Marketing Your Library: Focus on Civic Engagement

Ushering in the New Year at the U.S. Government Printing Office (GPO) also means the creation and kick-off of a new promotional and marketing campaign for the Federal Depository Library Program (FDLP).

At the 2011 Depository Library Council Meeting & Federal Depository Library Conference (Meeting & Conference), GPO hosted a focus group, “Shout it from the Rooftops & Laptops: A Focus Group on the Future of Marketing the FDLP.” During this event, approximately 40 attendees engaged in a lively discussion about the next phase of marketing for the FDLP.

GPO’s marketing goals are: 1) to promote the FDLP to the widest audience possible and 2) to provide depositories with the tools necessary to promote their own services to both the general public and non-Federal depository libraries. There are several important aspects of the FDLP that we want to emphasize in a marketing campaign:

  • A wide variety of information topics are available to users of depositories.
  • Depositories offer vast collections of information.
  • Each depository has a knowledgeable and dedicated staff ready to assist patrons.
  • Access to easy-to-use Government information resources in tangible and digital forms is FREE.

Past years have seen two marketing campaigns for the FDLP: Make the Connection in 2002 and Easy as FDL in 2008. For the next campaign, we want to focus on civic engagement. With that theme in mind, we will create a new campaign, slogan, and set of tools for depositories to implement the campaign locally.

The focus group brainstormed possible slogans for the new campaign and potential new promotional tools for libraries, discussed the current suite of promotional brochures, and briefly discussed the use of social media and social networking.

Major takeaways from the focus group were:

  • The new tagline needs to be “catchy,” “light,” and “not too wordy.”
  • The focus on civic engagement is a “winner.”
  • There should be two sets of FDsys brochures: one set promotional and one set educational.
  • Future brochures should be smaller (one, two-sided sheet) for ease of printing by depositories and should utilize white space.

The staff at GPO have been analyzing all of the comments shared at the focus group and are using those comments to create the new campaign. Stay tuned for more updates on the upcoming campaign via the FDLP Desktop and the FDLP Community site. The focus group presentation is available for viewing from the FDLP Desktop. If you have questions or comments, please use askGPO.

FDLP Connection Archive

We have sunsetted the FDLP Connection with the July / August 2018 issue and will not be publishing the Connection anymore. We’ve enjoyed bringing the FDLP Connection to the community over the years! You can still view past issues. View full archive (2011-2018).