Post on 18-May-2015
description
Advocacy for Libraries:In Our Own Interest
(And our communities!)
Stephen Abram, MLSVP Strategic Partnerships and Markets
Cengage Learning (Gale)
South Dakota, Oct. 20, 2010
The Essential Definitions
Advocacy is Different
• Public Relations is getting your libraries message across – This is who we are and what we do, where and for whom.
• Marketing is understanding your customer and how to best deliver services and products
• Advocacy is marketing an ISSUE. Support and awareness are built incrementally. Advocacy is an agenda and not an event!
Ask Yourself . . .
How do libraries differ as an issue?From the listeners point of view and
experience.
Selling IdeasYou are engaging in an INFLUENCE agenda.
Selling is not a dirty word!Politics is not a dirty word!
Essentials for Advocacy
• Someone who needs to care• Courage• Trustworthy• Passion• Belief• Proofs • Stories and Knowledge• Respect for whom you need to influence• Understanding beyond caricature (e.g. Politicians, the
“Boss”, Teens, Seniors, The “Public”, Vendors...)
Before you need it!!
When is Advocacy Needed?
Issues and Timing
Why is Advocacy Needed?
• To avoid downsizing of locations, budgets, staff, collections that hurt end user opportunities and goals
• To address shallow thinking about the web and electronic resources like e-books
• To speak up for the silent majority of library users• To position libraries in the minds of funders and
decision-makers• To prepare for future success and to build a well of
support and goodwill• To inoculate against political and local competition for
resources an capital
AdvocacyPlansMustBe PLANNED!
Mining Creativity for Seeking and Getting Attention
Hints
Mudflap Girl
ANIMALS
HANDS
CUTE KIDS
What Visuals Might Underperform
• Books (stacks, fans, generic)• Discs (and especially diskettes)• Technology (desktops! CRTs!)• Standard Clip Art and templates • Models versus locals or real people• Static building shots that don’t change • No staff pictures
Can You Stand Out in a Crowd?
Find Target, Aim, Shoot, Check-in
Be The Sun
Stand Out in a Crowd
Bend the Growth to Your Will
Ask for It!
Drive them to what they want
Ummm, It’s real easy! Talk to me about something I am interested in, where I am, that meets my needs and goals.
Speak Up!
The Baker’s Dozen: LVA Top 131. Health and Wellness / Community Health / Nutrition / Diet /
Recovery 2. DIY Do It Yourself Activities and Car Repair 3. Genealogy 4. Test prep (SAT, ACT, occupational tests, etc. etc.) 5. Legal Questions (including family law, divorce, adoption, etc) 6. Hobbies, Games and Gardening 7. Local History 8. Consumer reviews (Choosing a car, appliance, etc.) 9. Homework Help (grade school) 10. Technology Skills (software, hardware, web) 11. Government Programs, Services and Taxation 12. Self-help/personal development 13. Careers (jobs, counselling, etc.) 14. Readers Advisory was 14th
0
7171 42 42 25
34
4035
17
3342
19
39
26 915
30 30
48
41
3033
59
37
30
59
30
48
6562
18 18 17 14 1822 14
1718
7
21 16
1010
Top-Level BenchmarksGale-Cengage Browse Survey
August 01, 2010 - August 31, 2010
Gale Library Databases Compare
Very Well to Other
Web Experiences
Knitting & Needlecrafts
Arts & Crafts
Television Shows
Gardening
Pets
Music
Traveling, Tourism & Vacations
Exercise, Cycling & Walking
Movies & Film
Computers
Cooking & Recipes
Recreational Reading
0 10 20 30 40 50 60 70
Top 12 Patron Hobbies
Money is not the key.
In fact, focusing on budget and money can just flush dollars. Focus on gaining attention and word of mouth.
Visuals Trump Words
ScaryCreative
• Graffiti Tag (with stencilled watercolours)
• Sidewalk Chalk• Door Hangers• Vanity Plates• Build a Bear• American Girl• Geo-games• Foursquare Mayors• Tattoos• Where’s Waldo?• Mascots• Your idea here...
Gaining Attention
• On the blinds• On Parking Spaces• Overpasses• Etc.
Thank Heaven You Have the Library!
Metrics
• Traditional versus New Statistics• Statistics versus Measurements• Visualizations• Geo-IP data• Massive increases in virtual usage• Community badges and widgets• API’s, Facebook links, etc.• Satisfaction surveys, really.
Examples of Advocacy at Work
http://www.cecil.ebranch.info/about-us/support-us/my-library-my-lifeline/
http://www.jessicaheartslibraries.com/
Supporters of the Library of Michigan formed "Hands Around The Library", surrounding the 1800' perimeter of the building. People from all walks of life and all age groups joined together to attempt to block the closing of this world class facility.
More than 525 supporters of the Library of Michigan gather to protestGovernor Granholm's planned closing of Michigan's State library this Fall.
Be Part of Your Tribe!
http://blog.8bitlibrary.com/2010/01/13/project-brand-yourself-a-librarian/
The Virtual Handout
• The Value of Public Librarieshttp://stephenslighthouse.com/2010/04/06/the-value-of-public-libraries/
• The Value of School Librarieshttp://stephenslighthouse.com/2010/04/06/the-value-of-school-libraries/
• The Value of Academic and College Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-academic-and-college-libraries/
• The Value of Special Librarieshttp://stephenslighthouse.com/2010/04/07/value-of-special-libraries/
• Library Advocacy: Save the Library Campaignshttp://stephenslighthouse.com/2010/04/01/save-the-library-campaigns/
Learn to tell a story for influence and not just Information andentertainment
Have Your Users, Members,PatronsStudentsProfessorsTell the StoryInvest the time and train a few.
The American Values debate is good for libraries.
What about our children? is good for libraries.
Family values and traditions is good for libraries.
The economy issue is good for libraries.
Get the idea? This is apolitical.
Make Your Own Dazzle
• CafePress
• Zazzle
• Self Publishing sites like >>>>> Flickr, Blogger, WordPress, etc.
• Posters
Make Your Own Dazzle
• YouTube
• TeacherTube
• Gale widgets, AccessMyLibrary Apps, etc.
Avoid the Climate of Poverty
People Love Their Libraries but Libraries Cannot Live on Love Alone.
source: http://www.distilled.co.uk/blog/wp-content/uploads/2009/05/conversation.jpg
Stephen Abram, MLS, FSLAVP strategic partnerships and markets
Cengage Learning (Gale)Cel: 416-669-4855
stephen.abram@cengage.comStephen’s Lighthouse Blog
http://stephenslighthouse.com