Springfield-Greene County Libraries IMC Plan Summary

Springfield-‐Greene County Libraries

The
Library
Foundation

IMC Plan
January December 2010

Julie Harke
Sarah Korsmeyer
Mallory Nolen
Elysha Swider
Brooke Taylor

1

Table of Contents

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Advertise .
Magazine A .

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Situational Analysis

Client History

The Library Foundation was established in 1933. Leaders of the community noticed that The Library is an important asset of our
future. They wanted to make sure that The Library would stay current with trends, technology, and conveniences that our
society seeks. Through the generosity of the community, The Foundation received gifts to help with improvements of all the
different facilities. In 2008, The Library received the Eco ear Award. Also, The Library raised
$53,000 from 1600 donors in their current database. Primarily, The Library is funded by property taxes. Secondarily, The Library
has generated funds through The Library Foundation creating a more innovative and technologically advanced Library System.

Current Struggles

Lack of awareness about the existence of The Library Foundation
Most of the general public assumes The Library System is sufficiently funded by taxes
Lack of awareness about offerings and services the Greene-‐County Libraries provide
Lack of personal relevance for the target audience in regards to efforts of The Library Foundation

Through a focus group held on March 5, 2009 and correspondence with the community, we found that the Greene County
Library System is far from top-‐of-‐mind awareness regarding non-‐profit organizations. Many are unaware that The Library is a
non-‐profit organization, and others assume it is sufficiently funded by taxes. Our goal through this campaign is to create
awareness of The Library as a non-‐profit and in the process, generate donations to The Library Foundation.

Target Market

Through our focus group, survey findings, and MRI data, we determined the target market for donors to The Library to be:
Married Women
Age 35-‐70 years old
Household income of over $100,000

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We found that married women are generally in charge of charitable giving for households. Also, those with a household income
of over $100,000 were most likely to donate. People 35 years of age and older are most likely to have both the resources and
the desire to donate. The data also revealed that our target market is
We found through our focus group that our target market lacks a general awareness of
The Library Foundation, but has very favorable feelings towards The Library System and the services it offers. Our general
campaign will be to focus on this target market through emotional appeals based on children and the way charitable giving to
The Library Foundation can e ibrary. This will create personal relevance for any of the
women in our target market who have children in their lives.

Competitive Assessment

Crosslines:
In 2008, Crosslines donated over a million dollars in goods and services. They serve over 100 families each day, and survive on
volunteers who donate their time and money. Crosslines is affiliated with the Council of Churches in the Ozarks. They gain much
of their awareness from churches throughout the community. Crosslines does not rely on heavy advertising or special events to
draw support.

Boys and Girls Club:

go there after school and engage in educational and fun activities led by trained supervisors. The organization is specifically
designed to help children Steak and Steak
Dinner. This year their guest speaker is Roy Williams from The University of North Carolina. They will also hold a silent auction for
dream vacations. The donations from this event go to helping fund programs at the Boys and Girls Club. This dinner is sponsored
by Metropolitan National Bank. It is a good way to socialize with the public and to network with business leaders. Costs are as
follows:

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availability)

The goal this year for the Steak and Steal Dinner is $100,000.

The Boys and Girls Club also has a walkathon to help raise money for their organization. Last year, the walkathon raised over
$12,000.

Victory Mission:
Victory Mission is a Christian organization dedicated to spreading the word of Christ while helping those in need get back on
their feet and successfully integrate into society. This year, Victory Mission has partnered
Window is an organization that collects/ raises money and items for foster children. This program helps foster children enter the
system. Their goal is to put together a canvas bag of items to be ready for the foster children as soon as they are placed in foster
care. Items for the bag include clothes, socks, diapers, baby formula, books, and more. Victory Mission relies heavily on
communication and spreads the word about events and needs through monthly newsletters and bi-‐monthly e-‐bulletins. Finally,
they are publicized mainly through churches in the Ozarks. Many of their donors and volunteers are members of these churches.

March of dimes:
March of Dimes is dedicated to helping pregnant mothers have full term pregnancies with healthy babies.
improve the healt March of Dimes has a very
visually appealing, user-‐friendly, and thorough website with a clear link allowing visitors to find out exactly how donations are
used. March of Dimes is a national organization that partners with other non-‐profits all around the country to plan and
implement fund-‐raising events. Their events include a wide range of activities such as walks, golf tournaments, cooking contests,
etc.

