Inside Outside
Stephen Abram
CEO / Executive Director
sabram@fopl.ca or stephen.abram@gmail.com

Building Infrastructure for Public
Libraries that has Value and Impact:
The FOPL Project

Affordable High Speed Internet
Should be a Human Right
Join the movement

While the pipes are important,
it’s what is in the pipes that
matters.
The pipe metaphor solves for three things:
1. You want your water to be fast enough to the glass.
2. You need your water to be high quality (no lead).
3. You need your water to be affordable and available to ALL.

Deer in headlamps slide here.
PANDEMIC!

2013: What Didn’t We Know?
1. We couldn’t clearly define the value and impact of public libraries
2. We didn’t know all of our numbers on a province-wide basis
3. We had public opinion data but it was aged
4. We have issues with our capacity skills for influence and advocacy
5. We had issues with competitive and collaborative frameworks
6. We had a nascent relationship with key civil servants and politicians
7. Our standard approach had fossilized as events instead of process
8. We had an uncoordinated and old-fashioned marketing plan

2020: What Have We Done?
1. We have a suite of statistical measurement strategies implemented
province-wide that give us proofs of the value and impact of public
libraries
2. We know all of our numbers on a province-wide basis longitudinally,
3. We refresh our public opinion data every five years.
4. We have trained our members province-wide for influence and advocacy.
5. We have a very strong team across institutional boundaries.
6. We have strong relationships with key civil servants, parties, and
politicians in a dozen ministries and federally/
7. We have a master dashboard of underpinning our marketing plan of
nearly all (by population) public library websites and social media

Some Research-driven Talking Points
• A recent study involving 50 urban, rural, First Nation and Francophone Libraries, demonstrates the impact of technology
access in public libraries on local communities’ digital capacity and employment readiness. Of people using technology in
their public library:
• Digital Inclusion
• 53% told us that public libraries were their only access point to the technology service(s) that they used
• 71% of them got access to the Internet through Wi-Fi
• Digital Literacy
• 80% increased level of digital comfort. Immigrants are likely to benefit more
• 34% of the respondents reported being introduced to new technologies using technology services offered by the libraries.
• 92% of them will continue to use that technology
• Community, Social and Civic Engagement
• 78% engaged with their community. First Nations are more likely to find it a lot helpful.
• 80% connected with others to be more social. Immigrants are more likely to find learning new skills and find support for a
personal issue
• 33% accessed government services or resources online. Patrons 55 and older and low-income group are more likely to
benefit.
• 40% got government forms; 37% of them learned about government programs or services.

Some Research-driven Talking Points 2
• A recent study involving 50 urban, rural, First Nation and Francophone Libraries, demonstrates the impact of technology
access in public libraries on local communities’ digital capacity and employment readiness. Of people using technology in
their public library:
• Creativity and Innovation
• 26% made a creative product. First Nations and Teenagers (13-18 age) are more likely to benefit.
• 6% of them used Content creation and editing software. 38% didn’t know the library offered it and are interested in using
it.
• 6% of them used fabricating and manufacturing equipment and electronics, circuitry, and robotics. 31% didn’t know
about those two services and are interested in using them.
• Entrepreneurship and Business Development
• 20% did business-related activities
• 85% hire less than 10 people
• Workforce Development
• 59% did educational activities. Younger patrons (24+), immigrants, and visible minorities were more likely benefit.
• 34% developed employable skills. Young patrons (25 -34), and First Nations are more likely to benefit.
• Among those who said they used the technology service(s) to develop skills related to finding a job, 62% identifying as
First Nations had a high level of success in finding a job.

2020: What Do We Foresee?
1. We have formal ‘asks’ to the Province that align with their stated goals.
2. We share our research reports in special ways to civil servants, committees,
3. We are regularly invited to speak at powerful Legislative Committees (Finance,
Economy, Culture, Infrastructure, etc.)
4. We continue to share our talking points and reports widely through our website
5. We refresh our public opinion data every five years.
6. We have trained our members province-wide for influence and advocacy.
7. We had issues with competitive and collaborative frameworks
8. We have strong relationships with key civil servants, parties, and elected politicians in
the Legislature, House of Commons, a dozen ministries and federally.
9. We have a master dashboard of underpinning our marketing plan of nearly all (by
population) public library websites and social media (FOPL OpenMediaDesk)

What are we currently asking for?
1.Leverage Ontario’s broadband action plan funding to ensure
that modern broadband connectivity is available in more public
library branches in communities across Ontario.
2. Provide critical e-learning support through fair access to
modern, digital resources for the people of Ontario – no matter
where they live – by creating an Ontario Digital Public Library.

