Posts in topic: marketing


What’s the magic formula for successful change? Communication + planning

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Tyler is passionate about helping libraries turn change into opportunity, and as Director of OCLC Implementation, he supports libraries through diverse transformations, including everything from workflow analysis to library technology implementations.

Depending on who you ask and where you look, change management has any number of important components. However, I’ve found that the actual process of initiating change often falls into two key buckets: planning and communication. Planning is critical, of course, but how, when, and what is communicated can make or break a change initiative. In fact, communication often leads to feedback that helps refine plans, making it even more powerful.

Unfortunately, communication can be an afterthought or initiated only when a change effort is at risk. Sometimes it’s just words on a page explaining the plan. It shouldn’t be, it’s so much more, and can have long-term negative consequences if overlooked or undervalued. Successful change initiatives are communicated like an internal public relations campaign. Every aspect should be orchestrated to increase awareness and buy-in.

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Resources to encourage reading with The Library 100 list

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Last month, OCLC published a great list based on our own original research: The Library 100—Top Novels of All Time. It’s a list of the novels that more libraries have on their shelves than any others.

The research was based on holdings information in WorldCat, which lets you search the collections of thousands of libraries around the world. The hard part of the research wasn’t counting the libraries that had a copy … it was “clustering” lots of variations, editions, and translations of books. That way, a 1964 French translation of Pride and Prejudice counts the same as an English version from 2006. The important part isn’t the specific edition or version—it’s the fact that this is a novel that thousands of libraries have decided to keep in their collections.

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Reenergize your marketing strategy in three simple steps

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Having worked in public libraries of all sizes for the past 15 years, I’ve found there’s one common thread. Actually, there are many, but one really critical thing stands out. We don’t toot our own horn nearly enough, yet marketing always seems like an easy target to kick off our overflowing to-do list. And while we’re generally great planners, when it comes to marketing, we’re not always the best implementers. This is why I wasn’t surprised that 40 percent of public libraries have a communications strategy, but only 17 percent keep it current.

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A fresh look at public library marketing

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I’ve always been impressed by the incredible creativity and inventiveness public library staff show as they evolve to meet the needs of their local communities. Having spent my career in marketing, more than half working with libraries, I understand the challenges they face in raising awareness of those changes among library users and funders.

A new OCLC report provides a current overview of US public libraries’ approach to marketing and communications. Some of the results are not surprising—like the fact that libraries do a lot of marketing with little money and staff. And as is often the case, some findings simply raised more questions, which led us to talk to some of the public library marketers we know to gain additional perspective.

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Four tips for building a successful digital time capsule

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You’ve probably heard of time capsules, those collections of memorabilia—letters, photos, coins, newspapers, etc.—that document a place, an organization, an event, or a family. These everyday artifacts are sealed off, buried, and set aside for later generations to open. According to history.com, tens of thousands of these are scattered around the world since the practice first caught on in the 19th and 20th centuries. The objective of time capsules is to help future archaeologists, anthropologists, and historians discover a little bit about the people of the time.

Well, time capsules have moved into the digital age. And many libraries are taking the lead in bringing their communities together to build digital community albums and time capsules with audio, video, and image files. One of those libraries is my library, the Allen County Public Library (ACPL) in Fort Wayne, Indiana, USA.

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