Using library books as direct marketing vehicles - huh?!

This article from the UK's Guardian entitled, "Libraries to be 'new channel' for direct marketing" describes how some libraries have agreed to allow advertisements to be placed next to the due date slips in the books they circulate. To clarify, these ads don't come from the libraries themselves, but from private businesses. Here's what a director at the direct marketing company had to say about this tactic:

'"The inserts are put in the book at the first page as you're handed the book to check it out," he explained. "They're going to be inserted right next to the panel with the return date on it, which means that everyone will look at them at least once."

"We're looking at somewhere between 500,000 and 300,000 a month at the moment," he said, adding that if 300,000 slots were sold a month the participating libraries could hope to see income of around £10,000."

There are hopes to take this idea nationwide, though not everyone is happy with it, as noted in the article.

I'm not a fan of this approach at all, and I'm a marketing enthusiast! The proponents suggest that this kind of advertising promises big revenues, which may be true, but at what cost? One of our most substantial assets, in my opinion, is our brand - a brand that is based on more than books. Our brand also represents trustworthiness and unbiased information services, which these external ads undermine. No matter how much we need additional funds, we should never relinquish our competitive advantages for short-term gains, particularly when doing so could damage those advantages in the long-term.

This direct marketing approach hasn't reached the U.S. yet, but it's not a stretch to say that it could do so in the future. We've already had similar debates over corporate sponsorships and 3rd party entities like coffee shops occupying our buildings. But this crosses a line, in my opinion. I'm interested to know how this might strike you UK readers out there.

Making the unfun fun: A marketing lesson

This news from Florida Radiology Imaging should give any librarian a boost of inspiration. The creative people at FRI held a brainstorming session in which they devised a way to persuade women to get those pesky but important mammograms done. Their solution? Throw a party! FRI now offers Midnight Mammogram & Manicure sessions where women can invite up to 13 of their friends for an evening of wine, food, pampering, and mammogramming. According to a local news article,

"The idea came about as employees at Florida Radiology Imaging brainstormed for ways to celebrate Breast Cancer Awareness Month in October.

"You have heard of women going to Botox parties. Well, we decided this is way more important than that," said Melody Huffman, marketing director for the radiology group. "I have friends myself, moms who work and are so involved with school -- the last thing they do is take care of themselves. But you can always get a girlfriend to go to dinner. So we're trying to make it easy and fun to come out and take care of your health."'

The service, scheduled to run through October, is now booked through November, and then who knows? Their event site even features e-mail invitations, easily allowing women to spread the word.

Ok, librarians. We have our challenge! If a medical facility can make mammograms fun and actually motivate people to want to have them done, then making libraries fun and rewarding to use should be a snap, right? This is another EXCELLENT example of Triumphs in Marketing. Notice that this had little or nothing to do with promotion, and everything to do with rethinking services so that they appeal to women's needs and preferences. Also notice that this program is the result of a brainstorming session. Brainstorming is not fluff - it can have real and significant consequences and is a technique we should make more good use of. Kudos, FRI.

Wild Wyoming libraries

I was Meebo-ed by an anonymous tipper who asked if I had heard about the Wyoming Libraries Campaign - thanks anon.! I wrote about it last year, but was glad for the reminder to review their new campaign materials. I think the campaign is pretty funny and relevant for the patron base. I also really like the slogan: "bringing the world to Wyoming." Nancy Dowd has some thoughts on the campaign too.

Cultural institutions tackle memory loss

Good morning, campers! It's the wee hours of the morning (at least for me). I'm at RIC ready to fly to Green Bay, WI to give a talk on drawing in new users for the Wisconsin Library Association - how fun! Ever on the lookout for great marketing inspiration, I had to whip up this post after reading a great story in USA Today. An article called, "Alzheimer's program is one from the art" describes how Manhattan's Museum of Modern Art offers special programming to persons with dementia and their caregivers. The program is called Meet Me at MoMA. According to the article, the specially-designed tours have been shown to aid recall and open people up who might otherwise be too nervous to express themselves.