It is All about a [SMALL] Committed Team

Our Learnings • KISS
• Tell Stories
• Get Your Act together with
real, local, independent
proofs
• Hire professionals
• Speak with One Voice

Call To Action
Complete the
Process of
Speaking with
One Voice

Stephen Abram, MLS, FSLA
CEO, Lighthouse Consulting Inc.
CEO, Federation of Ontario Public Libraries
Cel: 416-669-4855
stephen.abram@gmail.com
Stephen’s Lighthouse Blog
http://stephenslighthouse.com
Facebook, Pinterest, LinkedIn : Stephen Abram
Twitter: @sabram
SlideShare: StephenAbram1

FOPL
Background
• 306 Library Systems in Ontario
including 38 First Nation Reserves
• Fully Independent library boards
• Property taxes cover average 90% of
budget (additional PLOG and
fundraising)
• Required by Law to be free
• I was hired in June 2013 to help steer
the ship as a servant leader
• My Board is equally divided between
CEOs and Trustees/Councillors

FOPL Talking Points Need Proofs
The Public Library value proposition is strong and includes (but isn’t limited to):
• Excellent Return on Investment
• Strong Economic Development
• Great Employment Support
• Welcoming New Canadians
• Provable Early Literacy Development
• Ongoing Support for Formal Education and Homework Help
• Serve the whole community equitably
• Affordable access to community resources
• Access to Government Services and e-government
• Questions Deserve Quality Answers
• Support Cultural Vitality
• Recognized and Valued Leisure Activities for majority of Ontarians
22

Ontario Background
• 1996 – 50% provincial cut (net 5% budget cut)
• Technology tornado underfunded but done
• 2016 – new government initiated huge studies at Cabinet level
• Full Scale community hubs review
• Full Scale First Provincial Culture Strategy
• Federal and Provincial Focus on Indigenous Issues
• Education, school readiness, college readiness, e-learning, digital
citizenry, broadband build out, trails

We didn’t know enough!
• What are our numbers longitudinally?
• What are our proofs of impact? (schools, children’s programs, summer reading,
economic, new Canadians, etc. etc.)
• How do our ‘places’ need to change?
• How do we develop staff at scale?
• What does the public think?
• What motivates politicians and civil servants?
• What is our brand and how do we cost-effectively access all Ontarians?
24

2017: What Do We Know Now?
• Public Library value and impact studies
• OLA Children’s and Teen Services
• FOPL Impact of Early Years on school readiness and performance
• Stephen’s Lighthouse Megapost on Value Studies
• MPI Toronto Public Library Impact Report and its moons

2017: What Do We Know Now?
Statistics and Measurements
• Lobbied for OpenData
• 2014, 2015, 2016 Data Report and Library Rankings (first time)
• New Measurements Report
• Special reports (makerspaces, partnerships, education, social media, etc.)
• 3 Stats and Measures Symposia (U of Toronto iSchool partner)
• Custom Reports Service
• Feb. 2017 New Book
• Counting Opinions (summer readings, etc.)
• International and Interprovincial Comparisons

Reasons for Personally Using the Public Library
by Frequency of Library Use (Current Year)
Q.6a
Base: Frequent library users (2015 - 161); infrequent users (2015 - 233).
93%
65%
37%
35%
31%
31%
29%
26%
21%
7%
14%
78%
50%
33%
24%
22%
21%
18%
21%
13%
12%
15%
0% 20% 40% 60% 80% 100%
Borrow books, CDs, DVDs or
other materials
Get information on a topic of
personal interest
Read or study
Access the Internet using
library computers
Relax or socialize
Use the library's wireless
network
Access databases / other
electronically stored info
Take a child to a program or
activity
Attend a lecture, program,
meeting or training session
School or class assignment
Work assignment or keep
up-to-date at work
More than 10 past year in-person visits
1 to 10 past year in-person visits
• In 2015, more frequent visits to the
library were associated with
borrowing materials, gathering
information on topics of interest,
Internet/wireless/database access,
and participation in library programs.

