Goal

Our overall aim is to create a

long-lasting, informed
relationship between the UNC
undergraduate student
population and Wilson Library.

Executive Summary
We at Fresh!PR focused our campaign on creating a memorable and long-
lasting relationship between the UNC undergraduate population, UNC professors and
Wilson Library. To create our campaign, we had to understand the library usage of

Wilson Library l Bringing Time-Honored Works to a New Generation 1

undergraduate and graduate students. We designed research that focused on
students’ typical library routines, students’ general images or ideas regarding Wilson
Library, and students’ preferences for receiving information about campus activities.
Our research helped us determine the direction of our campaign. Because of
the overwhelming lack of recognition among undergraduate students, we decided to
put the majority of our focus on reaching this large public. To reach them, we
designed four objectives that we believe will change campus perception and use of
Wilson Library. Our four objectives are:
• Increase student attendance of library use, special events and general
knowledge of the Wilson collections by 50 percent within the first year.

• Encourage more students who are members of student organizations

to take advantage of the materials Wilson Library has to offer them.
Try to have at least six new student-run organizations increase their
usage of the library’s materials by April 2010.

• Increase knowledge and use of Wilson Library among professors. In the

next two year, we would like to increase the number of professors
assigning projects and papers that require the use of Wilson Library by
25 percent.

• Encourage students to use Wilson Library during finals week as an

alternative to the House and Davis Libraries.

We have developed fresh new strategies to help us achieve our objectives.

They aim to reach out to our target publics and provide them with the information
necessary to create a relationship with Wilson Library. To accomplish our strategies
we have come up with a litany of tactics that can be easily implemented. Our hope is
that Wilson Library will execute our campaign plan during the 2009-2010 Academic
School Year. After the school year, we hope to evaluate our efforts and reassess the
tactics that we have crafted in order to continue to work towards our overall goal in
the subsequent school years.

Wilson Library l Bringing Time-Honored Works to a New Generation 2

 Campaign
Objectives

Fresh Objective One

Through our research, we found that undergraduate students view Wilson
Library as an intriguing place, but they express doubt as to how the library applied to
their college experience. As a result, our campaign will focus on widening the
knowledge base, use and number of patrons faithful to Wilson. Our first objective is
to increase student attendance of the library and special events, and to increase the

Wilson Library l Bringing Time-Honored Works to a New Generation 3

general knowledge of the Wilson collections by 50 percent within the first year of the
campaign.

Target Publics
The primary public for this objective is the undergraduate population at UNC. There
are currently 17,628 undergraduates enrolled at Carolina. This is a very large group,
so it can be broken down into more targeted publics, such as freshman, transfer
students and underclassman. The primary target of the undergraduate population
will be incoming freshman and transfer students and sophomores. These
underclassmen, ages 18-20, are the primary target because they are in the early
years of their experience at Carolina, and Wilson Library can create a lasting
relationship with these students. We also want to target prospective students and
recently accepted high school seniors. These seniors, ages 17-18, are eager to learn
about their potential college campus and are a key population to making a strong
connection with Wilson Library. By tailoring our objective to these publics, students
will form a relationship with Wilson Library that will last through their entire college
career.

Key Messages
1. Wilson Library is a functional library available to all UNC students
• We want to emphasize that Wilson Library is a resource
for undergraduates as well as graduate students.
2. Wilson Library welcomes undergraduates to find and use its unparalleled
resources

• We want students to understand that Wilson Library offers similar

amenities as the Davis and House libraries.
3. Wilson Library holds a variety of events and programs that appeal to the
undergraduate population and the community

• We want students and the community to be aware of

ongoing events and programs offered by Wilson Library.

Strategy One

Wilson Library l Bringing Time-Honored Works to a New Generation 4

We want to use Carolina’s pre-existing programs to expand the public’s knowledge of
Wilson Library. These include the Week of Welcome (WOW) and campus tours for
prospective students. By targeting these programs, we aim to create a relationship
with Wilson Library from the start of the student’s experience at Carolina.

Tactics
• Wilson Library volunteers will set up a table at Fall Fest with information,
brochures and a sign-up sheet to be a part of Wilson Library’s special listserv,
which will inform and remind recipients of events, programs and news
regarding the library. We will provide refreshments at the table in order to
give students incentive to stop by.

• Wilson Library staff will give campus tour guides a brochure about Wilson
Library and all of its extensive collections. This will give them knowledge to
inform prospective students about Wilson Library rather than dismissing it on
campus tours.