Not only is this program inspirational, it's brilliant marketing. Great marketing serves important needs. In this case, museums are addressing a significant health issue and nurturing people's well-being, while providing caregivers with a well-deserved respite. Wow! This example is sure to be featured in my talk as a creative example of how we librarians could segment our market and fill unmet needs, even in our overcrowded marketplace. What a wonderful way to draw in non-users and benefit the community at the same time.

I hope to blog a bit from the conference and share any marketing-related goodies with you.

Get your game face on: Understanding and serving gamers

As fellow library marketing enthusiasts, I'm sure most you will agree that attracting new library users involves much more than a "build it and they will come" service mentality. In terms of gaming and gamers, it isn't enough just to plug in a Nintendo or two and hope that masses of people will flood your building. To attract this population we need to truly understand who they are and what value-added services we can provide to connect with them on their terms. Here, then, is my next post in my gaming series that takes a closer look at gamers and what we can offer them.

By the way, if you want an EXCELLENT primer on gaming and library services, you really have to read Jenny Levine's Library Technology Report, Gaming & Libraries: Intersection of Services. In fact, most of the demographic data I'm sharing with you comes from that report, but you'll learn much more by picking up a copy and reading it over yourself.

That said, who the heck are gamers? As Jenny and others point out, most of us are gamers of some form or another. If you play cards, checkers, video games, or Sudoku, you're a gamer. This fact flies smack dab in the face of common stereotypes that make gamers out to be basement-dwelling, socially awkward teenage boys. In fact, Jenny cites a CNN study that found women over 40 years old are the biggest group of online gamers! Furthermore, according to other reports, the average gamer is 33 years old, and 67% of American heads of household play video and computer games. What's so amazing is that gamers span in incredibly wide range of ages, ethnicities, educational backgrounds, and income levels. And you don't have to look far to find just how monumental a force gaming is in the marketplace. Just look at this recent article from GameSpot that says the game Halo 3 broke the all-time record for preorders in North America. If these sheer numbers and demographics don't get your marketing senses tingling with excitement, I don't know what will. This is definitely a significant segment of the population we librarians should be taking a close look at.

While it's all well and good to know who gamers are, it's often not enough just to circulate copies of Mario Kart (though it's definitely not a bad place to start...). Good library marketers know that to be really successful, we must take a look at gamers' underlying motivations and tailor our services to accommodate those needs and preferences. Through some reading and attending the GLLS event last month, I have some ideas about how we can add value to the gaming experience to make it worthwhile for this group to come to the library. Most of my conclusions are based on the exciting case studies and research I heard about that were extremely inspirational. Here are my thoughts, but I also welcome comments from experienced librarian-gamers who have other insights:

