Building Bridges to BusinessOLA SuperConference Friday January 30, 2009 Session #1316

Ann Andrusyszyn – Manager of Fundraising, Marketing & Communications

Anne Dorsey – Business Librarian

Overview

Why What How Do It Evaluate Repeat, Repeat, Repeat Ten tips

Why Make Business Connections?

Show value – more than recreational Do the give before the ask Raise awareness Help reach municipal goals Positioning in the community Social capital Etc.

What do businesses want?

Products and services that help them work more effectively & efficiently

Kept abreast of news/trends in their sector

Relevant, reliable and accurate information

Save time Higher profile Demonstrate social responsibility Community involvement

What can libraries provide?

A bridge between information, technology and business users

Specialized collections and reference Access to business/market databases User education Programs Networking opportunities Resources for making informed decisions

How To

Target SWOT Strategy Do It!

TARGETIdentification of Business

Connections What does your library want to

achieve? Then identify targets

Business directories Top business lists Business associations Networking groups

Research! Research! Research!

Local newspapers and business publications

National newspapers, periodicals Business databases Chamber of Commerce Business Centres Career centres Local business network groups Economic Development Office

SWOT

Strengths Prepare a list of your strongest

“selling” features Create a list of major

achievements State how this is different from

similar organizations Explain the distinctions

Assets of Public Libraries

Widely available Accessibility High credibility Neutrality Broad range of

informative services and support

Economic reach Social capital Early adopters of

information technology

Experience in partnerships – natural partners

Robust networks – gateway to world libraries; with government & community organizations

Local and networked information resources

SWOT

Weaknesses Promote the librarian vs. promote

the library Geographically remote from

businesses No clearly defined mission

statement, goals or objectives Lack of awareness – the notion

that libraries are for kids and seniors

SWOT

Opportunities Know who you serve – understand

the demographics of your community, particularly the business community

Understand how you fit into the picture

Partnerships Economic downturn=library

upturn

Libraries: Key to Economic Growth

Study released by the Urban Institute 4 key areas including – small business resources

and programs lower barriers to market entry Local economies in rapid transition as move from

manufacturing and service industries to information and idea industries

Strategy is to keep a vibrant base of small businesses

Mix residential, commercial & cultural activities to make creative cities – a la Richard Florida

A paradigm shift – from passive recreational reading and research to active economic development agent

SWOT

Threats Lack of management and/or

board support Stereotype No need – all that is needed is on

my computer (negators) No or low budget Previous negative experience

STRATEGY

Board and staff buy-in

Strategic Plan Develop deep

understanding of the businesses

Build relationships Sustain relationships

Outreach/In-reach Business materials Take Aways Displays Your story Business Programs Embedded in

community

Outreach and In-reach Synergy

Make others aware of business resources Highlight collections, including electronic Create relationships with business

professionals Future funding resources Outreach should lead to in-reach

Tell Your Business Story

Shape messages that resonate Never underestimate the WOW factor Need several infomercials in your kit Tell a success story Need a tagline!

Do it!

Get out the door and get started Low hanging

fruit

Join Chamber Attend events

Do it

Book-talk at networking events

Look for ways to demonstrate the databases outside the library

Dedicated business pages in the library newsletter – consider a “theme approach”

Write articles and book reviews for local business publications

Building the Relationships

It takes time and effort to develop It’s not a quick fix or source of funding –

two way street with realistic expectations What are the main challenges your

business faces and HOW can the library help?

What changes or additions in resources/programs would assist your business?

Deposits/withdrawals

Sustaining the Relationships

Thank you ALWAYS Follow-up – report back -updates Re-introduce yourself No one-off attendance Go back and ask again if another

opportunity Focus on helping businesses get

what they want Create a one stop shopping

experience

Sell! Sell! Sell! Your Library Information Internet access Meeting space Business reference sources Research database Search Expertise Talk benefits, not features Keep it current

Best Practices

Know your resources – particularly business databases

Promote resources not typically considered part of library

Remember in-house training for staff

Clear guidelines Program proposal &

evaluation forms

Embrace virtual services that deliver info to user’s desktop etc. – streamline

One size does not fit all

Connect with other business librarians

Dear Reader business reads

Listen! Listen! Listen!

Very Important!

Barrie Public Library provides programming to enrich the knowledge and experience of our customers, and cannot be seen to support any one business over another. To this end, we ask that you agree that you not promote your own business or product and do not recruit clients. Please sign the following statement.

I agree that in providing information to the customers of Barrie Public Library for this library sponsored programme, I will not promote my own business interest or recruit clients. I may make some mention of my company in introducing myself and my qualifications, but I will not solicit business in any way.

Date: ____________ Signature: ______________________________

Staff signature: ______________________________

Top of mind ….. It’s not a Google world Economic Downturn = Library Upturn They don’t know what they don’t know Business needs – not library needs Tipping Point Need to reclaim our roles as an information

source Never underestimate the power of using your

library’s name Expand your walls

Evaluation

Evidence Based Librarianship

Business impact what changed

for the business?

Library impact Sponsorships Donations Increased usage

Peer recognition of success Requests from

other libraries Invite to sit on

Boards/Committees

YouTube Invitations to

speak Opinion sought

Repeat ……

… as necessary!

As often as possible

Top Ten Tips You Can Start Now!

Learn the lingo Create pathfinders Create

bibliographies Infomercial Value story -

impact Booktalk! Book

Review

Connect! Network! Follow-up!

Join Chamber, BIA Offer tours (such a

misnomer since it’s really an info session)

Best foot forward

Thank you for your time

Questions?Comments?

Ann Andrusyszyn(705) 728-1010 ext. 7040aandrusyszyn@barrie.ca

Anne Dorsey(705) 728-101 ext. 7014adorsey@barrie.ca