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Smart investing@your library®: Everyone Counts!, Sponsored by PLA, was presented at the ALA Annual Conf The role of librarians as trusted navigators leading patrons to the most useful information is increasingly valuable. Smart investing @ your library® is building the capacity of public libraries and librarians to provide reliable, unbiased financial education and resources to those who need help. Librarians are building collections, delivering programs to people of all ages and economic circumstances and creating a national network of replicable service models. Using data to tell the story, reaching out and working with community partners, and integrating market research into program design are successful strategies that are building the foundation for a leadership role in financial education. Speakers will share how they developed and implemented their marketing plans using both social media and traditional methods that include Facebook, print, radio, and word-of-mouth. As a result of attending the session, attendees will: Learn marketing strategies that attract new audiences Meet financial literacy/library innovators Know how to replicate financial literacy programs Speakers: Liz Doucett, Curtis Memorial Library (ME); Sandy Dixon, State Library of Iowa (IA); Aubrey Carroll, Florence County Library System(SC); Jamie Ritter, Maine State Library(ME); Dwight McInvaill, Georgetown Public Library(SC) Moderator: Bobbie Rudnick, Naperville Public Library(IL)
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INFORMING TODAY’S INVESTORS
Smart investing@your library®
Everyone Counts!
ALA Annual ConferenceJune 23, 2012, Anaheim
Smart investing@your library®
What is Smart investing@your library®?
• Established in 2007
• Administered jointly by RUSA and the FINRA Investor Education Foundation
• Funds library efforts to provide patrons with effective, unbiased educational resources about personal finance and investing
• Has awarded 82 grants totaling over $6 million
• Grantees represent 800 library facilities that reach a service-area population of 27 million
• Still growing
• Expanding to community college libraries beginning in 2012
Smart investing@your library®
Genesee Seekonk
A Growing Program . . .
JacksonFairfield
Smart investing@your library®
FINRA Investor Education Foundation
• Established in 2003
• Mission: Provide underserved Americans with the knowledge, skills and tools necessary for financial success throughout life
• Awards grants and manages projects focused on financial and investor education
• FINRAFoundation.org & SaveAndInvest.org
INFORMING TODAY’S INVESTORS
Smart investing@your library®
Everyone Counts!
Smart investing@your library®
Everyone Counts!
Curtis Memorial Library, Brunswick, ME•Population: 25,000•Cardholders: 50%•Circulation: 386,000•Staff: 36
Grant Project•Duration:13 months•Amount: $72,950•Focus: Help women better manage their money
Curtis Memorial Library
Project Elements• Speakers• Investment club• Book groups• Website & blog• Money Works room• Money Works staff• New books • Librarian training
Curtis Memorial Library
1. Define audience 2. Develop marketing tacticsto reach that audience
Marketing Strategy
DigitalPresence
Buzz CommunityAwareness
Curtis Memorial Library
Lessons Learned
Curtis Memorial Library
Think Long Term
Smart investing@your library®
Everyone Counts!
State Library of Iowa• Population: 3.1 million, 69% with library cards• Sites: 543 independent public libraries
75% in towns under 2,500• Circulation: 82,000 items per day• Visits: 55,000 per day
Grant Project
•Duration:18 months•Amount: $98,251•Audience: Rural adults in three age categories
- Generation X - Baby Boomers - Silent Generation
•Main partners: Ames Public LibraryIowa State University Extension25 public libraries in towns <25,000
Iowa Library Services/state library
State Library of Iowa
Project Partners: Ames Public Library• Previous Smart investing@your library® grantee
• Provided marketing advice
• Identified a core investment collection for each library
• Identified online resources for library websites
• Trained participating librarians on how to use the online resources with customers
State Library of Iowa
Project Partners: ISU Extension• Expertise with financial literacy
• Provided 3 on-line courses: Starting Out, Building Up, and Making It Last
• “Sandwich” approach – Week 1 (in-person kick-off), Weeks 2–5 online course, Week 6 (in-person wrap up)
• Established relationships within communities, which helped with marketing
State Library of Iowa
Marketing• Information at the library was primary
source for learning about classes, specifically the librarian
• Choose well established library directors
• Word-of-mouth
• Tap into partners’ existing relationships within the community
State Library of Iowa
Lessons Learned• Librarians in small communities need more marketing
support
• Emphasize word-of-mouth marketing
• Connect to existing community groups
• Stress that classes are objective — no sales pitch
• Make the kick-off fun
• Consider providing more time for participants to complete the class
Iowa Library Services/state library
Smart investing@your library®
Everyone Counts!