Conclusions:
We -‐of-‐mind-‐
many of them focus on children. Through this research, we found that events seem to work well as a fund-‐raising tool for our
competition. Our focus group mentioned that dinners and silent auctions were boring and that they preferred an interactive,
higher energy event. From this information, we decided we needed an interactive event that included the whole family. We
also noticed that our competition has a much more defined and advanced web presence, so re-‐structuring our web site is also a

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.
None of these organizations focuses strictly on education, which has become a strong American value and a measure of success
is
versatile in its reach. Children of all ages and of all incomes are welcome and encouraged at The Library. Children do not have to
be under a certain socio-‐economic level to benefit from The L nor do they have to be singled out because they
are from a lower-‐income family. A specific focus on education for a wide variety of individuals distinguishes The Library from
these other organizations and by association, distinguishes The Library Foundation. A donation to The Library Foundation is truly
an investment in the future.

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Objectives and Positioning

Objectives

because we want to inspire them to be the best they can be. Springfield is a community that is involved in the education of our
youth. Making education fun will attract more kids making it easier for parents to get their children into The Library. Parents are
likely to donate to organizations that will improve their lives. Our campaign gets parents excited about their role of

Objectives:
1. Increase the awareness of The Library Foundation so that we can increase donations from $53,000 a year to $150,000 by
2011.
2. Increase the number of donors from 142 to 426 by 2011 so that the goal profit can be reached.
3. Increase the excitement of T
donate. We are confident that by raising awareness, it will greatly help the results that come from our campaign.
4. Hosting family friendly events will help raise awareness while raising more money for The Foundation. Our event will not be
weather dependent since it is inside The Discovery Center.

SWOT Analysis/Positioning

Strengths:
n
organization that is free to the public. Hosting activities for all ages, The Library is a good place for anyone to meet, and there is
always something new going on at The Library. Without political or religious affiliations, The Library has a positive reputation
among the community, and The Library Foundation fosters positive attitudes as a reflection of The Library System.

Weaknesses:
a poor web design, lack of awareness, and lack of financial support. Since The
Library receives a small portion of taxes every year, the community feels that it already receives enough public funding.

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Opportunities:
The Library hopes to become a place where kids of all ages can have fun while enjoying a safe environment, and The Library
Foundation wants to help in that effort as much as possible. We hope to receive enough funding through community events and
sponsorship to expand library services and become more innovative.

Threats:
Threats of The Library Foundation include Victory Mission, Boys and Girls Club, Crosslines, and March of Dimes. These
organizations are also non-‐profits that have gained attention and support of the community. Due to the rough times in the
economy, the community is less inclined to donate to The Library Foundation since it is already partially funded by taxes and
does not have top-‐of-‐mind awareness in the community.

Overall, we want to send the message that The Greene-‐County Library System provides many educational opportunities for
children of all ages. These opportunities are free to the public, and can
to convey the fact that many of these unique opportunities are only made possible through monetary support from the
community.

words. By asking for help, this message creates
awareness of The Greene-‐County Library System as a non-‐profit organization. By suggesting that we help the children, The
Library Foundation is obviously relaying the fact that The Library is beneficial to
. This creates relevance in the mind of
the potential donor.

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Media/Creative Strategy

For our campaign, we focused on traditional media such as magazines, newspapers, and radio as well as non-‐traditional media
such as transit advertising and web design. We also used some PR/promotion such as our KY3 interview and our special event.
We felt using all of these areas of marketing were important in order to reach our target market in multiple ways. We chose to
allocate most of our money towards print advertising, because MRI data revealed that people in our target age range and
income level are heavy readers. Survey results showed radio was one of the most important ways to reach our target market, so
we allocated a healthy amount of our budget to radio, as well. The Library Foundation requested a website renovation so we
spent money on hiring a web designer. The Library Foundation website also needs to be renovated in order to compete with the
websites of other non-‐profit organizations in the area. Finally, our focus group suggested an interactive event would gain their
attention, so we included a high-‐energy, family friendly event at The Discovery Center. Below are specific details about each of
our promotional purchases and the reasons behind our choices.

Magazines

We spent about $8,056 on magazine advertising, because magazines seemed to be an effective way to reach our target audience
based on the survey in our media packet. Magazines are also effective in narrowing the market and targeting a specific segment.
We chose the following magazines.

