azla marketing & advocacy committee 2013 azla conference
TRANSCRIPT
Creating an Advocacy Plan for
your LibraryAzLA Marketing & Advocacy Committee
2013 AzLA Conference
BeginningsFormed in January 2013 by AzLA President
Tom Wilding.
Committee members recruited state-wide, representing all types of libraries.
Meet monthly at various Valley locations of committee members, also utilize GoToMeeting.com.
Our ChargeDevelop a Marketing and Advocacy Plan
for AzLA that includes:1) Raise the visibility and demonstrate the
value of the Association to its members and potential members.
2) Enhance AzLA’s role in raising the visibility and importance of all types of libraries and library workers in their communities and across the State.
Our Charge
3) Coordinate plans with the Legislative Committee.
4) Report progress to the AzLA Board at its quarterly meetings.
5) Present a long-range plan by the July AzLA Board meeting – Accomplished and approved 8/1/13.
Structure of the AzLA PlanIntroduction
Goals
Priority Issues &
Target Audiences
Positioning
Statement
Funding Analysis
Strategic Action
Plans
Priority Issues• Promoting professional development for
current and retired members.• Utilizing social media to create
networking opportunities.• Utilizing the AzLA website as a source for
employment postings and workshop information.
• Working with the Membership Committee to increase the number of active AzLA professionals and para-professionals.
Addressing Priority Issues
Promote participation at AzLA regional meetings.
Use social media to foster rural and urban collaboration.
Locate professional development opportunities for AzLA website.
Benefits of Becoming an AzLA MemberParticipation in divisions, special interest groups,
and committees.Participation in professional development.Networking opportunities.Serving with and learning from professional
librarians.Attending the annual conference at a lower fee.Advocating for libraries to government and
elected officials.Receiving important information about news and
events.
Target AudiencePublic and private sector Librarians and para-
professionals.Attendees of the Tucson Festival of Books and related
literacy events.School Boards and parent associations.“Banned Book Week” participants.Retired librarians and associated professionals to
mentor emerging professionals.Library and Information Science students.Members of author associations throughout the state.Bookstores and publishing firms.
Reaching the Target AudienceProvide library space for professional
group meetings.Establish emeritus program for retired
librarians interested in mentoring.Outreach to students at about available
professional resources and opportunities.Participate in community committee
works.Communicate via social media.
Positioning Statement• Defines the value and importance of your
library to local and other relevant communities.
• These concepts serve as the foundation for core messages in later sections, such as advocacy initiatives.
Positioning StatementLibraries are information access points for the
communities they serve.Do not discriminate, and promote equality of
access.Are sound investments, creating more in output
value than what is invested.Provide physical and digital resources of both
educational and entertainment value.Transform individuals and communities.See increased usage during economic
recessions.
Funding AnalysisNational Trends National Trends
24 states reported cuts in state funding for public libraries between FY 2009/10.
Of these, nearly half indicated cuts were greater than 11 percent.
2009 National Survey of Public Libraries reported a decrease in operational hours at more than 2,400 public library branches.
Number of school librarians has decreased 4.27% in FY 2010-11 (50,300) from FY 2005-6 (54,068).
Funding AnalysisState Trends Local Trends
Cuts at the state level are frequently compounded by cuts at the local level and cuts in the state library agency budget.
#1 challenge affecting libraries is the ability to help job seekers because of inadequate library staffing.
Average copyright of a book in a Scottsdale School Library is 1989. Older than attending students.
Fort Huachuca Library, located on an Army base in SE Arizona closed in 2007 after officials determined the library did not meet community and Army standards.
Think Strategically, Act Locally
Identify key
community
issues.
Identify your
target audiences.
Identify your key
messages.
Identify and
develop your
approaches.
AzLA Action Plans
AzLA Action PlansAnnual Conference
Collection Development
Community Outreach
Events
Community
Engagement
and Partnerships
E-Resources
Funding
Innovation
Legislative
AzLA Action PlansLiteracy
Marketing – P.R.
Professional
Development
Programming
Social Media
Technology
Telling Our
Advocacy Stories
Unemployment/
Business/Alexandria
Network
Action Plans - LindaCollection
DevelopmentInnovation
LegislativeLiteracy
Action Plans - MikeFundingTelling Our Customer
Advocacy Stories
Unemployment - Business, Eureka,
Alexandria Network
Action Plans - MattAnnual ConferenceE-ResourcesProgramming
Social MediaTechnology
Action Plans - ChristineCommunity
OutreachCommunity
Engagement & Community Partnerships
Marketing - PRProfessional
Development
Additional Resources
http://www.ala.org/united/advocacy
http://www.ala.org/advocacy/advocacy-university
http://www.ala.org/pla/advocacy
http://en.wikipedia.org/wiki/Public_library_advocacy
http://www.ilovelibraries.org/ways-advocate-library-advocate
http://www.proquest.com/en-US/aboutus/advocacy/
Questions?Linda Armbruster 602.347.3409,
Mike Beck 480-312-7063, [email protected]
Matt Schirano, 585-415-2777, [email protected]
Christine Tuttle 602-255-5578, [email protected]
Let’s Continue this Discussion on Google HangoutWednesday, December 4th from 10am-noon.Thursday, December 5th from 4pm-6pm.Sign up using the note card provided with name,
e-mail address, organization, and phone number.Matt Schirano and Christine Tuttle to conduct.Please join us in a further conversation about
advocacy plans.Notify anyone (AzLA member or not) who could
not attend today who you think might be interested!