1. Ontario Public Library Issues
Empowered! Positioning & Talking
Points for Public Libraries
Stephen Abram, MLA , FOPL Executive Director
Jan. 30, 2014
OLA Super Conference

2. About the Federation


Provides a single, strong voice for public libraries in Ontario to
enhance library policies and programs.

Services focus on three strategic pillars: advocacy, marketing,
and research.

Over 215 members representing libraries of all sizes and
geographic regions, and serving 80% of Ontario’s population.

2
A not-for-profit membership association established in 2005.
Our Board of Directors is composed of an equal number of
library board trustees and library chief executives.

3. What is FOPL?

3
Simply put: Ontario’s Public Libraries. Now more than ever
before, they play a critical role in the social, educational,
cultural and economic success of the communities in our
province. Public Libraries are an essential investment in
the future of our communities and are essential drivers of
success in school preparedness, reading readiness,
economic and employment success, and social equity. As
the development of the knowledge economy progresses,
public libraries are a vital link for every resident and every
community to ensure success of all Ontarians, regardless
of location or background.

4. FOPL Talking Points
The Public Library value proposition is strong
and includes (but isn’t limited to):
–
–
–
–
–
–
–
–
–
–
–
–
4
Excellent Return on Investment
Strong Economic Development
Great Employment Support
Welcoming New Canadians
Provable Early Literacy Development
Ongoing Support for Formal Education and Homework Help
Serve the whole community equitably
Affordable access to community resources
Access to Government Services and e-government
Questions Deserve Quality Answers
Support Cultural Vitality
Recognized and Valued Leisure Activities for majority of Ontarians

5. What’s the ‘Problem”?
 We
have a very COMPLEX (not complicated)
value proposition
 We have great competencies BUT we need
to up our game on influence, advocacy, and
focus.
 We need to (MUST) speak with one voice
5

6. Public Libraries Transform
Communities


427 municipalities offer public library service through 1,085
service outlets.

5.0 million Ontario residents have active library cards.

Ontarians borrow 128.0 million items a year.

Ontario’s public libraries provide access to 10,474 public
computer workstations, and hundreds of online resources.

6
98.8% of Ontarians have access to public library service.
Ontario’s public libraries offer 152,552 programs with annual
attendance of 3,011,116 people.
Source: 2009 Ontario Public Library Statistics, Ontario Ministry
of Culture.

7. Our Priorities
1.
2.
Dedicated Provincial Funding Program
for Public Library Infrastructure and
AODA
3.
Inclusion in Provincial Literacy Strategies
and Funding Streams
4.
7
Adequate and Equitable Public Library
Funding
Dedicated Funding Program for First
Nation Public Libraries on Reserve

8. 1. Provincial Operating Grants


Represent less than 5% (on average) of the total operating
budgets of public libraries, a rate that is now among the lowest
of all provinces on a per capita basis.

8
Were cut almost 40% in 1996 and 1997, and have remained
static for the past 15 years, with no accommodation for
inflation, for population growth, or for the new generation of
users with fundamentally different information seeking habits.
Recent grants to SOLS and OLS-North were one-time and
targeted, and did not necessarily address priorities of local
library boards.

9. 2. Provincial Support for Library
Infrastructure
Need:
 Public libraries have a considerable need for sustainable
capital/infrastructure funding, especially for electronic
information systems, in order to keep pace with the new
generation of users with fundamentally different information
seeking habits.


9
In many Ontario communities, the public library is the only place
where broadband Internet access is available.
Provincial legislation such as the AODA is putting extraordinary
financial pressures on public libraries to ensure facilities are
accessible.

10. Limitations of Existing Funding
Programs for Infrastructure


10
The funding available through municipalities is
insufficient to address the requirement for periodic or
ongoing facility updating, accessibility, etc.
Municipalities are gatekeepers for accessing
provincial and federal funding.

11. Quantifying the Infrastructure
Obligation

Monteith Brown recently completed a Capital
Needs Analysis to quantify the infrastructure
deficit in Ontario public libraries.

Conclusions of Monteith Brown:
–
–
–
11
Ontario’s public library infrastructure is in crisis and
needs immediate attention.
The estimated public library capital infrastructure
obligation in Ontario is $1.4 billion at present.
If not properly addressed, this obligation will grow to
$2.1 billion by 2021.

12. Provincial Support for Library
Infrastructure
Recommendation:

12
The provincial government should establish an
ongoing sustainable funding program designated
exclusively for proper maintenance, renewal,
renovation, rehabilitation and expansion of Ontario
public libraries.

13. 3. Recent Studies of Library-based
Literacy Programs
A.
B.
13
Quantifying the Scope of Literacy
Programs in Public Libraries
Measuring Outcomes of Preschool
Literacy Programs

14. Scope of Literacy Programs Context




14
Retained Lumos Research to gather specific data on public
library programs in support of family and children’s literacy
during 2008.
Triggered by a series of provincial literacy strategies in which
public libraries were overlooked, such as Ontario Works, Early
Years Centres, Parenting and Family Literacy Centres and
Best Start Child & Family Centres.
Responded to a direct request by former Minister of Culture,
Aileen Carroll. Supported financially through her Library
Strategic Development Fund.
Focused on core literacy programs, which teach reading or
writing skills, make beginners familiar with printed materials,
provide remedial training, or ESL).

