This document summarizes a presentation about reengaging lost patrons, especially adults aged 20-40, and establishing the library as the linchpin of the community. It discusses defining characteristics of vibrant communities and strategies for market segmentation, programming, and establishing strategic partnerships to attract different demographic groups. The future of libraries is envisioned as providing spaces for collaboration and access to expertise that can connect community members to information and each other in new ways.

1. Fallen Between the Cracks: Reengaging the Lost Patron Presented by Amy Mather May 20, 2011

2. Agenda Who are our lost patrons? Vibrant communities Library as linchpin Marketing Programming for your community Future

3. The Patron Exodus Don’t Forget About Us “we are failing to engage people who are a huge portion of our tax base and potential advocates: adults between the age of 20 and 40.”

4. They continue to frequent…

5. New community work spaces

6. Intellectual entertainment

7. Intellectual entertainment

8. Intellectual entertainment

9. Vibrant Communities What makes a vibrant community? Oftentimes community development is reduced to the development of physical space or capital, but a vibrant community is made up of much more, including…

10. Six components of a vibrant community Physical Capital Social Capital Cultural Capital Financial Capital Environmental Capital Human Capital

11. Physical Capital Neighborhood Associations

12. Social Capital Your Neighborhood Association Your Local Faith Community

13. Cultural Capital

14. Financial Capital

15. Environmental Capital

16. Human Capital

17. What was missing?

18. Library as linchpin & long tail(Nexus and long reach) Business Intelligence - what is your ROI? Outcome measurements – measure impact Adaptive – More proactive, less reactive Patrons versus communities – pulse Strategic alliances versus partners

19. Market Segmentation Helps organizations find new customers, gain insights, improve service delivery, and become customer-centric Tapestry segmentation classifies neighborhoods into one of 65 segments Douglas County has 42 of the 65 segments The top eight segments account for just over half of the population (266,352 people) while the top 12 segments account for two-thirds of the population(336,671 people)

20. Tapestry market segmentation • Families with kids (organized by lifestage) Rustbelt Traditions (51.1) Boomburbs (42.5) Milk and Cookies (27.8) Up and Coming Families (22.3)

23. A closer look

24. Reengaging your community Entertainment - Board Silly, Craft events Connections – Book Clubs, Speed Dating Community outreach – Farmer’s market, Buy the Big O, Young Professional Summit, Bar Camp Business outreach Issuing library cards Facebook & Twitter

25. The Future of the Library Seth Godinwas right: “Want to watch a movie? Netflix is a better librarian, with a better library, than any library in the country. The Netflix librarian knows about every movie, knows what you've seen and what you're likely to want to see. If the goal is to connect viewers with movies, Netflix wins.”

26. The Future of the Library Seth goes on to say… “The library is no longer a warehouse for dead books. Just in time for the information economy, the library ought to be the local nerve center for information.”

27. The Future of the Library And Seth brings it home with “The next library is a place, still. A place where people come together to do co-working and coordinate and invent projects worth working on together. Aided by a librarian who understands the Mesh, a librarian who can bring domain knowledge and people knowledge and access to information to bear.”

28. People will create their own space

29. Big Picture Environmental Scan Get involved! Outreach Gary Vaynerchuk A glut of user-generated content has changed the game. Any more, context is more important than content, because there's so much of the latter. "There's so much content that comes through," Vaynerchuk says, "that there’s only so much you can consume."

30. Questions?