{"@context":"http://iiif.io/api/presentation/3/context.json","id":"https://lyrasis.aviaryplatform.com/iiif/mk6542m203/manifest","type":"Manifest","label":{"en":["Marketing for Libraries"]},"logo":"https://d9jk7wjtjpu5g.cloudfront.net/organizations/logo_images/000/000/166/original/LYRASIS_Learning.png?1631557479","metadata":[{"label":{"en":["Instructor"]},"value":{"en":["Jennifer Blair"]}},{"label":{"en":["Description"]},"value":{"en":["\u003cp\u003eIn this lecture, you will be taught how to market your library to send positive messages, advocate, promote, and engage with your audience. This lecture is for librarians and library staff of any type (public, academic, etc.) that are responsible for or involved with promoting the library via social media and other engagement tools. Now, more than ever, it is vital libraries understand who their users are to determine what they need. Understanding how to identify this allows users to be served better, but also opens the door for libraries to engage directly and advocate.\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eLearning Outcomes\u003c/strong\u003e\u003c/p\u003e\r\n\u003cp\u003eDescribe at least one method for determining characteristics of library users\u003cbr\u003eExplain how to market the library to specific users\u003cbr\u003eDefine \"engagement\" in a marketing context \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eInstructor \u003c/strong\u003e\u003c/p\u003e\r\n\u003cp\u003eJennifer Blair is the Head of User Services and Associate Professor at Azusa Pacific University. Her role is dedicated to the user experience, including marketing the library, and the student experience. She has extensive experience teaching online courses in design and library science. Jennifer holds a B.A. in Graphic Design, a M.A in Educational Multimedia, and a M.S. in Library and Information Studies. Her experience in academic and public libraries as well as work experience in art and design allow her to employ visionary strategies to enrich progress and enhance advancement for library users.\u003c/p\u003e"]}},{"label":{"en":["Date"]},"value":{"en":["2024-11-15"]}},{"label":{"en":["Language"]},"value":{"en":["English"]}}],"summary":{"en":["\u003cp\u003eIn this lecture, you will be taught how to market your library to send positive messages, advocate, promote, and engage with your audience. This lecture is for librarians and library staff of any type (public, academic, etc.) that are responsible for or involved with promoting the library via social media and other engagement tools. Now, more than ever, it is vital libraries understand who their users are to determine what they need. Understanding how to identify this allows users to be served better, but also opens the door for libraries to engage directly and advocate.\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eLearning Outcomes\u003c/strong\u003e\u003c/p\u003e\r\n\u003cp\u003eDescribe at least one method for determining characteristics of library users\u003cbr /\u003eExplain how to market the library to specific users\u003cbr /\u003eDefine \"engagement\" in a marketing context\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eInstructor\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\r\n\u003cp\u003eJennifer Blair is the Head of User Services and Associate Professor at Azusa Pacific University. Her role is dedicated to the user experience, including marketing the library, and the student experience. She has extensive experience teaching online courses in design and library science. Jennifer holds a B.A. in Graphic Design, a M.A in Educational Multimedia, and a M.S. in Library and Information Studies. Her experience in academic and public libraries as well as work experience in art and design allow her to employ visionary strategies to enrich progress and enhance advancement for library users.\u003c/p\u003e"]},"provider":[{"id":"https://lyrasis.aviaryplatform.com/aboutus","type":"Agent","label":{"en":["LYRASIS"]},"homepage":[{"id":"https://lyrasis.aviaryplatform.com/","type":"Text","label":{"en":["LYRASIS"]},"format":"text/html"}],"logo":[{"id":"https://d9jk7wjtjpu5g.cloudfront.net/organizations/logo_images/000/000/166/original/LYRASIS_Learning.png?1631557479","type":"Image"}]}],"thumbnail":[{"id":"https://d9jk7wjtjpu5g.cloudfront.net/collection_resource_files/thumbnails/000/256/817/small/GMT20241114-190017_Recording_1300x784.mp4_1731689023.jpg?1731689024","type":"Image","format":"image/jpeg"}],"items":[{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817","type":"Canvas","label":{"en":["Media File 1 of 1 - GMT20241114-190017_Recording_1300x784.mp4"]},"duration":3803.2,"width":640,"height":360,"thumbnail":[{"id":"https://d9jk7wjtjpu5g.cloudfront.net/collection_resource_files/thumbnails/000/256/817/small/GMT20241114-190017_Recording_1300x784.mp4_1731689023.jpg?1731689024","type":"Image","format":"image/jpeg"}],"items":[{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/content/1","type":"AnnotationPage","items":[{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/content/1/annotation/1","type":"Annotation","motivation":"painting","body":{"id":"https://aviary-p-lyrasis.s3.wasabisys.com/collection_resource_files/resource_files/000/256/817/original/GMT20241114-190017_Recording_1300x784.mp4?1731689022","type":"Video","format":"video/mp4","duration":3803.2,"width":640,"height":360},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817","metadata":[]}]}],"annotations":[{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621","type":"AnnotationPage","label":{"en":["Transcript [Transcript]"]},"items":[{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/1","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Hi, everyone, and welcome to today's Lyricist Learning Webinar, Marketing for Libraries.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=4.0,10.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/2","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"My name is Sam Eddington. I am the program leader for Lyricist Learning. I'm really excited to have you here for this one.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=10.0,16.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/3","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"A couple of logistic notes before we begin.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=16.0,18.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/4","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We have Shania with us here today. She's just put her information in the chat.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=18.0,22.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/5","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"If you experience any technical difficulties, she can get you back up and running.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=22.0,27.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/6","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"just send her a message in the webinar chat here.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=27.0,32.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/7","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or contact her at the telephone number she's provided. She will get you","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=32.0,36.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/8","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"back up and running and participating as quickly as possible.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=36.0,41.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/9","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This session is being recorded.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=41.0,45.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/10","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"After the session, probably tomorrow.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=45.0,46.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/11","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"you will receive an email. It will contain three things. It will contain a link to the recording.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=46.0,52.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/12","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"will contain the slides.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=52.0,53.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/13","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And it will contain a link to an evaluation survey.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=53.0,58.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/14","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"If you fill that survey out.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=58.0,59.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/15","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"At the end of the month, we will send you a certificate of participation slash attendance, which you can use for any professional development needs you may have.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=59.0,70.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/16","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I think that's all I have for that. So please allow me to introduce today's instructor.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=70.0,75.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/17","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We are fortunate to have with us today","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=75.0,79.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/18","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Jennifer Blair, who is head of user services","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=79.0,82.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/19","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and associate professor at Azusa Pacific University.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=82.0,87.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/20","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Her role is dedicated to the user experience, including marketing the library and the student experience.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=87.0,91.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/21","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"She has extensive experience teaching online courses in design and library science.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=91.0,97.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/22","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"She holds a BA in graphic design.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=97.0,99.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/23","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"an MA in Educational Multimedia and an MS in Library and Information Science.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=99.0,103.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/24","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or library and information studies rather","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=103.0,107.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/25","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Her experience in academic and public libraries, as well as work experience in art and design, allow her to employ visionary strategies to enrich progress","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=107.0,115.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/26","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and enhance advancement for library users.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=115.0,120.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/27","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"All right. Thank you for that great introduction. And thank you everyone for joining us either live or via archive.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=120.0,126.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/28","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Appreciate you taking the time to learn about","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=126.0,130.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/29","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"marketing for libraries. So in this lecture webinar, you're going to be taught how to","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=130.0,136.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/30","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Market your library to understand how to send positive messages, advocate, promote, and engage with your audience.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=136.0,144.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/31","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This lecture is catered towards librarians and library staff of any type. I try to make it as","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=144.0,150.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/32","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"general as possible to apply to as many avenues as possible, be it public, academic, school library, etc.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=150.0,157.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/33","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But it primarily focuses on those that are responsible for or involved with promoting the library, either via engagement tools or things like social media.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=157.0,170.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/34","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I just wanted to take a moment to just present this because now more than ever, it is very vital for libraries to understand","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=170.0,179.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/35","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"who their users are to determine what they need.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=179.0,182.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/36","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Understanding how to identify this is part of marketing because it allows them","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=182.0,190.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/37","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"your users to be served better, but it also opens the door for libraries to engage directly and also advocate for themselves. Sam gave me a little bit of an introduction, but just a little bit more about me. I've worked in","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=190.0,204.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/38","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"both public and academic libraries for over a dozen years. And prior to that, I was a professional graphic designer. So with that.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=204.0,213.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/39","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"combination as well as my education, as well as my teaching. I hope to bring all of that together to create","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=213.0,222.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/40","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"programs such as this, lectures and webinars. So for your full benefit. So let's get started.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=222.0,231.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/41","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Just a summary of what I'm going to be covering today.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=231.0,237.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/42","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What you're going to learn are based on the basic principles of marketing in that it's going to help you identify areas where your library may be lacking.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=237.0,247.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/43","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It's going to identify what your mission stands for and who your audience is. And it also is going to apply principles to various applications. Marketing goes beyond just knowing how to market using the tools that are available.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=247.0,262.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/44","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But understanding why you're doing it. And that's the majority of what I'll be covering today.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=262.0,267.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/45","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Because when you understand","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=267.0,270.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/46","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"the foundational principles, then the second part of the technical or the practical side, that comes a lot easier.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=270.0,278.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/47","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So the strategy here is all about understanding more than the how in marketing, but the why. And you're attending this webinar because you want a greater understanding of marketing and how to do it. But","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=278.0,292.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/48","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"you always with marketing have to have a reason for why.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=292.0,295.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/49","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So marketing is going beyond just getting people's attention. It is employing a strategy that is going to project your library in a light that is allows your library users or patrons","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=295.0,307.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/50","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to understand your value and be consistent in your message of that value across the board.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=307.0,314.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/51","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So I'm going to be using the phrase","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=314.0,317.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/52","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"your message throughout the lecture today, the message is going to refer to whatever your goal is in understanding how you want your library to be projected or viewed by others.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=317.0,329.