Strategies for Successful Teen Services

Strategies for Successful
Jennifer Gal
Hamilton Public Library
Spring 2013
Southern Ontario
Library Service

Agenda
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Teen Services & Teens
Strategies & Ideas
to Teens & to Staff
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pinterest.com/libraryjennifer
All of the resources highlighted are
available at:
wwww.slideshare.net/jennifer.gal
This presentation is available at:

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Challenges
Opportunities
Part 1
Understanding
The Teenage Brain
Teen Library Use
Barriers to Engagement
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Challenges
Photo courtesy of National Media Museum on Flickr.

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Flying Solo
Photo courtesy of State Library of Queensland, Australia on Flickr.
Working in teen
services can
sometimes be
isolating.
This area of library
services doesn’t
traditionally have the
same level of staffing
that is dedicated to
children’s or adult
services.

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Staffing Limitations
According to the OPLA’s Teen
Services Benchmarks and
Statistical Report 2013, of
nearly 150 Ontario public
libraries surveyed,
only 1% of full-time
equivalent staff are allocated
exclusively to teen services .
“Teen Services Benchmarks and Statistical Report 2013.”
Ontario Public Library Association , February 2013

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Staffing Limitations
69% of libraries have a
person in charge of children’s
services.
31%of libraries have
staff allocated exclusively to
teen services.

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Budget Limitations
Children’s vs. Teen Programming Budgets
$581,673
2009
$101,988
2012
*total of all Ontario public libraries surveyed

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Budget Limitations
“... Teen librarians are challenged to
appeal to one of the most visually
sophisticated audiences with some of
the highest competition out there.
It is hard to meet the technology needs,
the collection needs, and the
programming desires of this age group
without reasonable funding ...”
“Missing the Mark: how young adult (teen) services in libraries are designed to fail.”
Teen Librarian Toolbox, September 6, 2012

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Budget Limitations
“... Crafts from
recycled toilet
paper rolls work
great with toddlers,
less so with
teenagers.”

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Constant Audience Turnover
Photo courtesy of Dan4th on Flickr.

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• Teen library staff are faced with the task of
constantly generating new audiences.
• A teen audience is a perpetually moving
target – as current teens outgrow
programs, a new crop of teens need to be
reached.

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• Staff don’t have the advantage of growing
a teen audience over time.
• Even a successful program can suddenly
unravel if the core group of teens
graduates.
• Teen staff need to consider audience
‘succession planning’.

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Serious Competition
• “In 2011 … the 13- to 19-year-old cohort of
American teens possessed approximately
$200 billion of buying power, making them a
significant market for advertisers and
corporations.”
“Advertising, Marketing, and Consumerism and Children / Youth Online.”
Media Smarts: Canada’s Centre for Digital and Media Literacy

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Opportunities
Photo courtesy of Vancouver Public Library on Flickr.

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Always in Beta
The factors that make teen services challenging
also provide fertile ground for creativity and
innovation.
• Teen services don’t share the long history of
children’s services but also don’t usually have
to contend with ‘we’ve always done it this way’
attitudes.
• Limited staffing and budgets promote
creative solutions.

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Risky Behaviour
Flying under the radar
provides an opportunity to
experiment and take risks
on new ideas.
A low profile also makes it
easier to make and recover
from mistakes.

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Significant Progress
100% of Ontario
libraries surveyed now
have a separately
defined budget for teen
materials.
This compares to only
20%in 2003.
Photo courtesy of Enokson on Flickr.

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Significant Progress
74% of libraries have a
lounge area for teens.
This compares to only
29%in 2003.
68% of libraries offer
programs for teens.
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YA Publishing Boom
• “With more than 4,000 titles and $600 million
in sales during 2011, youth literature is the
fastest-growing category in publishing.”
• This renaissance in teen publishing is attracting
an audience broader than the traditional 12 to
18 age range, with “55% of those who purchase
Young Adult fiction … between their late 20s and
mid 40s.”
“Teen Fiction a Turn-on for Adults, Too: Boom Times for Young Adult Fiction.”
Lorraine Chan, UBC Reports, December 5, 2012

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YA Publishing Boom
Teen literature has
also taken over the
box office and the
small screen with a
steady stream of
film and TV
adaptations
originating from
young adult fiction.