Strategy Two
In our research, undergraduate students mentioned the lack of information they
received about the library. In order to change this, we want to expand the methods
Wilson Library uses to reach the public regarding the resources and events it hosts.
We will develop a series of fliers promoting the library’s collections, study spaces,
programs and events. We also want to use the student informational listserv and
social networking sites.

Tactics
• Wilson Library staff and volunteers will disperse fliers promoting the library’s
programs and resources around campus, especially during midterms and
finals.

• Volunteers will send out e-mails over the student informational listserv for
every special program and event held at the library.

• Wilson Staff will create a Facebook page and “friend” all incoming Carolina
undergraduates, which will inform the public of upcoming exhibits and events.

Wilson Library l Bringing Time-Honored Works to a New Generation 5

Strategy Three
We want to address our research findings about the negative views undergraduates
hold about Wilson Library’s staff. Changing the presence and placement of staff will
make the library more accessible and welcoming. We plan to update wording on the
library’s signs, provide a welcome desk volunteer and encourage the library staff to
be more interactive with students. Once students are comfortable inside, we believe
they will be more likely to explore the collections and exhibits.

Tactics
• Wilson Library staff will change the building’s signs to express a more
welcoming and positive tone.

• Student volunteers or librarians will be at the welcome desk at all times to

engage newcomers which will provide students with a sense of inclusion.

• Wilson Library staff members are readily available and prepared to help guide
unsure students through the library will encourage a positive and lasting
relationship with undergraduates.

Budget for Objective One

Academic School year 2009-2010
Expenses Cost
Food for Students at Fall Fest $100
Printing Brochures $100
Changing Wording on Signs $200
Total $400

Wilson Library l Bringing Time-Honored Works to a New Generation 6

Timeline for Objective One
Academic School Year 2009-2010
August Fall Fest Promotion
Informational Student Listserv
Launch Facebook Page
Distribute Brochures for Start of Semester
Change Wording on Signs
Septemb Emails for Wilson Listserv
er Informational Student Listserv
Update Facebook Page
Provide Brochures to Tour Guides
October Emails for Wilson Listserv
Informational Student Listserv
Update Facebook Page
Distribute Brochures for Midterms
Novemb Emails for Wilson Listserv
er Informational Student Listserv
Update Facebook Page
Decembe Emails for Wilson Listserv
r Informational Student Listserv
Update Facebook Page
Distribute Brochures for Exams
January Emails for Wilson Listserv
Informational Student Listserv
Update Facebook Page
Distribute Brochures for Start of Semester
Provide Brochures to Tour Guides
February Emails for Wilson Listserv
Informational Student Listserv
Update Facebook Page
March Emails for Wilson Listserv
Informational Student Listserv
Update Facebook Page
Distribute Brochures for Midterms
April Emails for Wilson Listserv
Informational Student Listserv
Update Facebook Page
Distribute Brochures for Exams

Fresh Objective Two

Wilson Library l Bringing Time-Honored Works to a New Generation 7

Many students who attend UNC are extensively involved in student organizations. We
want to encourage club members to take advantage of the materials Wilson Library
has to offer. In its collections, Wilson Library has resources that a number of clubs
find interesting and useful for their activities. The library currently has relationships
with four campus organizations: the Daily Tar Heel, Campus Y, Order of the Bell
Tower and the Yackety Yack. Our objective is to have at least six new student-run
organizations increase their usage of the library’s materials by April 2010. Wilson
Library will also formally acknowledge the student groups by including them in a new
association called “Clubs of the Library,” which will be similar to its “Friends of the
Library.”

Target Publics
For this objective, we are focusing on full-time undergraduate and graduate
students who are actively involved in their student organizations. These students are
typically between the ages of 18-25. We want to target students of different races
and religious backgrounds. These students should be social in campus life, but they
should also be studious and diligent in their work. They should be outgoing and
willing to strike a conversation with a student they just met. The top organizations we
are targeting will have more than seven active members, hold meetings on campus
or relatively near, and host events occasionally to frequently. Our top organizations
will most likely collaborate with Wilson Library on a project. We have picked several
organizations that we feel have members who possess these qualities. We contacted
the following organizations, and they expressed interest in forming a relationship
with Wilson Library: Student Television (STV), Public Relations Student Society of
America (PRSSA) and Carolina Photography Association (CPA).