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/53","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So this goes beyond the actual text of what you write, but it's","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=329.0,335.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/54","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"creates a perspective of your library that is consistent and accurate to","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=335.0,341.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/55","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what you provide and what you aim to be.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=341.0,345.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/56","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So let's go dive a little deeper.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=345.0,351.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/57","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"shouldn't come a surprise that every library should market themselves.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=351.0,355.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/58","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"That is, you should be marketing your library to be set apart from other institutions that you know that your patrons visit.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=355.0,363.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/59","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Almost everyone already knows the absolute basics","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=363.0,370.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/60","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"of basics of what libraries offer and that they're for free.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=370.0,375.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/61","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So you might be wondering, well, if they already know that, why should I mark it? There's going to be several reasons, but the first is to ensure that your patrons know where to go","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=375.0,385.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/62","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to learn and grow in their learning.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=385.0,388.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/63","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Not everybody has access, nor do they want to say","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=388.0,393.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/64","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"go to college, especially if they're like","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=393.0,395.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/65","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"maybe they're older or they're done with that phase of their life, or they just don't have access or they just want to do self-learning.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=395.0,401.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/66","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They know that they can go to the library for that.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=401.0,405.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/67","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Because the library's purpose is to provide access to knowledge and to help gain or people gain knowledge. But with that, there's often a misconception","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=405.0,416.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/68","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that what libraries do and the books that they carry","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=416.0,420.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/69","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"are dated. Thus, libraries become devalued.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=420.0,423.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/70","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So the idea of marketing for libraries is going to help combat this, and it also sends a message to your community that the library wants to help.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=423.0,434.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/71","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And that their services are actually valued. So think about what you personally value the most in your library and how badly you want other people to see that.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=434.0,443.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/72","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Marketing is going to allow you to do that strategically to both educate as well as inform. So think of marketing as a way to project your library's value.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=443.0,456.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/73","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You also have to get in the mindset that marketing is never going to end. It is ongoing.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=456.0,461.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/74","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Those that work in the library field know this all too well, and while library employees","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=461.0,467.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/75","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"know the value of libraries. Other departments often lack to see the value.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=467.0,473.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/76","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And they only see the value as dollar signs, especially if you're like in a public library where you have to answer to the city or the county.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=473.0,482.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/77","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So marketing the value of libraries towards those decision makers is also part of it. And it also creates an opportunity to gain fellow advocates or supporters of the library, which then helps not only keep your library running.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=482.0,498.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/78","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"but potential extra funds.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=498.0,502.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/79","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So let's talk about what your message could possibly be. And this is going to be unique to every single library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=502.0,509.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/80","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But in broader terms, marketing serves to send a message about a company or an organization that connects","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=509.0,518.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/81","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"the buyer to the seller.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=518.0,520.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/82","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Marketing, of course, is used in the business world, but for libraries, we can apply the same principles in that","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=520.0,528.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/83","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We may not be selling a product, but your product is going to be your message and what you offer to patrons. So you want to be intentional in your marketing.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=528.0,536.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/84","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"When you think of marketing, you think of commercials, selling or buying things or products. But in broader terms, marketing is going to serve to send a message that connects you with a person or people.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=536.0,551.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/85","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So your product is your message and what you offer to your patrons.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=551.0,555.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/86","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So what is your message? Your message tells you and your patrons who you are.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=555.0,560.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/87","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So the first thing you need to do is define what your message is. This is where it becomes unique to you.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=560.0,566.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/88","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Your message identifies who you are and how you are projected or perceived by others. So the first thing you need to do is ask.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=566.0,575.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/89","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What is it? Your message in marketing is not superficial. Rather, it's going to create a persona.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=575.0,583.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/90","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"of what you intend to deliver to your community or what you already deliver.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=583.0,588.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/91","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, your primary goal is to educate.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=588.0,592.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/92","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Your primary focus is educating children because you're a school library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=592.0,597.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/93","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"college students because you're a college or university library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=597.0,600.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/94","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What does that education entail? How do you want your library to be perceived?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=600.0,605.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/95","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Your message is portrayed not just in marketing materials, but having a greater understanding and awareness of how you want that message to be portrayed","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=605.0,616.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/96","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Through your practice.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=616.0,618.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/97","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Because you're not going to market your library well if you don't stand by what you're promoting the library to be.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=618.0,626.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/98","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Another aspect in marketing is identifying who your patron is and posing a new challenge or a question.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=626.0,634.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/99","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This would be a goal for example","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=634.0,636.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/100","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Would you like to attract other patron types?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=636.0,639.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/101","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"adults versus children's versus teens. Why?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=639.0,644.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/102","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And how are you going to do that?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=644.0,646.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/103","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Second, does your library have a mission statement?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=646.0,649.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/104","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"A mission statement marks the guidelines by which the library operates.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=649.0,656.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/105","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So you need to look at what your mission statement says","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=656.0,658.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/106","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"If your library doesn't have one, that is the first thing that you need to do as you begin to market your library. Because if you don't know who you are or what your mission stands for, then you won't be able to project that to your community.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=658.0,672.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/107","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So what do you want your message to say that serves all of your patrons and sends a strong message to the community about who you are as a library?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=672.0,682.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/108","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The mission statement should be guiding nearly every big decision that you make that relates to how the library is projected.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=682.0,690.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/109","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In other words, when you want to start a new program.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=690.0,695.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/110","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or improve a current service. Look to the mission.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=695.0,699.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/111","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And if it doesn't fit that model, ask why you're doing it.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=699.0,702.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/112","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"An additional question would be, well, what if my mission statement is 20 years old?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=702.0,707.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/113","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And it doesn't reflect our current goals.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=707.0,711.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/114","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Well, then you need to take the first step in revising that mission statement to reflect what you want it to be.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=711.0,718.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/115","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The second bullet point under that would be your vision statement or your goals. This is different than a mission statement in that it's more of an extension of it, more precise, a vision statement or goals.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=718.0,732.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/116","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"is driven by the mission. And these are more specific goals that fit your library's needs. For example, your mission is to educate and inform.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=732.0,740.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/117","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So a goal with that, with your vision would be to educate through information literacy.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=740.0,747.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/118","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Next question is, does your message currently display what your library is about or is it time to change it?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=747.0,753.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/119","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I mentioned that just a minute ago. Find a mission statement that you like or sends a strong message","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=753.0,761.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/120","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"on what you aspire to be.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=761.0,762.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/121","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In other words, if you","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=762.0,765.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/122","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"have trouble like, well, I don't know how to write a mission statement","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=765.0,769.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/123","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"will emulate","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=769.0,772.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/124","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Those that have done well","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=772.0,773.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/125","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"emulate that and what your library is. Factoring in your audience and patron base.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=773.0,778.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/126","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Don't be afraid to look to other successful libraries","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=778.0,782.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/127","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And ask how they did it. That's what we're here for. We're here to share.