By Beth Hager, Community Relations
It’s holiday time at the library! The Clearview Library at Windsor is offering two holiday programs designed to help your family with holiday gift giving and entertaining.
On Saturday, December 11th from 10:00 - noon, the library meeting room will transform into a mini Santa’s Workshop where children can come to make crafty Christmas gifts for their families. Children of all ages are invited to add their own special touches to the craft projects provided by the library in Santa’s secret workshop – with no peeking parents allowed (although we kindly request that parents remain within the building).
If you could use a little help with holiday baking or simply need a way to relax during the holidays with a good cup of tea, then the Tea Tasting and Cookie Exchange is where you’ll want to be on Wednesday, December 15, 6:30 – 8:00 pm. Susie Klein of Susie’s Tea will provide information on the different types of teas and the proper brewing process, while offering tasting of three different types of teas. Participants who bring at least two dozen cookies of one kind will return home with a variety of at least two dozen cookies for family and friends.
Expand your family’s holiday enjoyment in a friendly, fun atmosphere at your local library this season.
Reprinted with Permission, Windsor Beacon
Thursday, December 9, 2010
Library Board Has Opening for New Member
The Clearview Library District Board of Trustees is in need of applicants for at least one board position. Board members are appointed, with the approval of the school board and town board, to serve three year terms with a limit of two consecutive terms.
The Clearview Library District is a special district not financially connected with any other library, school, or town. It is governed by a seven member board of trustees that sets policy, oversees finances, and hires a library director to handle the operation of the library district. Each year the approved mill levy for supporting property taxes is certified by the director to the county (Weld, CO). The library district consists of one main library serving the towns of Windsor, Severance, and a portion of Greeley, and a new mobile branch, Clearview Mobile Library, that has scheduled stops throughout the district. Trustees must reside within the library district that shares the same boundaries as the Re4 school district.
If you are interested in a position on the board, please pick up an application at the circulation desk in the library. Return it with a letter of application to the library or mail to David Vance, 720 Third Street, Windsor, CO, 80550, by December 31st.
Reprinted with permission, Windsor Beacon
The Clearview Library District is a special district not financially connected with any other library, school, or town. It is governed by a seven member board of trustees that sets policy, oversees finances, and hires a library director to handle the operation of the library district. Each year the approved mill levy for supporting property taxes is certified by the director to the county (Weld, CO). The library district consists of one main library serving the towns of Windsor, Severance, and a portion of Greeley, and a new mobile branch, Clearview Mobile Library, that has scheduled stops throughout the district. Trustees must reside within the library district that shares the same boundaries as the Re4 school district.
If you are interested in a position on the board, please pick up an application at the circulation desk in the library. Return it with a letter of application to the library or mail to David Vance, 720 Third Street, Windsor, CO, 80550, by December 31st.
Reprinted with permission, Windsor Beacon
Clearview Library District Rebranding Q&A
In response to public feedback at the recent Library Board meeting on November 30th regarding the new Clearview Library District identity, I am taking this opportunity to answer the questions raised at the meeting.
What does rebranding encompass?
Branding or rebranding is the sum of all the characteristics, tangible and intangible, that makes the services of the library unique and important. These characteristics include our mission and vision, our goals and objectives, our services, our visual image in print, online and in our locations. Our brand is the promise of the services and experiences that we will provide our customers. It is also the relationship that is created with our customers with their needs in mind. It is our identity.
The world around us is changing and our place in it is not as clear as it once was. Our customers are changing. We are embarking on generations that do not have the nostalgic memories of the public library as children. The fast-paced world has changed how we seek information, how we entertain and educate ourselves. Libraries have been swept into these changes and are now, on a national scale, redefining or rebranding themselves. Several other libraries in our area have recently rebranded, including Greeley, Fort Collins, Ault, and Estes Park.
Selecting a cohesive branding package allows us to reintroduce ourselves to our public in a dynamic and stream-lined way. This is the most effective way for us to create a new perception and excitement about the vital role that this library plays within the communities we serve. Implementing a new name, a new look, and a new marketing method will create an opportunity for us reintroduce the library and to forge relationships with new patrons, creating interest and excitement among different demographics.
When did the process begin?
Our rebranding began with patron and non-patron survey analysis and a demographic review of the library district’s service area, which is the same as that of the Weld Re-4 School District. Basis Marketing Inc. was used to compile an analysis of multiple surveys leading to a Marketing Plan that included consideration of a new name, logo and tagline.
Consideration of a new name was also discussed in 2009, when the public was asked for suggested new names for the district. The rebranding process became part of the regular board meeting discussions throughout 2010.
