North Central Regional Libraries (“Library”) is seeking
proposals from firms with social media expertise to manage the Library’s social
media accounts in close collaboration with the Library’s marketing and
communications team to meet identified objectives, create and publish posts on
a regular schedule, and monitor and report analytics across all social media
platforms used by the Library. Proposals must be received by March 2, 2020. The
Library will review proposals and expects to select a firm based upon proposal
documents, references, and interviews with the top firms.
North Central Regional Libraries is a public library system serving five counties in Washington State (Chelan, Douglas, Ferry, Grant, and Okanogan). Geographically, it is the largest and one of the most rural of Washington’s library systems, covering nearly 15,000 square miles and serving a population of just over 270,000. The Library operates 30 public library branches and has administrative offices in Wenatchee. Among other things, branch libraries provide access to diverse physical and non-traditional collections, community meeting spaces, public access computers, free wifi, and a wide range of library programming for all ages. The Library’s website provides library cardholders with free access to eBooks and digital audiobooks as well as a large number of online resources, including Lynda.com, the New York Times, Consumer Reports, Rosetta Stone, and more. In addition, the library’s outreach services include: enhancing library access to the most rural patrons through a unique mail-order library and two bookmobiles; providing book sets to book clubs and classroom teachers through a popular book club collection; fostering creative thinking and STEM literacy through a STEM outreach program; and providing bilingual outreach services to preschools, head start classrooms, and community events.
Scope of Work:
This is a time of growth and great change at North Central
Regional Library. The Library has adopted and is implementing its first
Strategic Plan (2019-2021), which has an emphasis on reaching underserved
populations and increasing awareness of the Library’s offerings throughout the
five-county service area. A successful social media strategy will help the
Library meet these goals and the following objectives while addressing the
challenges listed below.
Social Media Objectives: The Library’s primary objective is
to develop a thoughtful social media strategy that increases awareness of the
Library’s offerings, increases engagement among current library users, and
connects the Library to previously unserved or underserved populations. More
● Expand the Library’s base of followers.
● Increase engagements with and among followers (clicks,
● Solidify the Library’s brand awareness and brand
positioning with the public.
● Increase use of Library services and increase library card
● Drive traffic from social media platforms back to the
Social Media Challenges: The Library has identified four
current challenges to address with the chosen firm:
● Better understand Library audiences on each social media
● Build a strategy to increase followers and reach new
● Identify the content that connects best to current and
potential audiences and/or generates the most response or interaction on each
social media platform.
● Discover and track how social media efforts impact use of
Library services and library card signups.
GUIDELINES & EXPECTATIONS: Below are the guidelines the
Library anticipates the chosen firm will adhere to. However, firms may submit
additional or alternate guidelines that are designed to creatively meet the
objectives and challenges listed above.
● Work closely with the Communications Manager for general
direction and strategy development.
● Meet monthly with the Marketing and Communications team to
coordinate efforts, brainstorm new ideas, and plan strategy implementation.
● Manage the existing central Library Facebook, Instagram,
and Twitter pages, creating new accounts or expanding to new platforms (such as
LinkedIn) as the need arises.
● Find, create, and share a wide variety of content across
all Library social media platforms, following copyright best practices. Most
photos and information can be provided by Library staff, but the selected firm
may be asked to develop content on occasion.
● Monitoring Facebook pages for 30 branch libraries in order
to ensure brand continuity and high-quality, error-free content. Share photos
and content to the central Library social media pages.
● Advise the Library on how to best equip branch libraries
to use social media to engage with their local communities.
● Deliver monthly analytics of social media usage broken
down by each platform.
● Closely follow the Library’s branding guidelines and brand
● Engage quickly with comments on social media platforms,
ensuring questions are answered correctly and in a timely manner by working
closely with Library staff.
● Be available on occasion to publish content or communicate
with staff outside of normal business hours, including evenings and weekends.
● Take pictures and short video at central and branch events
and programs to share on social media platforms (optional, negotiable).
● Be able to conduct staff training as needed for a set
hourly rate (optional, negotiable).