Summary Data for The Decade
• 1.2 BILLION Circulation
• $6.0 Billion Budget
• $542 Million spent on Materials
• $115 Million spent on Electronic Materials
• 1.6 Million total Programs
• 31 Million total Attendance
28

19%
15%
15%
16%
10%
12%
12%
9%
9%
7%
36%
35%
35%
29%
33%
27%
26%
26%
24%
24%
55%
50%
49%
44%
44%
39%
38%
35%
33%
31%
Very Likely Somewhat Likely Total
Interest in new library service concepts varies, in many cases based on age
A program that allows people to try out the newest tech devices
or applications, such as 3D printers or laser cutters
Library kiosks located throughout the community where people
can check out books, movies or music without having to go to
the library itself
A personalized online account that gives you recommendations
based on your past library activity
A cell phone app that allows you to access library services from
your mobile phone
An online research service where you could pose questions and
get responses from librarians
A cell phone app that helps you locate material easily in the
library using GPS
E-book readers already loaded with the book you want to read
Instruction on how to use handheld reading devices and tablets
Classes on how to download library e-books to handheld
devices
A digital media lab where you could create and upload new
digital content like your own movies or e-books
Likelihood of Using Different Library Services
64% 46%
57% 39%
61% 39%
62% 24%
43% 37%
54% 19%
45% 34%
31% 40%
30% 38%
42% 21%
By Age
18-34 55+

2017: What Do We Know Now?
• MarketProbe Canada public opinion poll on the attitudes of Ontarians
about public libraries
• Aimed at demographics and changes
• Added new services

2017: What Do We Know Now?
• Capacity Building
• We have issues with our capacity skills for influence and advocacy
• LearnHQ full scale e-learning system province-wide
• Education Institute webinar calendar
• 10 Part webinar series on influence based on dissertations, research,
personal stories
• Symposia

2017: What Do We Know Now?
• We had issues with competitive and collaborative frameworks
• Libraries 2020 Summit priority setting
• Libraries 2025 Summit priority setting
• Quarterly Team Meetings (sometimes monthly)
• SOLS, OLS-North, CULC, OLA/OPLA/OLBA, FOPL

2017: What Do We Know Now?
• We improved our relationship with key civil servants and politicians
• Too much focus on One Cabinet Minister and One Ministry changed to long
term relationship management focus
• Hired Professional lobbying firm on annual contract
• Inter-Ministerial summit on Libraries
• Opening up relationships with museums, art galleries, Parks & Rec, ORION,
AMO, etc.
• Shared efforts on national (CFLA) and Ontario government relations

2017: What Do We Know Now?
• Our standard approach had fossilized as events instead of process
• Ontario Public Library Week
• Canadian Library Month
• Visuals, 3 year plan, focused on value
• Having a PLAN
• Full research on learning from other library advocacy plans
• Full inventory of every social media account in libraries
• Surveyed CAOs about perceptions and budgets
• Developing tagline with person-on-the-street interviews

2017: What Do We Know Now?
• We had an uncoordinated and old-fashioned marketing plan
• Now . . .
• Marketing and Government Relations Plan
• Open Media Desk
• ALL Social Media
• BOOST Budgets, GIS, Targets
• Tagline

Progress: Marketing and Branding
• Full Ontario inventory of web and social media of ALL public libraries
• Person-on-the-street interviews to develop province-wide tagline in 2016
• Building an Open Media Desk and social media dashboard to entire sector in
province
• Hiring 3-4 part-time journalists to build articles, social media, and video at critical
mass
• Release, release, release
• Build a media culture of good not perfect
36

