Strategies for Successful

Jennifer Gal

Hamilton Public Library

Spring 2013 Southern Ontario

Library Service

Agenda

,````< Teen Services & Teens

Strategies & Ideas

to Teens & to Staff ,````<

pinterest.com/libraryjennifer

All of the resources highlighted are

available at:

wwww.slideshare.net/jennifer.gal

This presentation is available at:

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Challenges

Opportunities

Part 1

Understanding

The Teenage Brain

Teen Library Use

Barriers to Engagement

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Teen Services

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Challenges

Photo courtesy of National Media Museum on Flickr.

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Flying Solo

Photo courtesy of State Library of Queensland, Australia on Flickr.

Working in teen services can sometimes be isolating.

This area of library services doesn’t traditionally have the same level of staffing that is dedicated to children’s or adult services.

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Staffing Limitations

According to the OPLA’s Teen Services Benchmarks and Statistical Report 2013, of nearly 150 Ontario public libraries surveyed,

only 1% of full-time

equivalent staff are allocated exclusively to teen services .

“Teen Services Benchmarks and Statistical Report 2013.” Ontario Public Library Association , February 2013

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Staffing Limitations

69% of libraries have a

person in charge of children’s services.

31% of libraries have

staff allocated exclusively to teen services.

“Teen Services Benchmarks and Statistical Report 2013.” Ontario Public Library Association , February 2013

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Budget Limitations

Children’s vs. Teen Programming Budgets

“Teen Services Benchmarks and Statistical Report 2013.” Ontario Public Library Association , February 2013

$581,673 2009

$101,988 2012

*total of all Ontario public libraries surveyed

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Budget Limitations

“... Teen librarians are challenged to appeal to one of the most visually sophisticated audiences with some of the highest competition out there.

It is hard to meet the technology needs, the collection needs, and the programming desires of this age group without reasonable funding ...”

“Missing the Mark: how young adult (teen) services in libraries are designed to fail.” Teen Librarian Toolbox, September 6, 2012

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Budget Limitations

“... Crafts from recycled toilet paper rolls work great with toddlers, less so with teenagers.”

“Missing the Mark: how young adult (teen) services in libraries are designed to fail.” Teen Librarian Toolbox, September 6, 2012

`````` `````` Constant Audience Turnover

Photo courtesy of Dan4th on Flickr.

`````` `````` Constant Audience Turnover

• Teen library staff are faced with the task of constantly generating new audiences.

