Increasing impact with cultural institutions

Folger Shakespeare LibraryAmerican Library Association

Metropolitan Group has long understood the importance of libraries and cultural institutions as learning sources and valuable community assets. From local libraries to national preservation advocates, MG has supported in capital campaign development, strategic communication, audience engagement, and organizational capacity building.

MG has recently rejoined with two past collaborators, American Library Association (ALA) and Folger Shakespeare Library, to help these organizations broaden their reach, relevance and impact. We have worked extensively with ALA over the years to raise the profile of libraries as vital community assets. In partnership, we also developed a library edition of our Increasing Relevance, Relationships and Results: Principles & Practices for Effective Multicultural Communication, which is available for download here. We also worked with the Folger in the past to refresh its brand and messages, and to create a stakeholder engagement plan.

Our current engagement with ALA is through its American Association of School Librarians (AASL) division. Together we developed a message platform to demonstrate the role, need for, and critical impact of school libraries and school librarians for student success. In too many schools, school library budgets and school librarians are being cut, which puts our children’s education and readiness for the workforce in peril. AASL’s new message frame, along with the action plan we helped create, positions the organization to powerfully tell this story, and to engage parents, teachers and administrators as champions for a school library and school librarian in every school.

The Folger houses the world’s largest collection of Shakespeare materials and is home to a world-class research facility. Today, we are helping expand the Folger’s impact and reach of its services both locally in Washington, D.C., and nationally as the Folger prepares for a 2016 road show to take the First Folio, 36 of his plays collected and published in 1623, to cities around the country. In April, we marked the 450th anniversary of Shakespeare’s birth.