South Dakota’s libraries need to communicate their role in education, economic development and the quality of life. While some libraries do a great job of in-house public relations and/or community awareness, other than utilizing ALA’s “@ Your Library” campaign, SDLA has provided no statewide systematic approach with a unified message. The SDLA Public Relations Committee has created a comprehensive marketing plan in accordance with the SDLA Strategic Plan. Below, is an outline of the four goals created by the Public Relations committee (along with VP/President-elect Deb Hagemeier).

1. Introduction
SDLA has never had a comprehensive marketing plan. A plan is needed so SDLA and its membership may convey its ideas and vision to our stakeholders, our membership and others. SDLA represents libraries (school, academic, public, health, special, etc), library workers (student, paraprofessional, professional), library board members and trustees. Thus, the plan has to be able to meet the needs of all its members. Many people look to the State Library to represent libraries (mainly public/school libraries) to the public. SDLA and the State Library need to work together. SDLA recently hired lobbyist to track legislation and to convey our thoughts and proposals to the state legislature. SDLA needs to represent libraries and the resources and services they provide.

Challenges

• SDLA is a volunteer organization (time is an issue).
• No one is a marketing expert.
• This is a first time effort at developing a comprehensive plan.

Opportunities

• Governor Rounds 2010 initiative - The proposed plan will give SDLA an opportunity to educate, engage and work with state agencies and other stakeholders. SDLA needs to support the Governor's plan. The 2010 Initiative has two main objectives -- increase Economic Development and improve Education. Libraries can play major supporting roles for both objectives.

• Aleph, once it is running properly, will also provide an opportunity to build awareness of libraries state-wide. This will be especially true when the One Search function is implemented.

Relevant Research

School Libraries = Improved Reading Scores Much has been written on the need for professional librarians in K-12 schools. There are independent, replicated studies to back it up. . . Sample: Information power : building partnerships for learning / prepared by the American Association of School Librarians [and] Association for Educational Communications and Technology. (Chicago : American Library Association, 1998.)

Economic Development: Studies that show libraries are part of economic development (two studies and one plan)
Fraser, Bruce, Timothy Nelson, Charles McClure. "Describing the economic impact and benefits of Florida Public Libraries." Library & Information Science Research 24 (2002): 211-233. Science Direct.

"Economic Development and the Public Libraries: Perspectives on the Impact of an LSCA-Funded Research Project"
http://www.lib.niu.edu/ipo/il980280.html

Libraries of Eastern Oregon's "Lighting Up the Libraries" campaign
http://www.orsolutions.org/eastern/eastern.htm

GOALS

1. Stakeholders will value libraries as an essential part of Economic Development, Education and the quality of life for South Dakotans.

Objectives

• Hold legislature day at the State Library (annually)
• Five members call/meet local state legislator(s) on SDLA issues (annual). Members selected annually by the Library Issues committee.
• Lobbyists meet with legislature before and during session
• Establish five relationships with entrepreneurs/employers/researchers/real estate associations (2006)
• SDLA booth/attendance at 2010 symposiums and/or education and/or economic development conferences
• Create tourism page (Site will include information on libraries -- location, email access for public, local events, hours, web link to library, etc -- links to SD Tourism page, SDLA's site. Breakdown by region. PR chair/committee should be in charge of site)

2. Raise Public awareness of the services and resources provided by libraries

Objectives

• Four Press releases/PSAs on libraries/library workers role in Education and Economic Development (annually)
• Establish five relationships with entrepreneurs/employers/researchers/real estate associations (2006)
  • SDLA booth at two large state/regional fairs (annually) - work with state library
  • Create and promote tourism web site.
  • Develop new SDLA web presence for the public
  • Institutional members create link to SDLA site from their individual library web sites

• Membership increases 5% by 2007
• Collect feedback from library workers (members and non-members) annually via web form
• Mail packet informing membership of each committee's and sections's mission (by Dec 2005)
• Create student membership category (by 2006)
• Mailer to all library workers in South Dakota to inform them about SDLA and its mission/goals/programs (2006).
• Establish mentoring program for people new to the professional and/or South Dakota by 2007
• Develop new SDLA web presence for the membership (including a electronic membership directory)

Objectives

• Inform membership of SDLA activities/ projects twice a year.
• Mail packet informing membership activities/projects and of each committee's and sections's mission (by Dec 2005)
• Establish mentoring program for people new to the professional and/or South Dakota by 2007
• SDLA committees are active
• SDLA's web site provide online communications (e.g. web form for feedback, information on programming) for members.

• Restore school librarian certification requirements by 2006
• Discuss issue with legislators during legislature day at the State Library
• Five members call/meet local state legislator(s) (Library Issues committee selects members)
• Lobbyists meet with legislature before and during session
• State of South Dakota adds curriculum specialists to the State Library staff by 2006
• Discuss issue with legislators during legislature day at the State Library
• Five members call/meet local state legislator(s) (Library Issues committee selects members)
• Lobbyists meet with legislature before and during session
• Create public library districts