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=782.0,786.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/128","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So libraries are meant to provide information and that includes you. So if you want to build a better library, ask those with more experience. There's nothing wrong with that.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=786.0,798.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/129","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's a common misconception that with anything, especially these big ticket things, that you have to do it all on your own.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=798.0,806.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/130","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But remind yourself that libraries are not just meant to help patrons and users. They're meant to help you. So why not look to others and gain advice? It's perfectly fine to ask for help. And the worst thing that can happen is","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=806.0,818.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/131","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They say no. So you just go to another library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=818.0,823.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/132","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You also have to practice what you preach before you even change your mission.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=823.0,828.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/133","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"you create one, you create goals.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=828.0,832.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/134","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You have to practice what you preach. Don't send a message that misinforms, exaggerates.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=832.0,837.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/135","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or makes empty promises. People will know right away. So when you think about your message, think about what is realistically possible.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=837.0,845.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/136","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what you already do that helps people and phrase it in such a way that is understandable, but also accomplishable.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=845.0,855.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/137","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You know, libraries tend to be overachievers.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=855.0,860.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/138","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"no surprise there. So when that happens, you have to take a step back and go.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=860.0,865.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/139","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"wait a minute, I am not trying to get an A on a research paper or be the absolute best library in the world. Start small. And when you write those goals.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=865.0,877.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/140","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"make it achievable.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=877.0,882.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/141","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So marketing starts in the business world and that's where we need to look and not everything is going to apply because we're not","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=882.0,889.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/142","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We're not money hungry. We're not trying to gain a profit, but a lot of the foundational principles","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=889.0,897.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/143","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"really apply well to the library. So business marketing","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=897.0,901.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/144","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"These well-established principles and strategies are proven to work. So don't deter yourself away from the business world, but you do have to have a good balance between what works and what doesn't.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=901.0,915.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/145","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So what this will allow you to do is just not have to reinvent the wheel. Rather, you're going to adjust it to your organization.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=915.0,924.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/146","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Yes, businesses obviously have very different goals. They're profit driven. So there's going to be many aspects that are not going to work and that's fine.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=924.0,932.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/147","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We also treat our patrons differently than customers in that we're not trying to get money out of them.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=932.0,938.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/148","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or make a sale, but we are trying to gain attention so that they can learn and take advantage of our resources.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=938.0,946.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/149","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So try not to see all of these strategies as negative or not being able to be applied in that","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=946.0,956.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/150","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"If you don't have a goal.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=956.0,958.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/151","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to and don't have a goal to treat your patrons differently, pushing your agenda on them or have the idea that you're trying to make a sales pitch.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=958.0,966.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/152","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Because that rarely works. Rather, continue to treat them as patrons, as people, but just changing your approach and how you market the library, considering the language that you use and how it benefits your patrons.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=966.0,980.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/153","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So marketing is going to be applied to business and it focuses on applying principles and strategies that fit the consumer's needs and wants, as I just said.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=980.0,989.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/154","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But why should your audience care","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=989.0,994.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/155","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"about what you have to say.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=994.0,995.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/156","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The focus of marketing has to factor in your audience and what they see. So remember that patrons are bombarded just as you are with messages","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=995.0,1005.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/157","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"from everywhere. And now that we have, it's been around a while, social media, video reels, we have a lot of competition out there and it's also overwhelming for everyone.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1005.0,1015.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/158","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So when it comes to library marketing, you send a message to your audience that projects what your library stands for and how it fits their needs","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1015.0,1025.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/159","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The strategy to get their attention and keep it is going to make the difference in your library being more successful in your community.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1025.0,1034.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/160","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Let's take a look at","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1034.0,1037.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/161","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"marketing principles. So what is marketing?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1037.0,1041.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/162","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Marketing is simply an exchange.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1041.0,1043.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/163","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It's a process by which a demand is met that is based on a goal.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1043.0,1048.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/164","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Who markets is the one that produces that message based on goals that are determined by research and anticipation, defining your audience and their needs for","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1048.0,1058.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/165","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"From here.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1058.0,1061.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/166","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, say you're in an academic library that serves undergraduate students primarily. You know that these students need help in, say, searching databases.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1061.0,1071.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/167","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So from here, you anticipate what their future needs are","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1071.0,1074.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/168","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then you create a message that markets towards that need.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1074.0,1078.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/169","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is based on your audience's demand. And from this demand, you market a message that attracts these students.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1078.0,1086.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/170","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So in essence, you are exchanging something of value","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1086.0,1091.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/171","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In which patrons see the message that translates into value for them.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1091.0,1096.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/172","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So it always starts and ends with the patron because it is always based on what they need.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1096.0,1102.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/173","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For principals, these principles are based on business, but they're still applicable to libraries when you modify how you think about library services","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1102.0,1111.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/174","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and how to best apply marketing strategies.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1111.0,1115.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/175","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Basic marketing principles include product, price.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1115.0,1118.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/176","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Promotion.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1118.0,1121.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/177","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"place and people.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1121.0,1124.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/178","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For the product, you want to ask yourself, what is your product and how is it an advantage to the consumer? In library terms, this would be","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1124.0,1133.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/179","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Our product is information literacy and resources, access to it","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1133.0,1137.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/180","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So the advantage to this is access.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1137.0,1141.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/181","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For the price for a business, this is obvious this is like","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1141.0,1145.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/182","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"the price of their product. For libraries.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1145.0,1149.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/183","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The goal is to make everything free and accessible.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1149.0,1151.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/184","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But the concept is to ensure that the consumer, or in our case, the patron sees the value of the product.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1151.0,1159.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/185","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So with marketing, the library needs to educate people on the resources that are available.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1159.0,1165.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/186","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"showing the value of information and then also debunking common myths of libraries. For example.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1165.0,1170.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/187","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They don't see the value in the price of what we offer because","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1170.0,1175.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/188","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They just have it in their head that we only have old books.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1175.0,1178.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/189","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For promotion in business terms, this means that you know how to market your product.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1178.0,1184.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/190","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For libraries, this is going to be similar in that","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1184.0,1187.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/191","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"you're knowing when and how to send the message out, which will determine who is going to read it and when.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1187.0,1193.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/192","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, when are you going to release a social media post about a service that you have? When are you going to promote that?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1193.0,1202.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/193","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"for place","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1202.0,1203.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/194","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"where the location in terms of business practices, this would be the location of say a manufacturer of the product, which will help determine when it will get into the consumer's hands.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1203.0,1216.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/195","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"With libraries, the place is going to determine how you are going to get your service to the patron. For example, when a new release of a book comes out and it's super popular.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1216.0,1227.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/196","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"how are you going to ensure that the patron has access to it?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1227.0,1231.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/197","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Do you offer ebooks, especially if you're in a community that","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1231.0,1237.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/198","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"is either computer illiterate or the opposite, where they're very tech savvy.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1237.0,1243.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/199","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"How will the patron get access and can multiple patrons access it at once, such as in ebooks? And what about the platform?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1243.0,1250.