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BC Library Conference 2017

April 19–21, 2017

Vancouver, BC

F01 - What Would Don Draper Do? Breakthrough Marketing for Libraries

Friday, April 21, 2017 at 9:00 AM–10:15 AM PDT
Salon F
Session Description

Generously Sponsored By: DFC Events

According to advertising guru Terry O’Reilly, “In a marketplace where people are exposed to over 3,000 advertising messages a day, only the spectacular ideas break through.” Bold marketing strategies require careful thought and skilled execution. With rising competition for funding and increasing pressure to demonstrate value, the ability to clearly articulate your library’s story is essential. Join marketing practitioners in the library field who will demystify the art and science of this strategic discipline. Practical, proven, and popular approaches will be featured as well as the tools used to achieve results.


Daphne Wood, Greater Victoria Public Library

Daphne Wood is the Director of Communications and Development at the Greater Victoria Public Library. Her career spans magazine reporting in Toronto, corporate philanthropy at FedEx Canada, and city-wide consultation projects in Vancouver. She brings extensive experience in marketing and is recognized as an accomplished facilitator. Daphne has a Bachelor of Journalism degree from Carleton University, an MBA from Royal Roads University, and an Executive Masters of Library Information Science from San Jose State University. She is a member of the Leadership and Management Professional Advisory Committee at San Jose State University and is president of the BC Library Association.

Jessica Woollard, Greater Victoria Public Library

Jessica Woollard is the Communications Officer with the Greater Victoria Public Library, where she tells the library’s stories through traditional and social media, promotional material, and online marketing. With 10 years’ experience in communications for not-for-profits, Jessica uses language to inform, engage, and inspire stakeholders, boosting their connection to and involvement with the library. She holds a Master’s degree in English Literature from the University of Victoria and hones her rhetorical skills by writing freelance for magazines, businesses and non-profits.

Stephen Barrington, Vancouver Public Library

Stephen joined Vancouver Public Library in 2012, and has extensive expertise and experience leading marketing and communications in large, diverse organizations; he has worked with agencies, non-profits and public-sector organizations. A journalist by training, his earliest communications work was in community and national media as a reporter, editor and photographer, and he was a Vancouver-based Western Canada correspondent for several U.S. and international news organizations.

He moved into marketing roles at the B.C. Institute of Technology and then Vancouver Community College, where for nearly 10 years he led the college's marketing and communications department, which during his tenure won several national excellence awards for its work. He has been a faculty member in part-time studies at BCIT, and is an e-communications contributor supporting one of B.C.'s largest non-profit development agencies.