Ending a chapter

12 05 2008

I can’t believe the whole semester has flown by already. I had my last class on May 2, and I’ll graduate on May 17th. I had an amazing capstone experience at the Austin Public Library that has really shaped how I view library programming and strategic planning.Photo of Kathleen Houlihan, presenting her poster on the Strategic Initiative Toolbox, at the UT School of Information Poster Session, May 2008

The project ultimately was a guidebook for strategic program planning, with three strategic initiatives created to demonstrate how the guidebook operated. The three initiatives we chose were

  • Greener Austin, an environmental awareness and education campaign
  • Latino American Cultural Awareness, an educational and cultural celebration campaign
  • Financial Health & Wellness campaign.

The guidebook/toolbox discussed the different components of strategic initiative planning, and how to work through the planning process in such a way that the library could ensure that these programs not only helped accomplish a set goal or mission, but also demonstrated value within the community, and ensured the library’s place at the table with local government.

For those of you interested in the details, there’s more behind the cut…

Read the rest of this entry »





Good works

25 08 2007

It’s been a whirlwind summer for me…who said anything about a break?  Over the past two weeks, I launched a new website for my student organization, created an FAQ for new students, am in negotiations with iSchool IT services to create a wiki for our school, launched an online store to sell our Evolving Librarian shirt to librarians at large, went to a meeting for an IMLS grant whose goal is to recruit more diversity into the librarian profession (I’m the student liaison…the person our recruits will go to when they want to see a friendly student face), solicited feedback and advice from iSchoolers on tips for getting in to the program (for that IMLS grant), and spent an entire day at new student orientation + happy hour , telling people what our student council was about, what projects we’re working on, and dispensing general advice about their first weeks in the program. On top of all that, we’re gearing up for Fall in my library, and that means we’re processing hundreds of items for regular and electronic reserves, and showing new professors the ropes. I’ve also got an interview next Thursday for a volunteer reference intern position at the downtown branch of the Austin Public Library.  The most exciting news is that Jenny Levine has put Karin and me in touch with some folks at ALA to try and get a marketing wiki/social network going … I’m very excited about this project!

Now that orientation is over, the two sites are launched, the FAQ is done and the iSchool wiki is moving forward, I feel such a sense of accomplishment, but also feel as if a burden has been lifted since those were occupying every spare moment of time I had. I’ll be back here more regularly now, especially once my classes start in the fall and I find new inspiration from my colleagues and friends.  Thanks for hanging in there with me!





Lessons in Marketing

5 08 2007

Today I was reminded of how small the library online community is, and how important it is to plan for the unexpected.

My friend, Lea, and fellow co-director of the Student Association of the School of Information at UT, took some photos of a new shirt designed by a recent graduate of our program. The design is called Evolution of a Librarian:

Informationus Primatus, represented by a gorilla with a pair of reading glasses; Informationus Scriptor, represented by a medieval scholar scribbling away with a quill; Informationus Shushimus, represented by a female librarian with a bun, busily shushing patrons; and the final evolution: Informationus Professionus, represented by a young female librarian in jeans and an Antelope/information? tee (see below), carrying a laptop, a book, and listening to an ipod.

She posted the photos on her flickr page so I could grab them easily to put up on our our blog. SASI has been printing shirts for as long as anyone can remember as a way to get funding from the Graduate School Assembly (GSA) and the Student Senate, that we can turn around and sell at a small profit in order to support student activities and community-building. I had intended to get the photos up sometime this weekend (or maybe next) and then send an email out to our school’s listserv to let students know they were available and when/where they could buy them.

But this morning when I woke up and checked my RSS reader, I found that Library Stuff had linked to her photo of our newest shirt design. We had always dreamed of coming up with cool shirts that we could sell to the library/information science community at large to support our school activities, and here was opportunity staring us in the face, and I didn’t even have a site set up yet! Worse, when I tried to log on to the iSchool servers, I couldn’t gain access. I couldn’t get on to the servers until a half hour ago (finally got the support site up here at SASI Swag). But even without that, we didn’t have any way of accepting payment. We hadn’t set up a paypal account and had only ever taken cash and checks in the past. We didn’t even know what to charge for shipping.

This entire experience was a great learning process for me. Technology failed us, and we failed to plan for a big enough response to our idea. This was a small glitch, something easily fixed, but we were franticly emailing and im-ing eachother and the iSchool technology folks trying to get our site back up, and figure out what to do in the meantime.