417:
We spent $6,237 on advertising in 417 Magazine for many reasons. 417 has seen a 40% increase in paid
subscriptions since 2005. Therefore, it is rapidly growing in popularity. Readership for 417 fits very well with
our target market. Almost 76% of the readers are married with the median income of readers just slightly
below our target, and the average well above. Readers invest a significant amount of time into reading the
magazine and over 90% of readers report having taken action as a result of something they saw in 417. We
plan on running three different ads throughout the year. Magazine Ad One will be printed in January,
Magazine Ad Two will be printed in February, and Magazine Ad Three will be printed in March. All ads will be
bleed ads and will appear on the first page of the magazine. We decided it would be best to place an ad in

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the front of the magazine fewer times a year than to have ROP ads more often. Ads will gain more attention in the front of the
magazine and help to create more awareness and interest among our target market. We feel that ROP ads would get lost in the
clutter and go unnoticed.

Parent and Family:
We spent about $1,820 on advertising in Parent and Family Magazine. We chose Parent and Family for the obvious reason that it
targets parents who are involved in their childre ibrary itself focuses on people of all ages, we thought this
magazine would be a good way to reach those who would appreciate The Library and could identify with the need to support
The Library through The Library Foundation. This magazine is also distributed through schools and is thus associated with
education, which is a value of The Library. It is also very affordable and serves as a good way to reach our target market while
conserving our budget. Also, all advertisements that appear in Parent and Family Magazine are also posted on the website for
30 days. Three ads will be printed throughout the year. Magazine Ad One will be printed in May, Magazine Ad Two will be
printed in June, and Magazine Ad Three will be printed in July. All will be ROP placements in the magazine. In the summer,
children are out of school and parents will be interested in supporting fun, inexpensive, and educational outlets for their
children.

Springfield Business Journal:
We spent $5,133 on advertising in the Springfield Business Journal. We felt that this magazine targeted
those in the community who would have the greatest ability to provide financial assistance. According to
a readership survey in 2003, 59% of readership has a household income of
at least $91,000 per year. This is just slightly below our target income level. Over 85% of the readers are
within our target age range, over 80% are married, and most are college graduates. As with our other
magazines, three ads will be printed in this journal. Magazine Ad One will be printed in September,
Magazine Ad Two will be printed in October, and Magazine Ad Three will be printed in November. We
felt it best that these ads run near the end of our campaign year, because awareness will have been increasing throughout the
year. The ads will gain more attention and instant recognition for readers of this magazine who may value successful business
over practical uses for their children.

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Newspaper

We spent a total of $6, 637.44 on newspaper advertising. The newspaper is widely read in Greene County, particularly among
our target market. We chose to advertise in the Springfield News-‐Leader because of its high readership, especially in our target
market. Over half the total market for the News-‐Leader reads the paper, and over half of those 35-‐years of age and older in the
market read it daily. Daily readership also encompasses 59% of college graduates in the market, and 74% of the population with
a household income of over $50,000. Also, survey results show that 46% of the people in our target market think newspaper is
an important medium to reach them.
ads a month in the Friday edition of the newspaper. At the beginning of every quarter (first weeks of January, April, July, and
October), we will run an ad in the Sunday paper instead of the Friday paper. The ad will be the same all year, except for a Friday
ad on June 4th advertising our special event on June 12th.

We will also be ordering 60,000 newspaper inserts to be distributed in the News-‐Leader. This insert will be n the paper the week
of June 1st to advertise our special event.

Fliers

We spent about $66 on fliers. Fliers will be used to advertise our special event, and will be hung around town in local grocery
stores where moms and wives will be shopping. With the permission of schools, we will also hang them in local elementary and
middle schools where children will be picked up by their parents. Street light posts in local parks and playgrounds would also be
good places to hang these fliers. We plan on ordering 10,000 fliers to hang around town and pass out at schools and the
libraries.
*See last page for flier example.

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Transit

We spent $3,450 on transit advertising. Our transit advertising will cover the back of a city bus in Springfield for 12 months. We
chose this type of non-‐traditional advertising to supplement our traditional advertising and to catch the attention of our target
market as they are driving around town.