Key Messages
1. We can support and assist your student organization

• To draw in student-run organizations, Wilson Library must actively display its

interest in reaching out to their members.
2. We want to enrich your club experience with our resources, so please use them

• Wilson Library’s staff is proud of its collections. Staff members seek students
who are interested in learning more about the library’s resources. By targeting
specific clubs, the staff can offer them enjoyable experiences.
3. Your ideas and opinions are important to us, so share them!

Wilson Library l Bringing Time-Honored Works to a New Generation 8

 • Wilson Library can not only provide resources to student clubs, it must also
take a proactive approach to keep the students coming back. The staff should
be open to students discussing their views and thoughts on the collections.

Strategy One
The library must make the initial contact to not only inform students of its
resources, but also to let students know they are welcome to enter the doors and
explore. Wilson Library will enlist the “Friends of the Library” to contact different
organizations and educate them on the library’s different collections at the beginning
of Fall 2009 and continue to reach to them throughout the year. These volunteers will
encourage the clubs to visit Wilson Library and use its resources through
advertisements, informational e-mails, workshops and word-of-mouth. Clubs that
already have a relationship with the library will be asked to learn even more about
the different collections and interact more with the library staff.

Tactics
• Wilson Library staff will hold workshops to targeted clubs explaining how to
use the library’s resources at the beginning of each semester.

• The staff will purchase a two-column by eight inches, black and white
advertisement in the Daily Tar Heel about interest in student organizations
because most undergraduates receive their information from the newspaper.
The advertisement will run once a month, every other month of the school
year. The DTH charges $10 per column inch for UNC departments and Non
profits, so running the ad from August to April will cost $640.

• Wilson Library volunteers will get in touch with club’s faculty members and
leaders to express interest in working with the organization through
informational e-mails. They will follow up with messages containing specific
information that will help form relationships. If faculty members get their
organizations involved, volunteers will send out a formal letter inviting them
to be a “Club of the Library.”

• Wilson Library staff and volunteers will put informational handouts about
forming relationships in the lobby of the library.

Wilson Library l Bringing Time-Honored Works to a New Generation 9

 • Library staff will mention this information to faculty and students who visit the
library and encourage them to spread the information to their peers and
coworkers.

Strategy Two
We want the library and student organizations to combine their event
planning skills to co-sponsor events that the library plans to host throughout the
year. Co-sponsoring events will benefit the library in two ways: student organizations
will be more familiar and frequent in their use of the library’s historical documents,
and if the clubs host and publicize an event, the library will gain more students
interested in its collections. Wilson Library’s student workers and “Friends of the
Library” will contact different student clubs that would have a high interest in co-
sponsoring an event. Clubs that would have a high interest would be ones that focus
on subjects that are directly related to the library’s event. For example, the
Association of Graduate English Student would be interested in the John Keats
exhibit. Angela Schebell, the president of Carolina Photography Association, said she
would be interested in co-sponsoring an event using some of Wilson Library’s
photographs. Student Television’s Eric Ellington also expressed interest in continuing
to work with Wilson Library.

Tactics
• Library volunteers will send informational e-mails to faculty members and club
leaders about events the library is hosting that they would want to get
involved in. If a formal agreement about participation is made, the library and
student organization will discuss commitments and responsibilities of the
event.

• The staff will put a two-column by eight inches, black and white advertisement
in the Daily Tar Heel about interest in sponsoring events with student
organizations. With regards to the budget, the advertisement will run once a
month, every other month of school year. The DTH charges $10 per column

Wilson Library l Bringing Time-Honored Works to a New Generation 10

 inch for UNC departments and Non profits, so running the ad once ever from
August to April will cost $640.

• Library staff will mention information to faculty and students who visit the
library to spread the information by word-of-mouth.

• Wilson Library will provide organizations with locations to hold their events at
no charge to foster a successful relationship.

• Wilson staff will seek events that student organizations are already planning
that could benefit from the library’s resources. It will suggest advice and
collections that the organization could use to enhance their event. If a student
organization agrees, the library and the organization will discuss the
responsibilities and commitments of using the resources.