• Scale: It's amazing what altering the scale of an experience can do to draw people in. This point was driven home by the gaming initiatives at GA Tech and Lori Critz's summary of their Unreal Tournament. The Tournament featured a gigantic screen (also pictured here) that attracted many students because it created an ambiance they couldn't duplicate in their dorm rooms. It's sort of like the difference between going to a park and going to Disney World. Disney does things big, and sometimes big (big audiences, big attractions, and big events) are better.
• Competition: Surprise! Gamers like to compete. And librarians can help them do that. Just take a look at Ann Arbor District Library's homegrown tournament scoring and management tools. Tools include a leaderboard and blogs that allow gaming patrons to keep up with how they stack up. By facilitating competition, librarians are structuring meaningful experiences for patrons - a HUGE added value. Fortunately for library-land, AADL is making its GT System available free of charge in the near future, and even hoping to have multi-library synchronized tournaments!
• Community: What sold me completely on gaming in libraries is how games draw diverse people together. I was amazed by Eli Neiburger's account of a senior citizen challenging young patrons in DDR Tournament. (Apparently, he was a big hit). To my mind, libraries are not only great at bringing diverse groups together, but doing so is a responsiblity. Community is also an added value because it's not something that many people can find easily, but it's something that most people seek.
• Fun: Ok, this is an obvious one, but fun can be a major attraction. Fun doesn't just happen though (I wish it did! And students in my library instruction classes probably do too! ;-) ). Fun, it turns out, is the result of planning and structure. Consider an article by my #1 librarian hero and the reason I got into reference work, Lisa Norberg. Lisa's article, Play Matters: The Academic Librarian's Role in Fostering Historical Thinking, describes how to make research fun by creating digital sandboxes and other tools that allow students to explore primary resources in a risk-free, engaging format. Digital sandboxes and the like don't create themselves. Librarians need to think strategically about how to make using their services and resources enjoyable.
• Validation: Even though we're not therapists, we have an opportunity to provide some psychological support to patrons by validating their interests and hobbies. At the Symposium, I heard story after story about how just by offering games instead of chastizing patrons for playing them, librarians turned disgruntled youth into fervent library fans. In large part this is because by supporting activities like gaming, librarians give those people who engage in them the recognition and approval that they may not be getting elsewhere.
• New Perspectives: If you haven't heard of Big Games, do yourself a favor and check out Gegory Trefry's talk from the Symposium. Basically, Big Games move games from boards and TV screens to real-life environments, even entire citites. Trefry talked about how libraries themselves could become gaming grounds where patrons could search for codes in books, for example. This point is related to the previous one about scale, but Big Games and related activities are more than just big - they force people to look at everyday objects and places in new ways. Framing environments in new ways is a value-added service (it's tough work and loads of planning!). Portraying the familiar in unfamiliar ways is a great way for librarians to attract gaming audiences.

My next post on this topic will be about how gaming principles can be applied to designing quality library services, and it will appear, appropriately enough, on the Designing Better Libraries blog. In the meantime, let me know what you think: How can we add value to library services for gamers?

Space-age library marketing: An interview with Julia Cooper

Marketing consultant Julia Cooper contacted me a while ago about an article she wrote for Marketing Library Services called "How to Evaluate Your Library's Physical Environment." In her article, Julia outlines 5 broad areas librarians should address in managing their spaces: the big picture, the outdoors, the public services landscape, the target market landscapes, and the internal customer landscape. Space management is critical in marketing services because spaces are one of the few tangible indicators patrons have of the service quality they should expect from you. For this reason, I was happy to link to Julia's article, but I was even happier that she agreed to an e-mail interview so that I could ask her some follow-up questions. Here is our exchange:

Jill: From a marketing standpoint, what role does space play in service transactions?

Julia: Marketing is all about tapping into and meeting customer's needs, so SPACE is one method by which service is delivered. Designing different spaces is a form of communication to the user. Thus, by conducting space planning, a marketer can help direct service. For example, by laying out the parking lot with a round-about at the entrance--the implicit communique is "this is where you stop and drop off or pick up passengers." The service is implied and intuitive. The easier it is to tell [customers] what to do in the space the better the service experience! Putting barriers, such as service desks and displays in the pathway of foot traffic is important too.

Jill: What is the most common mistake librarians make in designing their spaces and how do you recommend overcoming it?

Julia: Well, in general, I would recommend that librarians take a more strategic and active approach in designing spaces for their patrons, rather than depending on other professionals to lead the design process. Architects or salespeople, for example, have their own professional goals and motivations (such as winning design awards/sales quotas). I recommend employing consultants or other 3rd parties to gather information from the end-users, including both internal and external customers, and using library day-to-day operations on the front lines to direct design strategy and implementation.

Jill: I believe that understanding your patrons' basic demographic characteristics (age, gender, etc.) can give you some insights into how to manage your spaces, but demographics alone only scratch the surface and rarely result in compelling or innovative strategies. That's why I was particularly interested in the fact that your article addressed patrons' lifestyles. You ask, for example, "If there is a large population of young parents, should you add a stroller parking pad? Is everyone a pet owner, but you have no pet-friendly space?" Have you seen any examples of how libraries or other businesses have done an exceptional job of addressing lifestyle with their spaces?

