AzLA Marketing & Advocacy Committee 2013 AzLA Conference

Beginnings Formed 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 Charge Develop 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 Plan Introduction 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 Member Participation 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 Audience Public 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 Audience Provide 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 Statement Libraries 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 Analysis 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 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 (50,300) from FY (54,068).

Funding Analysis State 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 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

Annual Conference Collection Development Community Outreach Events Community Engagement and Partnerships E-Resources Funding Innovation Legislative

AzLA Action Plans Literacy Marketing – P.R. Professional Development Programming Social Media Technology Telling Our Advocacy Stories Unemployment/ Business/Alexandria Network

Action Plans - Linda Collection Development Innovation Legislative Literacy

Action Plans - Mike Funding Telling Our Customer Advocacy Stories Unemployment - Business, Eureka, Alexandria Network

Action Plans - Matt Annual Conference E-Resources Programming Social Media Technology

Action Plans - Christine Community Outreach Community Engagement & Community Partnerships Marketing - PR Professional Development

Additional Resources advocate

Questions? Linda Armbruster , Mike Beck , Matt Schirano, , Christine Tuttle ,

Let’s Continue this Discussion on Google Hangout Wednesday, December 4 th from 10am-noon. Thursday, December 5 th from 4pm-6pm. Sign up using the note card provided with name, 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!