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YA Publishing Boom
Young adult novels “are incredibly filmic. They’re
so lean and propulsive and have such
momentum. They are novels with characters,
scenes and action that read like screenplays.”
Judith Saltman, Professor at the School of Library, Archival
and Information Studies at University of British Columbia
“Teen Fiction a Turn-on for Adults, Too: Boom Times for Young Adult Fiction.”
Lorraine Chan, UBC Reports, December 5, 2012

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Know Your Audience
Photo courtesy of The National Archives UK on Flickr.

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The Teenage Brain
“Adolescents differ from
adults in the way they
behave, solve problems,
and make decisions. There
is a biological explanation
for this difference.”
“The Teen Brain: Behavior, Problem Solving, and Decision Making.”
The American Academy of Child and Adolescent Psychiatry, December 2011

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The Teenage Brain
Amygdala: the region of the brain responsible
for instinctual reactions including fear and
aggressive behaviour.
Frontal Cortex: the area of the brain that
controls reasoning and helps us think before we
act.
Teen behaviour is guided more by the amygdala,
which develops earlier than the frontal cortex.

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The Teenage Brain
Based on the stage of their
brain development, adolescents are
more likely to:
• act on impulse
• misread or misinterpret social cues and emotions
• get into accidents of all kinds
• get involved in fights
• engage in dangerous or risky behaviour

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The Teenage Brain
Adolescents are less likely to:
• think before they act
• pause to consider the potential
consequences of their actions
• modify their dangerous or inappropriate
behaviours

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Teen Library Use
According to Pew Internet’s Younger Americans’
Reading and Library Habits Report , high school
students are “more likely than other age groups to have
“Younger Americans’ Reading and Library Habits.”
Pew Internet and American Life Project , October 23, 2012
used the library in
the past year.”
They are also “more
likely than others to
get reading
recommendations
at the library.”

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Teen Library Use
72% of teens
aged 16-17 have
used the library in
the last year
compared to
49% of adults
aged 65 and older

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Teen Library Use
“Yet while high schoolers led all other age groups
in library use, their appreciation for these library
services does not follow suit ...
45% of high schoolers ...
say that the library is not important or
‘not too important’ to them and their family.”

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Barriers to Engagement
• There are many factors that prevent
customers from attending a program or
taking advantage of a library service,
teens especially.
• Teens are a notoriously difficult audience to
reach, so it’s important to understand the
barriers that may limit their participation in
library programs.

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Teen Perceptions of Libraries

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Teen Perceptions of Libraries
The Halifax Public Library Teen Services Report
cites numerous factors that may prevent teen
participation in library programs:
• “Youth may have encountered unfriendly staff or
un-welcoming library environments
• Youth may associate libraries with strict rules,
enforced silence, homework, and as being only for
strong readers
• Library culture can be full of jargon and procedures”
“Halifax Public Library Teen Services Report 2005/06.”
Halifax Public Library, 2005

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Fines
• Many teens believe that they are prohibited
from using the library or attending programs
due to fines on their account.
• “Fines and fees (often years old) block library
cards and prevent access, and libraries often
present an unforgiving front.”
“Halifax Public Library Teen Services Report 2005/06.”
Halifax Public Library, 2005

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Fines
The Community-Led
Libraries Toolkit
describes a teen who was
“afraid to come in to the
library because he was sure
the security gates would
alert staff to his fines. The
teen believed that library
staff would take his
skateboard in lieu of the
money he did not have to
pay those fines.”
“Community-Led Libraries Toolkit.”
Libraries in Communities, March 2008

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Timing
• Teens are often overscheduled with school,
extracurricular activities, work, family
obligations, etc.
• With so many priorities to juggle, finding the
time to attend a library program can be
challenging.