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/200","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For people in business, this doesn't refer to the consumer. It refers to the people inside that are actually responsible for the marketing. This is going to be exactly the same for libraries.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1250.0,1261.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/201","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So you have to think about who is going to be assigned to market your library. And it should be specific people. We can't rely on","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1261.0,1272.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/202","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"just an entire group to do it. There has to be centralized, at least one main person and maybe a couple others that will help with that because","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1272.0,1282.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/203","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What that does is it creates a unification of your perspective and your goals.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1282.0,1290.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/204","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So the most important thing about being in this role is being aware of the importance of marketing. You have to understand the task","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1290.0,1297.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/205","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"goes beyond just putting information out. It is having an appreciation and awareness for how this places value on the library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1297.0,1304.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/206","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It means whenever you create an Instagram post, it is intentional.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1304.0,1308.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/207","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"If you're in a position","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1308.0,1311.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/208","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"where you might be the primary person in charge of marketing, but you have to delegate these types of tasks. It really matters in who you delegate it to because they have to have an equal care about the library that you do.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1311.0,1324.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/209","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"More items of physical environment or evidence. In business, this means the tangible or the actual physical item that you receive.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1324.0,1333.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/210","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Not the book or not the book","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1333.0,1335.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/211","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"the thing that you were giving to them. This is the marketing material such as the flyer.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1335.0,1341.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/212","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"if it's a physical flyer, but it also extends to the external appearance","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1341.0,1346.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/213","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"of your product or service. So in a library setting, this goes beyond any handouts that you have.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1346.0,1351.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/214","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"but how the library is both organized and presented in every aspect.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1351.0,1358.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/215","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So when you think about it, when a person walks into your library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1358.0,1362.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/216","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"How do you want them to see it?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1362.0,1364.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/217","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Even if your interactions with the library have all taken place by phone or virtually.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1364.0,1369.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/218","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This experience still gives your patrons an impression.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1369.0,1374.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/219","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What impression do you want to project both physically and virtually?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1374.0,1378.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/220","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You want professionalism and organization within the physical environment.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1378.0,1385.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/221","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"with staff, you want to make sure that they not only have good customer service, but they present themselves well.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1385.0,1391.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/222","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"With physical handouts, you want to project that same message.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1391.0,1395.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/223","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So the idea here is to be consistent in all realms so that the patrons see that consistency and professionalism.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1395.0,1403.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/224","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"As far as the physical aspects, you may not have the prettiest library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1403.0,1408.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/225","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Most don't. But when they walk into the library, have you made it look the best that you had?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1408.0,1415.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/226","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"given the resources or limited resources that you have.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1415.0,1419.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/227","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For the process, this is how your product is delivered. In business, this could be, is it being shipped?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1419.0,1426.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/228","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Is the customer picking it up?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1426.0,1428.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/229","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For libraries, this is easily transferable to your programs and services. Think about how they are delivered, whether physically or virtually.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1428.0,1435.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/230","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"How does a patron get access to your services and programs? There's going to be some carryover with process and the physical environment, but the primary focus is","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1435.0,1447.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/231","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in how it's delivered to patrons so that they can gain easy access and not have to think about it.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1447.0,1453.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/232","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For positioning, this is again some carryover with other sections, but positioning's primary focus is how you are positioned","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1453.0,1461.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/233","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In the hearts and minds of your patrons. This is going to be more heartfelt.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1461.0,1466.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/234","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So how do you think your patrons talk about the library? What impression do they have?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1466.0,1473.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/235","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What words would patrons describe of your library as soon as they leave the doors?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1473.0,1478.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/236","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The impression is also created by those that work in the library. What message are you projecting as people work there? And what message do you want to project? Is that still the same?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1478.0,1492.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/237","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For productivity and quality in business, this is about quality control.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1492.0,1495.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/238","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For libraries, this is going to be similar.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1495.0,1497.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/239","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Your product is going to be your services and programs, and it is free, but that doesn't mean it should be of low quality. That is often a common association with anything that's free is going to be cheap or just","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1497.0,1511.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/240","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"not that great. But in other words, when you create or you continue a service.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1511.0,1516.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/241","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"is what you are giving your patrons high quality.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1516.0,1521.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/242","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Is the book you give them in good shape?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1521.0,1522.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/243","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In a service or program, does it make it worth it for your patrons to come to the library?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1522.0,1529.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/244","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Do you plan events well? Are stories in Storytime engaging with the children?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1529.0,1534.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/245","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It's all about the effort that you put in to ensure what you provide to your patrons delivers something that makes them want to come back because we always want our patrons to come back","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1534.0,1545.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/246","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Because that in turn allows them","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1545.0,1547.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/247","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"access to our resources, but it also allows us to educate them","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1547.0,1556.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/248","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Marketing also has core concepts and these go beyond principles in that they provide the purpose of marketing.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1556.0,1564.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/249","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They're more about the practice, using the principles as a guide. So first there's needs, wants, and demands.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1564.0,1572.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/250","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"the needs are going to be different than once in that this is what people need in order to survive.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1572.0,1578.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/251","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or even thrive in libraries","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1578.0,1579.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/252","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This could include just the basics of needing to understand information","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1579.0,1584.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/253","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Needing to understand how to read or information literacy","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1584.0,1589.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/254","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"As well as having information accessible","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1589.0,1593.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/255","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to allow that thriving.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1593.0,1594.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/256","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Wants are not necessarily a need. Most of us know this. Sometimes a want actually fulfills a need, but dominantly this is just desire based. So in libraries, a want is say they want to learn a skill in nonfiction.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1594.0,1611.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/257","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But by learning that skill based on their desire, it also ends up fulfilling a need by gaining, say, stronger reading skills or learning a new skill.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1611.0,1622.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/258","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Demand is going to be the desire for something that is backed by willingness on the patron. For example, a patron wants the latest popular book.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1622.0,1631.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/259","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You know it's in high demand because it's","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1631.0,1634.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/260","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"10 other people have placed the book on hold.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1634.0,1637.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/261","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In recognizing the need or the want for this book by how many people requested it, it will drive how many more copies you may need to purchase.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1637.0,1648.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/262","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For the exchange, this is about the actual transaction. So in the business world, this might be in a store. You buy something, the transaction takes place when you go to the cashier and you pay for it. In a library, this is the transaction when you go to circulation and you check out your book.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1648.0,1663.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/263","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or when you go to the reference desk and you ask for help.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1663.0,1668.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/264","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For the transaction, this is the step after the exchange. This is when the exchange is complete or after the patron has received the information that they needed. For example, say a patron asks.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1668.0,1679.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/265","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"for help on the computer, you provide that guidance. And then if you ask if they need further assistance and then they confirm that they don't. So that transaction is completed.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1679.0,1692.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/266","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For marketing offers, this is going to be based on your service or program taking a much more analytical approach. For example.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1692.0,1699.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/267","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Say your demand for a service is high, or like I said before, there's 10 holds on a popular book.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1699.0,1708.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/268","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So what you do with that information is you alter or you add to the service by providing whatever it is that extends that need. For example.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1708.0,1716.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/269","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Say you notice the same exact patron asking for the same type of help on a weekly basis.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1716.0,1723.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/270","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You say, find a resource that helps further their knowledge and then become a more independent learner.