BHL Communications Plan June 4, 2010
BHL Communications Plan Draft
DRAFT 5/27/10SF—revised-JWF.TB.CR
BIODIVERSITY HERITAGE LIBRARY (BHL)
COMMUNICATIONS PLAN
A. Publicity Plan
B. Branding Plan
C. Recommendations
D. Budget
A. Publicity Plan
Goals:
• To develop a communication plan designed to reach all potential target audiences
• To promote the BHL using traditional PR methods as well as social media options
Objectives:
• To increase awareness of the Biodiversity Heritage Library, its functionality and research capabilities (name recognition);
• To raise the profile and visibility of the BHL and to promote fund raising activities (increase credibility)
Target Audience:
Researchers, consumers, potential partners, potential donors and funding agencies, libraries, universities, institutions and the general public worldwide
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Aug 19, 2010'consumers'? this is all super broad. seems it makes more sense to target the
realistic potential users, i.e. scholars and librarians, and streamline message delivery (strategies) in line with the BHL 'brand' of serious science.
Key Messages
• BHL as the source for digitized biodiversity literature
• BHL is global in scope
• BHL puts biodiversity literature at your fingertips and offers PDFs
Strategies:
• Use a wide range of print and electronic media to publicize the work of the BHL and provide recognition for its recent ALCTS award
• Send representatives to relevant national and international conferences and present talks and/or have a table in the exhibits
• Consider some form of collateral to distribute at conferences taking into account the desirability of being sustainable
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Jun 6, 2010What does "collateral" mean in this context?
Specific Elements & Actions
Media -- media coverage increases name recognition and credibility.
• Press releases
- 1 page press release - distributed via online PR directories or press release distribution services.
- Announcements -ALCTS award announcement
-Global collaboration BHL China, Europe, Australia, Egypt, Brazil
• EPK- Electronic Press Kit (media kit- made available on website)
Include: Mission statement
History (description of organization, key facts and figures)
Press clippings
Testimonials
Photos/videos
• Feature Story – publish feature story about BHL -
Jun 6, 2010several have been done.
• Webcasts
• Social Media -- create social media accounts (link to website)
• Guerilla Marketing – postcards, posters, bulletins, swag – to be distributed at events, meetings conferences.
• Presentations—BHL presence at meetings, workshops, conferences BHL Europe has a database of presentation opportunities and completed presentations and would like to collaborate on this with us.
• Specialized Fact Sheets
• By line articles
Distribution—via online PR directories or press release distribution services; RSS feeds, blogs, e-mail blast, professional journals. -
Jun 6, 2010This will vary significantly by Institution and IMHO will require an designate in the library to be a liaison with since each Institution will have its own policies, practices, and contacts.
B. Branding Plan
Goals:
• To develop a brand identity that expresses the organization’s purpose, and conveys the expert status of BHL through visual identity and the overall look of its communications.
• To develop a cohesive brand identity for all the BHLs (US, Europe, China, Australia, etc) that can be used on web sites and all collateral materials
Objective:
Solidify the BHL branding strategy through a well designed and iconic design system and a well defined color palette. (Note: Europeana has offered an example of coordinated communications materials:
http://group.europeana.eu/web/guest/communication-tools -
Aug 25, 2010 The Europeana guidelines are instructive, as many elements are employed to create a flexibility allowing for semi-autonomous identities to emerge within a set design palette.
Elements of a Branding Plan
• Logo redesign
• Iconic design system and well defined color palette
• -includes letterhead, business cards, press release, e- templates for Power points- etc.
• Branded signage for conferences/events (possibly banner or placard)
• Collateral piece (tbd)
• Website recommendation (look and feel) –just tweaking, not redesign
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Aug 25, 2010 The creation of a logo and branding system could visually evoke the remarkable BHL themes: dynamic international cooperation centered on commonly held ideals and goals; the joining together of the content of many libraries into a living platform of scientific literature made possible by the application of tools and software which give original content new meaning and robust functionality. Imagery could be developed to evoke the elements we consider to be BHL. Through internal discussion, retained professional services, and/or though an international design forum, firm, team approach, or competition, we could excel at the creation our global face. Recognition of multiple design processes and branding development methodologies could yield outstanding solutions.
C. Recommendations (in no particular order):
1. Prepare press release (internally?) to promote the ALCTS award (Note there are good online tools for how to structure a press release. See everything.com) This would seem to be top priority since the award is happening at the end of the month. -
Jun 6, 2010There is an earlier press release that I will link to. Can be edited.
2. Hire design firm to work on branding - logo redesign and business system artwork. (Note: The BHL Europe has designers in place and are interested in coordinated logo design. Coordinated logo design will also be discussed with BHL Australia and BHL China). -
Jun 6, 2010BHL-Europe has significant funding as a line item for this work unlike us. Hope we can work with them on this one.
3. Develop media lists
4. Investigate purchase of mailing lists and e-mail lists
5. Redesign the BHL site to include the new logo and insert links to the other BHLs-- (offer some value on the homepage). (Note: at some point the Citebank page is supposed to become the “new” portal).
D. Budget (rough attempt)
• Allocate maximum of $15,500 for design consultant (travel not reflected in design proposal) (Note: We may not have to allocate anything here—if BHL Europe can supply the designer).
• Allocate maximum of $3,000 for printing & production costs
• Allocate maximum of $1,500 for purchase of mailing lists (Costs range from $50 to $400 with the $100-$200 range being most common)
• Total $20,000?
ErinThomas Aug 19, 2010'consumers'? this is all super broad. seems it makes more sense to target the realistic potential users, i.e. scholars and librarians, and streamline message delivery (strategies) in line with the BHL 'brand' of serious science.
tgarnett Jun 6, 2010What does "collateral" mean in this context?
matt707 Aug 25, 2010 The Europeana guidelines are instructive, as many elements are employed to create a flexibility allowing for semi-autonomous identities to emerge within a set design palette.