Billboard

Our billboard was donated, but we budgeted $1,200 for production costs. We chose a simple design with a simple message so
that drivers could easily read and comprehend the advertisement in the short amount of time they are exposed to it. Since the
billboard is donated, we may not have a choice as to where it is located. Preferably, we would rotate the billboard three times
throughout the year in order for it to reach drivers in four different locations. Our location preferences are as follows:
Battlefield and Campbell (January-‐March)
Many upper-‐income families live near Battlefield ch members of our
target market. Campbell is on the way to the Library Center so drivers will see the billboard while they
are in the area.
Glenstone and Sunshine (April-‐June)
This corner is a high traffic area. Many commuters pass this location going to and from work as well as
during lunch.
Chestnut Expressway and Glenstone (July-‐September)
This is also a high traffic area. Many people who live in North Springfield pass this intersection as they
travel to and from work everyday.
James River Freeway and Kansas Expressway (October-‐December)
This area has many restaurants and places to shop. People in our target market frequently eat out, so
many of them will be traveling in the area. Many upper-‐income families also live in this area. This area
also attracts people from outside the city limits.

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Radio

We chose to use almost $12,000 of our budget on radio advertising. All of our other advertising (except for the KY3 coverage) is
print material, so we decided to allocate a large portion of our budget to radio. We chose to advertise during the morning and
the late rush so as to catch the most commuters to and from work. We chose KTTS and KGBX, because those stations are most
heavily listened to by our target market. We plan to run one 30-‐second radio spot three times from during the morning rush
and three times during the evening rush for both stations. These spots will run everyday for 8 days straight in the beginning of
January and seven days straight in the beginning of July for a total of 15 days per station. We decided that the Library
Foundation would avoid clutter and gain more recall if we used a flighting schedule for our radio advertisement instead of
spacing out single ads throughout the year.

KY3 Coverage

Jamie Dopp, the Community Relations Director for KY3, was generous enough to offer The Library Foundation free publicity in
the form of an on-‐air interview in preparation for our special event. The interview will be at 6:00am on a weekday morning.

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Other Expenses

Website Renovation

We researched the costs of renovating The Library Foundation website. to locate The Library Foundation
from The Library System main page. We would suggest that the link be more prominent on the website so that visitors could be
aware of The Library Foundation and the need for additional funding. This is an issue that The Library Foundation suggested
needed renovation, and we agree. We contacted web-‐designer, Jesse Nivens, who said he would be willing to re-‐structure and
re-‐design The Library Foundation website for around $4,000. From our research, $4,000 is an extremely reasonable price, and
the examples on his website look clean and professional. We have included an example layout of our vision of the website.
Obviously, Nivens would be able to make it more aesthetically pleasing, but we want to include the information listed in the tabs
at the top of the page. We also want the home page to rotate pictures and stories of families who utilize The Library.

Special Event-‐

Our spec to Discover from 5:00pm to 8:00pm at The Discovery
Center downtown. Partnering with The Discovery Center will be an effective way to spread awareness of The Library System as a
non-‐profit organization. The Discovery Center is a non-‐profit organization as well, and is very willing to rent out their facilities for
events after hours. Renting the facility after 5:00pm on Saturdays is $2500. We plan on hosting the event from 5:00pm-‐8:00pm
and inviting parents to bring their children. With the permission of local schools, we would distribute fliers asking students and
their parents to participate. We also plan on advertising via the newspaper and KY3 in the Morning. Tickets to this event will be
$3 in advance and available for purchase at any of The Greene-‐County Library locations. Tickets may also be sold for $5 per
person at the door. This price is cheaper than normal admission to The Discovery Center. Many children will have experienced
The Discovery Center on a field trip, and will be anxious to go back. Parents will be excited to be able to attend with their
children and watch them explore the different exhibits. Children will be encouraged to experience The Discovery Center and
visit stations set up around the center by The Library. For example, The L bags
will be set up and events bulletins will be handed out at the door so parents can learn more about
The Library Foundation and the wonderful things made possible by community donations. Children will also go home with a fun
goody bag filled with gifts and information about The Library Foundation. We budgeted $2500 for the venue rental and $1500

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for the goody bags. We will also hold a raffle at the event, and parents can buy raffle tickets in the hopes of winning donated
prizes.

Our goal is to have at least 200 families attend the event. We would like to sell raffle tickets with the grand prize being a 3 free
nights and 4 days in Disney World for a family of four. We are also going to have other local businesses donate gift certificates
and coupons so that there is more than one reason to win the raffle. We will sell the raffle tickets for $7 for one arms length and
$10 for a whole wing span generating approx. $1,700. If half the families pay in advance we will make about $6400 on the
tickets to get into the event. The event will make us about $8,100. If we subtract the cost of renting out The Discovery center,
we hope to raise about $5,600.

