• Image Development
• Communications
  • Section A: Library Staff
  • Section B: Faculty and Staff on Campus
  • Section C: Students
  • Section D: Academic Library Community
  • Section E: External Community

Goal:

The goal of the Public Relations Plan for TRELLIS is to ensure that the publics associated with the three university libraries are well informed of the new integrated library system. A Public Relations (PR) group, comprised of a representative from each university library, was formed. The mandate of this group is to: Name and develop a look/logo for the system (Image Development) Create the public relations plan and oversee the implementation of the various strategies included in the plan (Communications)

A trellis is a lattice or grating used as a support for climbing plants. Our catalogue system will be a support to our students, faculty and staff. Also, a trellis draws images to growth, expansion, linkages and cooperation - all of these are words that describe what a library catalogue should do. Finally, the intertwining of plants climbing a trellis symbolizes the partnership of the TriUniveristy Group of Libraries (TUG).

After selection of the name, the PR group entered into discussions with various design companies in order to select a design firm to develop a logo for TRELLIS. The design firm would be hired to, not only develop a logo, but also to create a TRELLIS web page that would be used as an entry point into the OPAC module of the new automated library system. As well, the selected designer would be asked to create a TUG splash page that would include a link to the TRELLIS web page.

In December, 1997, Convivia Interaction Design was hired. Convivia was selected because they offer a service that includes design work based on solid usability principles.

a.	Library Staff
b.	Faculty and Staff on Campus
c.	Students
d.	Academic Library Community
e.	External: alumni, local community members, government agencies, and university friends and donors.

The next section outlines the communications strategy for each of the groups identified above. A timeline and proposed budget concludes this document.

1. Naming of the Automated Library System (November 1997)
   • All staff members were provided with the opportunity to suggest a name for the system. The name TRELLIS was submitted by a staff member from WLU. The individual was acknowledged and thanked in an email message to all staff.

2. General Information Sessions for Staff (February 1998)
   • One- hour sessions at each institution were organised for staff.
   • The sessions provided an opportunity for the TRELLIS story to be told.
   • The Chief Librarians participated at their respective institutions along with the Project Sponsor, Mark Haslett, a local member of the Voyager Project Management Group (VPMG) and a member of the PR Group.
   • Staff members were provided with the opportunity to ask questions of any of the presenters.
   • The new TRELLIS logo was unveiled.
   • Everyone who attended a session was given a Target ... TRELLIS pen.

3. An Electronic Bulletin for Staff (February 1998 )
   • Target ... TRELLIS, an electronic newsletter for staff, was launched in February.
   • This weekly newsletter is written in an upbeat and informal style.
   • The newsletter provides an opportunity to share information about progress being made on the TRELLIS project.
   • The newsletter also provides an opportunity for individuals involved in various aspects of the system project to be recognised and thanked.
   • The newsletter is archived on the TRELLIS Project Home Page.

4. TRELLIS Project Web Page (September 1997)
   • A web page linking together all information relating to the TRELLIS project was created by VPMG.
   • This page was promoted at the Staff Information Sessions and is highlighted in each issue of Target ... TRELLIS.

5. Communicating the PR Plan (April 1998)
   • Upon approval of the public relations plan by the Chief Librarians, members of the PR group will share the plan with VPMG.
   • The PR group, with the support of VPMG, will then share this plan with all library staff. They will bring the plan to various library departmental meetings, process group meetings, team meetings, etc.
   • The PR group will ensure that staff members are aware that there is a communications plan in place, that they have an opportunity to contribute ideas, and that they feel confident that the right message is getting out to the right people at the right time.

6. Buttons (April 1998)
   • Buttons will be produced and given to all staff. The buttons will say "Ask me about TRELLIS". They are intended to be worn by staff working in public areas of the libraries, but they will be given to all staff. Staff will be encouraged to wear the buttons during the month of April.
   • The buttons are part of a larger plan. The distribution of the buttons ties in with the placement of banners in the public areas of all three libraries (see Section B, point 5 for details about the banners), and the placement of Information Sheets about the new library catalogue at all public service points (see Section B, point 6 for details about the Information Sheets).

1. Promoting TRELLIS on campus (April, 1998)
   • The PR group will meet with individuals responsible for Public Affairs at Guelph to ascertain how best to communicate to the three respective campus communities.

2. Publications (Begins March, 1998)
   • Meetings will take place with the editors of the campus newspapers to plan print coverage of the project.
   • The PR group will keep a clipping file of all print and electronic coverage on campus.
   • Existing library publications will be used to feature information about TRELLIS. Lib-Rant (UG) and fyi (UW), are examples of an in-library publication and a publication targeted at faculty, respectively.
   • A newsletter focusing on the TRELLIS project will be produced and mailed to the faculty of the three universities.

3. Electronic Information (March 1998)
   • The URL for the TRELLIS Project Page will be included in all articles and promoted whenever possible.
   • An "About TRELLIS" link off of each library home page will be created. This link will provide general information about TRELLIS as well as FAQ-type responses. (Similar to sites at other Voyager locations such as Syracuse, etc.) This site will offer an opportunity for readers to send questions electronically.