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1723.0,1730.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/271","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or say a patron asks for help in building a resume, or they need research help in formatting their research paper.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1730.0,1737.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/272","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You again know of a resource that will help them, such as a citation guide or a resume building book.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1737.0,1743.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/273","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So you offer it to the patron. You let them be aware of the resources and you explain how it's going to help them. This is a marketing offer that it extends your service based on analyzing their individual needs.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1743.0,1756.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/274","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Which then comes to value and satisfaction. The value is in the quality of the service that you provide.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1756.0,1764.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/275","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Determining that value is through satisfaction from your patrons. For example, you know a patron is satisfied and you highly value your service or they highly value your service by evidence of their continual visits and their appearances, their friendly demeanor, their wanting to chat with staff, thus their loyalty.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1764.0,1783.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/276","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But the opposite can also be true in that if a program or service declines in attendance or a patron expresses to you concerns about a service.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1783.0,1794.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/277","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This gives notice to you that there's a need for change.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1794.0,1796.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/278","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Finally, there's relationships.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1796.0,1799.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/279","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Libraries are big on this. They are in service to others. As such, managing relationships is going to be your number one priority.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1799.0,1808.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/280","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So with marketing, you're going to continually develop these relationships with patrons so that you can retain their loyalty and gain new loyalty from new patrons. So through relationship building.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1808.0,1822.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/281","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You're going to continually be aware and understand your patrons needs, what they value, their preferences, and what they expect.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1822.0,1831.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/282","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"from you as a staff person or the library as a whole.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1831.0,1838.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/283","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We talked a lot about foundational principles and concepts and","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1838.0,1842.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/284","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and practices. So let's now talk strategy.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1842.0,1847.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/285","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"When we're talking about strategy, we're talking about approaches or how you prepare for library marketing. What tools do you implement and approaches you take to different types of marketing?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1847.0,1858.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/286","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Different strategies are going to be applied for each scenario.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1858.0,1862.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/287","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"With analysis, there's going to be different types.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1862.0,1867.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/288","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Libraries are really strong in their skills for analysis. That's a big part, especially if you've gone to library school, if you're in that librarian role.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1867.0,1875.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/289","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that this is going to be part of your life. So this is where you're going to shine.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1875.0,1882.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/290","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Assessment and analysis are primary components","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1882.0,1885.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/291","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Your library needs in order to market because you have to understand what your strategy is.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1885.0,1890.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/292","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"who it's geared towards and your strengths and weaknesses of your strategy. So your objective here is to identify","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1890.0,1901.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/293","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what you're good at, where you can improve, and identify the things that are out of your control","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1901.0,1907.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/294","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that will prohibit you from reaching your audience and projecting that message that you want.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1907.0,1912.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/295","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So how you assess this, and this is where our strengths comes in, is by gathering data","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1912.0,1919.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/296","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And evaluating how to use that data in order to improve your marketing.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1919.0,1924.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/297","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"As you gather and evaluate, you're going to set clear expectations for potential improvement","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1924.0,1930.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/298","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"as well as determine potential growth. And this is going to be done in one of two ways.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1930.0,1935.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/299","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It is done through internal and external analysis.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1935.0,1941.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/300","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Internal analysis is going to be your standard procedures that you're probably more familiar with, and that is going to involve conducting","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1941.0,1949.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/301","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"say internal service or surveys on performance of you and your library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1949.0,1954.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/302","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In order to observe how you are doing and also evaluate potential for improvement.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1954.0,1960.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/303","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is not necessarily to weed out or get rid of certain practices or people. Rather, this is a survey to analyze","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1960.0,1970.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/304","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what you are or are not doing specific to marketing.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1970.0,1974.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/305","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So consider developing questions that are based on your goals and align these with marketing strategies. For example.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1974.0,1983.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/306","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Simple question, do you post to social media?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1983.0,1986.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/307","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And if you do, how often?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1986.0,1987.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/308","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what is in the posts that displays the value of the library or message that you want to portray?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1987.0,1994.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/309","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What services do you want patron to be aware of?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1994.0,1998.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/310","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And how do you want the message to go out?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=1998.0,2000.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/311","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Is that method being employed and is it being employed consistently?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2000.0,2004.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/312","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What barriers do you have that prevent full marketing potential?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2004.0,2011.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/313","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What about a lack of budget or other resources?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2011.0,2013.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/314","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You probably have that as most libraries do. What if you have a lack of staff?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2013.0,2019.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/315","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What if training is needed?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2019.0,2022.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/316","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"These are the types of questions you want to ask yourself. And as you begin to answer these questions, this is going to help you develop your marketing strategy.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2022.0,2031.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/317","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"When it comes to external analysis.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2031.0,2033.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/318","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You have to analyze and assess how external factors affect the library's cause or message and how to combat or create something that complements this in order to help the library grow.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2033.0,2046.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/319","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What trends are affecting the library and are they local or are they more worldwide? For example, say you're being inundated with say.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2046.0,2058.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/320","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"choice.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2058.0,2061.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/321","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This means that your patrons have multiple options to choose from.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2061.0,2063.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/322","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"How are you going to stand out as their preferred resource?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2063.0,2067.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/323","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or more locally, what is your local socioeconomic status and what is your average education level or age that you serve? This is going to be unique to each library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2067.0,2079.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/324","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Analyzing these external factors is going to help determine your approach to your library message and","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2079.0,2086.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/325","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"how you market it.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2086.0,2088.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/326","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Which then comes to value proposition and objectives. In business, this is going to be your statement as to why your product","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2088.0,2094.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/327","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"is better than everyone else's.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2094.0,2097.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/328","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For libraries, this means","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2097.0,2100.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/329","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"placing high value on the library and saying what it does.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2100.0,2103.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/330","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"As you think about","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2103.0,2106.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/331","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"libraries and your library mission, you want to create objectives that allow you to observe what makes your library unique. Not that you're better than other libraries, but that you want your community to know how awesome you are.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2106.0,2120.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/332","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, say unique to your library, you have one of the largest children's collections.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2120.0,2128.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/333","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or you have a maker space.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2128.0,2130.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/334","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or you have more databases for researching in the science topics.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2130.0,2135.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/335","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Because say you're in a college library and your primary programs","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2135.0,2139.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/336","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"are in the sciences. So the objective here is to know what is unique to your library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2139.0,2146.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/337","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But also point out how your library stands out above the rest and in what ways.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2146.0,2152.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/338","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is going to allow you to then place a unique value on your library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2152.0,2156.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/339","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Mulch will then cause a ripple effect that will help create your mission statement, promote your library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2156.0,2162.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/340","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And then create your brand.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2162.0,2164.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/341","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Which comes to branding. So when you have identified your value.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2164.0,2169.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/342","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And all of this that I'm seeing so far","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2169.0,2172.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/343","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is a lot of foundational homework for you to finally get to the branding point.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2172.0,2176.