Budget for Objective Two

Academic School Year 2009-2010
Expenses Cost
Workshop Food $100
Advertisement $640
Print Material $30
Total $770

Timeline for Objective Two

Academic School Year 2009-2010
August Library prepares advertisements, information e-mails and handouts to
distribute
Septemb Library hosts its first workshop during the second week of the month.
A Daily Tar Heel advertisement will run during the first week of the
er month. Friends of the Library and library staff will send out information e-
mails once.
Provide information handouts in lobby to be restocked throughout the
year.
October Friends of the Library and library staff will send out information e-mails
once.
Novembe A Daily Tar Heel advertisement will run during the first week of the
month. Friends of the Library and library staff will send out information e-
r mails once.
Decembe Friends of the Library and library staff will send out information e-mails
once.
r
January Library host its second work shop during the third week of the month. A
Daily Tar Heel advertisement will run during the first week of the month.
Friends of the Library and library staff will send out information e-mails

Wilson Library l Bringing Time-Honored Works to a New Generation 11

February Friends of the Library and library staff will send out information e-mails
once.
March A Daily Tar Heel advertisement will run during the first week of the
month.
Friends of the Library and library staff will send out information e-mails
April Library will evaluate the success of its efforts in increasing club usage.
The library will asses the results of its publicity efforts and will decide
what elements to keep and enrich for next year.
Friends of the Library and library staff will send out information e-mails

Fresh Objective Three

We have found that in an academic environment like UNC, professors and
instructors have great influence over student’s habits and the campus resources they
use on a regular basis. As a result, one of the objectives of our Wilson Library
campaign will be to increase the knowledge and use of Wilson Library among
professors and teaching assistants. In the next two years, we would like to increase
the number of professors setting assignments that require use of Wilson Library by
25 percent.

Target Publics
The primary public for our objective is the professors and faculty of UNC. This
is a large population, so our main focus will be on Humanities and Social Science
Departments, especially fields of History and Literature. Our research indicated that
one of the reasons undergraduate students do not use the library is that they do not
have a reason; our hope is to provide them with one. Our research also found that
around 25 percent of classes at Carolina are taught by teaching assistants. We
believe this is a significant percentage of classes, and thus teaching assistants will be
just as important a target as professors and faculty to achieve our ultimate goal.

Key Messages

Wilson Library l Bringing Time-Honored Works to a New Generation 12

1. Wilson Library can help you enrich your students’ academic experience
• We believe by letting professors know how students can use the library, they
will encourage students to increase their usage. This will help them give their
students a richer academic experience at Carolina. We hope that professors
will encourage students to use primary sources for their research instead of
just the internet.
2. Wilson Library is not just for honors and graduate students
• The majority of undergraduates do not believe Wilson Library is for them. We
will communicate this to professors with the hope that they will relay a similar
message to their undergraduate students.
3. We want to build a relationship with you
• As part of our campaign, we hope the library will be able to build a two-way
relationship between professors and the library staff. We think this will make it
easier for the staff to stay up to date with the needs of students and
professors on campus.

Strategy One
Our first campaign strategy will be to create a formalized and simple process to
communicate with professors from specific departments in order to better publicize
the collections and events. When we met with Linda Jacobson in Wilson Library, one
of the things we inquired about was how the library communicates with professors.
Currently there is no systematic process in place. Any communication is usually done
individually by each collection or targeted to a specific professor. We want to create
one centralized method of communication. We plan to use electronic systems, using
e-mails and Web sites in order to better reach professors and teaching assistants.

Tactics
• Library staff will create customized listservs for both individual collections and
the library as a whole that will have professor’s e-mails and contact
information.

Wilson Library l Bringing Time-Honored Works to a New Generation 13

 • Library staff will launch the new Web site, which will include a calendar of all
upcoming events and library functions for professors to access information
easily.

Strategy Two
Wilson Library will provide an informational workshop for professors and teaching
assistants once a year to learn more about the special collections and resources
offered at the library. We believe that if professors and teaching assistants attend
these workshops, they will be more inclined to include Wilson Library in their
curriculum.

Tactics
• Wilson Library staff will host a workshop once a year where professors and
teaching assistants can learn what resources are offered at the library and
how to access them. The workshop would also focus on how the library’s
resources will benefit them and their students. A representative will be chosen
from each collection to talk to participants. Our goal is to have at least 25
participants in the first year.

• The library staff and volunteers would create new informational handouts for
how Wilson’s collections can be applied in the classroom and used for
projects. These handouts will be available at the workshop and e-mailed out
on the listserv at the start of each semester.

• After the first semester of this new program, Wilson Library staff will send a
survey to professors over the new listserv. The survey will gather ideas for
how to encourage more student use.