I wonder how much worse it would be for the library who fails to make arrangements for the unanticipated… I hope I’ve learned my lesson on this front.





Getting out into the community

3 08 2007

I’ve had two ideas burning a hole in my pocket for a few days now and I want to bounce them off y’all for a little feedback.

Libraries and Community Events

In every community, there are ongoing annual or semi-annual events. These may be science fairs, cook-offs, bratwurst fetsivals, city-wide garage sales, sporting events… the list goes on and on. What if libraries got in on that existing community spirit? Instead of trying to come up with new events hosted by the library, why not capitalize on events already taking place? Take the library to the people! Got a city-wide garage sale coming up? Gather up a nice selection of reference books on antiques, plus a few novels and non-fiction books in the same vein, toss them in the bookmobile, and have a librarian and a volunteer or two set up a tent… a specialized mobile library. If it’s a bratwurst festival, don’t forget to include a few polka CDs, and books on related subjects like German heritage. Take some books on gardening, natural pest control, seasonal cooking, and sustainability down to your local farmer’s market. There will probably be far too many existing community events for you to be able to afford the expense of going to all of them, but why not go to a few? Figure out which events are best represented in your collection and plan a trip to those (and on a related note, figure out why you don’t have books on the other events your community has an interest in). I admit to not knowing the logistics of something like this. I imagine you’d have to arrange the following:

  • A tent and tables for the event
  • Flyers promoting the event beforehand
  • Booth fees for registering for the event (might be waived)
  • Librarian’s time for selecting appropriate materials and researching events
  • Clerk, page, and volunteer time pulling, loading, unloading, reloading, and reshelving the books for the event.
  • How to sign people up for library cards remotely (someone might actually want to check something out!)
  • What to do if ill-weather or insects foils the event
  • Arranging the tables so there’s only one entrance/exit (so you can be watchful for anyone with sticky fingers… gosh it bugs me to even have to mention that!)
  • Anything else?

I don’t think this idea is just for Public libraries, either… Academic libraries have a need for public exposure, and specialized collections might bring in more courtesy borrowers. Like the Fine Arts Library where I work… it would be great to do some community building with the artist, musician, dance, and theatre folks in Austin (“Live Music Capital of the World”). We’ve got great resources for them to use, and maybe they’ll remember us when they’re finding a home for their artistic collections, or with monetary donations following financial success.

Libraries and Community Nonprofits

Maybe more of this goes on than I know about, but it seems like libraries could be doing more to reach out to local nonprofits (heck, even for-profits) in the community to figure out what the needs of the populations they serve are, and helping cater directly to those individuals. We have a little refugee shelter in my city for people primarily from Mexico and South America… why not send a librarian to them to help them meet their goals as an organization? I know they’re hurting for money, so books on grantwriting or seeking funding would be helpful… the people staying there have information needs too…why not get them signed up for library cards? Or have a storytime in Spanish or English for the children at the shelter? By helping these nonprofits meet the needs of their own segments of the community, you are better serving the community as a whole.

So…what do you think? Are there any glaring omissions that would make these ideas impossible to carry out? Can we do things like this? I’m asking because as a not-quite-yet-Librarian, I’ve never really worked on this side of a library before. Is this possible? I hope so…





Library Marketing Toolbox

30 07 2007

After reading about that PLA grant, I’m ready to share my project/grant proposal with all of you.

Over the next eight months, I’m going to be putting together a website called the Library Marketing Toolbox (working title). I’m going to be working with nonprofit marketing and advocacy folks, as well as some traditional marketing people to develop a set of tools to help libraries begin their own campaign of promotion. There will be four separate toolboxes on the site: advocacy, marketing, fundraising, and public relations. I would also like the site to have a social networking component, so that librarians could share their own experiences and successes as well as critique the effectiveness of the tools on the site (so they can be revised in the future). Some of the marketing-specific tools would include a database of creative-commons/open-source stock library photography for use on websites and posters, templates for flyers or pamphlets, and creative ideas for promoting the library within the community.

Since I want this project to be maintained and updated, I’m pitching a course on advocacy and marketing that would be taught at my graduate school. This course would teach future librarians about advocacy and marketing, but also give them hands-on experience in designing tools for marketing and advocacy. Students would revise and add to the toolbox website each year, and launch a marketing campaign to promote it to librarians.

