Making Your Library Marketing More Inclusive (July 2019)

Making Your Library Marketing More Inclusive (July 2019)

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  1 Making Your LibraryMarketing More Inclusive An ALA Webinar July 18, 2019 Presented by Kim Crowder
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  2 • Was inthe library world for almost 4 years at The Indianapolis Public Library. • Launched the INDYPL team after a Communications Department being nonexistent for more that five years. • Has worked with Oprah Winfrey and for two Fortune 500 companies. • Published journalist in The Houston Chronicle. • Has done presentations at the annual American Library Association conference, for InfoPeople, Linking Indy Women, and Indiana State Library. • Will be presenting at this year’s IDEAL Conference, August 6-7, in Columbus, OH. Kim CrowderBrand Marketing Leader, Indiana University-Purdue University Indianapolis (IUPUI)
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  3 Our Commitment ToInclusiveness 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
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  4 What Is Diversity?
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  5 What Is TheDifference Between Implicit and Explicit Bias?
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  6 What Is CulturalSensitivity?
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  7 Why is Diversity,Inclusion, and Equity Important to Library Marketing?
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  8 Figure Out YourWHY and Be A Gatekeeper!
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  9 Diversity Is NotMonolithic
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  10 Reach out toexternal sources like local nonprofits and advocacy groups. A Few Tips Ask For Help 04 Send staff to racial equity training, LGBTQ ally training, etc. Find Training 03 Base strategy on your Commitment to Inclusiveness statement and make it available to anyone. Commit To Being Inclusive 03 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
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  11 The Indianapolis PublicLibrary Employees What Does Internal Diversity Look Like? 24.3% of IndyPL employees are of color. This is very common within the Library industry. How Do The Numbers Add Up? There are 143 employees of color within The Indianapolis Public Library system, and 474 are Caucasian. This is of 617 total employees since December 31, 2017.
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  12Does Diversity YieldProfitable 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; LGBTQs 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
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  13 How Do LibrariesBenefit From 2-D Diversity in the Workplace?
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  14 How Do ThosePercentages Break Down at IndyPL? Hispanic 2% Asian 1% Native Hawaiian/Pacific Islander 0% Two or More Races 2% African American 18% Caucasian 77%
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  15 Mars and VenusEmployee Breakdown at IndyPL
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  16 If you are: •Male •White •Cis-gendered •Physicallyabled 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, privledge, 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
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  17 What is aMarketing Strategy? A plan of action designed to promote and sell a product or service.
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  18 What To Consider: Distributionof marketing efforts and product engagement Unique product offering and statement Online marketing and conversion strategy Retention efforts ***Messaging and audiences***
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  19 Barriers To InclusionIn 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
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  20 Opportunities for InclusionIn 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 receptions of the library and their specific communities SUPPORT: Educate, educate, educate, and show the benefits over and over FEAR: Do it afraid, and be prepared to stand by your decisions
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  21Creating Messaging For TargetAudiences 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
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  22 02 01 03 04 Youth Materials Holidays andTimes of the Year Visual Imagery Pop Culture and Local Events Creating Content For Your Audiences
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  23 Some Truths AboutMarketing 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
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  24 What’s in YourToolbox? Social Video Blogs Website Print Signage
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  25 What If WeFumble? 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 colleguage or community partner and figure out how to message best. Where you message is as important as how. 2 3 4 5
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  27 January June October BeganWidely 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
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  28 The Indianapolis PublicLibrary'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
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  30 Defining Our Audiences
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  31 Print, Ads, Events, And Influencers
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  32 Social Media AsA Marketing Tool
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  36 Choose Not ToBe SilentSupport All Patrons Rights By Speaking Up
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  37 We Serve ALL! Atthe end of the day, this is our overarching statement, core beliefs and values.
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  38 Kimberly.crowder@live.com LinkedIn