telling the library story gaining the support of our communities and funders

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telling the library story gaining the support
of our communities and funders

• karen labuik
• marigold library system

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develops positive feelings sometimes
passionate often one-on-one
ADVOCACY SEEKS UNDERSTANDING

• Lobbying
• To funders and legislators
• Creates understanding
• By board

Marketing To identified target Specific
message By board and staff
Public Relations To all Tells the library
story, generally By staff
Promotion To all or to a broad target Event
related By staff
www.marigold.ab.ca
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advocacy

• is used to explain the mission and to seek
  understanding of the mission, vision and values.

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lobbying

• a political activity that focuses on funding and
  legislative issues

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marketing

• customer oriented, planned to meet the identified
  needs of a specified target group

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public relations
we have online resources

• tells the library story to anyone and everyone

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promotion

• encourages people to attend an event at the
  library

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advertising

• a powerful tool for marketing, public relations
  and promotion

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advocacy develops positive feelings, common
agendas and understanding

• feeds the grapevine
• collects testimonials
• creates partnerships
• seeks out experts

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advocacy develops positive feelings, common
agendas and understanding

• wears the message
• sends a message with your message
• ensures excellent customer service
• brags (nicely of course)

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advocacy develops positive feelings, common
agendas and understanding

• What do you and your library have in common with
  your lobbying target?

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advocacy is personal

• A significant advocacy effort requires a
  significant time commitment. It consumes a part
  of every day, and simply becomes part of your
  job.
• William R. Gordon

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advocacy is planned, deliberate and sustained
collaboration
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advocacy raises awareness

• of libraries and our values
• of issues and (possible) solutions

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advocacy tools

• phone calls
• letters
• post cards

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advocacy tools

• meetings
• presentations
• coordinated support
• sound bites

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develops positive feelings sometimes
passionate often one-on-one
ADVOCACY SEEKS UNDERSTANDING

• Lobbying
• To funders and legislators
• Creates understanding
• By board

Marketing
Public Relations
Promotion
www.marigold.ab.ca
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lobbying

• political
• planned and organized
• interaction with decision-makers
• secure specific objectives
• appropriate time and place

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lobbying

• define your specific objective
• identify your target groups
• decide how to reach your target groups
• decide what your message is
• evaluate your efforts
• continue to exert political influence

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planning is critical

• puts the objective front and centre
• helps use resources efficiently
• saves time and energy
• avoids pitfalls
• encourages creative thinking
• keeps everyone on track

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lobbying plan
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• Effective lobbying happens when the right person
  talks to the right person about the right issue
  at the right time.

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develops positive feelings sometimes
passionate often one-on-one
ADVOCACY SEEKS UNDERSTANDING

• Lobbying

Marketing To identified target Specific
message By board and staff
Public Relations
Promotion
www.marigold.ab.ca
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marketing

• customer oriented
• targeted to a specific group
• meets the groups identified needs
• supports lobbying and advocacy
• planned and sustained
• staff responsibility
• part of a board plan

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marketing process

• analyze the library and the target group
• match the service or product to the target group
• develop and implement a plan for communication
• plan the message and its delivery
• control the communications process
• evaluate the marketing plan at each step

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marketing tools

• appropriate for reaching the target
• appropriate for delivering the message

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marketing plan
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ADVOCACY SEEKS UNDERSTANDING
develops positive feelings sometimes
passionate often one-on-one
Public Relations To all Tells the
library story, generally By staff
Marketing
Lobbying
Promotion To all or to a broad target Event
related By staff
www.marigold.ab.ca
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when its all over but the shouting

• evaluate