The funding necessary for such a site would be minimal, since I hope to get the experts to work pro bono, but I will be writing a small grant in the hopes of possibly covering an adjunct professor’s salary.

I feel very optimistic about this project, but I will be the first to admit that I am not an expert in marketing. I only have a desire to learn, and share what I’m learning with others. I know there is a need for library advocacy tools, and even if the site has no earth-shattering revelations or cutting edge marketing campaigns, it will at least gather relevant information together in one place. My goal is to have tools that will help those just getting started create some quality marketing materials, but also to help those with the time/resources available develop a fully-realized marketing and advocacy campaign.

This is all a work in progress, and I welcome any input or criticisms you may have. Currently, the title of the site is sticking in my craw a bit. The tools that will be on the site truly encompass the idea of advocacy…but what is marketing if not advocacy? So even the title is up for slings and arrows.

Fire away.

 Update: 

I was just poking around on PLA’s website (why don’t they have an RSS feed!) when I found that PLA launched a Toolkit for Success at ALA annual this year. Since I didn’t go to annual, I hadn’t heard of this toolkit, which PLA charges $100 for ($90 with ALA membership).  Although I am disappointed that the name Toolkit necessitates a name change for the site I’m developing (far too similar), I believe Project M (new working title) will be a much different venture. The PLA publication sounds like a marketing manual which may be very useful, but there are many marketing manuals out there. What I’m trying to bring together are actual tools and resources that libraries can use to their benefit, and a social network to collaborate and create new marketing tools for the library community. I do plan to pick up a copy of the PLA’s Toolkit, but $90 seems a bit steep. Maybe I should write that into my grant…. 





PLA receives $7.7 million grant for advocacy training

30 07 2007

The PLA was just awarded a grant from the Bill & Melinda Gates foundation that will enable them to provide advocacy training to librarians.  Full press release here.

What a wonderful opportunity! I’m very anxious to see how they carry this out… I’d love to see their grant application to see how they’ve laid out the program.   There’s not a grantee profile up on the BMG Foundation website yet, but it looks like they had an existing desire to improve library advocacy, evidenced by this page with a dvd and brochure to help libraries get started in connecting to their communities.

If anyone knows where I could check out their grant proposal, I’d be very grateful! What an exciting time to be a public librarian.





The Big One

26 07 2007

Yesterday, I received my very own copy of Robin Hood Marketing, which I won free by being the first commenter to request a copy on Sybil’s Quality Service Marketing Blog a few weeks back (I guess the early bird does get the worm!). Thanks Katya and Sybil!

Although I initially checked the book out through ILL, I knew by page three that this was a book I wanted to write all over, so I was thrilled when the QSM Blog gave away a copy.

It will come in very handy in my huge impending multi-semester(multi-year?) project. I haven’t talked about it here yet (although it is more than relevant) because I need to organize my thoughts on it in a more logical way. The whole process is bigger than anything I’ve ever attempted before, and involves so many more people than just myself.

I’ve learned over the years that I am fairly controlling… I love it when delegation works, and I love watching my teammates succeed, but sometimes it just seems easier (and safer) to do things myself. I really have to watch myself here because I know that this could lead to overly-controlling, dominating behavior that crushes the creativity and input of others. I’m glad I was made aware of it early on while I can try and redirect those impulses in a more positive direction.

When all is said and done, this project will be about marketing, PR, advocacy, and fundraising, and it will also require marketing, PR, advocacy, and fundraising. It will involve professors, students, librarians, lobbyists, marketers, community advocacy groups, friends groups, big libraries, little libraries, and every library supporter who wants to participate. Heck, even ALA can pitch in if they want.

I’ve got to get this plan drawn up in the next 48 hours, so I’ll end the suspense then. But I’ll be needing all the help y’all are willing to give!





We’re too close to our libraries

14 07 2007

How can that be possible? Well, when speaking of marketing, librarians have far too much invested in the institution of “library” to be able to effectively step back and call themselves “patron.”

We can’t rely on our experiences as patrons (or even as a customer) when deciding on policy, collection development, program development, or marketing, simply because we’re not the average consumer of library services. Advergirl’s latest post,The Worst Focus Group is You, really drove this home for me.  I’m the worst about saying “Well, when I use the library, I do x, y, and z” or “I use X product, and I think…”  I needed to be reminded that I am not a normal consumer.  I have blinders on for some things, and I’m too critical of others.  I do pick apart direct mail advertisements, and packaging and signage (help me!). I can’t help myself.

