Delaware Libraries Project Planning FY2024: Imagination Library

Internal DDL communication:  ddldpil@lib.de.us

• Annie Norman
• Anne Hiller Clark
• Marie Cunningham
• Missy Williams

Dedicated email for public use:  DPILaffiliate@lib.de.us

Send questions through Ask a Librarian Delaware: answers@delawarelibraries.libanswers.com

How did this pilot come about?

- It was sudden and unexpected!  Secretary Jeff wants to help Christina, area of great need, and wanted to start it right away using DOS existing funds.  Normally a new project would need to wait for new fiscal year.  He agreed to add Lake Forest and Cape Henlopen (not fair to not include the existing public library programs!), and Colonial (our pilot for book floods, for full lifecycle), and Woodbridge (not certain why this one but it balances out the state). 

When the state wants to fund a library service -- we say "yes!" and then expand it as much as we can.  

Some initiatives we work on perpetually (state aid) and others like this, arise without notice!

How best to reach out to school districts?  

- Some have already been notified by public libraries.

- Colonial partners -- Tom Gavin and Dawn Alexander -- will help us with contacts and introductions

- Other??

How will this be managed?

DOS is the funder

DLA has agreed to be the nonprofit lead for mailing authorization. 

DDL will manage the backend for the libraries, will provide reports, etc.  

Public libraries are asked to promote this in their community (when we're all ready). 

We will also reach out to Early Literacy partners to spread the word.

Eligible children/families:

• Children living in Delaware who are under age five at the time of registration
• A child's home residence is the preferred mailing address. A relative's address may be used in certain circumstances, with approval.
• If a child joined the Imagination Library while residing in Delaware and the family later moves away, their registration may continue in certain circumstances if approved by DDL, including:
  • Military families temporarily deployed outside of the state who maintain their Delaware residency
  • Families who move outside Delaware but maintain another home in the state. Books are mailed to the Delaware address.

Ineligible children/families:

• Families who have moved out of state permanently, but request books be sent to an in-state relative, such as an aunt or grandparent
• Children whose permanent residence is not in Delaware. We transfer out-of-state newborn registrations received from hospitals if affiliates exist in their home area.

NCOA Processing (Revision) Implemented February 2022:

NCOA spreadsheet will be downloaded from BOS monthly, on next working day following monthly processing.

Moves within DE –  Addresses will be updated in BOS without requiring parent contact.

Moves out of state – 

• When zip code shows an affiliate, account will be transferred in BOS without requiring parent contact.  
• If no affiliate shown - 
  • If email address on file, no additional parent contact required.
  • If no email address on file, parent will be contacted by phone to verify address and notify them account will be deleted.

Moves with no new address –

• If email address on file, no additional parent contact required.
• If no email address on file, parent will be contacted by phone to obtain new address. 
  • If within DE, address will be updated in BOS.
  • If out of state, account will be transferred if applicable or deleted.

December 2022 Update: Outreach Highlights since December 2021

• During Fall 2022, TAPP Network arranged for billboards featuring Dolly Parton to promote the Imagination Library in Promise Zones and other strategic areas throughout the state. Registration did not increase significantly, as was hoped.
• St. Francis Hospital started registering newborns into the Imagination Library in the summer of 2022. Woodlawn Library staff support the program.
• Governor Carney and First Lady Tracey Quillen Carney visited Lewes Library on May 6, 2022 to celebrate the Imagination Library partnership between DDL, Lewes Library and Beebe Healthcare. Beebe was the first birth hospital to offer Imagination registration to new families in the First State. More information is here.
• Dolly Parton visited the Wilmington Library on May 5, 2022 to celebrate Delaware's statewide program with Governor John Carney, First Lady Tracey Quillen Carney and Dr. Annie Norman, among others. Program registrations jumped by more than 1,000 children in the week after the event was announced. See more on the event here and watch the recording here.

December 2021 Update: Outreach Highlights since January 2020

• DDL promotes the program through delawarelibraries.org/imagination, press releases, LibGuides and Social Innovation exhibits and community events.
  • Ongoing social media posts by DDL and public libraries (Twitter, Facebook & Instagram)
  • Ads placed through Harmelin Media, Kids Count and Womans Journal
  • DE Hispano Ronaldo Tello – sometimes DPIL ads
• Public libraries promote the program with common website graphics, in individual libraries’ monthly newsletters and through community partnerships. DPIL links with My First DE Library Card.
• Delaware Library Association promotions and ads to legislators for their weekly newsletters.
• First Lady Tracey Quillen Carney’s First Chance Initiative
  • Storytime, 9 videos of the First Lady reading DPIL books, https://www.youtube.com/playlist?list=PLzBtpQhWpjXlAgxrH-jkD4xnrqifZ9hrf)
  • Connections made with various state agencies, nonprofits and other organizations to help promote the program to their constituents.
    • Rodel Kindergarten Readiness Teams
    • DOE Office of Early Learning & Early Childhood Council, Parent Information Center, early childhood education centers and Head Start
    • DHSS Help Me Grow
    • American Academy of Pediatricians, DE chapter, Reach Out & Read program
    • Sussex County Health Coalition
    • United Way Get Delaware Reading
• Miles Communications, funded by DOS (6/1 – 7/15/2021)
  • Digital ads and social media: > 7.6 million impressions, 11.5K clicks to Libraries site from digital, 4.5K Libraries landing page views from social, >625K video completions,
  • Distributed to legislators DPIL First Book with registrations by zip code report with Liz from Tourism.

Previous Notes

Public promotion should not begin until everything is up and running and we give the word!

DPIL provides some materials and has strict branding requirements.  Christine will develop local materials for us that meet the DPIL requirements.

DOS plans to (tentatively) hire an intern to help with raising awareness.