Ryan KoromArmin MehicJeremy Covey
Christian Westphal
May 12, 2010
Strategic Planning
“The mission of the Racine Public Library is to enhance our community’s quality of life by providing information, ideas, and creative works.”
Mission:
To provide the residents of Racine County with convenient access to information, reference materials, and an environment that promotes learning. The Library will accomplish this by:
• Continuing to modify the downtown library to exceed the needs of the community which it serves• Offering customers more convenient access to library materials by investing in new infrastructure
Vision (Recommended):
Current Goals/Objectives
• Engage communities• What they want/need/are willing to pay for
• Get buy-in from elected officials• Identify potential partners• Identify and develop project timeline (increase urgency)• Engage more individuals in process• Design new green library• Create and execute a capital campaign• Build a state-of-the-art library
SWOT Analysis:
Strengths•Library staff•Materials
collection•Bookmobile
Weaknesses• Funding• Parking• Advertising/Marketing/Public
Relations
Opportunities• Expand materials collection• Create partnerships• Increased space/programs
through new location
Threats•Funding•Fragmentatio
n•Timing of
expansion
Racine Public Library
Benchmarking:
Kenosha Southwest Library
• Free parking• Staffed cafe• Atrium with sitting areas• Book drop drive up• Elaborate children's area• Free wifi• Young adult section• Study Rooms• Large meeting room• Conference room• Computer lab• Laptops for use• Friendly staff• Extensive hours of operation
Kenosha Simmons Library
• Historic architecture• Large reference room• Reading/sitting area• Children’s area• Free wifi• Helpful staff• Extensive hours of operation
Key Success Factors:
Customer Service (hours, friendliness)
Collection of Materials
Offer products and services for multiple age groups
Ability to obtain funding
Location (convenient, safe, free parking)
Porter’s Five Forces:
Threat of Substitutes• Amazon• Digital media• Barnes and Noble• Internet cafes• School educational
programs
Threat of Entry• Low profitability• Must establish
circulation materials• Building needed• Industry experience
needed• City approval would
likely be needed
Bargaining Power of Customers• Many customers• Customers have
little overall impact on organization
• Limited number of customers provide donations
Bargaining Power of Suppliers• Multiple publishers• Many computer
manufacturers• Funded determined
by a limited number of municipalities
Intensity of Competitive Rivalry
·Digital media becoming popular·High power of municipal funding·Multiple substitutes·Multiple other Librarieso UW-ParksideoKenosha Library
Survey:
• Random sample of individuals in retail district on highway 31 and in target area• Needed to identify customer needs for new location
Respondent Residency:
City of Racine
Mount Pleasant
Caledonia
Kenosha
Sturtevant
Western Racine County
Wind Point
Milwaukee
0%
5%
10%
15%
20%
25%
30%
35%
Presence & Number of Children:
46%
54%
Yes No
Average number of children: 1.6
Age of Respondents:
Current Library Patronage:
37.50%62.50%
Yes No
5.77 average annual visits per patron
Proj. Impact on Lib. Patronage:
55.77%44.23%
Yes No
Services and Characteristics:
0
1
2
3
4
5
6
2.82
4.224.56
5.7
1.962.59
4.86
Need for a Second Location:
77%
23%
Yes No
• Have kids room with story hours• Make it more like Kenosha’s (cleaner, friendlier)• Free parking• Better lighting
Additional Survey Comments:
• Advantage over traditional print or phone surveys
1) Save on cost2) Eliminate printing, postage3) Accurate responses4) Real time data analysis
Electronic Surveys
Electronic Survey
QUESTION # QUESTIONS
1 Current Residency?
2 Do you have any children?
3 What is your current age?
4 Do you currently visit the Racine Public Library?
5 Would a new library west of downtown Racine increase your patronage?
6 Do you feel Racine needs a second library west of downtown?
7 What is most important for you in a Library setting? Click all that apply
UW-Parkside Demographics
Kenosha37%
Racine 33%
Milwaukee9%
Other21%
Electronic Survey
Source: UWP Research Institution
Age of respondents
Note: Graph analyzed by count
E-Survey results
NO 63%
YES 37%
Would a new library increase your patronage?
Does Racine need a new library?
NO 57%
YES 43%
What do people want?
Strategic Issues:
• Lack of vision statement• Lack of planning/direction • No sense of urgency• Lack of defined roles for expansion project• Lack of communication with public• Limited human resources
Strategic Recommendations:
• Use SMART goals• Create a timeline• Create a vision statement• Create organizational structure• Complete additional market research
SMART Goals Timeline:
Engage Communi
ties
• Post new library location information to website by June 1st 2010
• Have article published in Racine Journal Times by July 1st 2010
• Participate in UW-P/Carthage marketing research project to determine specific customer needs by December 31st 2010
Get buy in from elected officials
• Host library planning session with municipal officials by February 1st 2011
• Obtain written contracts for funding from municipal officials by March 1st 2011
Identify potential partners
• Host partnership information meeting by June 1st 2011
• Gain estimates of potential sponsorship revenue by July 1st 2011
Design new
green library
• Contact architects and builders by August 1st 2011
• Have working blueprints and construction plans by January 1st 2012
Create and
execute capital
campaign
• Create capital campaign February 1st 2012
• Collect funds for library by April 1st 2012
• Start construction by May 1st 2012
• Open new location by April 2013
Organizational Structure:
Director of library expansion
Capital/fundraising
group
Public relations/mark
etingOperations
groupResearch and
analytics group