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Increase Outreach through Co-Branding

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  1. Increase Outreach through Co-Branding

  2. Question: How was the small rural City of Chelsea, Michigan able to become a 5-Star City for entrepreneurial climate? Answer: Through the use of co-branding and collaboration between the MI-SBTDC and the Chelsea District Library. Library-Biz Connect
  3. Co-Branding: Why? When effectively done, co-branding provides a way for organizations to combine forces so that their marketing efforts work in synergy. Capitalizing on each other's resources for cost savings. From an organizational perspective co-branding represents an opportunity for a win-win scenario. Co-Branding Advantages
  4. Co-Branding: Who? Select a highly reputable partner organization. Select a complementary or synergistic partner organization. Select a partner organization within the same regional area. Select a partner organization with a proven history of successfully serving your target population. Co-Branding Guidelines
  5. Co-Branding: Who? Local Partners Community Ownership Appropriate Technology or Facilities Knowledge to Implement Programs Aware of Small Business Issues Measure and Monitor Success Co-Branding Guidelines
  6. Collaborate: Why Libraries & SBDC’s?
  7. SBDC’s Need Greater Public Awareness of Available Services Clients for Consulting Space for Business Workshops Private Areas for Consulting Small Business Champions Collaborate: Why Libraries & SBDC’s?
  8. Public Libraries Need Innovative Workshops for Adult Patrons Greater Public Awareness of Benefits Larger Participation in the Local Community Increased Use of Library Resources Library Champions Collaborate: Why Libraries & SBDC’s?
  9. A view from the outside:

    Loss of value
  10. Community College Library Public Libraries

    A view from the outside:

    SBTDC Local Banks DDA Local First Movements Chambers of Commerce Business District Associations Rotary SCORE University Libraries Local Newspapers
  11. Local Entities that exist in most communities Main Street Business Associations DDA Rotary Chambers of Commerce Local First Movements Local Banks Local Newspapers Local Public Library Entrepreneurs Small Business Owners University Libraries Washtenaw Community College National and/or Regional Business Service Organizations Entities that serve large geographic areas.
  12. Libraries Public Libraries In and around Washtenaw, Livingston, Wayne, Lenawee and Hillsdale Counties Academic Libraries Washtenaw Community College University of Michigan and Eastern Michigan University Michigan eLibrary Small Business Service Organizations National Organizations SBDC SCORE Local Chambers Local Organizations Arts Meets Business Business Consultants SPARK Ann Arbor Food System Economic Partnership Who are we?
  13. Who We Serve
  14. Mission statement: To provide access to a network of business information and support services for new and existing small businesses. We aim to: Position public libraries as the local portal for economic development. Connect average businesses to knowledge, data, training, and business counseling in an approachable environment. Pool regional resources to benefit our local communities.
  15. SBDC’s Lower or maintain operating costs by leveraging shared resources Larger geographic reach Free marketing Free space for workshops and one-on-one counseling Reduce risk of trying something new - learn from each other’s mistakes and success Identify new markets Deepen community relationships Can focus on what you do REALLY well Co-Branding Benefits
  16. Libraries Show off - Librarians know how to get business information, that’s powerful! Usage statistics to provide stakeholders Recommendations for collection development Education about resources Deepen community relationships More patrons and new audiences for programming Build relationships to access resources Co-Branding Benefits
  17. What We Offer
  18. Spring 2009 Fall 2010 WCC’s Bailey Library Ypsilanti District Library Chelsea District Library Dexter District Library Jackson District Library & Food System Economic Partnership (FSEP) Brighton District Library 57 miles 32 miles 48 miles Biz Resource Centers
  19. MI-SBTDC BRC’s: The Biz Resource Center is a partnership program between local libraries or organizations and the Michigan Small Business & Technology Development Center. One-stop locations where current and future small business owners can receive business assistance and advice. The latest computer technology, hardware and software, and extensive small business reference library of hard copy books, and publications. Software for a variety of business applications, addressing diverse business. Biz Resource Centers
  20. Roles & Responsibilities
  21. SBDC’s Libraries’ Marketing Presenters for business workshops One-on-one consultations Doing what we do REALLY well, working with business owners Stay up to date on what resources are available Marketing Program offerings: workshops on business topics Facilities for workshops and business counseling Refer patrons to appropriate resource Internally educate staff about the collaborative Roles & Responsibilities
  22. Putting it to Use in a Public Library Grow Your Business 1:1 Consulting monthly Taking Care of Business Workshops Fundamentals of Starting Your Own Business Writing a Business Plan Finance: What Your Small Business Must Know Marketing Your Business Online Borrow A Business Expert Food, Farming and Business Co-Branding at Work
  23. It’s all about who you know! Speakers found through contacts with libraries These contacts are crucial for successful marketing as well Expanding your own contacts Outreach to your audience Co-Branding at Work
  24. Directed Marketing Co-Branding at Work
  25. Lessons Learned Don’t do it by yourself because you don’t have to The business world is about networking, and by networking with libraries SBDC’s can better meet the needs of business owners Ask to be asked It works… Co-Branding at Work
  26. Lessons Learned Case Study
  27. Defining Differences: Approachable environment Known community entity Accessible facility Distributed workload Pooled resources Co-Branding at Work
  28. Visible Asset to the Community Chelsea named 5-Star City for entrepreneurial climate for our “work to foster economic development.” Library’s partnership with SBTDC recognized alongside tax incentives and the Downtown Development Authority. Local Recognition
  29. Where do we go from here?
  30. Start somewhere Find a Fit Utilize your local connections Know your resources Ignore the naysayers Outreach: Don’t wait to be asked Action Steps
  31. Shannon Beeman, MI-SBTDC Washtenaw Community College 301 West Michigan Ave, Ypsilanti, MI 734.547.9170 srbeeman@wccnet.edu Victoria Bennett, WCC Washtenaw Community College 4800 E Huron River, Ann Arbor, MI 734.973.3300 Contact Information