15. Scope of Literacy Programs –
Key Findings & Conclusions


688 core literacy programs were offered across Ontario in 2008.

A total of 1.2 million hours of instruction were provided for these
core literacy programs, 86% by library staff.

Early literacy programs in particular, account for 69% of all core
literacy programs and are offered in 76% of public libraries.

15
78% of public libraries provide core literacy programs.
Public libraries already play an active role in literacy
programming, especially for children between the ages of zero to
six years of age.

16. Outcomes Measurement Research
- Context

Retained OISE to conduct an Outcomes Measurement Study of
Preschool Literacy Programs to demonstrate to the education
sector the value of public library services.




Foster pre-literacy skills such as print awareness, narrative skills,
letter knowledge, vocabulary and phonological awareness.
Develop parent/caregiver understanding of the importance of
learning and playing with their children.
Enhance children’s development of language and numeracy skills
Improve family reading habits.

16
Study participants: Ajax PL, Chatham-Kent County L,
Clarington PL, Markham PL, Niagara PL, Ottawa PL, Thunder
Bay PL, Toronto PL, Whitby PL, Whitchurch-Stouffville PL.

OISE’s report was received in June 2012.

17. Outcomes Measurement Research
- OISE’s Findings


Early literacy library programs were particularly strong in meeting
parents’/caregivers’ goals of fostering children’s school readiness
and their motivation to read.

Library staff served as excellent literacy models for
parents/caregivers, enabling them to make reading with their
children more engaging and more productive.

17
Participating children demonstrated many early literacy
behaviours and understandings considered by leading early
researchers and experts to be foundational to later literacy
success.
Overall, early literacy library programs had a noticeable impact on
children’s literacy behaviour and on parent/caregiver-child

18. Recommendations to Provincial
Government re Literacy Programs


Broaden the eligibility criteria for provincially-funded
literacy programs to include public libraries.

18
Consult extensively with the public library sector before
future literacy policies and programs are formulated,
because current provincial policies and programs do not
recognize the many innovative partnerships that exist at the
local level between public libraries, school boards and
community agencies.
Assist with raising the profile of the public library within
both the Ministry of Education and Ministry of Children and
Youth Services, specifically for the early learning initiative.

19. 4. Funding of Ontario’s
First Nation Public Libraries




19
No municipal tax base to tap into.
No direct federal funding for First Nation libraries.
133 First Nations in Ontario; only 50 have public
libraries.
Those 50 rely on a small annual provincial grant of
$1.50/capita based on 15 year old census data, plus
a $13,000 salary supplement.

20. Service Implications for Ontario’s
50 First Nation Libraries




20
Only open an average of 29 hours per week.
Share facilities with another public service in 85% of
cases.
Staffed by a single (typically part-time) librarian in
97% of cases.
Suffer from insecure funding, limited resources for
staff salaries, geographic remoteness, lack of
political support, small inaccessible facilities, and low
profile in the community.

21. Relevant Advocacy Documents




21
Funding proposal to Aboriginal Affairs and Northern
Development Canada from the National Aboriginal
Public Libraries Organization (May 31, 2012)
Resolution approved by Special Chiefs Assembly of
the Assembly of First Nations (Dec 7, 2011)
Submission to National Panel on First Nation
Elementary and Secondary Education from the
Federation of Ontario Public Libraries (Nov 29, 2011)
Our Way Forward, A Strategic Plan for Ontario First
Nation Public Libraries (Apr 2004)

22. Federal/Provincial Support for
First Nation Public Libraries
Recommendation:
 Establish
an ongoing, sustainable funding
program dedicated exclusively to support the
establishment and ongoing operation of First
Nation public libraries on reserve.
22

23. Today’s Workshop
 Learn
about FOPL efforts to influence
 Review a model of a single issue plan
 Choose other issues to build on this model
 Collect the insights, ideas, and creativity…
23

24. VIP
 Value
 Impact
/ Influence
 Positioning
24

25. Elections: We can . . .
1. Inform our communities about the vital role
of libraries in the overall community priorities
context.
2. Talk to and engage community groups that
value the public library.
3. Engage and Educate politically active
citizens in their roles as incumbents,
candidates, and political activists.
25

26. Qualities of Effectiveness








26
LISTEN first
Be visible
Be likable
Be FOR something . . . not just against a policy or position.
Be memorable
Thank supports for the past support - well and often
Follow up with a thank you,
And don't complain, whine, attack, or be memorably negative.

27. The Players










27
Library board members (trustees)
The CEO
Library management team
Library staff
The union leadership
Community partners
Other municipal departments (that may be partners or competitors for
public or funding attention)
Cardholders
The community (groups, associations, individuals, donors)
Your associations (FOPL, OLA, OLBA, OPLA, AMPLO, ARUPLO,
CELUPL, CULC) and suppliers (SOLS, OLS-N, vendors) who have a
shared interest in your success.

