Marketing

Children’s programming is advertised both online and on paper. The most important online advertising media are the Library’s website and Facebook page, the Berkeley Parents Network email list, the Berkeley Patch website, and local newspaper websites (such as The Berkeley Daily Planet, The San Francisco Chronicle, and The Contra Costa Times). The children’s department also advertises in local newspapers’ print editions for certain events and distributes flyers in all library branches, in Berkeley elementary and middle schools, and at local YMCAs, doctors’ offices, and in UC Berkeley’s family housing communities. The monthly marketing budget is $250, but this is an average that can be redistributed throughout the year as needed.

Flyers distributed widely at the beginning of the year summarize the programming schedule. The schedule is also prominently displayed on the Library’s Facebook and Berkeley Patch pages. All events are listed in the Library’s online sortable and searchable events calendar. Refrigerator magnets distributed at the library throughout the year list opening hours, storytime days and times, and the days and times of Saturday family events.

The Saturday music programs and the early literacy program are a particular focus of the department’s marketing efforts. They are advertised in local newspapers (both online and print additions) in addition to flyering campaigns and the usual online announcements.

Evaluation. Another important part of marketing children’s programming is evaluation. Surveys are distributed at the end of every program (with the exception of storytimes and book group, for which surveys are conducted every three months). Questions include:

·      How did you find out about this program?

·      Would you recommend this program to a friend?

·      If not, what changes would make it better?

·      Would a different day/time work better for you? If so, when?

Funding. The Library seeks supplementary funding for its 2013 children’s programming from the Berkeley Restaurant Alliance and associated groups. The Library is willing to distribute menus and flyers from member restaurants whose cuisines are from the theme countries at themed programs each month.