Selected Key Results
1. Libraries are now mentioned in all critical government policy documents
2. Attendance at Programs can exceed 25,000+ for some in a day!
3. OLA coordinates reading programs at the provincial level (TD Summer Reading, Forest of Trees)
(Little Sapling, Red Maple, White Pine, Blue Spruce, Golden Oak, Tamarack, etc.)
4. We have agreed provincial competencies for all positions and technology infrastructure for professional
development
5. We are investing in VIP marketing that is cost-effective and based in research
6. We are focused on community-led strategic planning, investments in advanced technology infrastructure
and training
7. We know our numbers, demographics and are investing in R&D for qualitative data
8. We are aligning with government ‘language’ and priorities
37

The Role of Questions

Nouns
Books, eBooks
Magazines
Websites
Buildings
Rooms
Desks
Stations
Programs
Nouns can be warehoused
and ‘cut’
Serve
Answer
Engage
Link
Entertain
Tell a story
Teach
Create
Do
Action verbs imply dynamism and
impact

YOU

Strategy and Direction Planning

44

45

Black & White

51

What is the real role and value of libraries and
librarians?
• Lewis Carroll wrote in Alice in Wonderland that, “If you don’t know
where you are going then any road will get you there.”
• Two things help you make the choice to make changes or evolve: your
core values and what distinct value you deliver better than anyone
else in your role in the context of your environment – whether that’s
a community, a social institution, as an individual professional, or as
an educator.

What’s the Most Popular
Activity that Ontarians Choose?
Culture | Art | Sport | Shopping | Fun

How do Public Libraries compare in
the cultural mosaic of Museums,
Galleries, Theatre and Music?

CULTURAL ACTIVITIES BY TYPE:
PERCENTAGE OF CANADIANS ATTENDING
Any Museum: 32%

CULTURAL ACTIVITIES BY TYPE:
PERCENTAGE OF CANADIANS ATTENDING
Any Museum: 32%
Public & Commercial Art Galleries: 33%

CULTURAL ACTIVITIES BY TYPE:
PERCENTAGE OF CANADIANS ATTENDING
Any Museum: 32%
Public & Commercial Art Galleries: 33%
Any Performing Arts: 55.0%

CULTURAL ACTIVITIES BY TYPE:
PERCENTAGE OF CANADIANS ATTENDING
Any Museum: 32%
Public & Commercial Art Galleries: 33%
Any Performing Arts: 55.0%
Public Libraries: 73%

Let’s dig deeper into music and concerts…

Let’s dig deeper into music and concerts…
73%
37.6%
27.5%
13.7%
9.0%
3.2%
7.2%
7.4%
21.3%
Music and Concert Attendance: Percentage of Canadians Going
Public Libraries
Any performing art
Theatre, classical & Dance
All Classical Music
Symphonic music
Opera
Choral Music
Dance
Pop Music

Let’s dig deeper into music and concerts…
73%
37.6%
27.5%
13.7%
9.0%
3.2%
7.2%
7.4%
21.3%
Music and Concert Attendance: Percentage of Canadians Going
Public Libraries
Any performing art
Theatre, classical & Dance
All Classical Music
Symphonic music
Opera
Choral Music
Dance
Pop Music
(Ontarians love culture. We just
REALLY love our libraries.)

What about
Sports?

What about
Sports?
The NHL sold 21.6 million tickets.

What about
Sports?
The NBA sold 21.4 million tickets.

What about
Sports?
The NFL sold 17.3 million tickets.

What about
Sports?
Major League Baseball sold 73.7 million tickets

How do Libraries compare?

Libraries get 72.5 million visits each year
(In Ontario alone!)

That’s 12 million more than the NHL,
NFL and NBA combined…

Or to put it another way…

Or to put it another way…
If the Blue Jays, the Leafs, the
Senators, the Raptors, the
Thunder, the Furies, the
Marlies, Toronto FC AND
Toronto Rock all played to
capacity crowds in one day (a
busy day for the Air Canada
Centre, admittedly, but stay
with us on this…)

Or to put it another way…
They’d still see around 25,000
fewer people than Ontarian
libraries get on every single day
of the year.
That’s right – on average,
libraries in the province get
198,000 visits a day, every day.

Nope. ALL of Canada had 16 million foreign
tourists. That’s less than a quarter of the number
who visit their public library in Ontario alone.

How about shopping?

How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.

How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.
Ontario has 1500 Supermarkets.

