Targeted Audience Bookmarks

In today's delivery each library will receive a package of four new bookmarks developed through the Marketing & Program Advisory Committee to help libraries target specific segments of their community. "Your library has something for you."
· New Resident
· Firefighters & EMTs
· Home Schoolers
· Newly Retired
Each bookmark follows the layout of the database bookmarks at the header to help them be identifiable as a library bookmark. The content of each bookmark is specific to the target audience, assisting that particular group to see what the library has for them to help them get connected, find answers, save money and more.

These bookmarks were born out of the MHLS Building Your Base project, a project focused on using targeted marketing approaches to connect more effectively with particular groups within your community. Target marketing is a way to identify and tailor your communication methods for a specific group of people you'd like to reach. It's an approach worth considering for the following reasons:

(1) The climate for library funding is more competitive than ever before making it critical to steadily build community support for your library.

(2) It enables you to create new and stronger connections in your community.

(3) It empowers you to work smarter rather than harder in your marketing efforts.

Learn more at http://midhudson.org/byb/

Distribution Tips:
New Residents:
­Check in with local realtors; see if they will offer the bookmark at their office.

­Ask your town clerk to offer the bookmark at their office.

­Find out who is new* and send them a welcome letter, enclose the bookmark.

Find more ideas to reach out to New Residents (*including how to find out who is new in town) on the MHLS web site:
http://midhudson.org/gateway/marketing-new-residents.htm

Firefighters & EMTs:
­Walk over to your local firehouse and introduce yourself.

­Ask your fire chief if they will include the information from the bookmark in their newsletter to members.

Find more ideas to reach out to Firefighters & EMTs through the MHLS Building Your Base web site:
http://midhudson.org/byb/main.htm#samples

Home School Families:
­Personally hand the bookmark to parents you know use the library for home schooling; strike up a conversation about how you might get the word out to others.

­Google "homeschooling" & your town/county to find home school networks in your community you can tap into.

Find more ideas to reach out to Home Schoolers through the MHLS Youth Services Department web site:
http://midhudson.org/program/support/homeschooling.htm

Newly Retired:
­Ask your local Office for the Aging, RSVP, AARP or senior center to put out the bookmark at their locations and include the info in their newsletter.

­Check with local businesses like financial planners, lawyers, travel agents, antique shops, garden centers and restaurants to see if they will display your bookmark.

Find more ideas on the MHLS Building Your Base web site:
http://midhudson.org/byb/

MHLS Announcements
Annual Statistical Report Now Open for Data Entry: Each library is required to do an annual statistical report online for the Division of Library Development (DLD). All reports should be fully submitted by the end of Tuesday, February 17, 2009. State funding (LLSA) is not released to any MHLS library until all MHLS annual reports are fully submitted. The annual report software has now been turned on by DLD, and is ready for your data entry. Login at http://midhudson.org. Usernames and passwords are the same from year to year. Information from MHLS for the holdings, circulation and financial areas has been sent to each library in a manila envelope labeled "Library Director: Important Annual Report Information." Contacts for additional annual report information follow. Contact us if we can be helpful with your report.
· Usernames & passwords, software functionality issues & general questions: Lena Smolon (lsmolon@midhudson.org or x236)
· Millennium information: Laurie Shedrick (lshedrick@midhudson.org or x221)
· Info provided by MHLS Business Office: Doris Formby (dformby@midhudson.org or x210)
· General questions: Merribeth Advocate (madvocate@midhudson.org or x254)

Friends Support Group to meet in February:
Topic: Keeping Accounts: Best Practices for Financial Recordkeeping facilitated by Rebekkah Smith Aldrich, MHLS Coordinator of Member Information. Wednesday, February 11th from 5:30 - 7:30pm in the MHLS Auditorium (105 Market Street, Poughkeepsie, 12601). This support group has been created as a forum for member library Friends to come together and share information. Issues, problems and solutions will be on the table for all to learn from each other. This group meets multiple times per year.
· Get ideas
· Hear from those who do what you do
· Discuss and share challenges and solutions
*We will specifically discuss the new IRS 990 forms that now require all tax-exempt organizations, regardless of income, to file with the government.

A light dinner will be served. Registration is required. Register one of 2 ways:
1. Online at: http://calendar.midhudson.org/
2. Call 845.471.6060 x246

Marketing, Advocacy & Funding
Stay Tuned and Save the Date: Tuesday, March 10th is NYLA Library Lobby Day in Albany. Watch for next week's Bulletin for all the details, including talking points, bus registration info and the Library Supporter "To Do" list for February.

Youth Services
Government says you must close your library to children under 12 or have all your kids' books tested for lead. Bet that got your attention! Here's what you need to know:
­ August 2008: Congress passed legislation to decrease levels of lead and phthalates in products intended for children under 12. Not Congressional intent to include books.
­ Law to be enforced by the Consumer Product Safety Commission (CPSC).
­ December 2008: Under new interpretation of law, books are subject to same testing standards as children's toys/clothing.
­ Advisory opinion from the CPSC states every book must be tested by one of their certified labs, since legislation is retroactive.
­ Result: All schools, public libraries, and academic libraries could be required to remove all children's books from their shelves to be tested or prevent children from entering their libraries entirely, beginning February 10, 2009.
­ January 15, 2009: CPSC released opinion that "if it is an 'ordinary book' - one that is intended for readers of all ages, including children - then it does not require testing [for phthalates], as it is considered reading material and not a toy." [http://www.cpsc.gov/library/foia/advisory/323.pdf]
­ Same opinion states that books intended for children under 12 do not have to be tested for phthalates; but DO need to be tested for lead.
ALA is considering lawsuit and is working to overturn the ruling. They are asking CPSC for a formal opinion exempting libraries from testing all children's books.
Meanwhile, ALA recommends we take no action but stay alert for decisions from the CPSC. If parents ask about this, here is text you could use to reassure them: "We are monitoring this fluid situation as new rulings are made. Certainly the safety of our children is foremost. Congress never intended ordinary books to be part of this, but books that are intended to be used as toys should be tested. Board books demand a closer look since they are not intended as toys, but are obviously put in the mouth and chewed." See the What's New section of MHLS Youth Services site for links to more detailed info and the latest updates on this issue:
http://midhudson.org/department/youth/main.htm

MHLS' Health Information Project (HIP) Offers Opportunity to Expand Library Programs for Teens:
-Directors in Columbia County should now have received an invitation to apply to become a 2009-2011 Health Information Center. The application is also accessible through http://hip.midhudson.org. Deadline: February 25th.
- Currently available for ALL member libraries:
­Teen-reviewed and recommended videos, books and websites: http://hip.midhudson.org.
­Free HIP mouse pads for use at library computers; also bookmarks for teens, postcards for adult patrons, and resource guides for middle and high school educators and agencies. Order through MHLS Online Material Request Form: http://midhudson.org/forms/material_request.htm.
­For assistance with promoting resources to community agencies/educators call HIP Coordinator Bobbi Clapp at x223 or email her at bclapp@midhudson.org.

Member Libraries are welcome to submit items of interest and job openings to the MHLS Bulletin: bulletin@midhudson.org. The MHLS Bulletin is available on line at http://midhudson.org/bulletins/main.htm.