Budget for Objective Three

Academic School Year 2009-2010
Expenses Cost
Food for Workshop Participants $100
Printed Materials $50
Total $150

Timeline for Objective Three

Academic School Year 2009-2010

Wilson Library l Bringing Time-Honored Works to a New Generation 14

April/ASA Create centralized calendar that can be included on the website redesign
P that is expected to launch this summer
May-June Pull contact information and create listservs for professors and grad
students in English and History departments.
July Start preparations for workshop; create an invitation to be sent out on
listservs for professors. Design literature to be given out at the
workshop.
Beginning Host workshop
of August
Mid Review workshop, make plans for ways to improve on it the next year.
August
2009
August- Emailing out calendars and reminders to professors and teaching
December assistants
2009
December Update contact list, expand to other departments besides History and
2009 English to include American Studies, Anthropology, and Religious
Studies.
January Email a feedback survey to professors to evaluate Wilson’s efforts in
2010 creating more formalized communication. We can use this to find out
how many professors are assigning students to use the library.
January- Emailing out calendars and reminder to professors and teaching
May 2010 assistants, continuing two way communication between the library and
instructors.
July 2010 Begin preparations for workshop for professors. Invitations sent out over
listserv
August Workshop is held
2010
December Preparations for workshop for the second semester
2010
January Workshop is held
2011

Fresh Objective Four

One of our missions is to encourage students to utilize Wilson Library during
finals week as an alternative to the House and Davis Libraries. Through our research,
we have found that the majority of undergraduates want a quiet place to study that
allows them to spread out their materials and not be distracted. We believe that an
enjoyable experience during finals week will be remembered by students. Ultimately,
we hope that by promoting finals week, students’ study habits will evolve over time

Wilson Library l Bringing Time-Honored Works to a New Generation 15

so that they use Wilson Library year-round as a study destination. We plan to
implement this campaign in Fall 2009. Our objective is to increase the number of 3rd
and 4th year undergraduate students who frequent Wilson Library by at least 30
percent during finals.

Target Publics
Ultimately, our goal is to create a lasting relationship between Wilson Library
and the entire undergraduate student population at UNC. As a starting point, to meet
this specific objective, we have chosen to focus on upperclassman. We plan to target
this campaign towards students majoring in Humanities and Social Science. A
secondary public we will focus on is the Journalism students because we are most
familiar with this demographic and able to reach out within the School of Journalism.
Our research has shown that in 2008, Social Science (defined as Anthropology,
Archaeology, Economics, Geography, Political Science and Sociology) and
Communications/Journalism were the two most popular majors at UNC, making up a
combined 28 percent. In 2008, UNC had a total of 17,628 enrolled undergraduate
students. Our goal in choosing our target public was not only to narrow down this
large number, but also to focus our objective on students to whom it will be
applicable and desirable. Our research shows that most of these students live off
campus and thus often study off campus, except during exam time. By encouraging
upperclassmen Humanities/Social Science students to study at Wilson Library, we
plan to change the perception of the library and ultimately bring these students
through the doors during all times when they are on campus, not just exam time.

Key Messages
1. Wilson Library is the quiet study place for you!
• We will show students that Wilson Library is friendly and welcoming to
the undergraduate student population. Our belief is that once students
are inside, they will eventually have a chance to explore the
collections. By heavily promoting studying at Wilson Library during
exam time, we will build a bridge between studying during finals and
regular year-round studying.
2. It’s the perfect place to write a paper
• Our hope is that we will build study habits within undergraduate
students, so that even after the “crunch time” of exams, they will want
to go to Wilson Library.

Wilson Library l Bringing Time-Honored Works to a New Generation 16

 3. B.Y.O.L.
• Bring Your Own Laptop. Wilson might not have a computer lab, but it is
an excellent place to locate primary sources or just to write on your
own computer and do some quiet studying. Although Wilson seems to
have strict laws against bringing outside items (food, drinks, pens,
etc.), you can ALWAYS bring your laptop!

Strategy
The main strategy we will use to achieve our objective is media based. Our
campaign will focus specifically around the “B.Y.O.L.” slogan, and we will use UNC
News Services to access the campus media. Our strategy is based around our
research, where we found that upperclassmen often refer to on campus media, such
as the ‘cubes’ in The Pit and the TVs in the Student Union to find out about campus
events. We will create a media campaign around Wilson Library as a destination
during finals. Once students have studied in Wilson Library during finals, our belief is
that they will continue to return to the library for other study needs; and thus, over
time, the entire perception of Wilson Library will begin to shift. By taking a head
count of students during the upcoming finals week and then again after Fall 2009
when the campaign would launch, we hope to see a 30 percent increase in
undergraduate student usage of Wilson Library.

