Strategic Plan Project 

Rachel Anderson, Amy Carson, Christina Johnson,

Jonathan Sears and Emily Wursten

Make New Friends, Keep the Old:Providing Super Service to a Diverse Population

influx of young adult patrons◦ adapt its services to a

changing populationYET◦ operate in a way that is

familiar and pleasing to its long-time patrons

The Organizational ProfileThe SPL

"To help all members of the community in their pursuit of knowledge and happiness.“ -The mission statement of the SPL

The Stakeholders…

Must consider: • Community changes• Mission Statement

Develop a plan that:• Helps the library evolve• Compliments the composition of

Superduperville

Environmental ScanGeographic Area

Population/DemographicsIncome

EconomyEducation

Issues & Trends

Current Reality

SWOT AnalysisStrengths

WeaknessesOpportunities

Threats

Rachel Anderson – Library Director, Team Leader, Member of Library Board,

Emily Wursten – Director of Programs and Volunteers, Team Secretary, Budget Analysis

Amy Carson – Reference Director, Community Analysis Christina Johnson – Electronic Resources and

Technology Director Jonathan Sears – Youth Services Director

Planning Team

Teens are a different animal Different wants and needs Danger of alienating current patronage. $$>Budget and community backing<$$ Library board buy-in Staff buy-in

Planning Factors

Fulfill many needs Identify unfulfilled needs. Expansion:

Facilities Staff Technology

Strategic Profile & Future Vision

Initiative 1: Redefine library as community center.

Goal 1.1: Research, and design a multifunctional room for library and community use.

Objective: Finalize plans and build community room. Goal 1.2: Design, and staff a self-sustaining coffee shop.

Objective: Finalize plans and build coffee shop. Obective: Hire manager and staff to operate.

Goal 1.3: Reduce physical size of reference section to make room for coffee shop.

Objective: Weed outdated resources and acquire online databases to replace sections of physical collection.

Strategic Initiatives

Initiative 2: Give teenagers a reason to become regular patrons.

Goal 2.1: Research (including input from teens) and design a teen center.

Objective: Finalize plans and build teen center. Goal 2.2: Create position and interview candidates for teen

services librarian. Objective: Hire teen services librarian.

Goal 2.3: Expand teen collection and technology. Objective: Allocate budget for graphic novels, manga,

teen books and magazines. Objective: Research and apply for technology grants.

Strategic Initiatives

Library Extension is Built and move-in

ready

Teen Materials moved from

Children's into Teen Center

Reference Material Moved into

Community Center

Reference Section and Foyer Renovated

to increase Foyer size

Reference Materials Returned to

Reference SectionCoffee Shop put in

Foyer

Library Renovation is Finished

Action Plan

Community RoomFor the Library or Community to host recreational, educational, or cultural events.

Teen CenterWhat our teens want:• couches, beanbags, cushions• xbox, playstation• tv/dvd player, plus access to

dvds to watch• listening posts with a wide

choice of music• cds, computer games to

borrow• books, magazines, graphic

novels, manga• free internet and email• somewhere to crash• somewhere to study• friendly staff – but not in the

space itself thanks!

Artists rendering : Atlantic City Teen Space

(Boyce, 2011)

Coffee ShopThe Coffee Shop will sell fresh brewed coffee, tea, and orange juice along with an assortment of muffins, and cookies.

SPL received a General Library Improvement Bond for 1.2 Million dollars.

• Most of the fund will go to the contractor, who will build and finish the areas of construction and renovation to the point that the rooms have shelves and are move-in ready.

• The bond will also purchase furniture and equipment for the areas

Budgeting

• Conflicts– Community Room and appropriate use– Teen Center and material– Coffee Shop and no profit

• Progress– 25% Circulation increase in YA Literature monitored by

Circulation– Door counter to monitor Teen Center use– Attending staff will use counters to keep tract of activities

done by teens– Computer logons will monitor computer use– Community room reoccurring activities aim for 80%

retention

Performance Management

Advertising in Schools◦ School Newspaper and Yearbook◦ Art Contest◦ Cross-Advertising in School Library

Marketing Strategies

Advertising in Community◦ Flyers in grocery store, post office, other public

places◦ Make local clubs and churches aware the

community center area of the library is open to their meetings and activities

◦ http://www.youtube.com/watch?v=11Wx25Mk-Ek

Marketing Strategies

In-House Advertising◦ Posters and Flyers advertising upcoming remodel

and grand opening◦ “Pardon Our Dust”◦ On website, blog and Facebook page - chronicle

changes as they happen through video and pictures

Marketing Strategies

Contingencies

What if….

