LIBR 204 Information Organization and Management
Team IV:
Rebecca Flynn
Becky Rech
Rebecca Germsheid
Rebecca Machetta
Patricia Thomson
Plan #1
Unit 7 Phase 3 Gen Y Plan for the Library
Vision
To create and improve programs and services offered to Gen Y, a group that is not actively targeted by libraries in the past. Establishing the Library as a “third place” besides home and work for Gen Y to gather and socialize. Target demographic is defined as adults ages 21-36.
Goal #1
To assess the Library service and information needs of target demographic.
Objective #1
The Community Relations Director will organize a focus group to assess the needs of Gen Y demographic, by January 31, 2011. Group members will include both current library users and non-users, with representatives from the Library’s Friends group, local colleges and universities, local businesses that cater to Gen Y, churches and city government, as well as two Library staff members.
Objective #2
The Community Relations Director will conduct focus group meetings to assess and discuss the information and programming needs of Gen Y, during February 2011. The focus group will create a “dream list” of possible programs and services, not to be limited by budget or other constraints.
Objective #3
The Community Relations Director and the Library Director will review the focus groups’ recommendations and provide feedback. By April 30, 2011, the focus group must choose three programs or services to implement, as well as at least one recurring event or service to begin Fall 2011.
Objective #4
The Community Relations Director will commission a supplemental online survey of target demographic through library website and other online venues (such as college and social networking websites), to further assess Gen Y needs. A survey company will be hired to design, conduct and tabulate survey, to be completed by February 28, 2011.
Goal #2
To attract target demographic to the Library by offering new programs and services that establish the Library as a gathering place.
Objective #1
The Community Relations Director will appoint a staff Leader who will establish an action plan for each special event or service selected, to start in May 2011. Each plan should include venue, technology, promotion and budget requirements, and coordination of volunteers and community partners as needed.
Objective #2
The Community Relations Director will appoint one staff and one volunteer to contact local businesses and organizations for partnerships, starting in June 2011. Business and organization partners will be sought to assist with programs and services as well as to utilize local expertise. These may include local colleges, fitness clubs, specialty stores, restaurants, etc.
Objective #3
The Community Relations Director will establish a regular series of evening events such as movie nights and book clubs, to bring both Gen Y users and non-users to the library on a regular basis, beginning in September 2011.
Goal #3
To attract Gen Y demographic by promoting the Library’s website, free Internet access and wireless hotspot, and related services and programs.
Objective #1
The Community Relations Director will organize a Social Media Team to draft a proposal of social media policies and procedures, to be reviewed and approved by the Director, by May 31, 2011. The team will consist of the Community Relations Director, representatives from Circulation, Reference, Youth Services, Tech Services, and an additional member appointed by the Library Director.
Objective #2
The Social Media Team will create and maintain the Library’s social media presence, using Facebook, blogs and other social media tools by June 30, 2011.
Objective #3
The Community Relations Director will be responsible for publicizing computer-related services and programs using traditional and online media, starting a month prior to scheduled program or within first month of new service implementation.
Evaluation
After the successful completion of three special events or new services from Goal #2, the Community Relations Director will compile a progress report reviewing the attendance, online surveys from participants, and feedback from event Leaders. The original focus group will reconvene within one month of successful completion of each event to evaluate and discuss both successes and misses, and recommend any changes. The Community Relations Director will seek feedback from the Social Media Team on Goal #3.
Constraints/Challenges/Costs
Locating Gen Y adults willing and able to volunteer and serve on the focus group will be the first challenge. This demographic tends to be “busy” and unavailable. They are difficult to reach through conventional media, and many do not think of the Library as a desirable or even necessary destination. Gen Y adults are under-served by Library programming; at present, the Library is closed four evenings each week and it may be difficult to convince library employees to staff special evening events on those nights. The Library could benefit from business and organizational partners whose experience and resources will enhance the programs; the challenge will be to convince such partners of the benefits of working with the Library to reach mutual customers. Special events could be expensive, particularly speaker fees. Traditional media is not the best way to reach the target demographic which requires staff to explore other options like social media.
Budget
Salaries/Benefits
1/2 FTE Librarian II (Community Relations Director) @ $60,000 per year $ 30000
Additional Staff Time not to exceed 25000
5 or more FTE Volunteers 0
Operating Expenses
Facility—the Library Meeting Rooms, donated 0
Transportation 500
Surveys and market research 3000
Printing (flyers, posters) 2000
Online Advertising 5000
Special Event Costs (i.e. speakers fees, alternative facility 25000 rentals, etc.)