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Magazine Ad Three

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Newspaper Ad

The Library needs your help to

purchase books, improve facilities, Visit any Greene-‐County library or

and implement fun and check out our website at

educational programs for the http://thelibrary.springfield.missou
brighter and donate to the
children of the Ozarks. Please ri.org/foundation/index.htm.
Library Foundation today to help us

inspire kids of all ages.

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Newspaper Ad for Event

Solve this puzzle to find out more about an exciting family event happening on June 12 from 5:00p to 8:00p!

A B C D E F G H I J K L M N O P Q R S

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

T U V W X Y Z

20 21 22 23 24 25 26

__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __

3 15 13 5 5 14 10 15 25 6 21 14 1 14 4 7 1 13 5 19

__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __

23 9 20 8 20 8 5 12 9 2 18 1 18 25 1 20 20 8 5

__ __ __ __ __ __ __ __ __ __ __ __ __ __ __!

4 9 19 3 15 22 5 18 25 3 5 14 20 5 18

(Answer: Come enjoy fun and games with the Library at the Discovery Center!)

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Radio Script

0:00 Are you a mother, a father, a grandmother, or even an uncle? Do you have a child in your life? Do you want to help

make their future better? We do! We are Springfield Greene County Library Foundation and we are here to help your

children learn, grow, and live. Help us inspire them through educational programs, state-‐of-‐the-‐art facilities, and

thousands of books, all made possible by your donations. Visit us today at,

thelibrary.springfield.missouri.org/foundation.

0:30

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Website Design Example Layout

The Library Foundation

Home Who We Are What We Do How You Can Help News Contact

Name: Josh Elsenratt

Occupation: Business Professional

Neighborhood Library:

Brentwood

Why the Library?

It is a great place to take my child

to entertain and educate at the

same time.

The Library foundation Home Donors Privacy

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New Logo

We decided to re-‐do the logo to give it a more modern feel. Our web-‐designer, Jesse Nivens, agreed that he would create some
new logos for The Library Foundation as part of his services. We would trust his creative talent and design capabilities to create
a new logo, but this is a rough representation of what we have in mind. This new logo contains our slogan and better represents
The Library Foundation as an exciting and creative organization worthy of donations.

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Budget

Radio
Station # of Spots Cost per spot Cost CPP
KTTS(AM) 45 $ 85.10 $ 3,829.50 22
KTTS(PM) 45 $ 74.00 $ 3,330.00 22
KGBX(AM) 45 $ 57.50 $ 2,587.50 28
KGBX(PM) 45 $ 50.00 $ 2,250.00 28
TOTAL 360 $11,997.00

Print # of Ads Cost per Ad Cost CPP
417 Magazine 3 $ 2,079.00 $ 6,237.00

Parent and Family Magazine 3 $ 606.66 $ 1,819.32
Springfield Business 3 $ 1,711.00 $ 5,133.00
Newsleader 24 Varies $ 6,637.44
Inserts 60,000 approx. $0.04 $ 2,160.00 36
Fliers 10,000 N/A $ 66.75
TOTAL $22,053.51

OTHER Cost
Transit (back of Bus) $ 3,450.00
Event $ 4,000.00
Billboard $ 1,200.00
Web design $ 5,000.00
KY3 in the Morning $ -
Production Fees and Contingency Fund $ 2,298.01
TOTAL $ 15,949.49

TOTAL $50,000

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Budget 10% 12% 417 Magazine
8% 4% Parent and Family
Springfield Business
10%
8% Billboard
Radio
Newspaper

Fliers
2%
7%
Transit
0% Event

Web Design
17% 22% KY3 in the Morning

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Pulsing Schedule

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

Billboards

417 Magazine

Radio

Parent and Family

News-Leader

Springfield Business

Transit

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Measurement

Through communication with Michelle Creed, we know that The Library Foundation currently receives approximately $53,000 in
donations from 1600 donors per year. The Library Foundation hopes to raise $150,000+ in 2010 with our marketing efforts. The
measurement of our success will come from comparing the total donations and the total number of donors to The Library
Foundation in 2010 with those from 2009. To further measure our goal of achieving more awareness of The Library Foundation,
we will hold another focus group to see if top-‐of-‐the-‐mind awareness was generated.

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