building bridges to business ola superconference friday january 30, 2009 session #1316 ann...
TRANSCRIPT
Building Bridges to BusinessOLA SuperConference Friday January 30, 2009 Session #1316
Ann Andrusyszyn – Manager of Fundraising, Marketing & Communications
Anne Dorsey – Business Librarian
Overview
Why What How Do It Evaluate Repeat, Repeat, Repeat Ten tips
Why Make Business Connections?
Show value – more than recreational Do the give before the ask Raise awareness Help reach municipal goals Positioning in the community Social capital Etc.
What do businesses want?
Products and services that help them work more effectively & efficiently
Kept abreast of news/trends in their sector
Relevant, reliable and accurate information
Save time Higher profile Demonstrate social responsibility Community involvement
What can libraries provide?
A bridge between information, technology and business users
Specialized collections and reference Access to business/market databases User education Programs Networking opportunities Resources for making informed decisions
How To
Target SWOT Strategy Do It!
TARGETIdentification of Business
Connections What does your library want to
achieve? Then identify targets
Business directories Top business lists Business associations Networking groups
Research! Research! Research!
Local newspapers and business publications
National newspapers, periodicals Business databases Chamber of Commerce Business Centres Career centres Local business network groups Economic Development Office
SWOT
Strengths Prepare a list of your strongest
“selling” features Create a list of major
achievements State how this is different from
similar organizations Explain the distinctions
Assets of Public Libraries
Widely available Accessibility High credibility Neutrality Broad range of
informative services and support
Economic reach Social capital Early adopters of
information technology
Experience in partnerships – natural partners
Robust networks – gateway to world libraries; with government & community organizations
Local and networked information resources
SWOT
Weaknesses Promote the librarian vs. promote
the library Geographically remote from
businesses No clearly defined mission
statement, goals or objectives Lack of awareness – the notion
that libraries are for kids and seniors
SWOT
Opportunities Know who you serve – understand
the demographics of your community, particularly the business community
Understand how you fit into the picture
Partnerships Economic downturn=library
upturn
Libraries: Key to Economic Growth
Study released by the Urban Institute 4 key areas including – small business resources
and programs lower barriers to market entry Local economies in rapid transition as move from
manufacturing and service industries to information and idea industries
Strategy is to keep a vibrant base of small businesses
Mix residential, commercial & cultural activities to make creative cities – a la Richard Florida
A paradigm shift – from passive recreational reading and research to active economic development agent
SWOT
Threats Lack of management and/or
board support Stereotype No need – all that is needed is on
my computer (negators) No or low budget Previous negative experience
STRATEGY
Board and staff buy-in
Strategic Plan Develop deep
understanding of the businesses
Build relationships Sustain relationships
Outreach/In-reach Business materials Take Aways Displays Your story Business Programs Embedded in
community
Outreach and In-reach Synergy
Make others aware of business resources Highlight collections, including electronic Create relationships with business
professionals Future funding resources Outreach should lead to in-reach
Tell Your Business Story
Shape messages that resonate Never underestimate the WOW factor Need several infomercials in your kit Tell a success story Need a tagline!
Do it!
Get out the door and get started Low hanging
fruit
Join Chamber Attend events
Do it
Book-talk at networking events
Look for ways to demonstrate the databases outside the library
Dedicated business pages in the library newsletter – consider a “theme approach”
Write articles and book reviews for local business publications
Building the Relationships
It takes time and effort to develop It’s not a quick fix or source of funding –
two way street with realistic expectations What are the main challenges your
business faces and HOW can the library help?
What changes or additions in resources/programs would assist your business?
Deposits/withdrawals
Sustaining the Relationships
Thank you ALWAYS Follow-up – report back -updates Re-introduce yourself No one-off attendance Go back and ask again if another
opportunity Focus on helping businesses get
what they want Create a one stop shopping
experience
Sell! Sell! Sell! Your Library Information Internet access Meeting space Business reference sources Research database Search Expertise Talk benefits, not features Keep it current
Best Practices
Know your resources – particularly business databases
Promote resources not typically considered part of library
Remember in-house training for staff
Clear guidelines Program proposal &
evaluation forms
Embrace virtual services that deliver info to user’s desktop etc. – streamline
One size does not fit all
Connect with other business librarians
Dear Reader business reads
Listen! Listen! Listen!
Very Important!
Barrie Public Library provides programming to enrich the knowledge and experience of our customers, and cannot be seen to support any one business over another. To this end, we ask that you agree that you not promote your own business or product and do not recruit clients. Please sign the following statement.
I agree that in providing information to the customers of Barrie Public Library for this library sponsored programme, I will not promote my own business interest or recruit clients. I may make some mention of my company in introducing myself and my qualifications, but I will not solicit business in any way.
Date: ____________ Signature: ______________________________
Staff signature: ______________________________
Top of mind ….. It’s not a Google world Economic Downturn = Library Upturn They don’t know what they don’t know Business needs – not library needs Tipping Point Need to reclaim our roles as an information
source Never underestimate the power of using your
library’s name Expand your walls
Evaluation
Evidence Based Librarianship
Business impact what changed
for the business?
Library impact Sponsorships Donations Increased usage
Peer recognition of success Requests from
other libraries Invite to sit on
Boards/Committees
YouTube Invitations to
speak Opinion sought
Repeat ……
… as necessary!
As often as possible
Top Ten Tips You Can Start Now!
Learn the lingo Create pathfinders Create
bibliographies Infomercial Value story -
impact Booktalk! Book
Review
Connect! Network! Follow-up!
Join Chamber, BIA Offer tours (such a
misnomer since it’s really an info session)
Best foot forward
Thank you for your time
Questions?Comments?
Ann Andrusyszyn(705) 728-1010 ext. [email protected]
Anne Dorsey(705) 728-101 ext. [email protected]