Month and Computing at the Library. Drop cur-
rent children’s newsletter.
• Create uniform publications that reflect the library’s new identity i.e. service brochures.
• Update library cards to reflect new campaign called “Q” cards.
• Develop handout on library rules called “Q Tips”
Publications audit reveals that only 3,500 or 10% of all households in Waukegan receive regular mailings with infor-
mation about the library in the form of an 8 page newsletter--and even then they must know about it to ask for it. It
is also not bilingual even though the 2004 Census reveals that over 45% of the community is Hispanic and 40% of
residents speak Spanish at home.
Because the library’s budget is extremely limited at this time we must use contrarian thinking. What does that mean?
A publications audit of public libraries in the North Surburban Library System show that 100% of the libraries surveyed
produce and mail a newsletter. We cannot afford to mail a newsletter to each home and business in Waukegan (over
35,000) and contrary to popular belief our newsletter was not producing results i.e. it was not bringing people to the
library. We must take chances and try to use the same budget to produce new promotions and get increased results.
Budget analysis shows that a four color, bilingual, oversized, glossy postcard can be printed for the same cost as the