Julia: Jill, this is a great follow-up question to my point in Question 2. Whether one is considering an addition, using space already available, or starting from scratch, focus on the customer's needs and activities, that come together to create their lifestyle. (That is why doing marketing research is so important.) There are lots of examples in the corporate world, such as providing workout facilities with windows overlooking busy avenues/nature or walking paths around the grounds for employees. Employees are customers too and by focusing on healthy lifestyle choices, workers are more productive.

In general, people with similar belief systems congregate at work, but especially where they live. That means that lifestyle activities can be supported by the community library as well. We have always excelled at focusing on the children's area of the library, for example having solitary reading nooks, a giant plastic whale to climb, castle doors opening to a collection, beanstalks with reference to fables, etc. that lead to a fairy tale land of make-believe. We can be just as creative with other spaces too!

Jill: Those of us working in the same setting day-to-day might have a difficult time viewing our spaces with fresh eyes. In addition to evaluating the items you mention in your article, what approaches do you suggest for keeping a fresh perspective so that we can identify new opportunities to make our spaces more user-friendly?

Julia: First, one has to be receptive to taking a fresh look or to ask someone else for feedback. It really starts by the vision of the leaders in the library and if the physical environment of the library is considered to be part of the service mix or not. Also the atmosphere is important in staying responsive to customer needs, rather than the attitude of "that is how is always has been." To keep a fresh perspective, though, it starts by thinking that 1) not everything is set in stone, furniture can move, shelves can move, books can move, etc.2) you can make small changes in baby steps and see a difference 3) if you witness certain behavior patterns, observe & record it over a specific amount of time and then act--for example, if everyone cuts through the grass to reach your front door, then add a sidewalk there or brick path and 4) when in doubt, ASK the customer--not just one, but a sample. Finally, doing nothing is an option--but what is important is that you don't get complacent and don't stop looking for better ways to help people.

Jill: Could you talk more about the concepts of style and atmosphere and why they're so important in managing spaces effectively?

Julia: I could write a book on this topic--and maybe I will one day! Basically, style can be produced by manipulating principles and elements of design to create a balanced look and evoke feelings at its core. Atmosphere is more encompassing by adding the "personality"--through people, ambiance, all the senses in the setting. For example, Barnes & Noble Booksellers design a store with an alcove that can be used as seating for reading with coffee tables (to set your Starbucks, of course) and large windows for natural lighting. This area, too, can be converted to an author-signing space, a guest lecturer, a poetry night, a book club meeting, a guitarist solo on a stool, etc. The multi-functionality of the space presents a venue for adding to the bookstore atmosphere and acts as a destination place within the store itself. Thus, in this example, creating a certain atmosphere can bring about goodwill and brand loyalty in addition to repeat visits and sales. Likewise, the library can add more value to the patron experience by de-cluttering spaces to make them more visually appealing and approachable or add photos of historical sites in the community to create the sense of stability.

Jill: Is there anything else you'd like to say about the relationship between library spaces, patrons, and marketing strategy that wasn't expressed in the article?

Julia: Just to keep an open mind and to look around at examples everywhere--in your community or across the world--to get inspired. Then get focused and implement the ideas!

A big thank you to Julia for sharing the expertise she's gained from 10+ years of consulting experience. If you have additional questions, you can contact her at (614) 406-2252 or jfcooper15@hotmail.com. I know these interviews take a considerable amount of time and thought on the part of interviewees, so I extend my sincere thanks to all of you who have taken the time to share what you know on LM. I think we all benefit from sharing our ideas. I hope this information helps you think through your spaces strategically to make them more effective for your target audiences!

