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Making Your Library Marketing More Inclusive (April 2020)
- 1. 1 Making Your Library Marketing & Communications More Inclusive ALA 2020 April 8, 2020 Presented by Kim Crowder
- 2. 2 • Founded the Communications Department as Director, Communications for The Indianapolis Public Library and led the department for almost four years • Launched social media for a Fortune 500 company in the Houston, TX market and was featured in Mashable • Oversaw social media for a major national nonprofit’s Indianapolis, IN division and won a national award for this work • Has worked with Oprah Winfrey and her team on several occasions • Led webinars and presentations for the American Library Association, Indiana State Library, The Ohio State University Libraries, and InfoPeople • Featured on the Super Library Marketing blog multiple times • Highlighted twice on the Library Figures podcast • Upcoming webinars for ALA 4/8 and 7/15/2020 Kim Crowder Founder & CEO, Kim Crowder Consulting
- 3. 3 Find me! • Website: kimcrowderspeaks.com • LinkedIn: Kim Crowder • Instagram: iamkimcrowder • Twitter: iamkimcrowder • Email: Kim@kimcrowderspeaks.com • Get more tips and webinars by joining my email list. Send an email or message me on LinkedIn with the subject Sign me up!
- 4. 4 The DownloadWhat You’ll Walk Away With Today Outcome Two Look at marketing/communications tools such as social media, website, PR, etc., to provide tips for being inclusive for each Outcome One Evaluate your current library's marketing/communications strategy to analyze whether it is or isn't inclusive Outcome Three Identify three areas of growth within your marketing/communication strategy and apply the principles learned Mistakes Happen, How To Avoid Them Real Life Examples To Tie It Altogether Creating Content for Your Audiences How Metrics and Social Media Ad Tools Can Help With Inclusion
- 5. 5 Our Commitment To Inclusiveness All Library services are available to residents of the Library district without regard to race, color, religion, national origin, sex, age, physical or mental disability, pregnancy, sexual orientation or gender identity. “We are all different, which is great because we are all unique. Without diversity life would be very boring.” Catherine Pulsifer
- 7. 7 What Is The Difference Between Implicit and Explicit Bias?
- 8. 8 What Is Cultural Sensitivity?
- 9. 9 Why is Diversity, Inclusion, and Equity Important to Library Marketing?
- 10. 10 Figure Out Your WHY and Be A Gatekeeper!
- 11. 11 Diversity Is Not Monolithic
- 12. 12 Reach out to external sources like local nonprofits and advocacy groups. A Few Tips Ask For Help 04 Send staff to racial equity training, LGBTQIA+ ally training, etc. Find Training 03 Base strategy on your Commitment to Inclusiveness statement and make your statement available to anyone. Commit To Being Inclusive 02 Be willing to be uncomfortable in exchange for the comfort of those you serve. Talk Openly Internally 01 03 Be Teachable 02 Be Intentional 04 Be Humble 01 Be Open How To Address Bias and Practice Empathy The Goal Should Always Be To Put Patrons First
- 13. 13 The Indianapolis Public Library Employees What Did Internal Diversity Look Like in 2017? 24.3% of IndyPL employees were of color. This is very common within the Library industry. How Do The Numbers Add Up? There were 143 employees of color within The Indianapolis Public Library system, and 474 Caucasian employees in 2017. This was a total of 617 employees in December 31, 2017.
- 14. 14 How Do Libraries Benefit From 2-D Diversity in the Workplace?
- 15. 15Does Diversity Yield Profitable Benefits? The Value and Realities of the Importance of Diversity in the Workplace If diverse leadership does not exist, women are 20% less likely than straight men to win endorsement for their ideas; LGBTQIA+ are 21% less likely; and people of color are most affected at 24%. Diverse Leadership Is Necessary The highest-performing companies on both profitability and diversity had more women in roles that generated revenue than in staff roles on their executive teams, based on a study by McKinsey&Company. Put Women In Charge According to the Harvard Business Review, employees of firms with 2-D diversity are 45% likelier to report a growth in market share over the previous year and 70% likelier to report that the firm captured a new market. Companies With More Diversity Increase Profit
- 16. 16 How Did Those Percentages Break Down at IndyPL in 2017? Hispanic 2% Asian 1% Native Hawaiian/Pacific Islander 0% Two or More Races 2% African American 18% Caucasian 77%
- 17. 17 Mars and Venus Employee Breakdown at IndyPL in 2017
- 18. 18 If you are: •Male •White •Cis-gendered •Physically abled in ways that are considered “the norm” •Above the poverty line •Have watched any media at all •Live in the world Then you have bias, privilege, and/or blind spots. This doesn’t make you a bad person, bigot, or racist. Acknowledging it and working to change is what most! The Most Important PartWe ALL Have It, But Do Not All Recognize It
- 19. 19 What is a Marketing Strategy? A plan of action designed to promote and sell a product or service.