How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.
Ontario has 1500 Supermarkets.
In ALL of Canada there are just under 1200 Starbucks
locations and over 3600 Tim Horton’s.

How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.
Ontario has 1500 Supermarkets.
In ALL of Canada there are just under 1200 Starbucks
locations and over 3600 Tim Horton’s.
In ALL of Canada there are more than 1400 McDonald’s
restaurants.

How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.
Ontario has 1500 Supermarkets.
In ALL of Canada there are just under 1200 Starbucks
locations and over 3600 Tim Horton’s.
In ALL of Canada there are more than 1400 McDonald’s
restaurants.
Not every town in Ontario has one of these (or even a bank
or post office).

How about shopping?
Ontario has 448 Beer Stores and 651 LCBO Stores.
Ontario has 1500 Supermarkets.
In ALL of Canada there are just under 1200 Starbucks
locations and over 3600 Tim Horton’s.
In ALL of Canada there are more than 1400 McDonald’s
restaurants.
Not every town in Ontario has one of these (or even a bank
or post office).
Ontarians shop for knowledge and learning too:
In Ontario’s 305 public library systems there are 1157
public library branches serving 99.34% of the population.

Maybe people go to
the Hospital more?

Maybe people go to
the Hospital more?
Nope. Happily,
more than 10
times more
people go to the
public library
than
Emergency!

Conservatively, Ontarians
Visit their Public Library a LOT!
In Person Public Library Visits
72.5 Million Visits per year
198,630 Visits per day
8,276 Visits per hour

Conservatively, Ontarians
Visit their Public Library a LOT!
In Person Public Library Visits
72.5 Million Visits per year
198,630 Visits per day
8,276 Visits per hour
137 Visits per minute!

Conservatively, Ontarians
Visit their Public Library a LOT!
In Person Public Library Visits
72.5 Million Visits per year
198,630 Visits per day
8,276 Visits per hour
137 Visits per minute!
There’s simply no other
public institution which
gets 2 visits every second,
all year long.

Add in the online stats and the
figures are truly incredible…
In Person Public Library Visits
72.5 Million Visits per year
198,630 Visits per day
8,276 Visits per hour
137 Visits per minute
With Digital Public Library Visits
155.8 Million Visits per year
426,849 Visits per day
17,785 Visits per hour
296 Visits per minute!

Libraries offer great programs…
Ontario’s Libraries offer over 204,000 programs per year,
attended by over 3.7 million people!

Libraries offer great programs…
Ontario’s Libraries offer over 204,000 programs per year,
attended by over 3.7 million people!
• Early literacy and early learning
• Summer Reading Club
• Homework Help
• Teen Programs
• Newcomers to Canada & Ontario
• Careers, Skills, and Job Help
• Genealogy
• Business, entrepreneur and community
development
• Seniors programs
• Book clubs
• Culture Days
e.g.

Libraries offer great programs…
Ontario’s Libraries offer over 204,000 programs per year,
attended by over 3.7 million people!
• Early literacy and early learning
• Summer Reading Club
• Homework Help
• Teen Programs
• Newcomers to Canada & Ontario
• Careers, Skills, and Job Help
• Genealogy
• Business, entrepreneur and community
development
• Seniors programs
• Book clubs
• Culture Days
Millions engage
with their
neighbours through
community
programs

Ontarians
love their
culture and
sports (and
that’s great!)

But they love and
visit their public
libraries more.

And Ontario’s Libraries are so much
more than just culture and recreation!

• Excellent Return on Investment
• Strong Economic Development and Impact
• Great Employment Support
• Welcoming New Canadians
• Provable Early Literacy Development
• Ongoing Lifelong Support for Formal Education and Homework Help
• Serving the whole community equitably
• Affordable access to community resources
• Access to Government Services and e-government
• Questions Deserve Quality Answers
• Support Cultural Vitality
• AND Recognized and Valued Leisure Activities for majority of
Ontarians
The Public Library value proposition is strong
and includes (but isn’t limited to):

• Excellent Return on Investment
• Strong Economic Development and Impact
• Great Employment Support
• Welcoming New Canadians
• Provable Early Literacy Development
• Ongoing Lifelong Support for Formal Education and Homework Help
• Serving the whole community equitably
• Affordable access to community resources
• Access to Government Services and e-government
• Questions Deserve Quality Answers
• Support Cultural Vitality
• AND Recognized and Valued Leisure Activities for majority of
Ontarians
The Public Library value proposition is strong
and includes (but isn’t limited to):

Ontario’s Public Libraries
Simply put: Now more than
ever before, Ontario’s Public
Libraries play a critical role in
the social, educational, cultural
and economic success of the
communities in our province.