Regular program costs 4500
Food and Refreshments 3000
Incentives and Prizes 2000
Misc. supplies and expenses, from $1000 donation by Friends of the Library group 0
Total $100,000
Plan #2
Unit 7 Phase 3 ELF Plan for the Library
Vision
The library has an extensive selection of material and services that would appeal to new and expecting parents. The library would like to reach out to parents and families who may not be aware of the great things the library has to offer, in an effort to promote life-long literacy and learning for families in our community.
Goal #1
Identify what expectant mothers and families want from their library, what will entice them to return week after week, and how families who aren’t currently library patrons can be drawn into the library.
Objective #1
The Children’s Literacy Librarian will create a survey, asking what parents want to see in their library. The survey will be available for distribution within two weeks and the results will be gathered over two months.
Objective #2
The Children’s Literacy Librarian will research how to create a special series for children and their caregivers by combining elements from the national models for the Early Learning with Families (ELF) “Every Child Ready to Read” and “Mother Goose on the Loose” programs. The research will be completed within two months.
Objective #3
The Children’s Literacy Librarian will decide which programs to offer, based on results of survey from Objective #1 as well as research completed on national models from Objective #2. The decision will be made by the end of month three.
Goal #2
Establish the library as an environment welcoming for parents and young children so they would want to return to the library on a regular basis.
Objective #1
The Children’s Literacy Librarian will create a “parenting” section in the library that has resources for new and expecting families. The Children’s Literacy Librarian will coordinate volunteers to create and maintain the section by the end of the first month.
Objective #2
The Children’s Literacy Librarian and Assistant Children’s Librarian will create an early literacy for families program based on the ELF models researched in Goal #1. The learn-and-play program will include a weekly storytime and playtime. This program will begin in month four.
Objective #3
The Children’s Literacy Librarian will schedule a series of workshops for parents incorporating the topics they are most interested in based on the results of Goal #1, to begin in month four.
Objective #4
The Assistant Children’s Librarian will coordinate the remodeling of the Children’s Room to create an inviting atmosphere. A privacy screen will be added for nursing mothers. The remodeling will be complete by the end of month three.
Goal #3
Connect with families in the community who are not currently using the library’s services, encouraging them to attend programs and take advantage of the parenting resources.
Objective #1:
Beginning in month three, the Assistant Children’s Librarian will promote the library’s parenting programs and the remodeled space, through print, broadcasting and online advertisements.
Objective #2:
The Children’s Literacy Librarian will establish a partnership with local hospitals within three months. All new parents will be sent home with a gift basket including a baby board book, library card application and informational brochure.
Objective #3:
The Friends of the Library will distribute donated children’s book monthly, along with the library’s brochure and library card applications to local daycare and community agencies that assist new parents.
Evaluation
After a year, the Youth Services Manager will evaluate the success of the programs and parenting resources. A survey will be handed out after each workshop to rate the program and attendance will be tracked. Statistics on the circulation of parenting materials and new library membership numbers will also be reviewed. The Youth Services Manager will contact the hospitals for feedback on the partnership.
Constraints/Challenges/Costs
It is challenging to demonstrate the value of the library to families who are not currently patrons and it can be difficult to convince parents to come to programs at the same time every week. Competition for programs would be nearby daycare centers and preschools. Competitors charge for similar services, but the services the library provides are free and therefore accessible to families of all income levels. All books used in the parenting section and during the story time sessions will come from the existing library collection, limiting any additional costs. The Library plans to ask the Friends to donate a small amount of money to purchase toys for the learn-and-play program. If the hospital program is successful, it will be challenging to continue this program without ongoing corporate sponsorship to take over the cost of the gift packages.
Budget
Salaries/Benefits
1/26 FTE Youth Services Manager @ 60,000 $ 2,300
1 FTE Children’s Literacy Librarian 50,000
1/4 FTE Assistant Children’s Librarian @40,000 10,000
2 FTE Volunteers 0
Subtotal 62,300
Operating expenses
Playtime toys & activities (Donated from Friends $3,000) 0
Workshop speakers & resources 10,000
Food/Refreshments for workshops 2,000
Remodeling for Children’s Room 5,000
Baskets for Hospitals 9,000
Surveys (printed materials) 1,700
Printed materials (flyers/posters/etc) 1,000
Advertising (print/broadcast/online) 9,000
Subtotal: 37,700
Grand Total $100,000
References
http://elflibraries.org/implementing/national-models