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www.saclibrary.org GO OUT AND BE AWESOME! CREATING AN EFFECTIVE OUTREACH TEAM FOR YOUR LIBRARY Cathy Crosthwaite – Community Engagement Manager - [email protected]

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Page 1: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

www.saclibrary.org

GO OUT AND BE AWESOME! CREATING AN EFFECTIVE OUTREACH

TEAM FOR YOUR LIBRARY

Cathy Crosthwaite – Community Engagement Manager - [email protected]

Page 2: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Agenda • Why outreach is important • The evolution of library outreach • Tools needed for effective outreach

• Training the staff

• Changing the culture

• What you will leave with today:

• Renewed focus on outreach • Tools/Strategies for effective outreach • Training guidelines for staff

Page 3: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Why Outreach is a priority

• Follow your Strategic Plan – Increase awareness and usage of library services to meet

community needs.

– Develop and empower staff to create a culture of customer service that ensures positive experiences.

• Reaching Non-users

• Reminding Library users about other services

• Surprise! We are still relevant .

Our mascot,

Otterby Reading

Page 4: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

829

901

1032

0 200 400 600 800 1000 1200

2015

2016

2017

Events

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73,343

95,572

90,142

0

0 20,000 40,000 60,000 80,000 100,000 120,000

2015

2016

2017

Between 2015-2017, an average of 86,000 interactions during peak Outreach months.

Total Interactions = 259,057

2015, 2016, 2017 – February through August

Page 6: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

The Evolution of Library Outreach

The Basics

Better Branding

Trained Staff

Strategic Selection

Culture Change

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The Library’s public image

Marketing Advertising

Public relations Branding

I have great character.

I understand you have great character.

I have great character. I have great character. I have great character.

Trust me. He has great character.

Page 8: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Outreach and it’s many forms

• School visits

• Festivals/Fairs

• Community Events

• Presentations

Page 9: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Tools for Outreach Awesomeness

• Trained staff

• Coordinated/Branded set-up

• Event-specific messaging

• Interactive element

• Vertical display

• Just the right amount of information

• Swag

Did I mention…trained staff?

Page 10: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Staff Training - the players

• Management support

• In-person trainings

• Webinar

• Shadowing

Page 11: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Staff Training – the equipment

• Presentations

– Prepared deck of slides

• Festivals/Fairs – One-stop shop

– Prize Wheel Guidelines

– Reader’s Advisory display

– Swag management

– Strategic messaging

– Table Set-up

Page 12: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

www.saclibrary.org

MEET YOUR LIBRARY…

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Page 14: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we
Page 15: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we
Page 16: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we
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Think of it as a meetup — for your mind.

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Fairs, Festivals and Community Events

Page 19: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Basics for Success

• Come prepared

– Physically

– Mentally

• Set up your table

– Vertical vs Horizontal

– Keep it clean

• Three messages

– Know your audience

– Don’t data dump

Page 20: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Lots of Stuff

• All of these things! • Neatly packed in one suitcase

Page 21: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Bring what YOU need

• Be physically prepared • Water

• Hat

• Sunscreen

• Food

• Cash/Card

• Phone

• Be mentally prepared • Know your audience

• Know your messaging

• Be ready to engage

• Be energetic

• Be nice

• Be friendly

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It’s a TEAM effort

• Share contact info

• Discuss strategy

• Agree on breaks

• Do your part

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Capture the data – Share the stories

Numbers/Outputs Stories/Outcomes

Page 24: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Outreach’s not-so-secret weapon

Page 25: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Prize Wheel Strategies

• Corner placement

• One person in front

• One spin = one prize

• Be flexible!

• Pre-determine questions

• Pre-determine prizes

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Swag Management

• Swag is finite

• Pre-determine prizes • ?

• Surprise

• Wild

• Group management • Setting the expectation

• “Hide” swag (except pens, bookmarks and maybe tattoos)

• Read your audience/work the room

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The NEW Secret Weapon

Page 28: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Reader’s Advisory at the State Fair

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What is your message?

(Avoid the “data dump”)

Page 30: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Best Practices For Outreach Tables

Page 31: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

Lessons Learned

• Team Effort

• Strategic Selection

– Events

– Staff

• Easy and accessible

• Report out

• Create the expectation

• Don’t assume!

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Looking Ahead

Creating an Outreach Ambassador team

Developing a variety of interactive activities

Incorporating RA into outreach basics

Assessing effectiveness on a regular basis • Training

• Equipment

• Messaging

Page 33: GO OUT AND BE AWESOME!...2015 2016 2017 Events. 73,3432015 95,5722016 90,1422017 0 0 20,000 40,000 60,000 80,000 100,000 120,000 ... Creating an effective outreach team And how we

www.saclibrary.org

FOLLOW-UP QUESTIONS? GREAT! CATHY CROSTHWAITE [email protected] 916-264-2962

mailto:[email protected]

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