Tactics
• We will create fliers featuring the B.Y.O.L. slogan and begin to hand distribute
them in The Pit starting two weeks before finals week and exam time begin.
We will also create 8 1/2 x 11 large fliers, which we will post throughout
Greenlaw, Carroll, Hamilton, Dey, Bingham and the Student Union.
• In the two weeks leading up to finals, we will purchase time on the Union’s
activiTV 42” television advertisement. The Union charges $50 per week for an
ad, so the total cost for running the ad will be $100. We hope that by placing
information about studying in Wilson Library around campus, students will
begin to recognize the slogan and will become more comfortable with the idea
of studying in Wilson Library.
• We will send a “Letter to the Editor” to the Daily Tar Heel, encouraging
students to use Wilson Library and to pay attention to the campus campaign
efforts.

Wilson Library l Bringing Time-Honored Works to a New Generation 17

 • In the week leading up to exams, we will paint a cube with the slogan and
detailed information about studying in Wilson Library, including hours and
what you can and cannot bring. We will focus on the fact that students can
bring their laptops.
• In the months leading up to this campaign, we will create a general Facebook
event for Wilson Library. This will inform students not only of collections and
the pre-existing pages for them, but it will also provide a calendar of events
and activities. In the month leading up to finals, we will begin to post about
the B.Y.O.L. campaign on the library’s Facebook page.

Budget for Objective Four

Academic School Year 2009-2010
Expenses Cost
Cube $20
Union activiTV $200
Big Fliers $20
Small Fliers $60
Total $550

Timeline for Objective Four

Fall 2009
October Library prepares flyers, contacts Union activiTV about
reservation, continues to update and maintain Wilson Library
Facebook page
November 1-15 Library arranges for volunteer(s) to cube-sit and paint cube
Library begins to advertise “B.Y.O.L.” on Facebook page
November 16-20 Library arranges for volunteers to begin posting flyers in
campus buildings
Library continues to advertise on Facebook page
November 25-29 THANKSGIVING BREAK for students
Library secures two week spot on activiTV
November 30- Student volunteers pass out flyers in the pit on Friday of this
December 4 week

December 7/8 Student volunteers cube-sit and paint a cube with the
“B.Y.O.L.” information
December 6- Union activiTV ads run, 24 hours a day, 7 days a week
December 18
December 11- STUDENT EXAM TIME-- Wilson staff prepares for influx of
December 18 students.
Wilson Staff maintains headcount of student library usage
December 18 Wilson Library staff evaluates campaign and overall student
activity in library

Wilson Library l Bringing Time-Honored Works to a New Generation 18

Total Campaign Budget

Total Campaign Budget For First Year

Objective 1 Cost Frequency
Expenses
Food for Fall Fest $100 1 X per year
Printing Brochures $100 4 X per year
Changing Signs $200 1 X per year
Objective 2
Expenses
Workshop Food $100 2 X per year
Print Materials $30 2 X per year
Advertisements $640 4 X per year
Objective 3
Expenses
Workshop Food $100 1 X per year
Print Materials $50 1 X per year
Objective 4
Expenses
Cube advertisement $20 2 X per year
Union activiTV $200 2 X per year
Big Flyers $20 2 X per year
Small Flyers $60 2 X per year
Total $1,620

