This phase of your campaign provides the opportunity for library staff to engage directly with members of community and influential community organizations.

The objective is to leverage the awareness raised by advertising and public relations by taking your campaign to community events, continuing to build relationships with local media, and partnering with businesses and organizations. You will find that people are intrigued by the campaign and interested to know more. The campaign is a great conversation starter and people will take your materials – such as posters, bookmarks and handouts -- to share with others.

In order to fully engage the community with your campaign, you need support. Partnering with local businesses, organizations and institutions to spread the word will help garner broader interest in your campaign and learning about local public library funding issues. There is no need to stick to the usual suspects with this—use your awareness campaign as an opportunity to approach new and diverse partners throughout your community.

See: Partner for Impact and Examples of Partnership Power

Partnering with area schools for your awareness campaign is a natural fit. Be sure to make the most of your efforts and reach this target audience.

See: Partner with Schools and Summer Reading and Your Awareness Campaign: A Perfect Match

Many marketers feel there are limitless possibilities and great value for marketing in creative ways using unconventional methods. This type of marketing that focuses on creativity and effort vs. spending a great deal of money is called guerrilla marketing. But how does guerrilla marketing translate to your local awareness campaign?

See: Guerilla Marketing