February 17, 2018

Aligning Your Friends

One of our key marketing strategies over the last few years has been to align the vision of our library with our affinity groups: our Friends of the Library and our Library Foundation. I’ll start with our Friends, who are — like yours, I’m sure — a great group of passionate library lovers. Historically they operated in parallel with the library, but had a separate visual identity and their own mission. 
In this video, Thad DeVassie of our Friends group, talks about the evolution of our alignment.

Here he references a few CML staffers by first name only. Their full names and titles are: Kerry Bierman, Community Relations & Development; Donna Zuiderweg, Development; Patrick Losinski, Executive Director. 

For a quick snapshot, here is the Friends old logo:

Here you see their new logo and how well it reflects that of the library:

And while I don’t remember the old Friends mission, I know it was not connected to the library. Today their mission is: Building awareness and resources to champion Columbus Metropolitan Library’s vitality in the community.

Of course the obvious question is: what is gained by the alignment. I think the visual help to capture it best. Clearly, in today’s cluttered world, we have helped customer to recognize immediately the connection between these two organizations and to understand the linkage between the two. 

This process has taken a lot of hard work and a true commitment to the library’s best interests. As I mention in the video, if you’d like to contact Thad directly, here is his email: tdevassie@cochrangroupinc.com.  I’d be interested to hear if you have a similar story.

Alison Circle About Alison Circle

Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.