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/344","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Because if you don't know who your library is and what they stand for and what you want it to be.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2176.0,2183.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/345","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"then branding is not going to be effective.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2183.0,2186.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/346","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So when you've identified all of this.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2186.0,2189.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/347","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What makes your library unique? This is going to allow you to create a brand that exemplifies your library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2189.0,2195.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/348","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"With branding, there's going to be two primary aspects, what your message is","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2195.0,2199.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/349","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And the actual brand identifier.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2199.0,2203.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/350","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is going to be something like a library logo.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2203.0,2206.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/351","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or a nameplate that becomes recognizable to patrons over time.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2206.0,2211.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/352","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Allowing them to associate your brand with the value that they place on your library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2211.0,2218.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/353","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Branding pertains to value. This is the objective that identifies who you are.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2218.0,2222.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/354","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And who you aim to be.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2222.0,2226.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/355","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, do you want to be known for innovation?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2226.0,2230.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/356","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or the basics of information literacy.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2230.0,2232.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/357","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Do you want to be known for all your cool study spaces? Or are you even an award-winning library?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2232.0,2238.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/358","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What is the story that you want","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2238.0,2240.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/359","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"people to know you for.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2240.0,2244.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/360","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The branding places an identity through the avenues of physical appearance.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2244.0,2249.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/361","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Through your library's personality or how your library projects itself.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2249.0,2255.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/362","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"your library culture.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2255.0,2257.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/363","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"in that how you communicate and tell your story.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2257.0,2261.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/364","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Your relationships, that is with your patrons and how you're reflected both","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2261.0,2265.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/365","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"by the patron and internally with the library, your relationship with your coworkers, for example.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2265.0,2271.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/366","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So branding goes beyond your logo. Your logo is going to associate people with who your library is. As such, you want to project consistency in all aspects of your message or who you aim to be.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2271.0,2287.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/367","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In development as a strategy and marketing, this does not seek to make something new or create something new in order to gain attention. Rather, it is building on something that already exists.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2287.0,2298.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/368","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In order to gain attention of someone else that is not aware of what you offer. For example, say you have an already existing tutoring session program.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2298.0,2309.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/369","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that has really good signups for say freshmen in college, or you have a K through 12 program.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2309.0,2317.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/370","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But you assessed that there is a need for something similar for adult learners.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2317.0,2322.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/371","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So in this development, you develop a strategy to promote a similar program.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2322.0,2328.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/372","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to adults or you welcome them into your existing program.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2328.0,2333.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/373","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Which brings us to audience segmentation, sometimes referred to as a target or customer segmentation. This employs a strategy to target audiences by classification of some general things such as level of priority.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2333.0,2350.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/374","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"size and type. And the purpose of this is to create a strategy that targets that specific audience. For example, say you want to promote a mystery book club.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2350.0,2360.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/375","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So you obviously would not send this mystery book club information out to children. You're going to send it out to adults.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2360.0,2368.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/376","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or you send a message out to those outside of the normal geographic range to get them to visit your library. For example, say you primarily service people that are within the first five miles.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2368.0,2381.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/377","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But this unique service may not be available for the next 10 miles.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2381.0,2386.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/378","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So you try to reach out to those people that may not be aware.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2386.0,2390.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/379","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For experiential marketing, this focuses on providing an added experience that the customer doesn't expect.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2390.0,2397.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/380","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"or the patron. For businesses, you might think of, say, giving out samples in a grocery store.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2397.0,2403.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/381","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or think of attending an event and there's a surprise visit from a celebrity.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2403.0,2409.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/382","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For libraries, this is going to be that takeaway or that giveaway. For instance, say you create a craft for kids.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2409.0,2417.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/383","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In order to take home when they take, when they attend a special program","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2417.0,2423.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/384","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So for that knowledge, they didn't know that before. So if they attended that program, it's a surprise.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2423.0,2430.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/385","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or for the knowledge part of it, say you have a lecture.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2430.0,2436.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/386","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"that's offered at your college library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2436.0,2438.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/387","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Instead of it just being a lecture, the bonus is going to be giving practical tips or takeaways that the patrons did not expect.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2438.0,2447.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/388","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For the tactic or approach, this focuses on the type of marketing that you're going to use. This usually falls under well-known categories such as traditional marketing in that you're producing printed materials.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2447.0,2460.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/389","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"your mailing information out to patrons.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2460.0,2462.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/390","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's also event marketing where say you're hosting a workshop or an event, you're sponsoring an event.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2462.0,2469.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/391","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's content marketing such as blogs, websites, podcasts.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2469.0,2474.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/392","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's social media marketing, advertising.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2474.0,2478.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/393","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's SEO or search engine optimization where you're creating links in blogs, you're submitting keywords for people to search on the back end so that you can reach out to other people when they do a general search. So that's what that is. And then finally, there's performance and measurement.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2478.0,2493.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/394","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"How you measure your marketing effectiveness","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2493.0,2497.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/395","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"has a very traditional system in business marketing, including terms like ROI or return on investment.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2497.0,2506.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/396","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's the customer lifetime value, which is the average sale of the customer or overall sales efforts.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2506.0,2512.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/397","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You're comparing your profit versus how much you spent on the product and the marketing campaign. This is very different for libraries, but some principles can still be applied here.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2512.0,2523.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/398","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It's not about how much money you've made, excluding, of course, if you're having a fundraiser, but how much the library is used.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2523.0,2531.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/399","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The progress of your patron skills or how many tutoring sessions you were able to host","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2531.0,2538.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/400","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"How you measure is going to look very different here, but you're going to apply a very similar tactic. For","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2538.0,2547.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/401","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You count how many tutoring sessions that you accomplished for the month.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2547.0,2550.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/402","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And you compare the number to before you started marketing the program.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2550.0,2556.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/403","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And you want to ask yourself, did the numbers go up","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2556.0,2559.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/404","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or did they stay the same?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2559.0,2560.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/405","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Another example would be, say, you're promoting a","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2560.0,2564.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/406","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"a book collection that hasn't really gotten many checkouts. For example, say","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2564.0,2571.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/407","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"on a display case, you replace the popular fiction with, say, some gardening books for spring.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2571.0,2578.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/408","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For performance, you're going to measure your circulation statistics from before you had them on display versus after.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2578.0,2586.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/409","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So measuring for quality is going to be harder, though. For instance.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2586.0,2591.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/410","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Say you're measuring an individual student's progress on finding resources or progress in information literacy.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2591.0,2600.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/411","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But overall, the process or the purpose of this is knowing how to apply an approach or a tactic that is going to allow you to measure the success of your marketing efforts. Because if you're not able to measure it in some capacity, then you may never know how successful it really is or if it's a true need of your community.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2600.0,2621.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/412","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So let's get into the practical, what tools you can use. Some are going to be really obvious.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2621.0,2627.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/413","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So what tools do you use? There's going to be many tools to create your marketing materials and some you've probably heard of most","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2627.0,2634.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/414","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"of them you probably have, such as Instagram or Facebook for posting.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2634.0,2639.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/415","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"you actually have, there's quite a few schedulers out there so that you don't feel like you're always having to be connected to social media.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2639.0,2649.