Icebox Logic Presents:

Mastering Program and Media Development for Libraries

Mastering Program & Media Development for Information Pros

How to develop effective programs, stimulate your creativity to create engaging content, and manage the whole process from start to finish.

An OpenMediaDesk Online Course

In this course, participants will learn key organizational tools to help them develop innovative program ideas, learn how to test media elements for effectiveness, and how to create a structured media and storytelling plan for your program or campaign. Based on Icebox Logic's OpenMediaDesk methodology (OMD), this 6 week course will not only inspire you, it'll give you the tools to make your next program a success.

Since October 2016, staff from some 30 highly diverse library systems have thrived in OMD’s open, collaborative learning environment. They've discovered a newfound confidence and pride in both their creative and strategic skills.

Topics include:

  • GET Creative! Learn methods to start thinking outside the box and how to implement your ideas in your workplace!
  • Learn how to justify your program ideas and identify ideas that won't work quickly
  • The StoryEngine® - Our campaign media planning method, road tested in agencies and newsrooms and ready for your organization. Our method will help you map out your entire campaign
  • Learn how to quickly source images and media for your programs
  • Discover how A/B testing can radically increase the effectiveness of your advertising campaigns, newsletters, and website
  • The Social Content Brainstorming Tool - Not sure what to post about? Need on-brand content quickly? We'll teach you a handy method to source
  • Peer-to-peer learning - Hands-on, group-led working sessions, where peers from different organizations (large and small) share their insights and strategies in real-time
  • Access to the OMD alumni network - a private online group of prior OMD participants
  • And much more

Class Start Dates

March 15 - 7:30pm-9:30pm EST

April 26 - 7:30pm-9:30pm EST

Courses are taught online, with participants connecting to a group video chat with every session. Sessions are held at the same time every week for 6-weeks. Sign-up here, or contact us for any questions you may have. Prices are in USD.


Here's what past OMD participants have to say:

“I’ve witnessed silos being torn down and cast aside…our fluency in this new language of analytically-based storytelling (means) sharing ideas with peers both inside and outside our library is now the norm, not the exception…this is certain to extend well beyond the life of the OMD project…“
“Thanks again for the opportunity to be part of OpenMediaDesk. It was a fabulous experience and I learned a ton!”
“OMD is so complete—we never look at our (social media) postings like this. We just push them out and that's it. This is really powerful."
“I loved this process. We had a real success—made my job feel really good

Meet your In-Class Instructors

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Daniel P. Lee, MLIS

Daniel is an accomplished professional who thrives where data, information and knowledge converge to support better decision making as a competitive advantage.

Daniel has more than 15 years’ experience working nationally and globally with management consulting firms, universities and professional associations including Deloitte, PwC, KPMG, the University of Toronto and the Special Libraries Association.

Daniel is multi-lingual (English, Spanish, Portuguese, improving on French) and an active community leader with a passion for and success in advancing the technology skills of librarians, knowledge management and information professionals.

Daniel is known as @yankeeincanada on social media.

Brendan Howely

Brendan Howely, Journalist

The creator of OpenMediaDesk® (OMD) and a former CBC TV investigative data journalist specializing in war crimes and intelligence matters, Brendan has worked in nearly all media, from radio drama to broadcast documentary to feature film to digital media and branded content strategist for Fortune 500 clients and progressive non-profits in the US and Canada.

He was a volunteer participant in what may well be the first attempt to combine data and storytelling in a rigorous fashion, the US-UK project to gather, database and contextualize over 15,000 atrocity eyewitness testimonies in Bosnia and Croatia in 1993. This database became the evidentiary underpinnings of the war crimes prosecutions against accused paramilitaries, politicians and military staff from Former Yugoslavia at The Hague.

At present Brendan is project lead on the Federation of Ontario Public Libraries’ OMD project, a two-year initiative to bring cutting edge social media content creation to public libraries as community media hubs. Equal parts high creative and digital technologist, Brendan is collaborating with McMaster University’s social sciences faculty to build a context engine, which yields strategic scenarios from patterns in emerging stories—from cancer patients to sports fans—called AnalytUX.