OCLC awarded Gates grant to develop library marketing campaign

DUBLIN, Ohio, USA, 6 November 2006—OCLC Online Computer Library Center, the world's largest library cooperative, has been awarded a grant from the Bill & Melinda Gates Foundation for development of a potential national marketing campaign to increase awareness of the value of libraries, and the need for support for libraries at local, state and national levels.

The $1.2 million grant will be used by OCLC to conduct research, develop strategies, create materials and test elements of a national marketing campaign to demonstrate the value of libraries, and the need to increase support for libraries to meet the changing needs and expectations of library users.  The project will aim to create a national campaign that can form an umbrella for regional- and local-level programs.  OCLC has selected Leo Burnett USA as the agency partner in the project.

Trends suggest that U.S. public libraries will find it difficult to adequately fund operations over the next 3 to 5 years—a period in which public libraries will come under increasing pressure to modernize programs, facilities and electronic infrastructure and offer more Internet-based services and electronic collections.  At the same time, studies indicate that most people are unaware of all the types of information and services libraries make available to their patrons.

"Libraries must more effectively communicate their current services and value in this era of rising costs and increased competition," said Cathy De Rosa, Vice President, OCLC Marketing and Library Services and principal contributor to Perceptions of Libraries and Information Resources, a report issued in December 2005 based on Harris Poll findings.  "Many libraries lack the resources, expertise and funding to build the library advocacy and marketing programs required to create an environment that can sustain and increase support.  It is our goal to help libraries communicate their value to the communities they serve."

The Perceptions report noted that U.S. residents do not have a current view of library services or technology offerings.  Most residents hold a nostalgic view of libraries, associating libraries overwhelmingly with "books."  While 99 percent of libraries now provide free Internet access and most provide electronic collections and online services, many residents are unfamiliar with these services and do not see libraries as providing services that fit with their current lifestyles.

"Libraries provide opportunities for education and advancement, especially for those in rural or otherwise underserved areas in this country, by providing access to books, information technology and training," said Jill Nishi, manager of the Bill & Melinda Gates Foundation's U.S. Libraries initiative.  "This project will help us determine how best to encourage sustained funding for public libraries, so they can continue to provide quality services for generations to come."

About OCLC
Headquartered in Dublin, Ohio, OCLC Online Computer Library Center is a nonprofit library membership and research organization that has provided computer-based cataloging, reference, resource sharing, preservation and eContent services to 57,000 libraries in 112 countries and territories.  OCLC and its member libraries worldwide have created and maintain WorldCat, the world's richest online resource for finding library materials.  For more information, visit www.oclc.org.

About the Bill & Melinda Gates Foundation
Guided by the belief that every life has equal value, the Bill & Melinda Gates Foundation works to reduce inequities and improve lives around the world.  In developing countries, it focuses on improving health, reducing extreme poverty, and increasing access to technology in public libraries.  In the United States, the foundation seeks to ensure that all people have access to a great education and to technology in public libraries.  In its local region, it focuses on improving the lives of low-income families.  Based in Seattle, the foundation is led by CEO Patty Stonesifer and Co-chairs William H. Gates Sr., Bill Gates, and Melinda French Gates.  More information is available at www.gatesfoundation.org.

Find out more about OCLC

OCLC and WorldCat are trademarks/service marks of OCLC Online Computer Library Center, Inc. Third-party product, service and business names are trademarks and/or service marks of their respective owners.