Lovin' the library at the University of Tennessee

Perhaps I'm biased because my manager is a UT grad (Go Vols!), but I was really intrigued by a promotion campaign at UT's Pendergrass Library. In search for ways to enforce library regulations that are agreeable to both librarians and patrons, library staff came up with a clever promotion campaign that features a simple stick figure design.

Shown here is one graphic in the series. It encourages students to throw away their trash.

What appeals most to me is that this seemingly simple image conveys a lot of meaning to its target audience, which was evident after speaking with library supervisor Allison Roberts who worked on the design. For instance, UT Knoxville is located near the scenic Great Smoky Mountains National Park. The green color of the image is a nod to the respect the UT community holds for the environment. Furthermore, the "Pack it in; Pack it out" phrase is well-known among hikers, a popular pastime in the Knoxville area. Plus, heck, the image is just plain eye-catching to me. So, I was extremely pleased that Allison graciously gave me some of her time to talk to me over the phone and respond to some follow-up e-mail questions I sent her. The following is our exchange:

Jill: Your deceptively simple-looking image actually communicates a great deal to your target audience. Could you discuss how the "Pack it out" message and eco-friendly green color resonate with your patrons?

Allison: "The idea is derived from the hiking symbol used by park services and the idea of low impact use of resources. If you love your park you make strides to reduce your environmental impact. The same should also apply to facilities and resources we use everyday. If you love your library you should reduce your environmental impact. A library is a resource that deserves conservation and respect like a national park. Individuals that use Pendergrass Library have recognized that they share the responsibility and strive to make a difference in their impact."

Jill: You mentioned that you selected a stick figure for its simplicity and visual impact. What can librarians learn from your example about graphic design?

Allison: "It is important to convey an idea simply and succinct to reach all audiences."

Jill: How do you use this image and where do you display it?

Allison: "We currently have a large "Pack it out" poster on display as you enter the library, placed several posters on study tables and decals on trash cans. In addition, we created desktop wallpaper for all the workstations in the Library."

Jill: You said that the campaign has been effective and well-received. Can you give some examples of feedback you've received and changes in patrons' behaviors? Also, why do you think this campaign works so well?

Allison: "When we decided to allow food in the library a heavy weight was lifted. The staff no longer had to police for violations. The individuals that use the library were relieved that they no longer had to hide food. Overall the atmosphere is lighter. By allowing food we created a better environment for the users; however, the problem of pests was a concern. I felt that if we could try to eliminate food trash in the library the pests would not become a huge problem. I tried to create a message that would help the users share the responsibility. I think this idea works well because our users can identify with the message of conservation."

Jill: "Pack it out" is part of a series of planned promotions that seek to educate patrons about library policies. What other pieces are you planning?

Allison: "Currently, the stick man is presenting our "Love your Library: Quiet Zone" notification on the door to the stacks study area. It is also on our "Love your Library: Respect Books" bookmark. The design is versatile, so there is no limit to its future applications."

Jill: Is there anything else about this project you'd like to share with colleagues?

Allison: "In addition to posting "Pack it out" notices we have asked housekeeping to remove the trash twice a day and increase vacuuming in the high use areas. Our collaborative effort has made a difference in the amount of trash and debris from study time munching."

Way to know your audience, Allison! And kudos on creating a campaign that can be recycled for many uses. I love how UT was able to translate popular environmental sentiments to library issues and to draw in patrons as partners in making the library a more comfortable place for everyone. Also, note that a good promotion campaign is always backed up by sound services, in this case, housekeeping. Promotion alone can't make much of a difference but it can be powerful in combination with real action.

Allison kindly shared two other images (below) from the series as well as a link to their bookmark promoting preservation (PDF). Please note that you need permission from Allison if you wish to use the images in any way. Thanks so much for sharing this well-planned and executed campaign!

