CASE STUDY V:
ADVANCE REPUTATION THROUGH MAJOR EVENT

SITUATION:  While the New York Public Library (NYPL) was recognized as one of the most important institutions of its kind in the world, research studies with their key publics revealed disturbing misconceptions: 

• The Library was often seen as a passive, old-fashioned storehouse of books, not an innovator in public service, programs, and exhibitions.

• Many Library users did not know that the Library is a nonprofit institution and that substantial private and public support is crucial for its very existence.

• The NYPL's Centennial provided an opportunity to shine a light on the many cultural and educational benefits of this beloved, but often misunderstood institution.

OVERARCHING GOAL: Increase awareness of The New York Public Library, a premier cultural and educational organization, through a major centennial celebration. 

TANGIBLE OBJECTIVES: 

• Create a positive atmosphere for private giving — laying the groundwork to announce a $430 million capital campaign.

• Foster a sense of ownership and public demand for local, state, and federal support.

• Establish the Library as an innovator and leader in providing public access to information in all formats (including the then-new "information superhighway").

• Position the Library, especially its exhibitions, as a prime destination for NYC visitors.

• Secure pro bono assistance to create and place electronic and print PSAs and other promotion and marketing tools, including radio and television media partnerships.

• Create and promote a new graphic identity to revitalize the image of the Library.

TACTICS:

• Created a day of free events in every neighborhood library and research center, culminating at the landmark Fifth Avenue building with a sound and laser show and speeches by dignitaries and celebrities, authors, and government leaders before a packed crowd of 10,000.

• Produced an electronic multimedia interactive press kit on the Library in CD-ROM format - a first at that time for any nonprofit in the nation - that encapsulated downloadable text, photographs, press releases, timelines, fun facts, animation segments, and videos in a single product.

• Sought and secured a number of pro bono special promotions, including:

  • free advertising in local media, totaling four million impressions

  • radio PSAs narrated by Barbara Walters that aired hundreds of times on 16 New York stations

  • television PSAs created by Centennial media partner NY1

  • "Discover Your Library" inserts in more than one million Time Warner cable bills

  • hourly announcements on the giant SONY video screen in Times Square

  • window displays at Bloomingdale's, Brooks Brothers, Lord & Taylor, Ralph Lauren, and the Empire State Building

"The Library could always count on Nancy's intelligence, vision, and determination to deliver terrific promotional strategies and outcomes. But it was her warmth and wit that made her a great colleague."

Paul LeClerc, President Emeritus
THE NEW YORK PUBLIC LIBRARY

RESULTS

• NYPL's Centennial events, services, exhibitions, and programs were the subject of more than 1,700 articles in at least eight languages - a 50% increase in press coverage from the previous year.

• The Library was featured in the national edition of The New York Times 38 times in eight months, and the Centennial made the cover of five magazines, including The New Yorker and Vanity Fair.

• Every major New York City newspaper ran an editorial in support of the Library.

• The Library received more than five hours of cumulative television coverage, including an 11-minute "cover story" on CBS Sunday Morning and a 5-minute live segment on NBC's Today Show.

• 20,000 visitors came to the Library to take part in the Centennial Day celebration.

• Attendance at Library programs increased by 40% over the previous year.

• One million online searches were made through the Library's home page in the first two months after its new catalog and information system was launched.

• The fundraising effort made two giant leaps, with a $10 million gift to the Performing Arts Library and a $15 million gift to restore the great Rose Main Reading Room in the landmark building.

• Eventually, the Library more than surpassed its initial $430 million campaign goal - bringing in $736 million.