• A teen audience is a perpetually moving target – as current teens outgrow programs, a new crop of teens need to be reached.

`````` `````` Constant Audience Turnover

• Staff don’t have the advantage of growing a teen audience over time.

• Even a successful program can suddenly unravel if the core group of teens graduates.

• Teen staff need to consider audience ‘succession planning’.

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Serious Competition

• “In 2011 … the 13- to 19-year-old cohort of American teens possessed approximately $200 billion of buying power, making them a significant market for advertisers and corporations.”

“Advertising, Marketing, and Consumerism and Children / Youth Online.” Media Smarts: Canada’s Centre for Digital and Media Literacy

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Opportunities

Photo courtesy of Vancouver Public Library on Flickr.

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Always in Beta

The factors that make teen services challenging also provide fertile ground for creativity and innovation.

• Teen services don’t share the long history of children’s services but also don’t usually have to contend with ‘we’ve always done it this way’ attitudes.

• Limited staffing and budgets promote creative solutions.

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Risky Behaviour

Flying under the radar provides an opportunity to experiment and take risks on new ideas.

A low profile also makes it easier to make and recover from mistakes.

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Significant Progress

100% of Ontario

libraries surveyed now have a separately defined budget for teen materials. This compares to only

20% in 2003.

Photo courtesy of Enokson on Flickr.

“Teen Services Benchmarks and Statistical Report 2013.” Ontario Public Library Association , February 2013

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Significant Progress

74% of libraries have a

lounge area for teens.

This compares to only

29% in 2003.

68% of libraries offer

programs for teens.

Photo courtesy of Vancouver Public Library on Flickr.

“Teen Services Benchmarks and Statistical Report 2013.” Ontario Public Library Association , February 2013

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YA Publishing Boom

• “With more than 4,000 titles and $600 million in sales during 2011, youth literature is the

fastest-growing category in publishing.”

• This renaissance in teen publishing is attracting an audience broader than the traditional 12 to

18 age range, with “55% of those who purchase Young Adult fiction … between their late 20s and mid 40s.”

“Teen Fiction a Turn-on for Adults, Too: Boom Times for Young Adult Fiction.” Lorraine Chan, UBC Reports, December 5, 2012

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YA Publishing Boom

Teen literature has also taken over the box office and the small screen with a steady stream of film and TV adaptations originating from young adult fiction.

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YA Publishing Boom

Young adult novels “are incredibly filmic. They’re so lean and propulsive and have such momentum. They are novels with characters, scenes and action that read like screenplays.”

Judith Saltman, Professor at the School of Library, Archival and Information Studies at University of British Columbia

“Teen Fiction a Turn-on for Adults, Too: Boom Times for Young Adult Fiction.” Lorraine Chan, UBC Reports, December 5, 2012

Teens

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Know Your Audience

Photo courtesy of The National Archives UK on Flickr.

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The Teenage Brain

“Adolescents differ from adults in the way they behave, solve problems, and make decisions. There is a biological explanation for this difference.”

“The Teen Brain: Behavior, Problem Solving, and Decision Making.” The American Academy of Child and Adolescent Psychiatry, December 2011

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The Teenage Brain

Amygdala: the region of the brain responsible for instinctual reactions including fear and aggressive behaviour.

Frontal Cortex: the area of the brain that controls reasoning and helps us think before we act.

Teen behaviour is guided more by the amygdala, which develops earlier than the frontal cortex.

“The Teen Brain: Behavior, Problem Solving, and Decision Making.” The American Academy of Child and Adolescent Psychiatry, December 2011

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The Teenage Brain

Based on the stage of their

brain development, adolescents are

more likely to:

• act on impulse

• misread or misinterpret social cues and emotions

• get into accidents of all kinds

• get involved in fights

• engage in dangerous or risky behaviour

“The Teen Brain: Behavior, Problem Solving, and Decision Making.” The American Academy of Child and Adolescent Psychiatry, December 2011

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The Teenage Brain

Adolescents are less likely to:

• think before they act

• pause to consider the potential consequences of their actions

• modify their dangerous or inappropriate behaviours

“The Teen Brain: Behavior, Problem Solving, and Decision Making.” The American Academy of Child and Adolescent Psychiatry, December 2011

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Teen Library Use

According to Pew Internet’s Younger Americans’ Reading and Library Habits Report , high school students are “more likely than other age groups to have

“Younger Americans’ Reading and Library Habits.” Pew Internet and American Life Project , October 23, 2012

used the library in the past year.”

They are also “more likely than others to get reading recommendations at the library.”

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Teen Library Use

“Younger Americans’ Reading and Library Habits.” Pew Internet and American Life Project , October 23, 2012

72% of teens

aged 16-17 have used the library in the last year compared to

49% of adults

aged 65 and older

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Teen Library Use

“Yet while high schoolers led all other age groups in library use, their appreciation for these library services does not follow suit ...

45% of high schoolers ...

say that the library is not important or

‘not too important’ to them and their family.”

“Younger Americans’ Reading and Library Habits.” Pew Internet and American Life Project , October 23, 2012

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Barriers to Engagement

• There are many factors that prevent customers from attending a program or taking advantage of a library service, teens especially.

• Teens are a notoriously difficult audience to reach, so it’s important to understand the barriers that may limit their participation in library programs.

