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Telling the
BHL Story
Outreach Strategies to Fulfill
BHL Strategic Goals
Grace Costantino
13 April 2016 | BHL Members Meeting
How does
outreach
relate to BHL’s
Strategic Goals?
Strategic Plan
BHL	Strategic	Goal	3:	User	Engagement	
Increase	global	awareness	about	the	BHL	and	biodiversity	
issues	through	outreach,	learning	and	educa@on,	branding,	
and	collabora@on	with	exis@ng	and	new	user	communi@es.	
	
The	zoology	of	the	voyage	of	H.M.S.	Beagle	....	
London,Smith,	Elder	&	Co.,1838-.	
hHp://biodiversitylibrary.org/page/40299839
Outreach Objectives
Increase awareness about BHL and grow our audience.
Keep audiences informed about project
developments and services.
Foster dialogue among audiences about
biodiversity topics and BHL collections.
1
2
3
Outlined in BHL Strategic
Plan under Goal #3
Outreach Strategy
Album	of	Abyssinian	birds	and	mammals	
Chicago	:Field	Museum	of	Natural	History,1930.	
hHp://biodiversitylibrary.org/page/2836666	
	
BHL’s	Outreach	Strategy	is	detailed	in	the		
“Outreach	and	Communica@on	Plan”	
bit.do/BHLOutreachPlan		
A	summary	of	the	plan	is	available	here:	
bit.do/BHLOutreachSummary
What have we done
this year
to achieve these
objectives?
Social Media
>35,000Across our social media
channels, we have a combined
following of people
>2.9 MillionOn average, each month on
social media we reach
people
>5 MillionOn average, each month our
content on social media is seen
times
Objective One: Increase Awareness & Grow Audience
Traffic Back to BHL
All outreach content includes links
back to BHL resources.
39,000+ Unique Visitors to BHL from social media in
2015 (202% increase compared to 2014!)
Top Referrers:
(59% of these were new users that had
never visited BHL before!)
Objective One: Increase Awareness & Grow Audience
Media Attention
Objective One: Increase Awareness & Grow Audience
Media Attention
Objective One: Increase Awareness & Grow Audience
Media Attention
Objective One: Increase Awareness & Grow Audience
Promotional Materials
Objective One: Increase Awareness & Grow Audience
All Available Swag:
•  Brochures
•  Business Cards
•  Pens
•  Buttons
•  Stickers
•  Fieldnotes
Printable Promotional Materials:
biodivlib.wikispaces.com/Promotional+Materials
BHL Science Impact
Objective One: Increase Awareness & Grow Audience
Highlight the importance and impact of BHL in
scientific, cultural, and other appropriate discipline
applications.
BHL Users Blog Series
Twitter&Facebook
Newsletters & Reports
Find Them: biodivlib.wikispaces.com/Press+Room
Objective Two: Keep Audiences Informed about Project Developments & Services
Services on Social
Objective Two: Keep Audiences Informed about Project Developments & Services
Objective Three:
Foster Dialogue among
Audiences about
Biodiversity Topics &
BHL Collections
How are we doing this?
Book of the Month
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Altmetric
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Commenting in BHL
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Commenting in BHL
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Campaigns
Increase	in	Engagements	
on	Social	Media	
Views	on	Blog	Content	 Engaged	Users	
on	Social	Media	
Visits	to	BHL	from	
Social	Media	
New	Followers	
on	Social	Media	
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Campaigns
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Campaigns
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Campaigns
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Campaigns
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Campaigns
#BHLat10 Campaign Goals:
•  Demonstrate	BHL’s	impact	on	science		
•  (NLW	theme	w/	#LibrariesTransform	Biodiversity	
Research.)	
•  Highlight	BHL’s	history	&	growth.	
•  Highlight	CollecJons	around	10th	Anniversary	Themes.	
•  Highlight	Member	&	Affiliate	ContribuJons	&	Milestones.	
•  Support	BHL	financial	sustainability.	
•  CafePress	Store	
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Campaigns
#BHLat10 Campaign Goals:
•  Demonstrate	BHL’s	impact	on	science		
•  (NLW	theme	w/	#LibrariesTransform	Biodiversity	
Research.)	
•  Highlight	BHL’s	history	&	growth.	
•  Highlight	CollecJons	around	10th	Anniversary	Themes.	
•  Highlight	Member	&	Affiliate	ContribuJons	&	Milestones.	
•  Support	BHL	financial	sustainability.	
•  Café	Press	Store	
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Campaigns
#BHLat10 Campaign Goals:
•  Demonstrate	BHL’s	impact	on	science		
•  (NLW	theme	w/	#LibrariesTransform	Biodiversity	
Research.)	
•  Highlight	BHL’s	history	&	growth.	
•  Highlight	CollecJons	around	10th	Anniversary	Themes.	
•  Highlight	Member	&	Affiliate	ContribuJons	&	Milestones.	
•  Support	BHL	financial	sustainability.	
•  CafePress	Store	
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
www.cafepress.com/biodiversityheritagelibrary
Campaigns
#BHLat10 Campaign Goals:
•  Demonstrate	BHL’s	impact	on	science		
•  (NLW	theme	w/	#LibrariesTransform	Biodiversity	
Research.)	
•  Highlight	BHL’s	history	&	growth.	
•  Highlight	CollecJons	around	10th	Anniversary	Themes.	
•  Highlight	Member	&	Affiliate	ContribuJons	&	Milestones.	
•  Support	BHL	financial	sustainability.	
•  Café	Press	Store	
Objective Three: Foster Dialogue around Biodiversity Topics & BHL Collections
Priorities in 2016
•  Awareness Package
•  Focus on Scientists & Librarians
•  Outreach Materials
•  Social Media Strategies
•  Videos
•  Quarterly Periscopes/Webcasts
•  Videos for Social
•  Fundraising
•  Analyze CafePress Success
•  #BHLDonorImpact
Thank You!
Kuns=ormen	der	Natur	
Leipzig	und	Wien.	1904.	
hHp://biodiversitylibrary.org/page/33543656	
Grace Costantino	
Outreach	and	
CommunicaBon	
Manager	
costantinog@si.edu

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