TexShare Communication Working Group Meeting Minutes
Texas State Library and Archives Commission, Room 202
July 09, 2004

Attendees
Willie Braudaway, Dell Davis, Stephen Dingman, Mabel Hockaday, Monica Norem, Steve Seale, Stacy Sizemore, Greg Tramel, Ron Wirtz, Mike Avila, Ann Mason, Erica McKewen (TSL Liaison), Ann Mason (TSL Liaison)

1. Welcome - Beverley Shirley
Bev welcomed the Working Group. TSLAC depends and relies on the TexShare working groups for guidance and advice. The Communication Working Group and TSLAC need to communicate about all of the TexShare programs. The TexShare Working Groups all had individual marketing plans in the past. TSLAC and stakeholders developed and implemented a communication plan for TexShare, and that work has evolved into a permanent Working Group of TexShare, whose purpose is to communicate to the public, each other, and the Legislature. The TexShare consortium must rely on its members to effectively communicate information about TexShare to Texans. The Communication Plan task force came up with various ideas for TexShare communication. The Communication WG can apply these ideas to a practicality test, to prioritize and organize these ideas. TSLAC will support the group in any way. Come ‘06, the budget will be really tight, and the printing budget will be cut. TSLAC has no budget to do “glitzy” work. The budget for the entire year of printing for FY05 is about $6,000.

2. Introductions
Everyone in attendance introduced himself or herself.

3. Purpose & Background – Erica McKewen
Erica spoke about the purpose of the Working Group, and the background that led to the formation of the WG. Back in June 2002, TSLAC started to look at the 78th legislative session to begin in Jan. 2003. TexShare databases had expanded with the money that came in from the Telecommunications Infrastructure Fund grant, and the public needed to be informed about the resources. TSLAC contracted with a communications consultant and held a stakeholder meeting that produced a list of needs and priorities. The consultant drafted a Communications Plan that was approved by the TexShare Advisory Board in Aug. 2002 (a link to the plan and the final report was sent to the WG members prior to the meeting). The budget set aside for the Communication Plan was reduced during the course of the implementation. All the materials ended up having to be produced in-house. The target audience was the end-user, but it became apparent that many librarians did not know about the TexShare database program. Training must be connected to any marketing efforts. In January 2004, one of the outcomes from the strategic planning session was the creation of a formal Working Group to deal with TexShare Communication.

Ann Mason spoke about the TexShare materials mailing last summer, and how we need to work with the Texas Library Systems to help get the word out. Greg Tramel spoke about need for co-branding between TSLAC and the smaller libraries, where the libraries can add their own information to TexShare materials that are produced. Mabel Hockaday pointed out often times there is not one person designated as a marketing person at the library, so when materials are sent out in mass mailings, many different types of staff working at libraries receive these materials. That is why it is good to work with the Systems, so that the materials reach appropriate staff members at libraries. The importance of training for both TexShare and Library of Texas (LOT) was discussed, emphasizing the when and why of using TexShare and LOT, not just the how. The group agreed that discussion was needed about TexShare and LOT branding issues. It was brought up that Library of Texas is a component of TexShare and now has its own Working Group.

When we set our priorities and goals, we may focus on the TexShare databases since it is a legislative year, but the Communications WG is in charge of all aspects of TexShare. It was brought up that perhaps other TexShare WG members should be part of this Communications group. The group identified three different audiences: the public, Texas librarians, and the legislature. Now is the time TSLAC and the WG should focus on the legislature because our Legislative Appropriations Request is being submitted.

4. Approve Charter – Ann Mason
The edited charter is: 1) to plan and engage in activities that will promote the visibility of TexShare and increase public awareness of its mission, function, programs, activities, and needs; 2) to work with other TexShare Working Groups and TexShare stakeholders to successfully implement communications plans; and 3) to work with constituency groups to assess needs, gather input, and disseminate outreach materials and activities.

5. Discuss Roles and Responsibilities – Ann Mason
Ann explained that members represented their constituency. The individual roles and responsibilities were also discussed, as well as the responsibilities of the Chair.

TexShare Working Groups
Role: Provide member input on TexShare programs.
Responsibilities:
· Review TexShare programs and provide advice to TSLAC staff and the Advisory Board.
· Designate a chair that will participate in meetings of the Advisory Board.
· Propose agenda topics for Advisory Board meetings and provide information in support of agenda items as needed.
· Assist TSLAC staff in the selection of electronic databases.
· Monitor and recommend enhancements to the library card program.
· Recommend training programs.
· Review and recommend policy related to the interlibrary loan protocol.
· Review and recommend policies and procedures for the TExpress courier service.
· Review TexTreasures grant applications and recommend awards.
· Recommend statistics to be gathered and compiled.
· Prepare special reports and/or sponsor information activities as appropriate.
· Working groups will conduct their business by email, conference calls, and meetings, as they deem appropriate. They should meet at least once a year.

TexShare Working Group Chair
Role: Presides over working group meetings and provides leadership for working group activities.
Responsibilities:
· Calls working group meetings.
· Sets agenda for meetings.
· Presides at working group meetings.
· Submits reports to TexShare Advisory Board.
· Attends TexShare Advisory Board meetings.
· Represents working group to the Advisory Board, the profession, and the public.

6. Elect Chair
Greg Tramel volunteered to be Chair, and was unanimously approved.

7. Discuss Rules/Statutes that Affect TSLAC – Erica McKewen
Erica went over rules that affect TSLAC in informing the public about the programs TSLAC administers. Erica explained that our management’s policy is to be cautious. TSLAC cannot pay for advertising. Agencies need specific authority to be able to advertise, and TSLAC doesn’t have this authority. The TSLAC budget can’t be used for advertising, but we can work with individuals, foundations, or Friends groups. She passed out a two-page handout that contained the language of Government Code Chapter 2113, subchapters A – General Provisions (Definitions, 2113.001), and B – Restrictions on Officers and Employees (Publicity, 2113.011). The law prohibits TSLAC from employing a person whose main duties include public relations, and from contracting with a company to implement a public relations campaign. TSLAC can perform “outreach” and can “inform” constituents. We cannot “advertise” or “market.” TSLAC legal counsel says PSA’s are permissible, but we need carefully crafted language and cannot spend too much money on PSA’s. Greg Tramel talked about the PSA produced by TLA about databases. Erica had a copy and showed it after lunch.

TSLAC cannot lobby, but can provide information to the legislature. Working group members and constituents can advocate. TSLAC relies on TLA and its members to advocate on their behalf. TSLAC and the WG can secure sponsors, but we should work through the Friends group to receive and use funds because the Friends do not have the same purchasing restrictions as TSLAC. The bottom line is that the Communications WG can be aggressive, where TSLAC has to be careful.

We viewed the PSA made by TLA. Library online databases were mentioned, but TexShare was not. We wondered if they would produce another one for this year’s legislative session. The PSA ended with a suggestion for viewers to directly call their legislators, but the 1-800 number went directly to TLA offices for TLA to collect and present to the Legislature.

Some librarians take it upon themselves to inform users about TexShare, but some do not, or don’t realize that it is important. For advocacy purposes they should mention TexShare.

Steve Seale mentioned the upcoming TexShare Reference training by TSLAC, as well as the Project LEAD (Library Education at the Desktop) online training courses being developed by the University of North Texas School of Library and Information Sciences and the Northeast Texas Library System (NETLS). NETLS has helped develop online tutorials as part of Project LEAD. The Communication WG could use their influence to back Project LEAD and get the word out to thousands of people in Texas. Steve mentioned that supporting the TexShare databases has gotten easier now that the remote access and statistics issues have improved, but now we should focus on other issues. It has been suggested to Project LEAD that they could produce online tutorials regarding Library of Texas (LOT) and TexShare. The Library Systems in Texas can contract with Project LEAD for courses, and for yearly access to training modules. TSLAC is in the process of doing that for two Project LEAD courses.

8. Identify Objectives, Tactics & Timelines for Coming Year
The next meeting of the group will be by teleconference, and a time for the meeting needs to be decided. The group agreed that TSLAC would provide the following to possibly be presented as future Library System meetings:

1) a one-page fact sheet/talking points with cost savings included to use as a tool, and 2) a press release that includes space for local library information and user anecdotes.

Ideas were generated about incentives for libraries to submit their press release to local media or submit their anecdotes to TSLAC and the WG. For example, when libraries pledge to use the press release they could get an electronic pushpin for their library put on a map of Texas on a Web page. When they pledge they get one color, and when they follow through they get another color. Or we can use icons like a square or triangle. Another idea to motivate libraries to go to a link for submittal included sending them a prize for doing so, whether it be bookmarks or vendor-donated materials, such as pencils, magnets, etc.

The audiences the WG will target were re-affirmed as Librarians and Library staff, the general public, and the Legislature. The WG discussed adding a fourth audience: affiliated organizations, but did not come to a final conclusion.

Some priorities identified by the group:

• Get public librarians to “buy into” TexShare by providing materials that are “short and sweet” and not overly complicated, such as a speech, press release, and one-page fact sheet/talking points. The press release needs to have a section for local anecdotes and mention remote access. These materials should lure librarians to the Web page with some kind of prize.
• Ask System Coordinators to identify 1 or 2 people within their system that can disseminate information.
• Have a short “survey” where they answer or end a sentence to gauge effectiveness of obtaining materials on the Press Pass page.
• Get graphs for database statistics to let libraries see the growth.
• Make TexShare a verb like “Googling” – “TexSharing.”
• Specific library statistics broken down by library.
• Set up a WG mailing list, set deadline for any responses that are asked of the WG to ensure timely responses. Discuss System meeting times on this discussion lists.
• TLA 2005 presentation on TexSharing with patrons, with PLD as possible co-sponsor along with the Communications Working Group. The title for the program will be: “TexSharing: Do It or Lose It!”
• Toolkit that shows how to get patrons to use TexShare, and how to train & fire up staff to use TexShare.
• Something physical & visual, like a drill or hammer, zip drive, something from Home Depot, post-it notes – something that can be part of toolkit and logo.

Other ideas:

• Increase logo identification of databases on Web pages.
• Contests with prizes like tiny TV sets, dinner coupons, etc. for the submitted stories of how TexShare “saved your life.”
• Online treasure hunts or other games that use information found in the databases.
• Get librarians to speak at meetings: professionals, community groups, etc.
• Increase cost avoidance awareness
• Give materials to System Coordinators that explain why TexShare is important.
• Include in packet information on danger of losing the databases.
• Make a tag line that is more positive, instead of starting with a negative, like the “Don’t just surf. Go beyond the Internet does.” “TexSharing“ was one idea.

The group agreed to sponsor a TLA program for next year and came to a consensus on a title: TexSharing: Do It or Lose It! The program will focus on best practices and how the TexShare Databases are being used. The panel could include a TexShare user or two, a representative from a large library, and a representative from a small library. Stephen Dingman agreed to be the facilitator during the TLA program.

9. Next Steps

• Before the next meeting of the WG, TSLAC will investigate the possibility of working group members attending the Library System meetings in the fall. It was also suggested we look into presenting at the fall TLA District meetings. (In process)
• Ann Mason will set up a discussion list for the group. (Completed)
• TLA program Form 1 will be submitted at the TLA Annual Assembly July 10-13, 2004 by TSLAC. (Completed)