Valerie Gross speaks for Wisconsin Trustee Training Week.

1. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 1
A NEW VISION:
Why Wisconsin Needs Libraries
More Than Ever
Valerie J. Gross, President & CEO
Howard County Library System (MD)
A Webinar Presented by
Nicolet Federated Library System
Wisconsin Trustee Training Week 2015
August 19, 2015  1 – 2 pm EST
@ValerieJGross
© 2015 Valerie J. Gross
A New Era
Original Purpose?
Equal opportunity in education.

2. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 2
A Growing Movement
Like schools, colleges, and
universities, libraries are part of
America’s education enterprise.
Externally
Increased respect
Heightened perceived value
Maximized funding
(misperceptions dispelled;
inherent value understood)
Internally
Distinct purpose
Pride in ourselves, work, and profession
Meaningful and fun
Job security
Not just a job: A cause!

3. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 3
The Power of Language
Language causing a
disconnect
Precision
Perception is everything
Full credit for what you already do
What is perceived as valuable gets
funded
Perceived Value
Generic v. Evian
It's....
 What we do
 How we do it . . . and
 How we talk about
what we do.
Overview
Part I
 State of the Library
 Language
 “Libraries = Education”
Part II
 How we view ourselves
 Results
 Implementation
 Learn from the schools
 Q & A

4. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 4

5. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 5
Fairfax (VA)
30 percent cut over two years . . .
“ ‘Parks and libraries are essentially
discretionary programs.’ ”
“Fiscal outlook grim for 2 Fairfax agencies,” by Derek Kravitz, Washington Post,
November 15, 2009 wapo.st/1IZLjQs
Bridgeport (CT)
“We are getting back to basics:
police, fire, and education. We will
not try to be all things to all people.
Libraries are not essential
services.”
American Libraries, June/July 2008, p. 26

6. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 6
Miami-Dade, Florida
“The age of the library
is probably ending.”
(“Miami Dade Library To Close Nearly
Half its Branches,” July 18, 2013)
http://lj.libraryjournal.com/2013/07/budgets-funding/miami-dade-library-to-close-
nearly-half-its-branches/#comment-140632
“Fiscal outlook grim for 2 Fairfax agencies,” by Derek Kravitz,
Washington Post, November 15, 2009 washingtonpost.com/wp-
dyn/content/article/2009/11/14/AR2009111402355.html

7. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 7
The Solution?
To date, a typical response:
“Libraries are important.”
“Essential services and programs.”
“Libraries are at the heart of Main Street.”
“Public libraries are one of the greatest tools our
nation has.”
“Tell them why you are important.”
“Tell them your story.”
A Smarter, Simpler
“No-Explanation-Needed”
Solution

8. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 8
The Power of Words
Which do you value/support more?
Words That Completely
Changed an Industry’s Image

9. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 9
What this is not:
We play “an” educational role.
We “support” education.
We’re an educational “resource.”
Education
We are education.
Education is our role.
(equal footing with the schools)

10. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 10
Education
Information about a
subject matter
Knowledge acquired
by learning
Activities that impart knowledge
The process of acquiring knowledge
An enlightening experience

11. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 11
A Universal Value
"Our progress as a nation can be no swifter than
our progress in education.” (President John F.
Kennedy)
“Even as we cut out things that we can afford to
do without, we have a responsibility to invest in
those areas that will have the biggest impact in
our future, and that’s especially true when it
comes to education.” (President Obama)
Libraries = Education
1. Library → Educational Institution
Library staff → Educators
2. All you do → Three pillars

12. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 12
Farewell, Libraries?
E-books outselling hardcovers . . .
Libraries from now on will look smaller and
less crowded
by Malcolm Jones
August 05, 2010
Can Libraries Survive the
E-Book Revolution?
bit.ly/1EnxVVr
What will a library be useful for a decade
from now?
We’ll become less and less relevant. At
some point, we’ll perish.
July 2013

13. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 13
Aligning Ourselves with Education:
Suggested Phrases
We are a key component
of [your city / county /
state / school system /
college / university]
strong education system.
We are a vital educational
institution.
We are a cornerstone in
the education process.
We are partners in
education.
We are education.
We deliver equal opportunity
in education.
We deliver public education
for all.
We deliver high-quality
public education for all ages.
We deliver excellence in
education.
We provide equal access to
world-class education for all.
Aligning Ourselves with Education:
Suggested Phrases
Line of work? Education.
Occupation? Education. Educator.
Describe your staff? A team of educators
and support staff . . .
Educator

14. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 14
Generic to Evian
Lifelong learning
Lifelong education
Continuing education
Education for all ages
Public education for all
And what about . . .
Discovery?
Curiosity?
Fun?
Play?

15. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 15
Three Pillars Philosophy in Action: 2008
“Where would you rate libraries
in importance relative to other
state services?”
“Public libraries are pillars of education. In your
administration, how would you enhance public
libraries, and how would you incorporate public
libraries as you further the educational goals for
the state?”
Salem-South Lyon (MI) District Library
Director Doreen S. Hannon
Salem-South Lyon (MI) District Library
Candidate Meet & Greet, 09/23/10
“Libraries are pillars of education . .
“Libraries are the most important part of
education.”
“. . . everything is on the table except Medicaid
and education and within the umbrella of
education is public libraries. This cannot involve a
cut to library funding. I will work to reverse that.”
bit.ly/LibEduVideos

16. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 16
Libraries = Education
3. Strategic Vocabulary
What Does “Storytime” Mean?
The time at which a story is told.
Workshop participants:
 Play
 Recreation
 Babysitting
 “Nothing”
(i.e., the term trivializes our value—both
content and staff expertise)

17. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 17
Differences?
There are three:
1. They call it a “class”
2. “Taught” by a “teacher” or “instructor”
3. Costs $225 for a 14-week session

18. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 18
What Does “Program” Mean?
A radio or television show (passive)
A thin book or a piece of paper that gives
an audience information about a
performance or event
Computer-related: A series of coded
instructions/operations to control the
functions of an electronic device
"Nothing”

19. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 19

20. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 20
Differences?
There are three:
1. They call them “classes”
2. “Taught” by a “teacher,” “instructor,”
“faculty,” or “professor”
3. Charge tuition

21. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 21
Instead of “Programming”
Classes and events.
Our instructors teach classes.
Our instructors develop class content.
Our instructors develop the curriculum
for our classes and events.
What Does “Reference” Mean?
A statement about a person's qualifications,
character, and dependability.
A person who is in a position to recommend
another or to vouch for his or her fitness, as for a
job.
An act of referring.
A mention of an occurrence or situation.
A note in a publication referring the reader to
another passage or source.
What Does “Research” Mean?
Inquire into.
Attempt to find out in a systematically and
scientific manner ("The student researched the
history of that word").
A systematic investigation to establish facts.
A search for knowledge.

22. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 22
What About “Information”?
Passive
Directional
Ubiquitous
(Say instead: Education, research,
instruction)
Generic to Evian
Circulation – Customer service, borrowing, loan
Entertainment/Recreation – Fun, engaging,
enticing, captivating, enrichment, enjoyment, fiction
(fiction DVDs)
Information literacy – Expert research skills
Juvenile – Children’s
Patrons – Students of all ages, students for life,
[learners], customers, guests, users/visitors

23. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 23
Strategic Titles
(I’d love to work in a library so I could read
books all day!)
If I tell you I’m an instructor . . .
If I say I’m a librarian . . .
Trenton Opens Last Un-Library
July 30, 2012
The Un-libraries are run out of the
Recreation Department
Operated by volunteers
People write down their phone number and
addresses in notebooks
Library Journal, By Meredith Schwartz bit.ly/1JU5lRB

24. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 24
Self-Explanatory Titles
Librarian/Library Associate – Instructor &
Research Specialist; Research Specialist &
Instructor; Instructor; educator; teacher
Circulation Clerk – Customer Service Specialist
Programmer – Instructor; facilitator; educator;
teacher
Director, City/County Librarian – President &
CEO, President, CEO
“teacher”
Experts in their fields
Private schools
Colleges/Universities
What does
“Programs & Services” mean?
“Performance of duties helpful to others.”

25. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 25
Programs & Services → Curriculum
All the courses of study offered by an
educational institution.
The group of subjects studied.
Any plan of activities.
Transformative experiences that take
place in and outside of school.
How We View Ourselves

26. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 26

27. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 27
Phrases to Eliminate
We must remain relevant.
Our future is uncertain.
Nobody values our jobs.
No one knows what we do.
People think the public library has no
value.
The library’s relevance is shrinking.
Do we have five years to live?
We might be extinct in 20 years.
Optimism and Confidence
We deliver high-
quality public
education for all . . .
We design and
deliver a world-class
curriculum . . .
Education – Focus on Results
Education
Economic Advancement
Quality of Life

28. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 28

29. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 29
Montie L. Manning, Library Director
Alexandria-Monroe Public Library (IN) Aug. 2014
. . . a County Council member spoke
about the importance of education. It
didn’t take long for others to show
their support for education.
Before I knew it, our request passed
unanimously. I was simply stunned
by the power of the ‘E’ word . . .
‘Education.’ ”
Vicky Stever, Coordinator
Okaloosa County Public Library Cooperative, July 2015
I applied Libraries = Education at a County Commission
budget hearing. My speech included:
“The Library Cooperative is a major component of
Okaloosa’s strong education system of schools, colleges
and libraries.”
“Libraries provide self-directed education,
research assistance and instruction, and
informative and enlightening experiences.
Those public education opportunities
advance our economy and quality of life
for our citizens.”
“We provide educational experiences through
classes, workshops and events for all ages.”
“We partner with your K-12 district to ensure
students have tools for success, and use your tax
dollars for maximum impact.”
Vicky Stever
“After my speech, each of the 5 commissioners spoke
up in support of the value of libraries. Not a single
negative word or challenge was spoken.
That’s a first for me in the 3 years I’ve
been addressing the commission. We will
receive the requested increase.”

30. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 30
Delane James, Buckham Memorial Library Director (MN),
Chair of the Public Library Division of the Minnesota Lib.
Assn. February 2014
“Applying the vision’s
words and attitudes
resulted in our receiving
budget increases when
every other library in our
area continued to see
dramatic funding cuts.”
Cecilia Ann Marlow, Library Director,
Cromaine Library, Hartland, MI June 23, 2010
“When I met with the editor of the
Daily Press, I used self-directed
education, research
specialists, and classes led by
esteemed and qualified
instructors. He responded very
positively.”
Diane S. Adkins, Director
Pittsylvania County Public
Library System (VA)
May 25, 2012
“I now use ‘classes’ instead of storytimes.
Smart Beginnings has become very interested
in our work. I doubt that we would have been
heard if we had stayed in our little storytime
corner.”

31. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 31

32. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 32

33. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 33

34. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 34
“Thank you” Notes
Thank you for your tremendous
support of ________________.
public education for all.

35. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 35
Key Components
A+ branches
A+ liaisons
A+ Advisory Committee
Library cards through
school registration
K field trips to the library
A+ Assignment Alerts
A+ Curriculum
A+ Signature Events &
Academic
Competitions

36. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 36

37. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 37

38. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 38

39. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 39

40. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 40

41. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 41

42. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 42
bit.ly/BOB_2015_HCLS
Mission – Public Library
We deliver high-quality public
education for all.

43. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 43

44. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 44
“A 21st-century library
model, worthy of study
and consideration by
every library in America,
if not the world.”
"2013 Gale/LJ Library of the Year: Howard County Library System, MD,”
by John N. Berry, Library Journal, June 15, 2013, p. 33.
ABC-CLIO
2013
On Amazon.com

45. A Webinar Presented by Nicolet Federated Library System:
A New Vision: Why Wisconsin Needs Libraries More Than Ever
Presenter: Valerie J. Gross
August 19, 2015
HCLibrary.org, TransformingOurImage.org 45
6 words or fewer
Thank you!
Questions?
Valerie J. Gross
President & CEO
Howard County Library System
Administrative Branch
9411 Frederick Road
Ellicott City, MD 21042
410.313.7750
valerie.gross@HCLibrary.org
Copyright © 2015 by Valerie J. Gross
HCLibrary.org
TransformingOurImage.org