This is something I hope to remember when it really matters most. Focus groups are a necessary and worthy expense.  Perhaps some of that expense can be lessened if we pooled resources and did a national focus group, but that won’t represent our individual communities and the local lives of our particular patrons. So that’s something that must be budgeted for. We can’t simply put on our Patron hat for the afternoon and try and represent our users.  We need to ask them what they think. Keep taking their pulse…don’t try to put yourself in their shoes…just ask them what its like for them, being a patron of your library. Equally important to include in these focus groups would be those individuals who don’t use library services.

I need to learn more about focus groups!  Has anyone out there conducted one? What was the process like? Did you find it beneficial or disheartening? Any experiences with Web 2.0 based focus groups (if there is such a thing)?





@ Your Library needs a makeover

16 06 2007

I’ve spoken before in the comments of some of your blogs about my feelings towards the @ Your Library campaign at ALA. I’ve grown increasingly frustrated by the outdated campaign, and when Karin at Musings of an LIS Student told me that several of the links on the @YL page were broken, I decided enough is enough. I was going to compile my own set of tools, including a site index to the @YL page so people could find things. I started out by asking people to contribute any tools or resources they found that I’d overlooked.

But as I started compiling the short list of my own favorite free marketing tools, I became bogged down and overwhelmed. I wanted the help of some of my fellow marketing librarians…especially since some of them have actual real-world experience using/creating marketing materials, whereas my knowledge is purely theoretical and from a student standpoint. I needed more help!

ALA is absolutely the correct place to collect, organize, and distribute marketing information and tools to libraries across the country. But there’s nowhere to talk about changes to the site/campaign or share tools that we find that aren’t created by ALA. Then I heard about Aaron Dobbs’ Improve ALA wiki (via David Lee King’s blog) and said “aha!” Let’s talk about how to change the @YL campaign on the wiki! So I added marketing to the list of “things to change” :

Create a new set of marketing tools — and make them easier to navigate

The @ Your Library Campaign has a lot of information that’s really useful on planning and strategizing, but it’s difficult to navigate (like much of the rest of the ALA site). The actual marketing tools themselves though need an overhaul and some major additions. How to use Web 2.0 to get feedback during the planning stages of developing a campaign… and get feedback after the campaign is started. Let’s get some TV spots with real interest, flair and creativity. Having a celebrity or two standing there pimping libraries isn’t going to cut it anymore. The library photos from the contest are great, but why stop there? Let’s have an ongoing submission process and compile a huge set of stock photography that ALA members can use for their own community advertising needs. And lets have some tools on how to use Web 2.0 in general to advocate for more community involvement and participation.

So…how best to start compiling ways to change the @YL campaign? Do I start my own wiki for Library Marketing (something ALA really should do) or do I tack it on to this project? Advice and opinions are needed!

Update: In the meantime, I’ve put my site index of the @YL page up here at LibraryNation. I’ll move this over to the wiki where ever it finally ends up. 





A Librarian’s Guide to the Web?

13 06 2007

(via TechCrunch) Mahalo is another tailored-result search engine (like ChaCha which I’ve mentioned on this blog before). Today I read that Mahalo is looking for Part Time Guides(PTG) to help build tailored result pages (part of their “Greenhouse” project).

PTG’s are paid $10-15 if Mahalo buys their tailored result page and, in addition to creating a customized results page, Guides can flag links with various Mahalo icons for “Guide’s Choice,” “What is” (items that may be new to the searcher) or even “Warning” flags for sites that might be malicious.

Initially, I jumped on this as a great opportunity for librarians to help web-searchers find excellent results, but I’m not certain that $10-15 is appropriate compensation. Guides are credited with the creation of pages, but perhaps this would be a better project for a library system to undertake. The system could select pages their community might have an interest in, and then turn the pages over to their librarians to create the content. I’m very interested in Mahalo’s wiki-fied approach to web searching.

What do you think? Good idea or bad?

Update: I just read Jason Griffey’s take on Mahalo… and learned for the first time about the Librarian’s Internet Index. I will never cease to be amazed at the number of things I have yet to learn. Hey, anyone know about a Guide to Libraries and the Internet or a Guide to Library Marketing/Library 2.0 that I could pick up somewhere?








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