The good of customer service

After all my talk about Delta's horrific customer "service," it's worth noting that great service is not dead. One of the best service encounters I've had recently took place at a Famous Dave's restaurant. Our initial interactions with the staff began well. They greeted us pleasantly and promptly and seated us right away. While the service to this point was good, it was not exceptional. What made it so was our waiter and the extra attention the restaurant gives first-time customers.

It was a slow time of day for the restaurant, but rather than be discouraged by the lack of tips, our waiter used the opportunity to talk in-depth about the menu. This was my first visit to Famous Dave's, and I was unfamiliar with the food. Knowing this, our waiter sat down next to us and discussed his personal favorite items and got to know my tastes and preferences so that he could make a recommendation. I asked him all kinds of questions about the meats and BBQ sauces, and he was able to confidently answer each of them. He really seemed to be passionate about his love of the food served there, which in turn made me more enthusiastic about the place as well. In fact, he was so knowledgeable and attentive that I made it a point to tell the manager about what exceptional service we received.

To top off a great meal, Famous Dave's does something that I thought was remarkable. They give each "first-timer" a free bottle of their best BBQ sauce (it's not sample-size either!) as well as a packet full of information about the company's history, it's catering service, and menu. The envelope that contains the information reads as follows:

"Dear First-timer,

Was it as good for you as it was for us? We hope so. Because as far as we're concerned, this is just the beginning of a long and happy relationship.

We want to see your smiling face at our door for many years to come. So, be sure to tell us if there's anything we can do better to keep you coming back.

In the meantime, check out the information in this envelope. We'll be waiting for your next visit with open arms and mouth-watering 'que."

Those few short paragraphs speak volumes about the company's brand and personality. This personality even carried over to the phone survey I was prompted to call on my receipt. The recording reflected this casual, conversational tone and whimsical attitude that now defines Famous Dave's for me. Notice too that the letter solicits feedback and emphasizes the notion that dining is more than transactional, it's a relationship.

To keep the relationship-building momentum going, the restaurant has a P.I.G. Club (Pretty Important Guest). By signing up, members get e-mails with important news, free gifts, and a birthday message (kids get their own birthday gifts).

I may be a pushover, but I was blown away by the entire experience. They nailed every aspect of service quality including Responsiveness, Assurance, Tangibles (the décor was very fun!), Empathy, and, well, I'll evaluate Reliability on my next visit. Furthermore, the little extras for first-timers are the definition of word-of-mouth moments (I'm telling you all about it after all!). They truly made me feel appreciated as a customer. It make me think about what we do and don't do for first-timers in our libraries. What can we do to communicate to patrons that we want a relationship with them? What kind of a welcome can we and should we give these patrons that will make them want to come back again? At my school, I'm involved with freshman orientation, but what about those who wander in for the first time? On numerous occasions, patrons say to me, "This is my first time in here..." I usually say "Welcome" and give them a map of the building, but perhaps we could have prepared materials that include vital library information and contact information so that they are encouraged to reach out to us with future questions. When someone identifies themselves as new to the library, we should recognize what a great opportunity we have to make a good impression that could last a lifetime. A light bulb should turn on reminding us that we need to make a special effort to make our fist-timers feel important. Thanks for the lesson, Famous Dave's!

Mom power

We hear a lot about Gen Xers and Yers, but what about Gen X and Gen Y moms? This influential, Web-savvy consumer segment is the topic of an Intelligence Group report, Mom Intelligence, which is discussed in a recent iMedia piece. These busy moms rely on the Internet to conduct banking and other transactions, learn about child care, socialize with other mothers, keep up with family, and get the scoop on products and services. Even though their schedules are full, they make time for using the Internet in search of people and things that will make their offline lives better, according to the research findings. They're also more likely than non-moms to spread the word on the useful services and products they encounter.

If these women are among your target patrons, this report offers lots of service ideas for you. For example, why not provide online tutorials, blogs, or webcasts to teach parents how to identify and evaluate quality information on child care? Librarians could also sponsor reading groups (online or in-person) that focus on childhood development issues and that perhaps draw in local service providers. The key, it appears, is to make services for this group quick, convenient, and online if possible by creating more specialized online content and taking advantage of the social networks they rely on for quality information. Is anyone currently reaching out to Gen X/Y moms with stories to share? Post them in a comment!

