February 12, 2016

Articulating Your Value Message

Moving From Outputs to Outcomes – that’s the subject of the upcoming LJ Director Summit. Much of the conversation there will be about value — how to articulate your value in today’s demanding marketplace.

My friend Sandy Swanson, of OrangeBoy Inc. (and who will do a breakout session at the Summit) shared with me an article that’s right up this alley and that I thought you would enjoy.

Community Center: 23 Reasons Why Your Library Is the Most Important Place in Town, describes a number of ways in which libraries go far beyond circulating books as the core idea. Reading the article, I can tell that it wasn’t written by a marketing person….but then, it is in Public Libraries, not  Fast Company.

Some of their thoughts:

  • libraries help revitalize struggling or depressed neighborhoods and downtowns
  • libraries are important partners in sustainability
  • libraries serve as catalysts for addressing social problems
  • libraries are important partners in child development

As a marketing person, I’d be the first to tell you that 23 are about 20 too many. But read the article and think about three that you can build a story of library value around.

Hope I’ll see you in Columbus for the Summit, and have a Happy Thanksgiving!

Alison Circle About Alison Circle

Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.

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