Your Name and Title:  Penny Hummel, MLIS

Library, School, or Organization Name:   Penny Hummel Consulting 

Co-Presenter Name(s):   Sofiya Deva, Founder, This Same Sky    

Area of the World from Which You Will Present:  Penny:  Portland OR;  Sofiya:  Dallas, TX

Language in Which You Will Present:  English 

Target Audience(s):  public libraries, academic libraries 

 Short Session Description (one line):

A creative discussion about how looking at library communications through a sustainability lens can result in making better connections with stakeholders and community members in the age of COVID-19. 

Full Session Description: 

From a marketing perspective, libraries have several unique challenges.  They serve a wide range of users, which makes it difficult to implement strategies to connect with specific audiences. Their promotional efforts are usually understaffed and underfunded, and in particular, their success in utilizing social media is limited.

In addition, COVID-19 closures have largely eliminated critical means of communication normally mobilized by library staff (such as word of mouth and print promotional materials) and the staff layoffs that many libraries are experiencing make successful communications even more difficult to implement. Thus, taking a sustainable approach to library storytelling and communications is more important than ever. 

In this session, a seasoned library marketer and an experienced corporate media strategist will share ideas about how to make library communications sustainable, strategic and successful in the age of COVID-19.  

Sofiya Deva is a strategist and social entrepreneur. Her trademark curiosity, and connection-based approach combined with keen insight and intellect, have made her a trusted advisor for major brands and thought leaders such as Chase, Adobe and Forbes. In 2019, she founded This Same Sky with the goal of connecting communities of artisans around the world with consumers through e-commerce. Grounded in values of sustainability and inclusion, This Same Sky produces home and personal accessories that inspire an intentional life. In early 2020, Sofiya served as COO of Warm Robots, a cultural consultancy and storytelling agency dedicated to leading courageous conversations and creating media that brings out the best in brands and people.

Penny Hummel is a librarian and consultant whose focus is ensuring libraries survive and thrive in challenging times.  Her areas of practice include marketing, organizational development, facilities planning and fundraising. She is a former small town library director as well as the former marketing and communications manager for Multnomah County Library (Portland OR).  Since opening her consulting practice in 2013, she has worked with 46 clients in eight states on 58 projects, including library communications relating to successful levy and bond elections, capital campaigns and outreach to underserved populations. 

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