It’s 2009 … and America has gone mobile! In the presidential election last fall, more than 3 million people opted in to receive updates from Barack Obama’s campaign on their cell phones. There are now more cell phones in the U.S. than cable televisions or PCs. And each month, Americans send more text messages on their mobile phones than place calls.
As librarians, we are in a unique position to capitalize on this technology. Why? Because among the fastest-growing users of text messaging technology, are our library customers, including teenagers, minorities and moms. We see text messaging as a cost-effective, immediate technology that can quickly communicate vital library information, alerts, special events and community promotions. Beginning May 1, we have partnered with Gold Mobile, New Jersey’s largest mobile marketing company, to create the “mLibraries” pilot program. This is the first of its kind in the U.S. – and the State Library is looking for 4 New Jersey libraries to test pilot this new technology to help us determine what works best and what doesn’t for libraries.
Each library will receive a free account for six months and will be assigned the leading mobile strategist with Gold Group, Jeff Greene, to develop a marketing plan designed to meet your library’s specific goals to reach teens and Gen Y parents. The account will provide libraries with a command center platform that will provide the ability to use exclusive mobile keywords; send and receive text and email messages; and track, report and archive messages. At the end of six months each library will create an evaluative report to the New Jersey State Library and be used to help other libraries interested in utilizing this cutting edge technology to promote their services.
In order to get a representative of different types of libraries we are looking for one small stand-alone, one large stand-alone, one urban and one system library.
Any library interested in participating in this pilot program should send the following responses to Nancy Dowd, NJSL Director of Marketing by May 22, 2009: firstname.lastname@example.org
2009 NJSL Mobile Marketing Pilot Program Application
The libraries that will benefit the most from this program would have the following. Please include a brief description of how your library qualifies for each item and sum it all up in a 140 character or less message that tells us why your library is the best fit for this program.
1. Have an active mailing list to reach your members directly through traditional mail, email or other medium
2. Have a strong Teen/ YA program
3. Conduct a lot of programs for young adults and children
4. Are open to creative promotional ideas
5. Willing to allocate some of your marketing resources to promote the campaign
6. Are comfortable with mobile phones
7. Are excited about the possibilities of mobile marketing
8. Are looking to reach a diverse group of parents including African American and Hispanic
9. My library would be the best fit for this pilot because: (140 characters or less)
Contact Person: Phone/Email:
Deadline: May 22, 2009
Please email your application to Nancy Dowd, NJSL Director of Marketing at email@example.com.
Mobile Marketing Committee:
Nancy Dowd, Director of Marketing
David Lisa, Urban Libraries and Adult Services Project Specialist
Sharon Rawlins, Youth Services Consultant