• By remodeling the existing library space to better serve a more diverse population of Superduperville, SPL is fulfilling their mission of providing vital service to a changing community.  While the current conditions and services are adequate and serving a large portion of the community well, this strategic plan addresses the yet-to-be-served individuals of the community and attempts to draw in all community members. After all, it is the mission of the SPL "to help all members of the community in their pursuit of knowledge and happiness.”  The strategic plan will allow the library to embrace this statement more fully and will seat SPL deep into the hearts of its patrons.

In Conclusion

Team Project Activities

FormingStormingNorming

Performing

Bolan, K. (2006). Looks like teen spirit. School Library Journal, 52(11), 44-8.Bolan, K. (2009). Teen spaces: the step-by-step library makeover (2nd ed). Chicago, IL:

American Library Association.Boyce, J. (2011). Teen space/the lounge: Atlantic City free public library, New Jersey.

Voice of Youth Advocates, 33(6), 534-6.Czarnecki, K. (2010). Public libraries by design. School Library Journal, 56(11), 23-25.Czerw, J. & Honnold, R. (2010). New green teen space, Battery Park City branch, New York

public library. Voice of Youth Advocates, 33(2), 136-7.Dempsey, B. (2010). For love or money. Library Journal (1976), 135(15), 20-3.Feinberg, S. & Keller, J.R. (2010). Designing space for children and teens in libraries and

public places. American Libraries, 41(4), 34-7.

Senville, W. (2009). Public libraries: The hub of our communities. APLIS, 22(3), 97-103.Su, I. (2010). Our library their space: The Dunedin city library teen space. APLIS, 23(2), 61-

66.Weinberg, K. (2009). House calls: Teen space makeover; teens and local newspaper

collaboratefor affordable changes. Voice of Youth Advocates, 32(5), 386-7.

Wikipedia.org (2011). Logan, Utah. Retrieved from: http://en.wikipedia.org/wiki/Logan,_Utah

References

• Adams, S.S. (2010). Marketing the Homework Center Digitally. Young Adult Library Services, 8(2), 11-12.

• Barber, P., & Wallace, L. (2009). The Power of Word-of-Mouth Marketing. American Libraries, 40(11), 36-9.

• Creakman, R., Diaz-Todaro, M., Domingues, L., Ellis, K., Emmrich, M.K., Hamilton, V., &…• Sommers, K. (2008). Teen space picks. Library Journal (1976) part Library by Design

(Spring 2008), 18-21, 24-25.• Faris, C. (2009). Betwixt and Between: Tweens in the Library. Children & Libraries: The Journal

of the Association for Library Service to Children, 7(1), 43-45. Retrieved from EBSCOhost.• Gallo, E. (2008). Attractive displays for teen spaces. Young Adult Library Services, 6(4), 32-34.• Horn, L. (2011). Online Marketing Strategies for Reaching Today's Teens. Young Adult Library

Services, 9(2), 24-7.• Jacobson, T.B. (2011). Facebook as a Library Tool: Perceived vs. Actual Use. College &

Research Libraries, 72(1), 79-90.• Meraz, G. (2010). The Untapped Market. Texas Library Journal, 86(4), 118.• Perry, D. (2010). Getting the Word Out: Adventures in Marketing Our Library. Indiana Libraries,

29(2), 29-31.• Peters, T. (2010). As the book changes form the library must champion its own power base:

Readers. APLIS, 23(1), 16-21. Retrieved from EBSCOhost.• Serrano-Cobos, J. (2010). The future of information and libraries. Interview with Eric Lease

Morgan. El Profesional de la Información, 19(2), 212-214. doi:10.3145/epi.2010.mar.14

Further Reading