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Work |
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Alliance Library
System
Recruitment Strategy and Campaign
Clark Marketing project deliverables completed as
sub-contractor to Simantel.
Facing the local impact of the national shortage of
librarians, Alliance Library System (ALS) needed a
campaign to reach, inform, and recruit as many people
as possible to the librarian profession.
The scope of the task was three-fold: 1) change
outdated misperceptions about the profession; 2) make
the solution build awareness while doubling as a
recruitment initiative; and 3) develop metrics and
tracking tools to measure the success of the campaign.
Recognizing that librarians provided the best method
for delivering the message, from that point it became a
matter of equipping them with the tools necessary and
most effective to spread the message.
In providing the lead services for the project, Clark
Marketing developed:
• 68-page presenter’s guide with many interactive
features to engage audiences
• Recruitment brochure directed at interested
professionals
• PowerPoint presentations for recruitment efforts and
training sessions
• Campaign-customized website and a series of
announcements
• Campaign metrics and tracking
• Training session script including room set-up and
atmosphere
• Announcement of the campaign’s launch
• Communication to national ALA executives
• Script for use in local cable television programming
After the program’s launch, the above tools received rave reviews from librarians active in the
campaign. Potential recruits have embraced the main
messages, and candidates to fill the future gap in
resources have been identified through the process.
To date, the campaign has reached more than 50,000
people, face-to-face, and shifts in perception to the
positive have been identified.
The program won the Master Communicator Award of
Excellence from the (joint) central Illinois chapter of
the Public Relations Society of America and the
Bloomington-Normal/Springfield chapters of the
Association for Women in Communications.
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