Wilson Library l Bringing Time-Honored Works to a New Generation 19

Evaluation of Success
In order to evaluate the first year of our campaign, we will consider a number
of factors for each of our objectives:
To measure the success of our first objective, the Wilson Library staff must
take note of the approximate increase of student use of the library for both studying
and special events. If there is a 50 percent increase within the first year, the
objective will be considered a success. The attendant at the welcome desk should
keep a tally of the number of students entering Wilson on a daily basis. This way
there will be a precise record of library users, and it will be an easy way to track any
changes. Another way to measure the success of this objective is to look at the
number of Facebook friends Wilson Library has and examine any changes. Wilson
staff should also monitor the number of people on the Wilson Library listserv.
For our objective encouraging club members to engage with Wilson Library’s
resources, staff members will record the number of clubs that express their interest
in the library, participate in library functions and co-sponsor events. The staff will also
record how many clubs decide to be “Clubs of the Library.” If the total number of
clubs recorded is greater than six, the library will have increased its relationships by
40 percent, which is the goal. We want to continue to increase club usage for
subsequent years. After a number of semesters of implementing this plan, we would
like to see the student organizations actively run a number of Wilson Library’s
events, and some of its workshops explaining the different collections.
To evaluate the success for our objective encouraging professors and teaching
assistants to use library resources, we will take note of the number of people who
attend the workshops. The library already has relationships with a number of
professors, but if the number of attendees is greater than the library’s initial
relationships by 25 percent, the objective is successful. The survey that will be given
at the end of each semester regarding how professors and teaching assistants use
the library will also help us measure success. Ideally, in the next year, we would like
to host a workshop at the start of each a semester.
For our B.Y.O.L. objective, we will need to know the specific number of
students that visit the library currently during exam times. The staff will maintain a
headcount of students for the upcoming exam period (April 28-May 7, 2009). After
implementation of the B.Y.O.L campaign, staff will do another headcount during the
Fall 2009 exam period (Dec 11-Dec 18, 2009). If there is a 30 percent increase

Wilson Library l Bringing Time-Honored Works to a New Generation 20

between the two headcounts, the campaign is successful. We encourage library staff
members to implement the campaign for the Spring 2010 semester, the Fall 2010
semester, and subsequent academic semesters as the brand continues to grow and
gain recognition with the ever-changing undergraduate population.

Appendix A
Materials for
Objective One

Wilson Library l Bringing Time-Honored Works to a New Generation 21

 FLIER

Wilson Library l Bringing Time-Honored Works to a New Generation 22

 Appendix B
Materials for
Objective Two

Wilson Library “Clubs of the Library” Invitation

Dear Carolina Photography Association,

Wilson Library l Bringing Time-Honored Works to a New Generation 23

 Wilson Library is pleased to extend an offer to your club to be one of Wilson
Library’s highly appreciated “Clubs of the Library.” This connection is one of the most
important and valued relationships that we have founded on campus. The Library
system at Carolina is at the heart of our passion to spread knowledge, assimilate
students into the UNC spirit and keep ourselves abreast of the interests of
undergraduates.

As a “Club of the Library,” you will be our top priority in organizing relevant
events to your organization, enjoying benefits that celebrate our shared interests as
well as setting up public programs and exhibits that will shed light on both our
associations. Your contributions of time and effort for these events would be greatly
appreciated and our relationship would be long-lasting and with consideration to your
wants and desires.

Thank you so much for your interest in Wilson Library and the betterment of
the programs, exhibits and benefits that Carolina provides for the community. We are
so excited to extend this invitation to your club, and we celebrate the hope that one
day soon we will be united with this special and revered relationship.

Thank you,

Wilson Library Staff

919.962.1143
wilsonlibrary@unc.edu

Event Plan for Wilson Library and Carolina Photography Association’s

Photo Night: Photos of North Carolina

Wilson Library l Bringing Time-Honored Works to a New Generation 24

Abstract
Carolina Photography Association agreed to sponsor a Wilson Library event
that involved photography. The event will showcase the library’s collection of
photographs that depict life in North Carolina. These photographs will range in year
taken and subject. Five members from CPA have volunteered to help organize the
event. Linda Jacobson along with “Friends of the Library” will be organizing the event
as well.

Elements of Event

Date and Time

o The event will take place Friday April 16, 2010. The event will last from 6 p.m.
to 8 p.m.

Venue
o Wilson Library will host the event. Speakers start the event with speeches in
the Pleasants Family Assembly Room. After speeches are completed, guests
will be invited to the library’s lobby for refreshments. Event volunteers will
escort guests to the North Carolina Collection Gallery where photographs
depicting North Carolina life are displayed.

Speakers
o The CPA president Angela Schebell will give a speech expressing her
excitement for the event and an overview of what will take place. She will
then introduce Linda Jacobson, who will discuss the photography exhibit in
detail.

Food and Drinks

o Finger food and drinks will be provided for guests before viewing the exhibit.
Food will not be allowed in the exhibit room, so guests must finish eating in
the lobby.

Questions
o Club and staff members who work the event will be equipped with enough
information to answer any questions guests might have about the different
photographs.

Wilson Library l Bringing Time-Honored Works to a New Generation 25

Donations
o During the time allotted for refreshments, volunteers will tell guests how they
can contribute funds to Wilson Library or to the CPA. Guests who make
contributions to the library will become “Friends of the Library”.

