Advertising, PR, marketing question?

Question

The New York Public Library (NYPL) is one of the leading public libraries of the world and is one of America's most significant research libraries. In 1995 it was 100 years since it was founded and they conducted a survey among the locals, which showed the following results:

The NYPL contains more than a million items (books, videotapes, maps, etc.). It is a privately managed, nonprofit corporation with a public mission, operating with both private and public financing. It annually hosts more than 500 free events and exhibitions. However, the New York citizens don’t know anything about it.

They were badly in need of advertizing but because of numerous financial difficulties they couldn’t afford it. What in your opinion could they do to attract more visitors to the library?

Answer 1

First of all I don't agree that NY'ers know nothing about it. They just choose not to avail themselves of their service.

Sadly printed books and newspapers will more then likely disappear over the next 50 years. Technology and cost is fast making them obsolete.

If you were to run your demographics of people who use the facility I would be surprised if most were not 50 plus.

The first place to start if you haven't done so already is to find out who exactly your users are. If you have the information you can start putting together an outreach program to target those people.

In the meantime I would begin transforming to more of an electronic delivery system that would bring in the iPOD generation into the fold. More podcasts on the website. Downloadable electronic books and such will appeal to the younger set.

Spending more on developing your website to deliver newer content faster without the need to actually visit the facility.

Posting a virtual tour on the website so people can see what there is you offer.

I'd certainly expand the disabled section that offers people with disabilities more content that they can use and enjoy.

Those are some ideas off the top of my head. I wish you well. I grew up reading books and attribute my intelligence and success to that fact.

Answer 2

I would say contact the local small newspapers, or you could try Craigslist?  sorry those are my only ideas...