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/416","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And these are called later or HootSuite, where you can schedule your social media posts ahead of time.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2649.0,2657.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/417","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, I do this all the time. If I didn't schedule them, I probably would rarely post on our social media account for my university.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2657.0,2665.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/418","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So I use a very easy, I use Later, which is they have a free version","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2665.0,2671.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/419","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But you can schedule","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2671.0,2673.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/420","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"10 posts ahead of time.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2673.0,2676.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/421","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And when you schedule it, you're scheduling it according to","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2676.0,2680.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/422","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"whatever your library schedule is for events, for services, for programs, whatever it is. And it's really easy. It's a drag and drop.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2680.0,2686.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/423","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And once you connect your Instagram, Facebook, or both.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2686.0,2690.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/424","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It makes it super easy. So I highly recommend that you get one of those types of accounts.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2690.0,2697.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/425","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's also Canva to create your posts and other materials.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2697.0,2703.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/426","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Canva, again, is free. And if you're a nonprofit library, which would apply to mostly public libraries, maybe school libraries.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2703.0,2712.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/427","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They do have a pro account that they offer for free to certain nonprofits.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2712.0,2718.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/428","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So this is going to allow you to design your posts and create them and they have templates","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2718.0,2723.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/429","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"If you're not design savvy, they have a lot of design templates that you can easily modify.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2723.0,2729.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/430","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But the greatest","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2729.0,2731.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/431","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"advantage to this tool is that they have the sizes already predetermined","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2731.0,2737.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/432","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's also Photoshop for image editing or InDesign for creating flyers or printed materials. This is far more advanced.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2737.0,2744.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/433","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So I would recommend those only if you are already trained in the design field.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2744.0,2751.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/434","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You can use Canva to design flyers as well. So many of these tools are going to be either free or low cost and","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2751.0,2759.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/435","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"It takes time to create your marketing materials. So just be aware of that. You're not going to","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2759.0,2763.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/436","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"create a fancy flyer in five or 10 minutes. It will take you some time. So I encourage you to become familiar with Canva as a free tool to create","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2763.0,2773.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/437","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Practically everything, social media posts, flyers, other materials","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2773.0,2777.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/438","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They have many templates you can manipulate or you can create from scratch with a blank canvas, which I only recommend after you get familiar with the tool and after you learn how to manipulate current templates.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2777.0,2790.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/439","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So a great thing about Canva is that, as I said, the sizes are already preset to what you need.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2790.0,2796.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/440","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For the more advanced tools, as I mentioned, Adobe InDesign is the perfect layout program. I use that.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2796.0,2805.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/441","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But I was a professional graphic designer. So if that's intimidating to you, it's not a big deal. Just go to Canva.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2805.0,2811.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/442","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But probably the best free photo editing program out there is called Photopea.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2811.0,2820.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/443","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And that's P-E-A at the end. It's web-based and it's very similar to Adobe Photoshop.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2820.0,2827.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/444","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So for social media posts, there's the scheduling application like Later or Hootsuite.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2827.0,2832.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/445","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"There's also buffer that's free and it's very similar to later.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2832.0,2838.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/446","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And they're really easy to use. So with social media, what you want to do is determine what your patrons are more likely to use.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2838.0,2845.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/447","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You don't have to use every single platform, but use the ones that patrons are more likely to use. For example.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2845.0,2853.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/448","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"My library only posts to Instagram and Facebook because those are the most highly used. But remember, it's not always about how it looks.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2853.0,2863.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/449","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But the message that is displayed. So when you're determining the who, whether yourself or someone else in the library is creating these posts.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2863.0,2871.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/450","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"grading your marketing materials, consider this person","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2871.0,2874.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/451","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"to be someone that is willing to learn how to use the tools, that is interested in this.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2874.0,2881.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/452","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But it should also be a person that understands the importance of words and how messages are being portrayed.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2881.0,2888.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/453","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So when you're thinking of your message, you want to think of who it applies to, how you appeal to your audience, and how words or phrases cater to their needs, as well as how well you communicate those needs.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2888.0,2905.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/454","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So what do you market? These are obvious things that you're going to market, such as your programs, your events, your services, your resources, but you also want to market your message, what your library's mission is and how","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2905.0,2919.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/455","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"you are going to project that. So when you're in between promoting a service or program.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2919.0,2926.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/456","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What you need to be telling people is","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2926.0,2929.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/457","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And how you're telling them is related to your mission. There's always going to be lulls. So take that opportunity to not stop your marketing, but rather educate them on what the library does.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2929.0,2941.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/458","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So you might post an inspiring message on social media","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2941.0,2944.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/459","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, you can post a quote by a famous author and then you'll put a little spin in there saying, by the way, this author writes mystery books and we have a mystery book club.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2944.0,2954.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/460","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Something to that effect.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2954.0,2956.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/461","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But it's also not always about what you put. It's about digital marketing as well. It's about understanding what content to put for the platform that you're using in a way that makes people pay attention.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2956.0,2971.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/462","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You want people to care as much about your library as you do.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2971.0,2974.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/463","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So how you do that is making people feel like they are a part of it or an insider.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2974.0,2982.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/464","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For social currency, for example, this means communicating to people that they are a part of something.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2982.0,2988.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/465","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So how you get people to care is by finding their trigger or knowing","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2988.0,2993.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/466","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"what will get them to think of your library often?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2993.0,2997.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/467","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"That is anything that's relatable, what gets them in the door?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=2997.0,3002.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/468","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is the practical or the logical approach.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3002.0,3005.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/469","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"With emotional, you're going to build beyond function.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3005.0,3008.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/470","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So how can you provide an emotional connection to your library?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3008.0,3013.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/471","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"When you think of the library, what triggers you?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3013.0,3016.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/472","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You can tell a story that everybody is going to connect with.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3016.0,3019.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/473","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You can connect people to an image that portrays that emotion or that need.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3019.0,3023.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/474","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"If you want people to connect with the library, they also need to know how others are connected and that's why you are giving these types of examples.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3023.0,3032.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/475","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"When you see other people represented, it lets them see that there is a need and that they are welcome to develop that connection on their own personally.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3032.0,3043.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/476","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For instance, say you post a testimonial of a child","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3043.0,3047.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/477","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"reading for the first time.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3047.0,3048.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/478","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is going to connect others and seeing how they can use the library for their own child.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3048.0,3054.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/479","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So what can you provide to them that is beneficial","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3054.0,3059.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/480","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Or how can they use it to see themselves in that marketing? And that is the primary purpose.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3059.0,3067.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/481","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So I have a couple of examples here. And yes, we are at the 10 minute mark, just wrapping it up here.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3067.0,3074.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/482","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is an example of two different posts, both projecting very similar information, but as you can see.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3074.0,3083.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/483","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They both have the same design and similar text","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3083.0,3086.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/484","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But one has a little bit more basic information and one has slightly more.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3086.0,3089.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/485","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Both tell you the story time starts at two.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3089.0,3094.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/486","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But the second gives a little bit more on who it's for.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3094.0,3099.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/487","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So even though the information might be obvious to you because you're creating this, it probably isn't obvious to everyone else because this is the first time they're seeing it.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3099.0,3107.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/488","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So I'm giving you this example in that just a simple social media post","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3107.0,3114.