The library has a lot to offer, as a provider of information and entertainment, and as a partner in the cultural, economic, and civic life of the community. But it can be difficult to compose the message and to find channels to deliver it that will make sure that the message gets through. Mary Jo Ryan, Nebraska Library Commission Communications Coordinator will offer some techniques for improving communications with the community.

1. CommunicationGetting the word out Does your audience hear what you mean?

2. NOT… “How to make sure they hear what you say.” BUT Instead… “How to make sure we say what they can hear.”

3. Communication is not focused on the library Communication is focused on the community/audience/customer Specify target audience Communication Tips

4. Communication is not one-way Communication is a group activity Communication is a planning process

5. Marketing@ your library ® Communication Planning Process

6. Marketing@ your library ® Know your community Customer Focus Listen Target group Consult Scan Test

7. Know your communityCommunication Starts with Listening Ask and Listen Facts Consult with others News Media Scan Listening Posts Test Assumptions Open Mind. Open Heart

8. Marketing@ your library ® Know your library Value Values Voice

9. Values Message Exercise* Primary Value Theme Break it down to supporting themes Need—be sure to focus on need Cost Benefit Call to Action *Adapted with appreciation from the Public Library Association Advocacy Toolkit, Libraries Prosper with Passion, Purpose, and Persuasion!: A PLA Toolkit for Success

10. Marketing@ your library ® Implement Planning + Service Delivery + Customer Service = Creating Relationships

11. Marketing@ your library ® Hints for Library Merchandising Visual communication—not personal taste or style Bold graphics with sans serif type Avoid all caps, acronyms, library jargon, visual clutter, italics, and too many props Imitate bookstore displays and signage Edit Use Impulse Change displays Cross-merchandise Use it all—flooring, walls, ceiling

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13. Marketing@ your library ® Communicate Tell the Story Brand it Personalize it “Storify” it

14. “Storify” the Message How to tell a memorable story? Make a connection library + library representative + success story = remember/action Know your audience Present the Problem….Solution….Opportunity Specify library needs_________to meet ________need of ___________target customer Hear message from audience perspective Tell stories: formal AND informal presentations

15. How did they do? http://vp.mgnetwork.net/traveler.swf?embed_referer=&u=251a1a38e1b9102da6fd001ec92a4a0d&z=SAV http://www.librariesforreallife.org/

16. Ensure Success with Word of Mouth …create Customer Ambassadors Staff Customers Friends Trustees …give them tools “Baseball cards” for the staff, Friends Stickers “What’s your plan for the library?...Tell Me” “Love your library? Tell a Friend”

17. Create the Buzz Word of Mouth on Steroids Word of Mouth +Word of Mouse

18. www.facebook.com/NebraskaBookFestival?ref=mf#!/pages/Nebraska-Center-for-the-Book/106200106086571?ref=ts

19. Marketing@ your library ® Communication Tactics Menu Outreach Share the message directly. Go where the customers are. Partner with organizations.Speaking engagementsInterview showsSponsorship of community events/activitiesOffsite seminarsOffsite workshopsService club membershipOther club membershipsOffsite delivery of library servicesOffsite demonstrationsOffsite displays Other?

20. Marketing@ your library ® Communication Strategy Menu Word of Mouth Conversation and Storytelling. Create Word of Mouth w/Talking Points and Fact Sheets for Staff/Supporters. Online and Social Networking: Creating the Buzz, Word of Mouth…on Steroids Buzz = Word of Mouth + Word of Mouse

21. Marketing@ your library ® Paid AdvertisingRadioTelevisionOutdoor billboards Direct MailLettersNewslettersproduct/service announcements FlyersPostcards"Special customer" offersBrochuresDirect responseCouponsBill stuffers Other?

22. Marketing@ your library ® Collateral (not as powerful as people) Print:NewspaperMagazines"Shoppers" (free or classified ad magazines)Yellow PagesSpecial directories (regional, seasonal, Chamber) Trade or industry directories (e.g., Thomas' Register) Cooperative ad support from your library vendorsFlyersPostersHandouts Other ?

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25. Hints for Creating a Communication Piece Business Goal Target Audience Do Know Distribution Attraction

26. Marketing@ your library ® Evaluate How do you know if it worked? Measure Test Observe Evaluate Analyze Cost Outcome Information from Customers

27. Marketing@ your library ® For more information: Mary Jo Ryan, Communications Coordinator Nebraska Library Commission, The Atrium, 1200 N St., Suite 120 Lincoln NE 68508-2023, 402-471-3434, FAX 402-471-2083 e-mail: maryjo.ryan@nebraska.gov Resources Turning the Page: Building Your Library Community, Public Library Association and Bill & Melinda Gates Foundation, www.ala.org/ala/mgrps/divs/pla/plaadvocacy/turningthepage/index.cfm Libraries Prosper with Passion, Purpose, and Persuasion!: A PLA Toolkit for Success, Public Library Association, www.ala.org/ala/mgrps/divs/pla/plaadvocacy/librariesprospertoolkit/index.cfm Creating Customer Evangelists, Ben McConnell and Jackie Huba www.creatingcustomerevangelists.com Marketing That Matters: 10 practices to profit your business and change the world, Chip Conley and Eric Friedenwald-Fishman www.metgroup.com/content/index.php?pid=140