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Word of Mouth Marketing: Perkins Library

         That All May Read

Project description

The expansion of various measurable social media projects and informational approaches to include digital, print, and telecommunication outreach efforts.

"For the Perkins Library we wanted to find ways that we could expand our outreach into areas which have not previously been explored, using methods which have not previously be utilized, and measured to determine how effective these efforts have been." Erin Fragola, Team Perkins

Structural details

Goals

To grow our social media scope, to expand outreach to the range of eligible patrons who previously did not know of their eligibility

Find ways to measure the efficacy of outreach campaigns. Collect testimonials in an effective and productive manner for marketing.

Audience

All Massachusetts residents with difficulties reading printed materials.


Measurables

We have been using telecommunication and email surveys to measure efficacy.

Perkins School for the Blind, Perkins Library
175 North Beacon Street
Watertown, MA  02472-2790
http://perkinslibrary.org/

Communications strategies

Perkins made a focused effort to utilize social media to connect sighted and non-sighted individuals to Perkins' services. By providing information about services and also relevant and useful information for people in and around this specialized community, Perkins hoped to curate WoM with services catering to shared users.

perkins howditgo

And so, how'd it go?

Among the many previously outlined projects, we just completed a campaign which collected "valentine" messages from our community of patrons and supporters utilizing email and telephone surveys which were then transcribed into printed valentines and shared audibly with legislators, board members, and our social media arms.

And how will you keep the momentum going?

I'm continuing to inform my colleagues with periodic updates as to the responses and replies to our outreach efforts via informal nods and gracious approval for continued support of these campaigns.

And can you talk a little about setbacks, adjustments or lessons learned?

The only setbacks I think we've encountered had more to do with the weather and lack of time to complete projects. We've been overall quite successful but of course our response numbers could be higher.