How was public input solicited?
The library first solicited suggestions for a new name in July of 2009 in the local papers and again in August through the library’s website, newsletter, and posters. The public was again asked for input in July of 2010 when six potential new brands were shared. The public was invited to visit the library and see the new names, taglines and logos, and then provide written feedback. The public was also invited in the local papers to a public forum to view and discuss the six brands and to attend the July board meeting to share their feedback. A focus group was convened on July 26th to explore the six brands in detail and suggest alternatives and improvements.
What was our old tagline and logo?
Our former taglines varied between “Proud of the Past, Planning for the Future” and “Proud of the Past, Building for the Future “. The logo showing a large WSLD was one of a few different logos being used in the last several years.
What are the benefits of rebranding, including the name change?
In general, branding benefits include:
• To Increase Awareness: Awareness means that our customers know who we are, where we are, who we serve, what we have to offer and how they can benefit from it.
• To Compete: We have two types of competitors; direct competitors and indirect competitors. A direct competitor is an organization that provides the same service. Indirect competitors belong in a different category of service, but can be used as an alternative to our services, such as coffee shops/cafes, bookstores/video stores, and the Internet.
• To Increase Our Customer Base: The visual components of rebranding are important because customers and future customers develop perceptions and make choices about us from what we present. The other parts of branding (goals and objectives, great customer experience, beautiful environments, etc.) are what keep customers coming back.
• To Increase Support and funding Opportunities: Rebranding, which helps desired supporters see and understand our objectives clearly, is a tool that can help get us sponsorships, partnerships, as well as community support.
• To Create Consistency: Consistency sends a message that we have unified goals and a solid foundation. This is visually done through color, fonts, design, words, and layouts and through the use of the logo, tagline, and name.
• To Increase Organization Unification: Unification is an outcome of consistency which helps create the same customer experience and builds a strong staff. A strong staff has better ability to create an excellent customer experience.
Specifically, rebranding benefits for our library district include:
• Continued impetus emphasizing the proactive direction we are pursuing.
• To refresh and revitalize our look.
• To capture the attention of those not currently using our services, those who are just moving to our area, and those who have not used our services for some time.
• To promote our new “outreach into the community” services.
• To continue promoting our renewed expanded library.
• To show that we are not static, but constantly changing with the needs of the district’s communities.
• To more accurately reflect who we are and who we serve. An all encompassing name that is not specifically geographic, one which is more abstract, can be used to cover the whole district, with geographic location of future branches tacked onto the name. For example, Clearview Library at Windsor now, and perhaps Clearview Library at Severance in the future.
Why do it now?
The library district recently added space for improved services to its main library in Windsor, fulfilling the requests brought forward from the public. The new mobile library is expanding services throughout the district by taking library collections and services to people where they live, work and play. Technology is creating better ways for the library and residents in the District to interact with information. With so many changes, now is the time to create better awareness of the library and its services.
What was the cost for rebranding?
The cost to complete the rebranding after the board approval of the Clearview identity on September 15th has been $6241 to date. The total cost, including the $6241, is $23,448. An itemized list of expenditures is available at the library’s main desk.
What were the first six names recommended by the consultant?
The initial identity packages were as follows with name and tagline:
• Chinook: Power Your Imagination
• Gateway: Open to the World
• Grandtree: Bringing People and Ideas Together
• Pioneer: Be a Pioneer
• Prairie: Open to the World
• Windsor Severance: Information, Imagination, Innovation
Why was one of these six not chosen?
Public feedback was generally negative for three of the brands. Two brands were favored by many but still had negatives associated with them. The brand which retained the Windsor Severance name also was favored by some although negatives were also noted. The focus group did not express enthusiasm for any one of the six and basically recommended that more options be considered.
How did the Clearview name come about?
Given that none of the six brands elicited strong support or generated much excitement, the board asked the consultant to try incorporating some of the feedback from the public to generate more options. The focus group in particular had recommended incorporating “view” in the name. Other recommendations were to create a name or a logo that had some connection to Windsor (in addition to the one incorporating the Windsor Severance name). The consultant came back with more options including the Clearview brand with a name that has multiple layers of meanings and a memorable, artistic logo with a pelican graphic.
Was there public opposition to the rebranding and particularly the name change prior to the vote?
No members of the public attended the public forum or came to any board meetings to speak for or against the rebranding. Board members did receive feedback outside the board meetings and this feedback was mixed. Board members reported that some objected to a name change, some simply thought it was unnecessary, and some were in favor of a name change. Many others expressed their overall satisfaction with the library and indicated that the rebranding issue was not important to them. They would keep coming to the library and using its services no matter what brand was chosen.