- 20. 20 What To Consider: Distribution of marketing efforts and product engagement Unique product offering and statement Online marketing and conversion strategy Retention efforts ***Messaging and audiences***
- 21. 21 Barriers To Inclusion In Marketing STAFFING: Lack of diversity and varying POVs, interest, or understanding RESOURCES: Training is unavailable, images are lacking, no partnerships, access to research, library materials haven’t been invested in AUDIENCE: Conversations with community are rare and limited and no real data to support marketing plans SUPPORT: Not having advocates in higher positions who truly get it FEAR: Concerns about how the new content and focus might resonate with customers
- 22. 22 Opportunities for Inclusion In Marketing STAFFING: Specifically hire diverse staff, and listen to them!!! RESOURCES: Find local partners who can help, and look for online trainings AUDIENCE: Use email to reach out to your community about perceptions of the library within their specific communities SUPPORT: Educate, educate, educate, and show the benefits over and over (ROI) FEAR: Do it afraid, and be prepared to stand by your decisions
- 23. 23Creating Messaging For Target Audiences Defining Your Audiences Matters Consumer Behavior and Interests1 Education and Socioeconomic Dynamics Website Activity and Usage Patterns Message for Programs and Services Social Media Engagements 2 3 4 5 6 Goals For Specific Programs and Services
- 24. 24 Some Truths About Marketing and Inclusion: Millennials are the most diverse generation to date Three-quarters of [survey participants] would like to see brands better represent diversity in ads, Google’s 2017 “Black Consumer Survey” 70% of participants say they are more likely to buy from a brand that takes a stand on race-related issues
- 25. 25 What’s in Your Toolbox? Social Video Blogs Website Email Signage
- 26. 26 02 01 03 04 Youth Materials Holidays and Times of the Year Visual Imagery Pop Culture and Local Events Creating Content For Your Audiences
- 27. 27 What If We Fumble? Using Authenticity To Get Back In The Game Admit your mistake and take clear responsibility…no buts allowed.1 Video with a recognizable, friendly staff member’s face is always best. Apologize quickly and sincerely and offer an email address for more questions. Phone an expert colleague or community partner and figure out how to message best. Where you message is as important as how. 2 3 4 5
- 28. 28
- 29. 29 January June October Began Widely Promoting The CBLC Began Planning CBLC Opened Its Doors To More Than 2,000 PatronsCreated Overall Vision, Messaging, and Goals CBLC Timeline Marketing and Public Relations Strategy
- 30. 30 The Indianapolis Public Library's Center for Black Literature & Culture (CBLC) is dedicated to celebrating the vibrant and resilient heritage and triumphs of those born of African roots. This space is for ALL who are interested in exploring the rich heritage that has influenced nations across the globe. We Started With Messaging
- 31. 31
- 34. 34 Using Social Media As A Marketing Tool
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- 38. 38 Choose Not To Be SilentSupport All Patrons Rights By Speaking Up
- 39. 39 We Serve ALL! At the end of the day, this is our overarching statement, core beliefs and values.
- 40. 40 Find me! • Website: kimcrowderspeaks.com • LinkedIn: Kim Crowder • Instagram: iamkimcrowder • Twitter: iamkimcrowder • Email: kim@kimcrowderspeaks.com • Get more tips and webinars by joining my email list. Send an email or message me on LinkedIn with the subject Sign me up!
Editor's Notes
- The condition of having or being composed of differing elements : variety; especially : the inclusion of different types of people (such as people of different races or cultures) in a group or organization
- Implicit bias/attitudes are positive and negative evaluations that are much less assessible to our conscious awareness and/or control. Often attributed to feelings of safety around a certain group of people. Explicit bias/attitudes are attitudes deliberately though about and report. For example, telling someone that you like math or not.
- "Cultural sensitivity" means being aware and accepting of the differences that exist among people with different cultural backgrounds. Being culturally sensitive enables a person to approach interactions with people from different cultures in a respectful manner, both in workplace and interpersonal interactions.
- Talk overall, and then share my personal WHY
- Diversity is more than race or gender, for example, assistive technology and services around differently abled customers, socioeconomic status differences, languages, education levels, access, and more.
- 2-D diversity is the intersection between inherent diversity such as gender, ethnicity and sexual orientation; and acquired diversity, which are traits gained from experiences such as living and working internationally or having had a marginalized group as a main consumer base.
- Give example of person mentioning lack of audience
- 2-D diversity is the intersection between inherent diversity such as gender, ethnicity and sexual orientation; and acquired diversity, which are traits gained from experiences such as living and working internationally or having had a marginalized group as a main consumer base.