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Awareness
“Once an ignored demographic for advertisers,
today's young people have become the most
marketed-to generation in history, thanks to
their spending power and their future clout as
adult consumers.”
“Marketing and Consumerism - Overview.”
Media Smarts: Canada’s Centre for Digital and Media Literacy

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Awareness
Because teens are constantly bombarded with
carefully targeted advertising, it can be
difficult for libraries need to break through this
noise to make them aware of and interested in
what the library has to offer.

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Consistency
Ownership
Creating Incentives
Programming
Core Offerings
Unstructured Programs
Passive Programs
Tech Programming
Resources
Part 2

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Getting Teens in the Door
Photo courtesy of coolinsights on Flickr.
One of the biggest
obstacles in teen
services is simply
getting teens into
the library.
The adage ‘if you
offer it, they will
come’, does not
apply to teen
programs.

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Consistency
• Follow the same model that has been
successful with children’s services by offering
consistent program times and days.
• Even if the program itself changes, devote a
regular block of time to teen programming.
• One-off programs require you to generate an
audience each time.

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Remove Barriers
• Fewer hoops to
jump through
increases the
likelihood that teens
will attend.
• Make it easyto
remember, register
and participate.

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Ownership
According to IFLA’s Guidelines for Library
Services for Young Adults
• “Libraries who wish to offer effective and
meaningful programs for young adults must
seek out their participation at all stages of
the program process.
• Young adults should be recognized as the
experts on what will be appealing and useful
to them”
“Guidelines for Library Services for Young Adults.”
International Federation of Library Associations and Institutions , 1996

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Ownership
• Providing teens with a voice in the process
gives them ownership over programs and
services, and a personal investment in making
them successful.
• “Involving young adults in decision making,
planning, and implementing programs for
themselves is highly recommended as a best
practice that contributes to positive youth
development.”
“Guidelines for Library Services for Young Adults.”
International Federation of Library Associations and Institutions , 1996

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Teen Advisory Groups

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Teen Advisory Groups
• Teen advisory groups provide a forum for
teens to share their ideas and help shape
library programming.
• They can serve as a standing focus group for
staff to vet and explore new programs and
services.
• Teen advisory groups are most successful
when they have the opportunity to implement
their suggestions and see tangible outcomes.

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Create Incentives
• Not to be confused with
bribery, it’s important
that programs are
designed with clear
incentives for the
participants.
• Teens, like everyone else,
want to know what’s in
it for them.

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Create Incentives
Incentives might provide teens the opportunity to:
• Earn volunteer hours
• Develop their resume
• Socialize
• Learn a skill
• Meet new people
• Make a difference
… Eat

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Core Offerings

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Book Clubs
• With the YA publishing boom in full swing,
book clubs have more material to discuss than
ever before – and potentially more recruits.
• Finding enough available copies of a single
title each month can be difficult without
purchasing separate book club copies.
Genre-based clubs present an affordable
alternative by encouraging teens discuss titles
in a particular genre rather than reading the
same book.

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Book Clubs
Photo of Skype visit with Sara Zarr courtesy of The Unquiet Library on Flickr.

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Book Clubs
• Thanks to Skype and Facetime, club members
now have more opportunities to meet and
interact with authors.
• Remote book clubs can also be established
through the library website, Facebook page, or
Twitter feed.

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Writing and Poetry Programs
DIY Magnetic
Poetry Kits
“National Poetry Month Crafts
with Teen Librarian’s Toolbox.”
The Library as Incubator Project, April 12, 2013

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Blackout Poetry

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Book Spine Poetry

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“Spine Poetry with Books.” Greater Victoria Public Library

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Craft Programs
Photo courtesy of Mosman Library on Flickr.
• Though crafts are a staple of
teen programming they can
be pricey, labour intensive,
and are not always gender
neutral.
• But ... these programs are
traditionally successful in
terms of generating an
audience and provide teens
with an opportunity to learn,
be social, and make
something tangible.