Florence County Library System, SC• Population: 137,000, 70,000 with library cards
18% below poverty level41% African American, 2% Hispanic/Latino9.6% unemployment
• Annual visits: 585,000• Circulation: 320,000
Grant Project
•Duration: 16 months, 2011–2012•Amount: $47,949•Audiences: seniors, teens, children
low- to moderate-income individuals•Partners: SC Department of Consumer Affairs
AARP, Florence ChapterFrancis Marion University Business SchoolPoynor Adult & Community Ed Center
Florence County Library System
Multigenerational Project Elements• Children & teens
Dewey D. Fox Fall Festival
Dewey Dollar programs and collections for children
System-wide children’s programming
Teen Lock-In
• Take Control of Your Money
Workshops on money management & retirement planning
New print and online resources for adults
Senior lunch & learn
Consumer fraud alerts
Florence County Library System
Marketing• Radio
• Print advertisements
• Incentives — Dewey Dollars, prizes
• Flyers to schools
• Partners
• Billboards
• Bus advertisements
Florence County Library System
Lessons Learned• Following a recipe doesn’t always yield
expected results
• Success tip: Adapt a program format that has worked previously in YOUR community — a program that already has a “following”
• Direct marketing works best for teens
• If you feed them, they will come!
Smart investing@your library®
Everyone Counts!
Camden Public Library, ME• Population: 5,200 (10,000 expanded)• Annual visits: 180,000• Circulation: 280,000
Grant Project
•Theme: Wealth of Information•Duration:12 months•Amount: $44,000•Audience: Every household in the community
Camden Public Library
Partners!• Partners were critical in bringing outside,
non-biased credibility to the program
• Partners helped to market and promote the program via their own network of followers and supporters
• Staff (as a partner) helped ensure cohesiveness of grant programs and brought awareness of grant materials to the public
• ALA and FINRA as partners were essential in providing support and guidance
Camden Public Library
Marketing•Creating a unique, identifiable brand was critical
• Marketing elements carried the brand throughout the library
•Reaching our entire community was very important — marketing strategies lent themselves to that (e.g. print newsletter, Facebook, e-newsletter, email blasts, website)
•Ensuring that resources available to public have some level of ‘panache’
•Premium (incentive) was helpful in attracting people to programs and promoting learning beyond the programs (e.g. Quicken software)
Camden Public Library
Successes•Using non-biased presenters is extremely critical. Embrace it! We received much positive feedback from participants because they knew they wouldn’t be attending a “sales” presentation.
• In-library marketing: Keeping the programs front and center throughout the grant period is important to build awareness in a short period of time.
•It’s imperative to reward people for their attendance and to build an element of fun around programs.
Hindsight Helps
•Think carefully about when to start programs to maximize publicity and attendance. Summer (for us) was not a great time to start.
•“Narrow” can be effective. Too many pieces being incorporated into programming efforts can be challenging.
Three members of BetterInvesting represent non-biased presenters
Smart investing@your library®
Everyone Counts!
Georgetown County Library Smart Investing Accomplishments by the Numbers
2 Years (FY2011 & 2012): $87.3K
1,400 folks at three financial fitness parties
314 adults at 20 financial literacy workshops
240 youngsters in 62 money learning activities
1,005 financial fitness books at 17 diverse sites
8 business kindles, 138 e-books, and 5 financial videos
1,000 Great Depression images and 38 oral history interviews
Serving P.I.E. (Powerful Investment Education)
to Everyone in Georgetown County!
Georgetown County Library
ComponentsA Pyramid of P.I.E.
(Powerful Investment Education!)
Productions•Interviews•Photos•PSAs
Play•Parties•Gaming•Storytelling
Presentations•Teen Talks•Adult Workshops•Trainer Training
Perceptions•Reveal Resources•Develop Skills•Instill Life Changes
Georgetown County Library
P.I.E. Marketing Recipes to Sell it Well!
• Gossip & Stunts• Community
Boards• Church Bulletins
• Flyers & Posters• Bookmarks
• Newspapers• T.V.• Radio• Speeches
• Listservs• Email• Facebook
• Websites
• Other Social Media
• And Much, Much More!!!
Georgetown County LibraryLessons Learned
Include Everyone in Money Matters
Go Where People Are
Note that Folks Learn in Different Ways
View Parties as Memorable Fun
See Everyone as Financial Stars
Share Stories for Great $ Results
Recall Pictures = 1,000 Words
Remember Active Learning Endures
Build Community thru Fiscal Teaching
Imagine More Future Prosperity for All!
Smart investing@your library®
Everyone Counts!
Strengthen local economies with information and librarian built and tested solutions
Demonstrate value of library as trusted resource for financial education
Innovate with nontraditional library programs and recognized universal access
Smart investing@your library®
Margaret MonsourAmerican Library [email protected]
Elisabeth DoucettCurtis Memorial [email protected]
Sandy DixonState Library of [email protected]
http://smartinvesting.ala.org
Aubrey CarrollFlorence County Library [email protected]
Jamie RitterMaine State [email protected]
Dwight McInvaillGeorgetown County [email protected]
Moderator: Bobbie Rudnick, Naperville Public Library
