More digital engagement in the works for Elgin's Gail Borden library

Engaging audiences digitally and providing programs tied to school learning and cultural enrichment are among goals outlined in the Gail Borden Public Library's newest strategic plan.

The plan, still in draft form, was crafted by consultant Civic Technologies and included interviews with more than 100 library staff members and about 17 others including elected officials, business owners, school district administrators and community organizations.

Much of Gail Borden's task is about building on its strengths, said Marc Futterman, president and CEO of Civic Technologies, which has done work for the Milwaukee and Denver public libraries, among others. The Elgin library is a trusted institution in the community, not always the case for libraries, he said.

"What's special about the Gail Borden Public Library is that it has a very strong public persona," he said. "They have done an amazing job of building outreach partnerships and community relationships, not only with other organizations - both public, private and nonprofits - but with people. People know about the library."

The plan broadly focuses on the library's role as a community and civic leader, and its role in fostering 21st century literacy and skills, said library executive director Carole Medal.

While the library already engages in social media, it needs to step up efforts to truly connect with the Millennial generation, Futterman said.

"It's the combination of attitude and activity. They are already doing things - we want them to do them more," he said. "For digital natives, the real world is really when it appears in the virtual world. For digital natives, things are real when they exist on social media."

Library spokeswoman Denise Raleigh said a fundamental component of the new social media strategy is to be in tune with what's important to people at any given point in time, such as the Cubs in the playoffs or cooking for Thanksgiving.

"We have convened an interdepartmental group that gets together for 15 minutes every Monday to talk about local and national news/trends as well as upcoming library events. We talk about how library services and resources can help people when they need them."

Understanding the social and economic dynamics of the community is crucial to any library's success, Futterman also said. Elgin's Hispanic population is approximately 47 percent and increasingly middle class, he said.

"There is the focus for the library to continue to provide out of school education and out of school cultural enrichment activities," he said. "For example, the library has constantly held different exhibits. Tie that to school learning, to family activities. Tie it to what's sparking the imagination of kids."

The library last crafted a strategic plan in 2009, but that was done internally, Medal said. The final draft of the new strategic plan, which cost $31,950, should be ready for adoption by the board in December or January, she said.

Medal credited the help of pro bono consultant Dan Wiseman, husband of library deputy director Sharon Wiseman, in helping save more than $11,000. "Dan did hours of interviews with community members. It's a gift he gave to the community, of his time and talents."