`````` `````` Teen Perceptions of Libraries

`````` `````` Teen Perceptions of Libraries

The Halifax Public Library Teen Services Report cites numerous factors that may prevent teen participation in library programs:

• “Youth may have encountered unfriendly staff or un-welcoming library environments

• Youth may associate libraries with strict rules, enforced silence, homework, and as being only for strong readers

• Library culture can be full of jargon and procedures”

“Halifax Public Library Teen Services Report 2005/06.” Halifax Public Library, 2005

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Fines

• Many teens believe that they are prohibited from using the library or attending programs due to fines on their account.

• “Fines and fees (often years old) block library cards and prevent access, and libraries often present an unforgiving front.”

“Halifax Public Library Teen Services Report 2005/06.” Halifax Public Library, 2005

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Fines

The Community-Led Libraries Toolkit describes a teen who was “afraid to come in to the library because he was sure the security gates would alert staff to his fines. The teen believed that library staff would take his skateboard in lieu of the money he did not have to pay those fines.”

“Community-Led Libraries Toolkit.” Libraries in Communities, March 2008

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Timing

• Teens are often overscheduled with school, extracurricular activities, work, family obligations, etc.

• With so many priorities to juggle, finding the time to attend a library program can be challenging.

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Awareness

“Once an ignored demographic for advertisers, today's young people have become the most marketed-to generation in history, thanks to their spending power and their future clout as adult consumers.”

“Marketing and Consumerism - Overview.” Media Smarts: Canada’s Centre for Digital and Media Literacy

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Awareness

Because teens are constantly bombarded with carefully targeted advertising, it can be difficult for libraries need to break through this noise to make them aware of and interested in what the library has to offer.

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Consistency

Ownership

Creating Incentives

Programming

Core Offerings

Unstructured Programs

Passive Programs

Tech Programming

Resources

Part 2

strategies

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Getting Teens in the Door

Photo courtesy of coolinsights on Flickr.

One of the biggest obstacles in teen services is simply getting teens into the library.

The adage ‘if you offer it, they will come’, does not apply to teen programs.

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Consistency

• Follow the same model that has been successful with children’s services by offering consistent program times and days.

• Even if the program itself changes, devote a regular block of time to teen programming.

• One-off programs require you to generate an audience each time.

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Remove Barriers

• Fewer hoops to jump through increases the likelihood that teens will attend.

• Make it easy to

remember, register and participate.

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Ownership

According to IFLA’s Guidelines for Library Services for Young Adults

• “Libraries who wish to offer effective and meaningful programs for young adults must seek out their participation at all stages of the program process.

• Young adults should be recognized as the experts on what will be appealing and useful to them”

“Guidelines for Library Services for Young Adults.” International Federation of Library Associations and Institutions , 1996

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Ownership

• Providing teens with a voice in the process gives them ownership over programs and services, and a personal investment in making them successful.

• “Involving young adults in decision making, planning, and implementing programs for themselves is highly recommended as a best practice that contributes to positive youth development.”

“Guidelines for Library Services for Young Adults.” International Federation of Library Associations and Institutions , 1996

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Teen Advisory Groups

Photo courtesy of Vancouver Public Library on Flickr.

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Teen Advisory Groups

• Teen advisory groups provide a forum for teens to share their ideas and help shape library programming.

• They can serve as a standing focus group for staff to vet and explore new programs and services.

• Teen advisory groups are most successful when they have the opportunity to implement their suggestions and see tangible outcomes.

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Create Incentives

• Not to be confused with bribery, it’s important that programs are designed with clear incentives for the participants.

• Teens, like everyone else, want to know what’s in it for them.

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Create Incentives

Incentives might provide teens the opportunity to:

• Earn volunteer hours

• Develop their resume

• Socialize

• Learn a skill

• Meet new people

• Make a difference

… Eat

Ideas

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Core Offerings

Photo courtesy of Vancouver Public Library on Flickr.

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Book Clubs

• With the YA publishing boom in full swing, book clubs have more material to discuss than ever before – and potentially more recruits.

• Finding enough available copies of a single title each month can be difficult without purchasing separate book club copies.

Genre-based clubs present an affordable alternative by encouraging teens discuss titles in a particular genre rather than reading the same book.

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Book Clubs

Photo of Skype visit with Sara Zarr courtesy of The Unquiet Library on Flickr.

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Book Clubs

• Thanks to Skype and Facetime, club members now have more opportunities to meet and interact with authors.

• Remote book clubs can also be established through the library website, Facebook page, or Twitter feed.

`````` `````` Writing and Poetry Programs

DIY Magnetic Poetry Kits

“National Poetry Month Crafts with Teen Librarian’s Toolbox.”

The Library as Incubator Project, April 12, 2013

`````` `````` Writing and Poetry Programs

“National Poetry Month Crafts with Teen Librarian’s Toolbox.”

The Library as Incubator Project, April 12, 2013

Blackout Poetry

`````` `````` Writing and Poetry Programs

“National Poetry Month Crafts with Teen Librarian’s Toolbox.”