4. Campus Information Sessions (Begins March 6, 1998 )
   • The PR group will investigate ways to tap into existing information exchange venues/meetings/open houses in departments or faculties. Examples of events that have/will recently include TRELLIS publicity:
     • Waterloo's IST department scheduled one of their regular open houses to feature the TRELLIS project on March 6.
     • Guelph's Campus Days on March 18-19 will feature a display that describes the new library catalogue.
   • Discussions with liaison librarians and others responsible for communicating with faculty will take place.
   • The Chief Librarians will make presentations about TRELLIS to various campus committees including Senate, Board of Governors, Faculty Reps, etc.
   • The PR group will prepare briefing notes for use by the Chief Librarians in their presentations and interviews with the media, etc. The notes will include stats, costs, benefits, etc.

5. Signage in the Libraries (April 3, 1998)
   • Banners will be produced and hung over banks of OPAC terminals in each of the library locations.
   • The banners will say something like "TRELLIS ... coming soon to a terminal near you." Once TRELLIS goes live, an overlay will be placed on each banner that will read "TRELLIS ... is here."

6. Supporting Documentation (April 3, 1998)
   • In consultation with the user education and training groups, the PR group will put together a one page "Did you know" type flyer. This flyer will answer the who, what, when, where, and why associated with TRELLIS. The flyer will be placed at all public service desks.

   • The flyer will direct users to an appropriate source for additional information.

1. Signage in the Libraries (April 3, 1998)
   • covered in Section B.

2. Supporting Documentation (April 3, 1998)
   • covered in Section B.

3. Electronic Information (March 1998)
   • covered in Section B.

4. Student Newspapers (September, 1998)
   • The PR group will contact the editors of the various student newspapers to discuss print coverage. The group may suggest the idea that one of their reporter's try out the new catalogue and report on their experience.

5. Catalogue Contest (September, 1998)
   • As a means of getting students interested in using TRELLIS, the PR group will run a type of treasure hunt. The contest will require students to find their way around the catalogue. We hope the prizes (i.e. a laptop, etc) will be exciting enough to attract a large number of participants. The staff involved in User Education will be involved in the design of the contest.
   • A corporate sponsor will be sought to donate the prizes and underwrite the cost of the promotional materials.
   • The contest will be advertised in the libraries, in student newspapers, in university newspapers, on residence bulletin boards, etc.

6. Special Publication (June-July, 1998)
   • A special tabloid publication entitled "Welcome to the Library" will be prepared for the fall term. This publication could be an insert in all campus newspapers as well as orientation packages to grad and undergraduate students.
   • The publication will focus on TRELLIS as well as other library resources and services. Some of the articles will be the same for each institution and others will be localised.

7. Pencils (Fall Term, 1998)
   • Pencils with "Check out TRELLIS" will be produced and placed around the computer terminals in all libraries.
   • The pencil is something students and other users can take with them. It will help to reinforce the name and the idea that we have a new library catalogue system.

1. Submission of Articles (Begins May, 1998)
   • The PR group will compile a list of print and electronic publications that relate to academic libraries.
   • We will encourage the Chief Librarians, members of the Project Teams and others involved in the project to submit articles to these publications.
   • Press Releases will be prepared by the PR group in cooperation with the respective campus news bureaus, and sent to the identified publications.

2. Participation in Conferences (Begins May, 1998)
   • The PR group will compile a list of potential library-related conferences and workshops that could be targeted for potential "speaking opportunities".
   • The PR group will encourage the Chief Librarians, project team members and others to contribute as a presenter, sharing parts of the TRELLIS story.

3. Tracking Communications (Begins April 1998)
   • The PR group will keep a clipping file of all articles printed re: TRELLIS.
   • A list will also be compiled of all presentations made at conferences re: TRELLIS.

1. Publications (September 1998)
   • Press Releases will be prepared and sent to various media.
   • The PR group will work with the campus Public Affairs departments to arrange for coverage by local media. For example: an interview with the three university presidents and/or three chief librarians discussing the importance of the TriUniversity Group of Libraries and the services they offer.
   • The PR group will contact the editors of the three alumni magazines and encourage them to include an article on TRELLIS.

2. Official Launch (3rd Week of September, 1998)
   • The PR group will begin planning for the official launch in May, 1998.
   • The launch will be a formal event.
   • Media will be asked to cover the event.
   • Key Speakers will be selected, including the Chief Librarians, the University Presidents, Faculty, Student Reps, etc. The faculty and student reps could perhaps talk, from their own perspective, on how the new system will improve their access to information.
   • Key individuals from the external community will be invited to the official launch.
   • Food & Beverages will be served.
   • Launch will somehow incorporate both a TUG part and a local part. An issue to deal with is do we have 3 separate launches at each university library, or do we somehow combine to have one public launch.

This plan will be updated as required. Dates may change on the projected timeline.

Voyager Project Management Group
tug-imp@library.uwaterloo.ca
April 9, 1998