Ontario’s Public Libraries
Public Libraries are an essential
investment in the future of our
communities and are essential
drivers of success in school
preparedness, reading
readiness, economic and
employment success, and
social equity.

Ontario’s Public Libraries
As the development of the
knowledge economy
progresses, public libraries are
a vital link for every resident
and every community to
ensure success of all Ontarians,
regardless of location or
background.

YOUR Public Library
We support your goals for
learning, recreation, culture and
arts, creativity, family, making,
and engaging with your
community. And we love reading
too.

In the time you’ve viewed this
presentation, more than 400 people
have visited a library in Ontario….

Data Sources
• http://www.mtc.gov.on.ca/en/libraries/statistics2013/Summary_and_Comparison_Report_2013.pdf
• http://www.culturalhrc.ca/announcements/2014/PR2014-09-10-e.php?gclid=CKfckba8jcgCFYsYHwodiZgGVg
• https://stats.cfldb.ca
• http://www.statcan.gc.ca/pub/87f0003x/2013001/t033-eng.htm
• http://www.arts.on.ca/AssetFactory.aspx?did=415
• http://www.mtc.gov.on.ca/en/publications/Ontario_Major_Festivals_and_Events_Attraction.pdf
• http://www.slideshare.net/stephenabram1/market-probe-fopl-webinar-20151708animated
• http://www.slideshare.net/stephenabram1/fopl-webinar-august1420154
All data is the latest publicly available and figures have been rounded
Contact: sabram@fopl.ca

Image Sources
1st set of icons by Icons8 – see these and more at
https://icons8.com/download-huge-windows8-set/#/web
Otherwise all images in this presentation are free of
copyrights and licensed under Creative Commons CC0 – they
were sourced via Unsplash and Pixabay.

Your Library: where you are...
See more at
fopl.ca

Social Media Infographics
These can be used on any library’s web presences – Facebook, Twitter,
Tumblr, Pinterest, Instagram, and so many more.

And we have video too!
Visit FOPL.ca or Stephen’s Lighthouse for Prezi, PowToon, YouTube or Sway videos
and automated slide shows.

Alone Together Collaboration

Alternative Visions for Public Libraries of the
Future

Smelly
Yellow
Liquid
Or
Sex
Appeal?
The Complex Value Proposition

Grocery
Stores

Cook
books,
. . .

Chefs . . .

Meals

What does way out mean?
• Normal means that enough libraries have adopted and are learning
by doing that the adoption curve is well launched.

The Library as Sandbox

Focus and Understand on the Whole Experience

Dead Wrong Thinking
Public libraries are growing, doing better than ever.
The Internet and digital world is an opportunity that libraries excel
on riding this mechanical bull!

Numbers are
good but not
great.
Stories are
better.
Choose both!

Now over to you . . .
Throw Your Pebble!

Explore

Commit

Accept that change
is an attitude

Being More Open to Risk

Develop a perspective of opportunity

Support Aspiration

Be Creative and Attract

Being More Open to
Change

‘New’ Library Cultures
Support Your Team

Are there any of these in your library?
The Black Hole
Sucking the life out of initiative(s)?

Tell Your Story:
Until lions learn to write their own story,
the story will always be from the perspective
of the hunter not the hunted.

Don’t study things to death.

Stephen Abram, MLS, FSLA
CEO, Lighthouse Consulting Inc.
CEO, Federation of Ontario Public Libraries
Cel: 416-669-4855
stephen.abram@gmail.com
Stephen’s Lighthouse Blog
http://stephenslighthouse.com
Facebook, Pinterest, LinkedIn : Stephen Abram
Twitter: @sabram
SlideShare: StephenAbram1