The Library as Incubator Project, April 12, 2013

Book Spine Poetry

`````` `````` Writing and Poetry Programs

“Spine Poetry with Books.” Greater Victoria Public Library

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Craft Programs

Photo courtesy of Mosman Library on Flickr.

• Though crafts are a staple of teen programming they can be pricey, labour intensive, and are not always gender neutral.

• But ... these programs are traditionally successful in terms of generating an audience and provide teens with an opportunity to learn, be social, and make something tangible.

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Altered Books

“Recycled Reads at the Austin Public Library.” The Library as Incubator Project, January 8, 2013

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Altered Books

Book Crafts board on Pinterest Fargo Public Library

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Instagram Art

“National Craft Month: Instagram Crafts.” The Library as Incubator Project, March 22, 2013

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Instagram Art

“Turn your Instagram pics into Photobooth bookmarks.” Teen Librarian Toolbox, December 17, 2012

bookmarks, mini scrapbooks

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Knitting

• Knitting programs are less staff intensive in terms of planning and preparation and are a good option for libraries looking to offer a regular craft program.

• Teens can also be encouraged to knit for charity - i.e. hospitals, shelters, out of the cold programs etc.

Photo courtesy of Twilight Taggers on Flickr.

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Unstructured Programs

Photo courtesy of Monterey Public Library on Flickr.

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Unstructured Programs

Not every program needs to be carefully planned and orchestrated. In unstructured programs, “teens are invited into the library in a designated space ... and given the opportunity to experience the library and each other, but choose how they are going to spend their time within that environment.”

Examples:

• Coffeehouses • Gaming programs • Study halls

“Don't Underestimate the Value of ‘Hanging Out’.” Teen Librarian Toolbox, September 7, 2011

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The Value of Hanging Out

Photo courtesy of Vancouver Public Library on Flickr.

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The Value of Hanging Out

Unstructured programs give teens the chance to:

• “explore relationships

• navigate social situations in a safe environment

• choose for themselves how they want to spend their time

• feel a greater sense of freedom in a safe space”

Photo courtesy of Enokson on Flickr. “Don't Underestimate the Value of ‘Hanging Out’.”

Teen Librarian Toolbox, September 7, 2011

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Passive Programs

“Passive programming engages teens in the library without requiring much from staff in terms of supervision ...

It’s non-threatening, as well as flexible for implementation and participation ...”

Examples:

• Trivia, puzzles, word searches • Scavenger hunts • Contests • Interactive displays

“Reaching Teens Subversively through Passive Programming.”

Kelly Jensen, Programming Librarian, April 2013

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Passive Programs

“Teens may find it tough to commit to traditional programs, or may not remember when to show up for an event. Passive activities, however, encourage library use on teen schedules —not yours.”

Passive programs also appeal to introverted teens who may not feel comfortable participating in traditional library programming

“Reaching Teens Subversively through Passive Programming.” Kelly Jensen, Programming Librarian, April 2013

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Scavenger Hunts

“Steampunk Challenge - Online Scavenger Hunt .” Greater Victoria Public Library

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Alternate Reality Games

“ARGs (Alternate Reality Games) are interactive narratives that take place in the real world, not just online. They use multiple media to tell a single, overarching story.”

Toronto Public Library’s Keep Toronto Reading campaign is using an ARG themed around Ray Bradbury's “Fahrenheit 451”.

“Toronto Public Library Enters Alternate Reality (Gaming).” Meredith Schwartz, Library Journal, April 11, 2013

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Alternate Reality Games

“To join the game, Torontonians must call a phone number and speak to a character from the book who assigns them the missions.”

“Toronto Public Library Enters Alternate Reality (Gaming).” Meredith Schwartz, Library Journal, April 11, 2013

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Alternate Reality Games

To complete the missions, players need to:

• Record a message reciting a passage from a library book

• Search for clues in Bradbury memorabilia from TPL’s special collections

• Post a photo of themselves online with a favourite book

“Toronto Public Library Enters Alternate Reality (Gaming).” Meredith Schwartz, Library Journal, April 11, 2013

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Interactive Displays

“Library Book Face.” Carroll County Public Library

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Interactive Displays

“Library Sleevefacing.” BGSU University Libraries

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Tech Programming

Photo courtesy of Enokson on Flickr.

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Tech Programming

• According to Nichole Pinkard, founder of the Digital Youth Network:

“Literate in 2020 will mean being multi-literate: the ability to critically consume and produce media such as print, video, sound and screen.”

• Libraries have an important role to play in promoting this expanded definition of literacy.

“Rethinking Our Definitions of Literacy.” Nichole Pinkard, PBS Parents, February 2011

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Tech Programming

• There have never been so many options available for integrating technology into teen programming.

• Tech programs provide teens with the opportunity strengthen their digital literacy skills while offering an important creative and social outlet.