28. CIALDINI’s 6 Factors
1.
2.
Consistency and commitment (stay on message so that you're
trusted more)
3.
Liking (this is a big one - people tend to like those they see more of)
4.
Reciprocity (offer to help them as well)
5.
Scarcity (know what you offer that they can't get consistently
elsewhere)
6.
28
Authority (use your sources that are trusted and good)
Social proof (have others speak for you too - especially if they're part
of their network or community)

29. Tips
 Be
29
short and to the point
 Avoid library jargon
 Be visual (pictures and charts)
 Avoid raw statistics and instead show
measurements and impact
 Make your point about impact memorable.
 Train everyone connected to your talking
points so that they can follow up and not just
parrot.

30. Springboard Stories
 Stephen
Denning’s book: The Springboard
 How Storytelling Ignites Action in
Knowledge-Era Organizations
 Individual
stories with impact
 Viral, repeatable stories
30

31. Story The Impact Factor Checklist










31


Brief
Succinct
Complete
Intelligible
Shock Value/Surprise
Upbeat
Illustrative
Appropriate
Personable
Memorable
Inspirational
Actionable

32. Test Your Story(ies) using these ?’s












32
Is it short and sweet? Can listeners quickly get the message and repeat it to others later
Is there just enough detail to get the point across or does it wander?
Does if answer the basic questions: Who? What? When? Where? How?
Will your audience appreciate the situation you are describing? Does this tale resonate?
Is the situation unusual in any way? Can the ending be predicted? Where’s the “punch
line”? Are they likely to retell it?
Does the story have a happy ending? Finish on a high note.
Does this story implicitly illustrate an impact the library made and the outcome you want?
Does this story fit with your main business?
Will the audience identify with or care about your story’s hero?
Will the listener be able to remember this story? Can it be easily retold?
Does the story have the potential to cause listeners to think about what it means to them?
Does the story have the potential to spring the listener to a new level of understanding and
action?

33. FOPL Talking Points
The Public Library value proposition is strong
and includes (but isn’t limited to):
–
–
–
–
–
–
–
–
–
–
–
–
33
Excellent Return on Investment
Strong Economic Development
Great Employment Support
Welcoming New Canadians
Provable Early Literacy Development
Ongoing Support for Formal Education and Homework Help
Serve the whole community equitably
Affordable access to community resources
Access to Government Services and e-government
Questions Deserve Quality Answers
Support Cultural Vitality
Recognized and Valued Leisure Activities for majority of Ontarians

34. Implementation: Talking Point Tools
 Tools
–
–
–
–
–
34
Presentations
Handouts
Annual Reports
Video
Social Media
(Facebook, Twitter,
Pinterest, Tumblr,
Flickr, etc.)
–
–
–
Press releases
Print Media
Events

35. Strategies – P’s and C’s and more







Who?
What?
Where?
When?
Why?
How?
(News)








35
Product
Place
Positioning
Promotion
People
Price
Public
Relations
(Kotler)








Plan

Ploy

Pattern

Priorities 

Position

Perspective 
(Mintzberg) 


Concept
Common Interest
Community
Context
Creativity
Content
Climate
Collaborators
Counsellors
Competitors
Citizens
Proper Planning Prevents Poor Performance

36. Short list of ideas












36

All-candidate meetings in libraries
Voter registration tables in library branches
Poll stations in library branches on Election Day
Social media information strategies about the economic, social, learning and cultural
impact of libraries
Educational activities about the proven impact of public libraries
Offer columns and articles to print media on major issues - print media shines during an
election. Be strategic.
Offer programs on understanding the local election process for teens, young adults, new
Canadians, etc. Invite seasoned politicians and candidates to present.
Up your TOUR game for community, candidates, counsellors and add photo-ops.
Do a census of your employees. Do you know whom they know?
Create events to get your message out there. Have volunteer thank you events
Make everything viral. Use tools like social media, infographics, annual reports, and
online videos to position the library's goodness and impact well and memorably.
Strategically determine the timing of your educational activities value of your library
Review your distribution lists to assess what you can use them for promotion

37. Small Group Sessions
 Choose
an arena to explore
 Volunteer to be a discussion leader
 Volunteer to be a scribe
 Put your creative thinking hats on
 GO!
37

38. Small Group Topics
The Public Library Value Proposition:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
38
Excellent Return on Investment
Strong Economic Development
Great Employment Support
Welcoming New Canadians
Provable Early Literacy Development
Ongoing Support for Formal Education and Homework Help
Serve the whole community equitably
Affordable access to community resources
Access to Government Services and e-government
Questions Deserve Quality Answers
Support Cultural Vitality
Recognized and Valued Leisure Activities for majority of Ontarians
Infrastructure Support (AODA and Buildings)

39. Workbook
 What
is the issue? … the real issue
 What are your goals?
 How do you gain attention?
 Who is your audience?
 What are your strategic communication and
engagement priorities?
 Let’s brainstorm . . . And share
39

40. Thank You
www.fopl.ca
Stephen Abram,
Executive Director
416-395-0746
sabram@fopl.ca