End of the Night.

o CPA members will help library staff clean up the venue.

Wilson Library l Bringing Time-Honored Works to a New Generation 26

 ad

Wilson Library l Bringing Time-Honored Works to a New Generation 27

 ad

Wilson Library l Bringing Time-Honored Works to a New Generation 28

 Appendix C
Materials for
Objective Three

Wilson Library Professors and Faculty Workshop

What
A workshop that will invite professors and teaching assistants from the History and
English Departments to come explore Wilson Library, so that they have a feel for
what resources are available and how they can use and encourage students to utilize
them.

When

Wilson Library l Bringing Time-Honored Works to a New Generation 29

The workshop will be held at the beginning of August when professors are starting to
plan their classes for the next semester. The workshop will happen once in the first
year, August 2009. Then if things go well and attendance is good, it will be expanded
for the 2010-2011 academic school year to two workshops, one in August and one in
December.

Where
The workshop will take place in Wilson Library. It will start in the Pleasants Family
Assemble Room, and then it will move to the individual collections to see how to
access the resources. This way the professors can get a feel for what is in the library.

Schedule
Start with a one hour intro where a representative from each collection will come and
give a short summary about the resources that are in their collection. This will be
followed by a brief question and answer session. After the question and answer
session, participants will be allowed to visit the collections and explore the library to
see what it has to offer. Refreshments such as coffee and small snacks will be served
for the two our event.

Items needed for set up

• Chairs need to be set up for participants

• Tables for refreshments

• Table for Wilson Library Literature (brochures, guides for how to use Wilson
Library in your classes.)

Staff Needed
• One representative from each collection will give a short 10-minute
presentation about what is in their collection and how the resources can be
used by students, and one host.

Sample Survey for Professors

1. Which collections at Wilson Library are relevant to your class curriculums?

Wilson Library l Bringing Time-Honored Works to a New Generation 30

2. Which of these collections did you include in your curriculum in any way this

semester?

3. Do you use any of the resources at Wilson Library for your own benefit or for

any of your classes?

4. If so, which ones? If not, why not?

5. Was there any improvement in the quality of the sources used and cited by
your students if you included Wilson Library as a resource?

Wilson Library l Bringing Time-Honored Works to a New Generation 31

 Appendix D
Materials for
Objective Four

Letter to the Editor for the Daily Tar heel

[INSERT DATE]

Dear Editor,

Wilson Library l Bringing Time-Honored Works to a New Generation 32

 Wilson Library wants undergraduate students to use it in whatever way they find convenient. We
all know how the last few weeks of the semester are. You get your coffee, head to the UL and then end up
searching desperately only to find yourself sharing a table with the “girl who spreads her stuff on every
surface.” Or you FINALLY find a room in Davis to do a group study, but you are so distracted by the
ridiculous graffiti that you end up not getting anything accomplished and find yourself searching for an
empty desk on the 6th floor, only because you heard it’s the least popular. Procrastinating and studying at
obscure hours of the morning seem like a collegiate right of passage, but let’s be honest—some of us study
during the day. However, even during the day it is likely that during those “cram” weeks both of these
libraries will be filled with students.
Did you know that until Davis Library was opened in 1984, Wilson Library served as the
undergraduate library on campus? Wilson Library is not just a historic landmark; it’s a full-service library
teeming with resources for both graduate and undergraduate students. Additionally, despite Wilson’s
seemingly strict policies regarding food and drinks, students are welcome and encouraged to bring their
laptops into every collection of Wilson. So if you need primary resources for a paper, Wilson is absolutely
the place for you. Or, if you’re just looking for a quiet serene place away from the bustling Undergraduate
Library, Wilson is also the perfect option. Despite its reputation for being a monument and not a library, if
students take the time to explore the inside of Wilson Library, they will find amazing resources and the
peace and quiet that everyone needs during the stressful weeks of finals.
As the semester comes to a close, we at Wilson Library would like to encourage undergraduate
students to utilize our resources and space for a peaceful close to your semester. Bring your own laptop and
settle into one of our many collections for a study experience you won’t soon forget.
We look forward to seeing you here during finals week and anytime you need a serene spot to
study.

Sincerely,
The Wilson Library Staff
919.962.1143
wilsonlibrary@unc.edu

Wilson Library l Bringing Time-Honored Works to a New Generation 33