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Tech Programming

Programs can be designed to teach new skills or enable teens to show off the skills they already have.

Photo courtesy of Nicola since 1972 on Flickr.

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Teen Tech Squad

• Many libraries are offering teens the opportunity to share their tech savvy by helping other library customers through Teen Tech Squad or Tech Tutors programs.

• It’s a great way for teens to earn volunteer hours and develop their resume.

• It also provides teens the opportunity to be the expert and helps promote better intergenerational understanding in the library.

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Teen Tech Squad

“Teen Tech Squad OverDrive Tutorial for iPad.” Lafayette Public Library

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Video Contests

“Teen Tech Week Video Contest.” Ottawa Public Library

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Stop Motion Animation

Smoovie for iPad

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Photo Editing

www.pixlr.com

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eBook Making

Book Creator for iPad

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Resources

www.teenlibrariantoolbox.com

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Resources

www.libraryasincubatorproject.org

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Resources

pinterest.com

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Aspirational Marketing

Where The Teens Are

There’s an App for That

Crowdsourcing

Marketing

Overcoming Resistance

Educating Staff

Making the Case

Part 3

to Teens

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Aspirational Marketing

“A key trend driving the spending habits of tweens in the U.S. is the ‘age compression’ phenomenon, also known as KGOY (kids getting older, younger). This trend has seen tweens rejecting traditional toys in favor of more grown up products, previously targeted at teenagers.”

“Tweens R Shoppers.” POPAI: The Global Association for Marketing at Retail, March 7, 2013

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Aspirational Marketing

• While age compression is one of the marketing industry’s less savory tactics (think lip gloss ads for toddlers), to remain competitive, libraries still need to think in terms of aspirational marketing.

• All teens and tweens aspire to be older, cooler and more sophisticated – and library publicity should reflect this.

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Where the Teens Are

• Traditional avenues for library marketing (newsletters, newspaper ads, etc.), are less effective when promoting to teens.

• Target you’re marketing efforts to areas where teens are most accessible: on social media, mobile marketing via texting, in schools, community centres etc.

“Library Marketing.” Youth Services Librarianship Wiki

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Create an App

www.infinitemonkeys.mobi

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Send Texts

www.remind101.com

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There’s An App for That

• There are a variety of websites and apps that can be useful for creating teen publicity.

• With the range of tools available, you can create custom graphics in minutes.

“Generate Marketing Creativity with iPhone Apps.” Teen Librarian Toolbox, July 19, 2011

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www.pixlr.com

There’s An App for That

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There’s An App for That

Phoster for iPad

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There’s An App for That

WordFoto

for iPad

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There’s An App for That

Percolator for iPad

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There’s An App for That

ComicBook! for iPad

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Crowd Sourcing

Photo courtesy of mrsdkrebson Flickr.

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Crowd Sourcing

Increase your online presence by encouraging teens to create content for you through photo contests and social media campaigns.

• ‘Get Caught Reading’

• Fake photo contests (i.e. Cookie Monster reading in the stacks)

• ‘Book Facing’ campaigns

• Book Spine Poetry

Photo courtesy of Carmichael Library Flickr.

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Crowd Sourcing

Teen Library Card Design Contest Huntsville Madison County Public Library

• Recruit teens to do the marketing for you.

• Contests to design promotional materials such as posters or library cards serve two purposes by generating teen produced publicity as well as word of mouth marketing.

to Staff

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Overcoming Resistance

“If you have spent any time working with teens, you know that one of the greatest challenges is getting your fellow staff on board.

Teens tends to be some of the most misunderstood and maligned members of our community. Some staff members fear teens, others just don't understand why they do the things that they do.”

“Missing the Mark: how young adult (teen) services in libraries are designed to fail.” Teen Librarian Toolbox, September 6, 2012

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Educating Staff

The Teen Librarian Toolbox outlines some keys to educating other library staff about teen services.

• Informative

• Proactive

• Inspiring

• Honest

• Consistent

• Fun

“The "Be"-Attitudes of Communicating with Staff.” Teen Librarian Toolbox, July 21, 2011

Be

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Making the Case

• Develop a clear Teen Services Plan that details “why you do what you do”.

• A fully developed plan can be used as a training document for other library staff and as a tool to justify teen services to library administration.

• An excellent example of a Teen Services Plan is available on the Teen Librarian Toolbox.

“Marketing Teen Services to Non Teen Services Staff, A Teen Services Plan Example.” Teen Librarian Toolbox, July 21, 2011

pinterest.com/libraryjennifer

All of the resources highlighted are

available at:

wwww.slideshare.net/jennifer.gal

This presentation is available at: