In 2011, Michigan’s Troy Library was unexpectedly launched into national (and international) spotlight. Their story brought new meaning to “if you can’t beat ‘em, join ‘em” and their campaign remains an example of how to change conversation on an issue.
The back-story:
Troy Library was about to close their doors for good, unless they could raise money. So, they requested a small tax increase from the community. Unfortunately for them, an anti-tax group opposed any funds going to the library, and overshadowed the issue with tax talk. The library needed to shift the conversation from taxes back to the library.
How they shifted the conversation is what I found thought-provoking and inspiring as a publicist. Often, we are constrained by small to nonexistent budgets for marketing ideas; as Troy Library shows, a creative idea doesn’t need to break the bank:
A few strategic reminders for publicists, courtesy of Troy Library:
- Budget doesn’t indicate newsworthiness. A good idea is, well, just that. Don’t underestimate the power of a grassroots campaign, a Facebook page, and a couple lawn signs.
- Don’t let the opposition define you or your cause. Find a way to be heard above all the noise.
- Take risks. Permission from the client on messaging is obvious and necessary. Provide an array of risky ideas to choose from.
“A vote against the library is like a vote to burn books.” At the end of the day, this message soared higher than any tax issue. Cheers to being creative!
