ALA Midwinter 2011: Five Libraries Take John Cotton Dana PR Prize
Top public relations prize highlights innovations in branding and outreach, comes with $5000 cash award By Rebecca Miller Jan 11, 2011UC Santa Cruz's launch of the enormously popular Grateful Dead archives met the Anythink rebranding effort and other public library initiatives on the winners list of the 2011 John Dana Cotton Library Public Relations Awards, announced on Saturday at a small gathering at the American Library Association (ALA) Midwinter Meeting in San Diego. The award, considered the top PR award for libraries, comes with a $5000 cash award for each library made possible by a partnership between the H.W. Wilson Company, the H.W. Wilson Foundation, and the Library Leadership and Management Association (LLAMA) division of ALA.
The winners are:
Anythink Libraries of Adams County, CO, recently profiled in an LJ cover story "In the Country of Anythink." In a press release, the judges noted: "A new customer service philosophy and branding increased population awareness and use in all areas, including a 42-percent increase in cardholders and 66-percent increase in visitors. The distinct Anythink name and orange swirl has become a nationally recognized signature for the library." Director Pam Sandlian Smith told LJ that she was thrilled with the award, noting the library had applied several times in the preceding years.
Edmonton Public Library, Alberta, whose Tina Thomas presented with Bubble Room blogger Alison Circle at LJ's annual Director's Summit about this rebranding effort. The judges noted that the "Rebranding the Edmonton Public Library" was "a masterful blending of the work of professional designers and library staff that let each do what they do best. The simple, stylish logo and the slogan 'Spread the words' were taken by library staff and customers and used in a guerilla marketing strategy that was impossible to ignore and hard to resist. The success of this campaign was built on a strong foundation of shared values, clear assessment, strategic marketing and a committed and enthusiastic library staff. The result was a colorful, adaptable, effective campaign that also happens to be a lot of fun."
Loudoun County Public Library, Leesburg, VA, for its year-long "Try Poetry" program. The judges noted that "the program developed a long partnership with the public school system, created a unique relationship with the juvenile detention center and offered a variety of captivating presentations to the community. Extensive media coverage in the Washington Post and other outlets, as well as highly respected authors, poets and actors helped to inform and excite all ages of the community."
University of California Santa Cruz Library, for impressive roll out of the Grateful Dead archives. The judges noted: "In addition to coverage in many national newspapers and magazines from the Wall Street Journal to Rolling Stone, the library's Facebook page for this archive has more than 48,000 friends—second only to the Grateful Dead's own web page—and they have received $1.5 million in donations."
Worthington Libraries, OH, LJ's 2007 Library of the Year, for its "Find Yourself Here" rebranding campaign. The judges noted the effort was "a unique, informative and fun way to position the library as an information source and inviting destination. Beginning with staff communications guidelines and expanding to service provision, the library was positioned as a place where everyone belongs and is accepted. The net result was a 35 percent increase in online homework usage and a 36 percent increase in the circulation of downloadable books."
All photos courtesy of Rebecca Miller.
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