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Engaging Young Professionals: Strategies for Library Outreach and Programming

This presentation explores the needs and challenges of young professionals, a demographic often underserved by public libraries. Attendees will learn about barriers to participation, such as a lack of targeted programming and awareness. We will discuss successful case studies, including initiatives by Multnomah County Library and Kansas City Public Library, that effectively engage young professionals through tailored events and collaborations. Discover strategies librarians can implement to connect with this group and enhance library services to better meet their social and informational needs.

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Engaging Young Professionals: Strategies for Library Outreach and Programming

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Presentation Transcript

  1. Young Professionals: The Missing Link SI 643: Winter 2012

  2. Your Presenters: Caitlin R. Halley T. Mariah C.

  3. Agenda • Barriers to participation • Potential problems • Programming case studies • Questions

  4. Learning Goals • Define “Young Professionals” as patron group • Understand why they are underserved • How we, as librarians, can better serve them

  5. Who are “Young Professionals ? “The term young professional generally refers to a young person not in school who is employed in a profession or white-collar occupation.” Source: http://en.wikipedia.org/wiki/Young_professional

  6. Importance • Advocates • Volunteers • Specific Committees • Event Planning Ideas

  7. Importance • May have used libraries before • Have specific information needs and problems

  8. Why are they underserved? • Not a large population of young professionals currently use public libraries • Several barriers that prevent them from participating in library programs

  9. Barriers to Participation • Most library programming is oriented towards families with kids • Timing of programming vs. library hours • Lack of awareness/specific marketing • Planning/time constraints for librarians

  10. Polls! • When was the last time you were at the library? (for yourself, not for school!) Please reply to this question in chat 

  11. Polls Cont. • What was the last library programming you attended? • How did you find out about it?

  12. Polls Cont. • How would you feel about meeting up with a librarian and a group at a: • coffee shop • bar • movie theater book>movie discussion

  13. Information and Social Needs • Can be very mobile, sometimes because of careers • Info needs -- decisions to make • Learning about cool local places (ex: craft breweries, cider mills) • Tax/financial decisions & needs • Social needs -- a group that’s not their co-workers

  14. Determine needs, then develop programs…

  15. Case Studies: Three examples of libraries successfully developing programs to serve YPs

  16. Multnomah County Library Portland, OR Realized they needed to meet their potential patrons where they were: Interest-wise Physically image: mcl

  17. Response: Planning library visits to events and locations where potential library patrons are already gathering and talking Stumptown Comics Fest Keep Portland Weird Fest Events & programs tying into print/lit culture not previously seen as “library-like” Zine library and related programming Looking at ways to make events library already hosts more friendly to those patrons sans-children Central Library Block Party – adjustments to format images: DIY Stumptown Comics Fest & MCL

  18. Results Connection to patrons in the “YP” demographic who are interested/engaged in reading, producing and sharing media, but perhaps doing so in less traditional formats images: DIY alert

  19. Kansas City Public Library Recognized that the library could provide programming that wasn’t necessarily being provided by other organizations… image: david king

  20. Response: Tailoring programming to show that the library understands needs & wants of this demographic: Rooftop movies, “New Cult Canon” Food/”Eclectic Eats” Specific local interest in military issues image: programming librarian

  21. Results In addition to connecting specifically with this tricky demographic… Library has also been able to secure media and build local media partnerships/relationships image: AV Club

  22. Henderson LibrariesNevada, outside Las Vegas Library leadership initially presumed:service area = mostly retired seniors and young families Market research showed:Many young professionals in the service area without children. In fact, only 35% of households included children image: we are imagine

  23. Response: Addition of on-demand database services in Business Consumer Health School Support/Scholarships & Grants Broad-based ad & PR campaign Boosting general awareness of the library and its services/programs High Quality Brochures and Print Materials Telling library’s story via benefit statements relevant to specific segments image: we are imagine

  24. Results: Library has seen increased usage across: # of patrons (card-holders) Checkouts Visitors/”gate-count” Recognized as willing to try new programs, experiment Redbox example Image: Las Vegas Sun

  25. Questions & Answers Thank you! Evaluation here: http://bit.ly/IbIeUh

  26. References & links • Brewer, Amanda; Kirk, Kristen; Latalladi, Portia; Sajones, Sandra; Shorr, Manya. "IfYouDidn’t Work Here, Would You Come Here?" Slideshare. Presentation deck. Web. 6 Apr. 2012.<http://www.slideshare.net/gueste89715ad/if-you-didnt-work-here-would-you-visit-presentation> • Futterman, Marc. "Finding the Underserved." Library Journal, 15 Oct. 2008. Web. 6 Apr. 2012.<http://www.libraryjournal.com/article/CA6602835.html> • Oder, Norman. "PLA 2010 Conference: Reaching 'Quarter-Life'; Adults and Young Professionals" Library Journal, 29 March. 2012 Web. 6 Apr. 2012.http://www.libraryjournal.com/lj/community/publicservices/884337-276/ pla_2010_conference_reaching_aposquarter-lifeapos.html.csp> • Tarski, Elizabeth. "Young Professionals: Underserved at Public Libraries." Diversity Pathfinders. Web. 9 Apr. 2012.<http://diversitypathfindersli8332010.pbworks.com/w/page/31331903/Young%20Professionals%3A%20Underserved%20at%20Public%20Libraries>. • "Young Professionals." Wikipedia. 1 Apr. 2012 <http://en.wikipedia.org/wiki/Young_professional>

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