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Altered Books
“Recycled Reads at the Austin Public Library.”
The Library as Incubator Project, January 8, 2013

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Altered Books
Book Crafts board on Pinterest
Fargo Public Library

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Instagram Art
“National Craft Month: Instagram Crafts.”
The Library as Incubator Project, March 22, 2013

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Instagram Art
“Turn your Instagram pics into Photobooth bookmarks.”
Teen Librarian Toolbox, December 17, 2012
bookmarks, mini scrapbooks

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Knitting
• Knitting programs are
less staff intensive in
terms of planning and
preparation and are a
good option for
libraries looking to offer
a regular craft program.
• Teens can also be
encouraged to knit for
charity - i.e. hospitals,
shelters, out of the cold
programs etc.
Photo courtesy of Twilight Taggers on Flickr.

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Photo courtesy of Monterey Public Library on Flickr.

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Not every program needs to be carefully planned
and orchestrated. In unstructured programs, “teens
are invited into the library in a designated space
... and given the opportunity to experience the
library and each other, but choose how they are
going to spend their time within that environment.”
Examples:
• Coffeehouses
• Gaming programs
• Study halls
“Don't Underestimate the Value of ‘Hanging Out’.”

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The Value of Hanging Out

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The Value of Hanging Out
Unstructured programs give
teens the chance to:
• “explore relationships
• navigate social situations in a
safe environment
• choose for themselves how
they want to spend their time
• feel a greater sense of
freedom in a safe space”
“Don't Underestimate the Value of ‘Hanging Out’.”

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Passive Programs
“Passive programming engages teens in the
library without requiring much from staff in
terms of supervision ...
It’s non-threatening, as well as flexible for
implementation and participation ...”
Examples:
• Trivia, puzzles, word searches
• Scavenger hunts
• Contests
• Interactive displays
“Reaching Teens Subversively through Passive Programming.”
Kelly Jensen, Programming Librarian, April 2013

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Passive Programs
“Teens may find it tough to commit to traditional
programs, or may not remember when to show
up for an event. Passive activities, however,
encourage library use on teen schedules —
not yours.”
Passive programs also appeal to introverted
teens who may not feel comfortable
participating in traditional library programming
“Reaching Teens Subversively through Passive Programming.”
Kelly Jensen, Programming Librarian, April 2013

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Scavenger Hunts
“Steampunk Challenge - Online Scavenger Hunt .” Greater Victoria Public Library

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Alternate Reality Games
“ARGs (Alternate Reality
Games) are interactive
narratives that take place in the
real world, not just online. They
use multiple media to tell a
single, overarching story.”
Toronto Public Library’s Keep
Toronto Reading campaign is
using an ARG themed around
Ray Bradbury's “Fahrenheit 451”.
“Toronto Public Library Enters Alternate Reality (Gaming).”
Meredith Schwartz, Library Journal, April 11, 2013

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“To join the game, Torontonians must call a
phone number and speak to a character from
the book who assigns them the missions.”

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To complete the missions,
players need to:
• Record a message reciting a
passage from a library book
• Search for clues in Bradbury
memorabilia from TPL’s special
collections
• Post a photo of themselves
online with a favourite book

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Interactive Displays
“Library Book Face.” Carroll County Public Library

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Interactive Displays
“Library Sleevefacing.” BGSU University Libraries

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Tech Programming

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Tech Programming
• According to Nichole Pinkard, founder of the
Digital Youth Network:
“Literate in 2020 will mean being multi-literate:
the ability to critically consume and produce
media such as print, video, sound and screen.”
• Libraries have an important role to play in
promoting this expanded definition of literacy.
“Rethinking Our Definitions of Literacy.”
Nichole Pinkard, PBS Parents, February 2011

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Tech Programming
• There have never been so many options
available for integrating technology into teen
programming.
• Tech programs provide teens with the
opportunity strengthen their digital literacy
skills while offering an important creative and
social outlet.

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Tech Programming
Programs can be
designed to teach
new skills or enable
teens to show off
the skills they
already have.
Photo courtesy of Nicola since 1972 on Flickr.

