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October 2006 Library Forum

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October 2006 Library Forum Powered By Docstoc
					Infinite Affinities
Creating and Communicating Library Stories
to Support Advancement Goals




                                              Hugh McHarg
 Executive Director, Communications and Public Programming
                    University of Southern California Libraries
Agenda
 The opposite of storytelling
 The master narrative
 Plot points
 The vocabulary of differentiation
  and inspiration
 Conclusion
The Opposite of Storytelling
What makes a good story?
   Genuine
   Precise
   Earned
   Structured
   Accessible, but never simplistic
The Opposite of Storytelling
What makes a bad story?
   Inauthentic
   Vague
   Unearned
   Structureless
   Opaque
A Taxonomy of Taglines
The “You!” family
   Train your mind, follow you heart!
   Your legacy, your college, your future
   Your community, your college, your future
   It makes you think!
   Give yourself a raise...education pays!
   We're not for everyone. . .but then, maybe
    you're not everyone
A Taxonomy of Taglines
The “Lead!” family
   The leader in global education
   LEAD–leaders educated to make a
    difference
   Learn in the city, lead in the world
   DISCOVER the LEADER in you
A Taxonomy of Taglines
The “Smart” family
   Smart choices, smart people
   Smart people, smart choices
   Smart move
   Smart choice
   Start smart
A Taxonomy of Taglines




            It's awesome!
            Totally awesome!
The Opposite of Storytelling
An effective story is:
   Authentic
   Precise
   Earned
   Structured
   Accessible, but never simplistic
   Memorable
The Opposite of Storytelling
An effective story is:
   Authentic
   Precise
   Earned
   Structured
   Accessible, but never simplistic
   Meaningful
The Master Narrative
The Master Narrative
The biggest story
   University and college brand
   Library unit identities
     Special collections
     Public service and branch libraries
     Digital library groups
     Communications
     Advancement
The Master Narrative
The strategic plan as story
   Mission
   Vision
   Values
   Objectives and tasks
   …a classic tale of aspirations,
    frustrations, and triumph
Plot Points
Vision
The USC Libraries will be an innovative, inspiring,
and integral partner in scholarly achievements…


Mission
The USC Libraries actively support the discovery,
creation, and preservation of knowledge…
Plot Points
Values
We communicate openly and directly…so that our
community can make the best possible use of library
resources and our contributions to USC's strategic
goals are apparent to all


We create welcoming environments…and inspire
engagement with our collections, services, and spaces
through public programming, exhibitions…
Plot Points
Vision
The USC Libraries will be an innovative, inspiring,
and integral partner in scholarly achievements…


Mission
The USC Libraries actively support the discovery,
creation, and preservation of knowledge…
Plot Points
Values
We communicate openly and directly…so that our
community can make the best possible use of library
resources and our contributions to USC's strategic
goals are apparent to all


We create welcoming environments…and inspire
engagement with our collections, services, and spaces
through public programming, exhibitions…
Plot Points
Vocabulary
Discovery
   Libraries and cars? What?
Vocabulary


             Vocabulary
             Innovative,
             inspiring
              What we
               need is a
               spectacle
Vocabulary
Partners
   Librarians and staff
   Faculty and students
   Funding partners, including
    campus arts and culture programs
   Arts and cultural heritage
    organizations
   Other colleges and universities
Vocabulary
Partners
   Friends of the USC Libraries
   Board members
   Volunteers
   Suspects and prospects
Vocabulary
Communicate what?
   News
   Plans
   Creative brief for designers, writers
Communicate where?
  Major media
  Campus media
  Remember radio, especially local NPR
  Trades and enthusiast pubs
Vocabulary
And yes…social media
   You do have time
   We might not call it Twitter next year,
    but the real-time impulse is here to
    stay
   It’s built on relevance
   Be prepared to screw up…
   …and be ready when people notice
   People are talking if you’re not there,
    especially the media
Vocabulary
Communicate
   Define goals
   Link back
   Choose wisely:
    Twitter,
    Twitpic,
    library blog
Vocabulary
Environment
   Physical exhibition
   And one more opportunity to innovate:
    http://www.usc.edu/libraries/about/programs_exhibitions/space_age/
Vocabulary
Environment
   And just one more
    point…
Conclusion
The master narrative approach
 Integration with your community
 Structure and populate your story
 Identify specific affinities within the
  infinite possibilities
 Engage meaningfully in a
  reproducible way
References
 Taglines
  http://higheredtaglines.com/
 Pragmatic Marketing
  http://www.pragmaticmarketing.com/
 Strategic plan
  http://www.usc.edu/libraries/essential
 Contact
  hmcharg@usc.edu
Questions