Why is Clearview a good choice? What can be accomplished with the new brand that could not be accomplished with the old brand?
By a vote of 4 to 3, the board decided that more could be accomplished by adopting the new brand than by retaining the existing brand. The total brand (Clearview name, “Expand Your Horizons” tagline, and Pelican logo) is expected to provide more opportunities to increase awareness of the library and to market the services of the library. A memorable name is important to the overall impact of rebranding. The logo, tagline, and name need to complement each other and work together to convey the overall concept or message of the brand. The new identity is fresh and memorable while creating a new look to complement the new and upgraded services of the library.
Did new library cards, stationery, and business cards have to be printed?
Yes, our supplies of all of these materials had been depleted and needed to be reordered whether or not the name was actually changed. Thus there was limited additional cost due to the name change.
Has the name change resulted in a higher replacement cost for library cards?
No. Our replacement cost policy has remained the same.
Will money be spent to change the name on all the materials in the collection?
No. The existing name will be left on the existing materials. New materials will receive the new name.
How does the new bookmobile relate to the rebranding and expenses?
The Bookmobile cost is not a part of the rebranding cost. Plans for adding the bookmobile preceded any consideration of rebranding. This mobile library provides a nationally-recognized solution to providing library services to an increasing population that is more cost effective than building and staffing a branch building.
December 9, 2010
Reprinted with permission, Windsor Beacon.
What does rebranding encompass?
Branding or rebranding is the sum of all the characteristics, tangible and intangible, that makes the services of the library unique and important. These characteristics include our mission and vision, our goals and objectives, our services, our visual image in print, online and in our locations. Our brand is the promise of the services and experiences that we will provide our customers. It is also the relationship that is created with our customers with their needs in mind. It is our identity.
The world around us is changing and our place in it is not as clear as it once was. Our customers are changing. We are embarking on generations that do not have the nostalgic memories of the public library as children. The fast-paced world has changed how we seek information, how we entertain and educate ourselves. Libraries have been swept into these changes and are now, on a national scale, redefining or rebranding themselves. Several other libraries in our area have recently rebranded, including Greeley, Fort Collins, Ault, and Estes Park.
Selecting a cohesive branding package allows us to reintroduce ourselves to our public in a dynamic and stream-lined way. This is the most effective way for us to create a new perception and excitement about the vital role that this library plays within the communities we serve. Implementing a new name, a new look, and a new marketing method will create an opportunity for us reintroduce the library and to forge relationships with new patrons, creating interest and excitement among different demographics.
When did the process begin?
Our rebranding began with patron and non-patron survey analysis and a demographic review of the library district’s service area, which is the same as that of the Weld Re-4 School District. Basis Marketing Inc. was used to compile an analysis of multiple surveys leading to a Marketing Plan that included consideration of a new name, logo and tagline.
Consideration of a new name was also discussed in 2009, when the public was asked for suggested new names for the district. The rebranding process became part of the regular board meeting discussions throughout 2010.
How was public input solicited?
The library first solicited suggestions for a new name in July of 2009 in the local papers and again in August through the library’s website, newsletter, and posters. The public was again asked for input in July of 2010 when six potential new brands were shared. The public was invited to visit the library and see the new names, taglines and logos, and then provide written feedback. The public was also invited in the local papers to a public forum to view and discuss the six brands and to attend the July board meeting to share their feedback. A focus group was convened on July 26th to explore the six brands in detail and suggest alternatives and improvements.
What was our old tagline and logo?
Our former taglines varied between “Proud of the Past, Planning for the Future” and “Proud of the Past, Building for the Future “. The logo showing a large WSLD was one of a few different logos being used in the last several years.
What are the benefits of rebranding, including the name change?
In general, branding benefits include:
• To Increase Awareness: Awareness means that our customers know who we are, where we are, who we serve, what we have to offer and how they can benefit from it.
• To Compete: We have two types of competitors; direct competitors and indirect competitors. A direct competitor is an organization that provides the same service. Indirect competitors belong in a different category of service, but can be used as an alternative to our services, such as coffee shops/cafes, bookstores/video stores, and the Internet.
• To Increase Our Customer Base: The visual components of rebranding are important because customers and future customers develop perceptions and make choices about us from what we present. The other parts of branding (goals and objectives, great customer experience, beautiful environments, etc.) are what keep customers coming back.
• To Increase Support and funding Opportunities: Rebranding, which helps desired supporters see and understand our objectives clearly, is a tool that can help get us sponsorships, partnerships, as well as community support.
• To Create Consistency: Consistency sends a message that we have unified goals and a solid foundation. This is visually done through color, fonts, design, words, and layouts and through the use of the logo, tagline, and name.
• To Increase Organization Unification: Unification is an outcome of consistency which helps create the same customer experience and builds a strong staff. A strong staff has better ability to create an excellent customer experience.
Specifically, rebranding benefits for our library district include:
• Continued impetus emphasizing the proactive direction we are pursuing.
• To refresh and revitalize our look.
• To capture the attention of those not currently using our services, those who are just moving to our area, and those who have not used our services for some time.
• To promote our new “outreach into the community” services.
• To continue promoting our renewed expanded library.
• To show that we are not static, but constantly changing with the needs of the district’s communities.
• To more accurately reflect who we are and who we serve. An all encompassing name that is not specifically geographic, one which is more abstract, can be used to cover the whole district, with geographic location of future branches tacked onto the name. For example, Clearview Library at Windsor now, and perhaps Clearview Library at Severance in the future.
Why do it now?
The library district recently added space for improved services to its main library in Windsor, fulfilling the requests brought forward from the public. The new mobile library is expanding services throughout the district by taking library collections and services to people where they live, work and play. Technology is creating better ways for the library and residents in the District to interact with information. With so many changes, now is the time to create better awareness of the library and its services.
What was the cost for rebranding?
The cost to complete the rebranding after the board approval of the Clearview identity on September 15th has been $6241 to date. The total cost, including the $6241, is $23,448. An itemized list of expenditures is available at the library’s main desk.
What were the first six names recommended by the consultant?
The initial identity packages were as follows with name and tagline:
• Chinook: Power Your Imagination
• Gateway: Open to the World
• Grandtree: Bringing People and Ideas Together
• Pioneer: Be a Pioneer
• Prairie: Open to the World
• Windsor Severance: Information, Imagination, Innovation
Why was one of these six not chosen?
Public feedback was generally negative for three of the brands. Two brands were favored by many but still had negatives associated with them. The brand which retained the Windsor Severance name also was favored by some although negatives were also noted. The focus group did not express enthusiasm for any one of the six and basically recommended that more options be considered.
How did the Clearview name come about?
Given that none of the six brands elicited strong support or generated much excitement, the board asked the consultant to try incorporating some of the feedback from the public to generate more options. The focus group in particular had recommended incorporating “view” in the name. Other recommendations were to create a name or a logo that had some connection to Windsor (in addition to the one incorporating the Windsor Severance name). The consultant came back with more options including the Clearview brand with a name that has multiple layers of meanings and a memorable, artistic logo with a pelican graphic.
Was there public opposition to the rebranding and particularly the name change prior to the vote?
No members of the public attended the public forum or came to any board meetings to speak for or against the rebranding. Board members did receive feedback outside the board meetings and this feedback was mixed. Board members reported that some objected to a name change, some simply thought it was unnecessary, and some were in favor of a name change. Many others expressed their overall satisfaction with the library and indicated that the rebranding issue was not important to them. They would keep coming to the library and using its services no matter what brand was chosen.
Why is Clearview a good choice? What can be accomplished with the new brand that could not be accomplished with the old brand?
By a vote of 4 to 3, the board decided that more could be accomplished by adopting the new brand than by retaining the existing brand. The total brand (Clearview name, “Expand Your Horizons” tagline, and Pelican logo) is expected to provide more opportunities to increase awareness of the library and to market the services of the library. A memorable name is important to the overall impact of rebranding. The logo, tagline, and name need to complement each other and work together to convey the overall concept or message of the brand. The new identity is fresh and memorable while creating a new look to complement the new and upgraded services of the library.
Did new library cards, stationery, and business cards have to be printed?
Yes, our supplies of all of these materials had been depleted and needed to be reordered whether or not the name was actually changed. Thus there was limited additional cost due to the name change.
Has the name change resulted in a higher replacement cost for library cards?
No. Our replacement cost policy has remained the same.
Will money be spent to change the name on all the materials in the collection?
No. The existing name will be left on the existing materials. New materials will receive the new name.
How does the new bookmobile relate to the rebranding and expenses?
The Bookmobile cost is not a part of the rebranding cost. Plans for adding the bookmobile preceded any consideration of rebranding. This mobile library provides a nationally-recognized solution to providing library services to an increasing population that is more cost effective than building and staffing a branch building.
December 9, 2010
Reprinted with permission, Windsor Beacon.
Subscribe to:
Posts (Atom)