Note: The Intelligence Group offers a free daily newsletter on its Trend Central site (registration required). The focus is on youth culture, and recent topics include smartpox, gaming theaters, and popular music artists. This newsletter looks like it would be particularly great for you youth services librarians in the crowd, or those interested in pop culture.

Update: I just found a Trend Central report on Teen Websites to Know - neat!

Serving patrons with disabilities

I returned to work yesterday after a harrowing journey back from a marketing educators conference in San Diego. The trip provided material that will be the subject of 2 upcoming blog posts: 1. What makes good customer service? (Hint: My return trip is an example of how NOT to please customers!) and 2. How marketing can make students better researchers (I co-wrote an award-winning paper with a VCU Marketing professor on a topic related library marketing, which I presented at the conference. I'll discuss what the paper's about and what our next steps will be).

As usual after a long trip without Internet access, I returned to volumes of interesting marketing news and information, which I'll be working to get up shortly. In the meantime, I'm grateful to Matt Navitsky who contacted me today on behalf of the National Library Service, or NLS. I'm grateful because Matt highlighted an important segment of patrons that I've neglected so far on this blog -- patrons with disabilities -- and informed me of tools to help reach out to this diverse group with its own specialized needs.

The NLS offers library services for those who are blind or otherwise physically handicapped through its network of regional and sub-regional libraries. Specifically, it delivers braille and audio books along with playback equipment to patrons free of charge via its Talking Book Program. Most impressive to me is that the NLS offers talking book clubs where patrons can get together with other patrons physically, by phone, or online, and they're geared to all age groups from kids to centenarians! These clubs give patrons an important lifeline to others in their communities and help them to form new friendships. You can check out the NLS' press release for more details.

I admit that though I work with patrons with disabilities, I was unaware of what the NLS has to offer. This example reminded me to think about ways in which we can engage this audience with our materials and services. In my role, I've brought in speakers who work primarily with people with disabilities to educate our staff on the perspectives of patrons who have varying physical limitations and how we can make the library more inviting. There are a few of key things I've learned about disabilities services that have influenced my work. First, by making the library more accessible to people with disabilities, the library space tends to become more accessible for everyone. For example, adjustable-height tables can accommodate wheelchairs, but they can also accommodate patrons of varying heights. Second, we all have limitations of some kind or another and it's important to remember those experiences as we approach service and space design. If you've ever sprained an ankle and had to be on crutches, you have some idea of what it's like to have to navigate flights of stairs and carry armloads of books, or wait for someone assist you. It can be frustrating! Imagine having to deal with that frustration on a regular basis and consider how we can reduce some of those aggravations in our libraries. Finally, just as with any other segment of patrons, it's necessary to seek out and understand the points of view of those with disabilities in order to best serve them. Last year, a member of my undergraduate advisory group used a wheelchair and it was very enlightening to hear from her what it's like to get around the library. Her perspective was completely different from mine and it helped me see the library in a new light, which I could not have imagined on my own. If you need help getting an outside, professional view, consider contacting local agencies such as departments for the blind and vision impaired. When I did so, a representative offered to come to the library to identify problem areas we may have free of charge.

My role and experience in this area is somewhat limited, so I would appreciate knowing what you've done to reach out to patrons with disabilities with library facilities, equipment, and services, as well as any other insights you may have.

Update: Alice Hagemeyer, Founder and President of FOLDA (Friends of Libraries for Deaf Action) posted a note to some listservs about a PBS documentary airing tonight (3/21) called Through Deaf Eyes (9pm EST). The filmmakers intended to portray the variety of stories and issues in the deaf community, including the role of technology in social change. Please post your comments about the film if you watch it!