The Library and Economic Development

1. The Library and Economic Development SOLS Webinar November 16, 2012 Anne Dorsey – Business Librarian Christopher Vanderkruys – Manager of Development, Marketing and Communications Barrie Public Library

2. Times Are Tough, Libraries Are ThrivingNY Times, March 15, 2009 • The “times, they are a changin” • Need for libraries to remain relevant and adapt to changing times • Address the needs of job seekers, working families and small businesses • Libraries may/can be the best business value in town

3. Library Impact on Community • Libraries already part of the economy and tax base • Local businesses generate tax revenues that directly and indirectly support libraries • Libraries provide info so businesses can be more competitive and more successful • Libraries support needs of the workforce to gain skills to find and keep good jobs • Small biz have huge economic input in community with 97% of business having >20 employees • Business owners that understand value of libraries can bring assets and influence to the library

4. Libraries at the heart of our communities http://www.oclc.org/reports/canadastackup/default.htm

5. Library as Community Whisperer • Economic outlook – global, Canada, local • Employment picture • Local business goes global • Newcomers • Youth entrepreneurs- CYBF • Womenpreneurs • Mompreneurs • Home-based • Job seekers – demographics! • Complete communities – live, work, play locally

6. Job Seekers @ Your Library

7. SWOT Analysis

8. Information is KING (and QUEEN!) • Who are my competitors? • Who are my target customers? • What are the characteristics of my market? • What are the market trends in my industry? These questions comprise as much as 80% of business queries

9. Assisting Small Businesses • Assisting the job creators in small-medium-sized businesses – community def’n of SME • Last 30 years , nearly all net new jobs created by start-ups (U.S. Dept. of Commerce 2011) • People with good/innovative ideas build start-ups • Access for all and a level playing field • Library assistance is truly priceless • Books, databases, meeting space, trends and more • Ripple effect of the spending of new businesses

10. Library Support for Small Business • Offer library space for business meetings/programs • Sponsor/co-sponsor business events in the library • Include a business link on the library’s home page • Build a basic/fundamental business collection • Provide essential business-specific databases

11. Library Support for Small Business • Train staff to answer basic business queries • Create or host networking opportunities • Sponsor /participate in young entrepreneur programs • Develop/ share a resource guide for businesses • Provide information on community resources

12. Library Support for Small Business • Provide library introduction to new businesses • Create a brochure that “Welcomes Business to the Library • Attend local business events and serve on committees • Share testimonials from businesses you have helped • Use social media to keep biz current on library news

13. Information Cycle

14. Assessment

15. Assessment • Know your community • Determine number of small businesses and their size (employees, revenue) • Determine current library support for small biz • Evaluate what has been tried and tested in the past • Library as a connector for businesses to local agencies that provide support • Inventory what you already have i.e. business directories, periodicals, databases, business collection etc.

16. Collections

17. Collections • A basic business collection of print/online resources • Use existing and/or library created resource guides and pathfinders • Online directory/websites list to answer business questions • Library website link to relevant small business organizations/agencies • Library staff familiar with business specific databases and understand how they can support small business • Network with other libraries to share database access • Subscribe to resources that must be authenticated in-library or remotely with library card

18. Collections • General Business Plans • Sample Business Plans – Gale Business Plans Handbook • Business Start-Up Series – Self-Counsel, Entrepreneur Press • Directories – Scotts, MDDI, Reference Canada Online • Periodicals – trade associations, industry specific, newspapers, magazines etc. • Marketing Resources – CARD Online, books, periodicals • Legal/Government – CCH O’Briens Forms, Statutes/Regulations • International Business - EY/Passport, Doing Business In…. • Not-For-Profits resources (Imagine Canada)

19. Resources at a Glance

20. Million Dollar Database

21. PCensus

22. Training

23. Training • Provide training for staff on how to support small biz with in-house resources • Connect businesses to resources available at other libraries, agencies • Provide assistance to biz on accessing information • Provide training documents/tools • Attend business training sessions in the community

24. Programming

25. Programming • Identify business programs that assist the local businesses • Implement programs that are valuable to local businesses • Research and connect biz to new ideas and opportunities • Inform businesses about use of social media and the value of an online presence • Connect businesses to free, high quality self-directed online training that support businesses • Plan networking events to facilitate info sharing • Identify necessary skills for business ownership and see how the library can meet the need • Tap local business presenters (BUT firm guidelines are a must)

28. Collaboration

29. Collaboration • Connect with business leaders, groups etc. in the community • Sit on local business meetings and serve on committees • Identify and prioritize programs & services to support small biz • Share library value with community stakeholders • Attend nonprofit AGMs, Chamber events etc. • Stay on the same playing field as businesses with business cards, professional materials etc. • Develop a multi-prong approach to providing and publicizing resources & services • Form and sustain ongoing relationships with businesses

30. Communication

31. Communication • Develop ideas & strategies for marketing/ outreach to the business community • Communicate library value re: the local economy • Inform businesses about library resources, assistance • Use word-of-mouth marketing to promote its services/resources • Generate and promote “good news” stories • Establish a method to evaluate success with businesses • Maintain a productive relationship with the local media

32. Social Media Approval process Consistent brand Measure success One stop funnel Establish priorities Reevaluate often! Trend watching

33. Key Success Factors • Passion & commitment to service small business community • Library admin/board must be totally behind the efforts • Time to be involved must be allocated fairly • Staff must be committed to spending time outside the library • Connections must be made with other businesses, support agencies, community partners, politicians etc. • Attend meetings, networking events, join committees etc. • Train other library staff on business needs and research tools • Provide basic business resources and online databases • Spread the word about the value of the library to local businesses and ultimately the local economy

35. The Future • The library can position itself as a key player in the economic development of the community • Libraries are dependent on successful local businesses to bring in tax revenue and contribute to the library budget • Libraries can develop and sustain partnerships with local support agencies to provide key resources so that businesses can not only survive but thrive • Local businesses can be powerful allies if they understand and appreciate the value of the library to their success in the community • Libraries of ALL sizes can find ways to serve local businesses

36. Thank you for your time and attention Anne Dorsey – adorsey@barrie.ca Christopher Vanderkruys – cvanderkruys@barrie.ca