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G2S Project Code: 2020-GA-86233
State: Georgia
Fiscal Year: 2020
Grantee
Georgia Public Library Service

Project Director
Director Name: Deborah Hakes
Director Phone: 404-852-5547
Director Email: dhakes@georgialibraries.org
General Information
Title: Communications
State Project Code: GA98146-90
Start Date: 10/01/2019
End Date: 09/30/2021
Abstract: Communications and marketing provides a comprehensive package of tools and information for public library staff across Georgia to promote and to raise awareness of LSTA-funded services. The communications team also creates and promotes marketing toolkits to help libraries promote their LSTA-funded programs. This year, we updated our Library Card Sign-Up Month, National Library Week, Georgia Archives Month, Preservation Week, and Summer Reading toolkits, and we created a Family and Local History toolkit.
This year, Communications has conducted 30 peer-to-peer consulting sessions by phone this year for public library staff around the state, in addition to dozens more discussions by email.
We also provide networking and professional learning opportunities through maintaining a listserv for 200+ marketing staff and webinars, creating opportunities to present to peers, and attending workshops. These activities allowed Georgia Public Library Service to build awareness of and showcase the outcomes and social impact of our LSTA funded programs. Our marketing resources also benefit patrons by sharing needed information in a convenient way. 

Our impact and our efforts were recognized by Library Journal by receiving its 2020 National Marketer of the Year Award.

State Goal: Access
Budget Information
LSTA
MATCH-State
MATCH-Other
Total
$240,690.78
$20,130.65
$0.00
$260,821.43
Intent(s)
Improve users’ ability to discover information resources.
Literacy
Activities
Activity Details
Title: Publications
Narrative:

Library News is our agency’s flagship publication, and this magazine is our primary vehicle for keeping the public informed on the work funded by LSTA.

Library News stories are shared across many platforms. The 12-page publication is distributed to all 407 public libraries for staff and patrons, a mailing list of library supporters, and funders. The magazine is also distributed via email to 2,430 subscribers and growing. Stories are posted individually on our website, and we run many social media posts and ads promoting these stories.

Georgia Public Library Service staff interview and photograph individuals impacted by LSTA programs. As part of this strategy, we also pitch Library News stories to the media for further coverage. Systems have shared anecdotal feedback that they have received positive messages from stakeholders across the state about their story in Library News.

Our average email open rate is 34% and average click rate is 4%. We reach many other users online through social media and email referrals.


Intent: Improve users’ ability to discover information resources.

Activity: Content
Mode: Creation
Format: Combined physical & digital
Other: Library News is a 12 page magazine that is published and mailed out 4 times a year, with stories shared across various platforms.


Quantity
Number of items digitized: 4
Number of items digitized and available to the public: 4
Number of physical items: 20,000
Number of open-source applications/software/systems: 0
Number of proprietary applications/software/systems: 0
Number of learning resources (e.g. toolkits, guides): 0
Number of plans/frameworks: 0


Partner Information
Organization Type of Partner Organization(s):
Libraries: No
Historical Societies or Organizations: No
Museums: No
Archives: No
Cultural Heritage Organization Multi-type: No
Preschools: No
Schools: No
Adult Education: No
Human Service Organizations: No
Other: No


Legal Type of Partner Organization(s):
Federal Government: No
State Government: No
Local Government (excluding school districts): No
School District: No
Non-Profit: No
Private Sector: No
Tribe/Native Hawaiian Organization: No


Beneficiaries
Is the activity directed at the library workforce: No
For a targeted group or for the general population: General


Locale
Is the activity state-wide: Yes
Specific Locations: No
Library Types
Public Libraries: 407
Academic Libraries: 0
SLAA: 0
Consortia: 0
Special Libraries: 0
School Libraries: 0
Other: 0
Activity Details
Title: Marketing & Online tools
Narrative:

The Georgia Public Library Service website, email marketing, and social media pages are primary channels to keep our various audiences informed of LSTA funded programs and activities that public libraries offer to residents across the state. Our web, email marketing, and social media outlets also help us document the success that our LSTA funded programs have across the state.

Our Facebook and Instagram presence has grown to 5,215 unique followers, with an average reach of 25,000 per month.

The communications team also creates and promotes marketing toolkits to help libraries promote their LSTA-funded programs. This year, we updated our Library Card Sign-Up Month, National Library Week, Georgia Archives Month, Preservation Week, and Summer Reading toolkits, and we created a Family and Local History toolkit. Our toolkits each receive on average about 1,000 views per year by library staff. We see the materials regularly used by libraries on social media and email. 

We ran monthly underwriting ads on our statewide public radio network, Georgia Public Broadcasting, which focused on different LSTA-funded initiatives like the PINES library card, strategic partnerships, HomePLACE, and more. These messages reach all metro areas in Georgia and beyond.


Intent: Improve users’ ability to discover information resources.

Activity: Content
Mode: Creation
Format: Digital
Other: Website, social media outlets


Quantity
Number of items digitized: 0
Number of items digitized and available to the public: 0
Number of physical items: 0
Number of open-source applications/software/systems: 0
Number of proprietary applications/software/systems: 0
Number of learning resources (e.g. toolkits, guides): 7
Number of plans/frameworks: 0


Partner Information
Organization Type of Partner Organization(s):
Libraries: No
Historical Societies or Organizations: No
Museums: No
Archives: No
Cultural Heritage Organization Multi-type: No
Preschools: No
Schools: No
Adult Education: No
Human Service Organizations: No
Other: No


Legal Type of Partner Organization(s):
Federal Government: No
State Government: No
Local Government (excluding school districts): No
School District: No
Non-Profit: No
Private Sector: No
Tribe/Native Hawaiian Organization: No


Beneficiaries
Is the activity directed at the library workforce: No
For a targeted group or for the general population: General


Locale
Is the activity state-wide: Yes
Specific Locations: No
Library Types
Public Libraries: 407
Academic Libraries: 0
SLAA: 0
Consortia: 0
Special Libraries: 0
School Libraries: 0
Other: 1
Activity Details
Title: Communications mini-grants
Narrative:

Georgia Public Library Service continued to focus on building the capacity for communications and marketing for public libraries, as fewer than 15 of 61 systems have a dedicated communications staff person. Many of these systems also have no budget for building awareness of LSTA funded library services.


GPLS had 18 libraries apply for our LSTA-funded marketing grants this year and 8 were selected. We focused on selecting libraries where marketing funding and guidance could provide the most impact to grow local engagement. Campaigns produced measurable local impact, including increasing the number of new PINES cardholders.

Intent: Improve users’ ability to discover information resources.

Activity: Planning & Evaluation
Mode: Prospective
Format: In-house


Quantity
Number of evaluations and/or plans funded: 8
Number of funded evaluation and/or plans completed: 8


Partner Information
Organization Type of Partner Organization(s):
Libraries: No
Historical Societies or Organizations: No
Museums: No
Archives: No
Cultural Heritage Organization Multi-type: No
Preschools: No
Schools: No
Adult Education: No
Human Service Organizations: No
Other: No


Legal Type of Partner Organization(s):
Federal Government: No
State Government: No
Local Government (excluding school districts): No
School District: No
Non-Profit: No
Private Sector: No
Tribe/Native Hawaiian Organization: No


Beneficiaries
Is the activity directed at the library workforce: No
For a targeted group or for the general population: General


Locale
Is the activity state-wide: No
Specific Locations: Yes
Name: COBB COUNTY PUBLIC LIBRARY SYSTEM
Address: 266 ROSWELL STREET
City: MARIETTA
State: GA
Zip: 30060
Name: HENRY COUNTY LIBRARY SYSTEM
Address: 1001 FLORENCE MCGARITY PKWY
City: MCDONOUGH
State: GA
Zip: 30252
Name: Marshes of Glynn Libraries
Address: 208 Gloucester St
City: Brunswick
State: GA
Zip: 31520
Name: NORTHEAST GEORGIA REGIONAL LIBRARY SYSTEM
Address: 204 ELLISON STREET, SUITE F
City: CLARKESVILLE
State: GA
Zip: 30523
Name: OCMULGEE REGIONAL LIBRARY SYSTEM
Address: 531 SECOND AVE.
City: EASTMAN
State: GA
Zip: 31023
Name: SEQUOYAH REGIONAL LIBRARY SYSTEM
Address: 116 BROWN INDUSTRIAL PARKWAY
City: CANTON
State: GA
Zip: 30114
Name: SOUTH GEORGIA REGIONAL LIBRARY SYSTEM
Address: 300 WOODROW WILSON DRIVE
City: VALDOSTA
State: GA
Zip: 31602
Name: STATESBORO REGIONAL LIBRARY SYSTEM
Address: 124 SOUTH MAIN STREET
City: STATESBORO
State: GA
Zip: 30458
Project Outcomes
Project Outcomes
List any important outcomes or findings not previously reported:
Libraries are using our resources and appreciate the tools we share. From the survey we did with libraries 85% of survey respondents said they utilize tools on our marketing page at georgialibraries.org/communications, 87.5% of our respondents said they use our marketing toolkits. There is an opportunity to provide materials in another language; 46.7% of respondents requested marketing materials in Spanish. 96.2% of our respondents share Library News with staff, trustees, board, or patrons, and 58% of our respondents have applied for our marketing grants.
Please briefly describe the importance of these outcomes and findings for future program planning:
We will do more deliberate outreach to the libraries that haven’t yet applied for our marketing grants. They gave reasons including not having time to apply, missing the deadline, or forgetting to ask a supervisor’s approval. These grants have boosted support for local marketing, so we want to have them take place in more systems. We also will make sure to translate more of our marketing materials into Spanish.
Explain one or two of the most significant lessons learned for others wanting to adopt any facets of this project:
Keep messages simple, measure your impact, and for the marketing grants, work closely with grantees to ensure good quality.
Do you anticipate continuing this project after the current reporting period ends:
Yes
Do you anticipate any change in level of effort in managing this project:
No
Explain:

Do you anticipate changing the types of activities and objectives addressed by the project:
No
Explain:

Was an evaluation conducted for this project:
No
Was a final written evaluation report produced:
Yes
Can the final written evaluation report be shared publicly on the IMLS website:
No
Was the evaluation conducted by project staff (either SLAA or local library) or by a third-party evaluator:
Project Staff
What data collection tools were used for any report outcomes and outputs:
Administrative Records
Did you collect any media for the data:
Photos
What types of methods were used to analyze collected data:
Other:
How were participants (or items) selected:
What type of research design did you use to compare the value for any reported output or outcome:
No comparison for any reported output or outcome:
Exemplary: Yes
Exemplary NarrativeOur leadership in library marketing and communications is being recognized nationally, giving us the opportunity to showcase our innovative IMLS-funded initiatives at conferences and in publications: storytelling including through Library News magazine, marketing grants to public libraries, and marketing toolkits.
Project Tags: awareness, PR, media relations