Using Stories to Market Your Library

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    Using Stories to Market Your Library - Presentation Transcript

    1. Using Stories to Market Your Library Presented by: Nancy Dowd NJ State Library and Paula Isett , Maryland State Department of Education
    2. We’ve always believed in the power of stories. It’s only natural to make them work for us.
    3. Overview
      • Whet your appetite: Share stories from New Jersey and Maryland
      • Talk about why libraries have to step up their marketing efforts
      • Provide an understanding of how and why the storytelling approach works
      • Show you how Maryland created a successful campaign around stories
      • Share ideas from New Jersey’s newest campaign, “Tell Us your Story”
      • Give you some basic nuts and bolts to take home with you
    4. Maryland Libraries are Changing Lives
    5. New Jersey
    6. Why do we need to step up our marketing efforts? Tough times, tough choices, tough competition
    7. The marriage of advocacy and marketing, recognized as so important at the national level, hasn’t trickled down to the states. -A member of the ALA Advocacy Coordinating Committee
    8. Tough Economic Times
    9. Tough Choices "The 41 states that are represented here are likely to face budget short-falls this year or next, forcing you to choose between reining in spending and raising taxes. Jobs are being cut . Programs for the needy are at risk. Libraries are being closed. Historic sites are being closed." President- elect Barack Obama, 12/2/08 Governor’s Summit Philadelphia Jobs are being cut . Programs for the needy are at risk. Libraries are being closed. Historic sites are being closed."
    10. OCLC Report: Supporters not users Tough Competition
    11.  
    12. Why the Story Telling Approach Works
    13. Malcom Gladwell, Outliers Bill Gates successful because of computers in his school? Stories make connections
    14. Stories make connections “ My wish with Outliers is that it makes us understand how much of a group project success is. When outliers become outliers it is not just because of their own efforts. It's because of the contributions of lots of different people and lots of different circumstances and that means that we, as a society, have more control about who succeeds a nd how many of us succeed t han we think. That's an amazingly hopeful and uplifting idea.”
    15. Stories make connections I n 1948 a 17 year old African American student named Chloe Wofford used her connection with her older sister, Lois, to land a job as a page at the Lorain Library in Ohio. Sixty years later I had the opportunity to meet this woman and she was still talking about that job.
    16. Stories make Is it possible that libraries are to great authors as computers were to Gates? connections Toni Morrison
    17. Stories help people remember you.
    18. Stories are told by others Bill Taylor, Game Changers Talks about Girl Scouts. Even sells cookies for them!
    19. Why the Storytelling Approach Works
      • Makes connections
      • Is a powerful medium
      • Helps people to remember you
      • Allows people to talk about you
    20. Maryland: Libraries are Changing Lives
    21. New Jersey Libraries: Tell Us Your Story
    22. New Jersey is focusing on nine key messages
      • The Library is a transformational force in people’ s lives
      • The library is a vital part of the community’ s infrastructure
      • Supporting the library is a tough but essential tax choice
      • The library maintains it’ s relevance to people through all stages of life
      • Passionate librarians are making a difference in the community
      • The library is a place of unlimited resources and inspiration
      • The new library is your library
      • Making the library relevant for the 21st CenturyLife without the library
    23. Decided on desired outcomes - big and small
    24. Gather stories, learn to tell stories, create digital stories, use stories to redefine libraries as transforming lives
    25. Defined target audiences
    26. Librarians
    27. Members
    28. Non-Users
    29. Elected officials
    30. Motivating Staff
    31. INCENTIVES Being part of an elite group Higher Purpose
    32. Giving free materials
    33.  
    34.  
    35.  
    36. Providing Tools
    37. MANUALS, TRAINING and MOTIVATIONAL SPEAKERS
    38. Building a Communication Network
    39. Viewing as an ongoing process
    40. If we are successful new stories will emerge that describe libraries as transformational forces.
    41. Nuts and Bolts Text
    42. Nuts and Bolts
      • Define outcomes: big and small
      • Defined target audiences
      • Provide incentives
      • Provide Tools: Training, Manuals
      • Provide Free Materials: Posters, Rack Cards, Web site, Shelf Talkers, Stickers
      • Create a Communication Network
      • Treat as an ongoing process
    43. Thank You. Would you like to have this presented at your library? Contact Nancy Dowd, Director of Marketing New Jersey State Library [email_address] 609-278-2640 x 122

    + Nancy DowdNancy Dowd, 11 months ago

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