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/489","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"needs to be specific so that you can cater to that audience that will want to attend.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3114.0,3122.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/490","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Another example here, this is catered towards","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3122.0,3124.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/491","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"say a college library.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3124.0,3128.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/492","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This gives you an example of students studying the libraries, finding any nook and cranny that they can to study.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3128.0,3135.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/493","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But one's more detailed and one isn't.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3135.0,3138.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/494","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Not that one is better than the other, but you have to think about what do you think my students are more likely to read?","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3138.0,3147.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/495","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"What grabs their attention more? It might actually be","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3147.0,3151.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/496","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"the one on the left because you can read it within a couple of seconds.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3151.0,3156.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/497","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The one on the right may cater towards those that are","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3156.0,3159.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/498","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"maybe looking for something a little bit more specific.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3159.0,3164.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/499","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So it's all about the design part of it is all about catering it to who your audience is. And again, that's going to be unique to whoever your library is.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3164.0,3177.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/500","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So you're going to need to target your audience.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3177.0,3181.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/501","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"You need to find out who your current audience is you","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3181.0,3185.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/502","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"probably already have a really good idea of who that is, but this is more centrally focused in that","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3185.0,3191.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/503","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Your type of library is going to matter on who you serve. So say public libraries serve everyone.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3191.0,3198.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/504","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"But say your specific library caters more towards children because you have a higher population.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3198.0,3205.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/505","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"you're an academic library, so you primarily serve students. But based","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3205.0,3209.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/506","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"school, say you cater more towards the sciences or more towards the humanities, or maybe you're a trade, more of a trade school where you're","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3209.0,3218.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/507","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"focusing on a specific profession.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3218.0,3220.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/508","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"This is going to determine who your target audience is.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3220.0,3226.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/509","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, again, public library, maybe you primarily serve adults versus children.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3226.0,3230.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/510","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So how you market is going to change on based on your target audience. So when you're developing your marketing skills, you will have to define both your current audience","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3230.0,3241.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/511","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"and your target audience.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3241.0,3244.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/512","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So if you want to expand to a greater audience, that is going to be your target audience.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3244.0,3249.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/513","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Your current audience may be the same.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3249.0,3252.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/514","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And you just want more people of that same audience to come in, but that will","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3252.0,3259.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/515","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"who is your current, who is your target and determining if they are the same.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3259.0,3266.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/516","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Which will then bring you to phased planning.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3266.0,3270.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/517","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"A well-planned marketing strategy is more successful.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3270.0,3274.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/518","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"In order for you to market, you have to plan it out.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3274.0,3279.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/519","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"For example, with events, programs, services that are tied to dates, this needs to be planned months ahead of time, which I'm sure you already do. But what often happens is you plan these events","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3279.0,3291.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/520","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"months ahead of time to get it out in the community calendar. But when it comes to marketing, taking that extra step.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3291.0,3298.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/521","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"That also often falls to the wayside.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3298.0,3303.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/522","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"When it comes to planning your service, your program.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3303.0,3308.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/523","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"with those solid dates, have a well-planned marketing strategy to get the word out. For example.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3308.0,3313.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/524","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Have a timeline three months prior to your event, you start distributing flyers.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3313.0,3320.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/525","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"one month prior, you start promoting that specific program. Two months or two weeks prior, you really hustle and you give","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3320.0,3328.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/526","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"your target audience, say like a children's program, you give all more information to the parents that are coming in.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3328.0,3335.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/527","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So it's all about that phased planning and creating a","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3335.0,3340.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/528","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"timeline that allows you to reach greater audiences.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3340.0,3347.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/529","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"So I have an example here, which will be a takeaway for you. We're not going to do the exercise now, but what I would encourage you to do is create a mission statement or an action plan.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3347.0,3359.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/530","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I'm going to leave this with you for you to read later because we are short on time, but this gives you the instructions on what you need to do in order to take that very first step.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3359.0,3370.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/531","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Continuing on with the exercise, this gives you greater directions and instructions. That is your key takeaway in that","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3370.0,3379.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/532","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"After you create your mission, you're going to go through an analysis and a goal process. And these are the steps that you want to take for that.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3379.0,3388.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/533","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And that is…","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3388.0,3390.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/534","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"The end of the presentation. Thank you so much, everyone, for listening. I noticed some chat.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3390.0,3397.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/535","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"are coming in. So let me go ahead and take a look at that.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3397.0,3402.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/536","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"See if there's any questions.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3402.0,3406.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/537","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And you can type it in. So go ahead and do that if you do have any questions. We do have a few spare minutes.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3406.0,3417.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/538","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Takeaways from the meeting. Okay, so they're all from Shania. Thank you.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3417.0,3427.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/539","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"All right, so if there's no questions here, this exercise","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3427.0,3434.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/540","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I just wanted to highlight is","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3434.0,3437.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/541","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"is something right from the very beginning, this is all of what I talked about in the lecture today.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3437.0,3444.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/542","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And this will allow you the more practical solution in determining what your library's mission is, if it needs to change to project your library value, which then will help you in","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3444.0,3455.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/543","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"marketing your library according to that value.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3455.0,3485.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/544","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Well, I'm not seeing any questions come in, so you did give us a few spare minutes.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3491.0,3498.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/545","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"That's okay. You can be quiet. That's all right.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3498.0,3501.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/546","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I'm an introvert myself and sometimes the questions often come later and hopefully the information I presented to you today","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3501.0,3508.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/547","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"was able to answer a lot of the questions.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3508.0,3513.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/548","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Thank you, Debbie.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3513.0,3515.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/549","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"We also will be including your email address in the follow-up email. So if anybody thinks of questions afterwards.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3515.0,3522.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/550","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Yeah.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3522.0,3526.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/551","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Yes, absolutely. Sometimes, a lot of the times the questions come later and","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3526.0,3531.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/552","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And that's perfectly fine. You can reach out to me.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3531.0,3532.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/553","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"They can reach out to you.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3532.0,3539.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/554","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Well, I want to thank you so much, Jennifer, for your presentation. I want to thank everybody for coming.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3539.0,3545.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/555","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"All right. Thank you.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3545.0,3546.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/556","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"And again, we'll be getting that information out to you soon.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3546.0,3547.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/557","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Yeah, thank you so much, everyone. Thank you for attending. And I hope I was able to give you some good information today.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3547.0,3558.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/558","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Perfect. And Shania, we can go ahead and stop the recording.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3558.0,3573.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/559","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"I think she's having some technical issues, so we can just go ahead and log off and we'll uh","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3573.0,3578.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/560","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"handle the recording.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3578.0,3579.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/561","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"All right. Well, thank you so much. Have a great day, everyone. Have a great impending weekend as well.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3579.0,3586.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/562","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Thank you.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3586.0,3588.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/563","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"All right. Bye-bye.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3588.0,3589.0"},{"id":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817/transcript/72621/annotation/564","type":"Annotation","motivation":"transcribing","body":{"type":"TextualBody","value":"Bye.","format":"text/plain"},"target":"https://lyrasis.aviaryplatform.com/collections/3592/collection_resources/138467/file/256817#t=3589.0,3619.0"}]}]}]}