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Teen Tech Squad
• Many libraries are offering teens the
opportunity to share their tech savvy by
helping other library customers through Teen
Tech Squad or Tech Tutors programs.
• It’s a great way for teens to earn volunteer
hours and develop their resume.
• It also provides teens the opportunity to be
the expert and helps promote better
intergenerational understanding in the library.

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Teen Tech Squad
“Teen Tech Squad OverDrive Tutorial for iPad.” Lafayette Public Library

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Video Contests
“Teen Tech Week Video Contest.” Ottawa Public Library

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Stop Motion Animation
Smoovie for iPad

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Photo Editing
www.pixlr.com

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eBook Making
Book Creator for iPad

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Resources
www.teenlibrariantoolbox.com

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Resources
www.libraryasincubatorproject.org

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Resources
pinterest.com

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Aspirational Marketing
Where The Teens Are
There’s an App for That
Crowdsourcing
Marketing
Overcoming Resistance
Educating Staff
Making the Case
Part 3

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“A key trend driving the
spending habits of tweens in
the U.S. is the ‘age
compression’ phenomenon,
also known as KGOY (kids
getting older, younger). This
trend has seen tweens
rejecting traditional toys in
favor of more grown up
products, previously targeted
at teenagers.”
“Tweens R Shoppers.”
POPAI: The Global Association for Marketing at Retail, March 7, 2013

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• While age compression is one of the
marketing industry’s less savory tactics (think
lip gloss ads for toddlers), to remain
competitive, libraries still need to think in
terms of aspirational marketing.
• All teens and tweens aspire to be older,
cooler and more sophisticated – and library
publicity should reflect this.

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Where the Teens Are
• Traditional avenues for library marketing
(newsletters, newspaper ads, etc.), are less
effective when promoting to teens.
• Target you’re marketing efforts to areas where
teens are most accessible: on social media,
mobile marketing via texting, in schools,
community centres etc.
“Library Marketing.”
Youth Services Librarianship Wiki

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Create an App
www.infinitemonkeys.mobi

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Send Texts
www.remind101.com

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There’s An App for That
• There are a variety of
websites and apps that
can be useful for
creating teen publicity.
• With the range of tools
available, you can create
custom graphics in
minutes.
“Generate Marketing Creativity with iPhone Apps.”
Teen Librarian Toolbox, July 19, 2011

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www.pixlr.com

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Phoster for iPad

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WordFoto
for iPad

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Percolator
for iPad

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ComicBook!
for iPad

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Crowd Sourcing
Photo courtesy of mrsdkrebson Flickr.

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Crowd Sourcing
Increase your online
presence by encouraging
teens to create content for
you through photo contests
and social media campaigns.
• ‘Get Caught Reading’
• Fake photo contests (i.e. Cookie
Monster reading in the stacks)
• ‘Book Facing’ campaigns
• Book Spine Poetry
Photo courtesy of Carmichael Library Flickr.

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Crowd Sourcing
Teen Library Card Design Contest
Huntsville Madison County Public Library
• Recruit teens to do the
marketing for you.
• Contests to design
promotional materials such
as posters or library cards
serve two purposes by
generating teen produced
publicity as well as word of
mouth marketing.

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Overcoming Resistance
“If you have spent any time working with teens,
you know that one of the greatest challenges
is getting your fellow staff on board.
Teens tends to be some of the most
misunderstood and maligned members of our
community. Some staff members fear teens,
others just don't understand why they do the
things that they do.”

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Educating Staff
The Teen Librarian Toolbox outlines some keys to
educating other library staff about teen services.
• Informative
• Proactive
• Inspiring
• Honest
• Consistent
• Fun
“The "Be"-Attitudes of Communicating with Staff.”
Be

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Making the Case
• Develop a clear Teen Services Plan that details
“why you do what you do”.
• A fully developed plan can be used as a
training document for other library staff and
as a tool to justify teen services to library
administration.
• An excellent example of a Teen Services Plan
is available on the Teen Librarian Toolbox.
“Marketing Teen Services to Non Teen Services Staff, A Teen Services Plan Example.”

Strategies for Successful Teen Services

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