Working With WordThink,
Brand Power & Merchandising
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
The 21st Century Library
• Branding: establishing our identity
Library as the third place:
-Distinct from home or work
-Li...
Finding Our Identity
• Establish the personality
of the 21st Century library
• Evolve from institutional
to organic
• Focu...
• Our Mission
Statement:
we open doors
for curious minds
• Descriptive words:
Imaginative, progressive, creative,
distinct...
• Why the name?
Anythink is the experience that anything is
possible.
• Why the doodle?
A doodle is the start
of any idea.
Identity Dictates Action
Customer-centered identity means:
• designing architecture and furnishings
• for comfort and easy...
Customer-Centered
• Staff guided by shared
values
• Understand and empower
our customers
• Collaborate with customers
to m...
These Are Our People
Welcome to Anythink!
• Brand rollout: a process
Getting staff and community comfortable with
the brand through subtle use ...
Brand: Consistent & Comprehensive
• Visual Consistency
Fonts
color palette
logo
Brand Consistency
• In Print
Brand Consistency
• In Display
Comprehensive Application
• Brand style and attitude pervades
all customer touchpoints:
Customer Greetings Event Signage
N...
Comprehensive Application
advertising
promotion
name
tags exterior signageexterior
signage
Mapping the Space
• Floor plan
• Wordthink
• Signage
• Merchandising
Ease of Use
• Traffic flow-open
floor plan
• Clearly identified
neighborhoods
• Autonomy: self-check, digital catalog, web...
You are here.
Welcome; make yourself
at home.
Working With WordThink
From Conversion to the Frontlines
Design Wordthink
• Collection Development team visited
Maricopa County
• Used BISAC as a model
• Created grids that better...
WordThink Grid
Music MUSIC
MUSIC How-to HOW TO
MUSIC Songbooks SONGS
Nature NATURE
NATURE Animals ANIMALS
NATURE Animals A...
Working with Vendors
• Communication and Timeline for the
project
• Plan for collecting
–Branch closures timeline
–Continu...
MARC Display
WordThink Translation
PSY009000 PSYCHOLOGY / Psychopathology / Compulsive Behavior MEDICAL MENTAL
PSY010000 PSYCHOLOGY / P...
Physical Transformation
• Spine Label examples:
DVD
HOME
DIY
BIOGRAPH
FAMOUS
TRUMP
HISTORY
MILITARY
WW2
MEDICAL
HRT DIS
CO...
Converting the Catalog
• Split up collection – 4 staff members change
item records for Dewey ranges
Example: 636.7 = PETS ...
Converting the Branch
• Group “like” materials
– Map out new locations of
materials using collection
statistics
• Close th...
Changes to Shelving
• Broken down into smaller
groups of shelving
– Collection is not linear,
no beginning or end
– Emphas...
Customer Experience
• Many are indifferent
– Come in looking for a
book, leave with a book
– Come in to browse, go
to sect...
Challenges with Wordthink
• Difficult for larger sections
– Medical
– Business
• Shelved by title
– Title on spine can dif...
Visual Merchandising
• Systemwide promotional
merchandising
• Branch-specific
promotional
merchandising
• Everyday merchan...
Library Display Types
• Tabletop displays
• In-shelf display areas
• End cap displays
• Range-top displays
• Power wall an...
Display Standards
Display PrinciplesDisplay PrinciplesDisplay PrinciplesDisplay Principles
• Balance
• Emphasis
• Proporti...
Enhancing
• Use accessories sparingly: let the books
be your décor
• Stack multiples on tabletops and in-shelf
• Add media...
Display Do’s
A well-balanced, open, attractively layered Power wall display. This one highlights new arrivals and items of...
Display Do’s
Examples of well-placed displays on lower rangetops. Books on easels atop
another copy of the book alternate ...
Display Don’ts
Too many books (above) poorly spaced on too many levels, plus a
mismatched mix of wrinkled surface covering...
Display Don’ts
(Top left) Issues with height
and spacing leave this dis-
play less than compelling.
(Bottom left) Bulletin...
Just Don’t
No, really: don’t.
Signage No-nos
No day-glo. No tape. No dirty, dog-eared signs.
No handmade signs. No tape.
No day-glo. No clipart.
No sign...
CAUTION:
Use of tapes sets a
very bad example!
Staff Merchandising
Responsibilities
• Designer
create systemwide programs and promotional displays
• Guides
implement sys...
• All Staff
keep oriented to displays daily
help keep shelves “fluffed” when you’re on the floor
Maintenance
• Daily orientation to displayed materials: one-
minute walkthrough
• Fluff display areas and fill gaps: libra...
Equipment & Resources
• Use approved display equipment
• Provide sign templates and holders
• List thematic idea-starters
...
Plan Your Merchandising Schedule
• Schedule a training session at each branch
-presentation of merchandising plan
-dos and...
Merchandising: The Bottom Line
• Welcome
• Inspire
• Engage
• Make Comfortable
The WOW! Factor
• Keeps ’em coming back
• Always something new
& exciting to explore
• Community connections
& transformat...
Merchandising Expresses
Your Mission
Current Remodeling Projects
Music
History
Biography
Art
Crafts
Gardening
Cooking
True Crime
Languages
Sports
Travel
Mary Thelen
Visual Arts Manager
Anythink Libraries
mthelen@anythinklibraries.org
Rachel Fewell
Collection Development Mana...
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Working with WordThink, Brand Power & Merchandising
Upcoming SlideShare
Loading in …5
×

Working with WordThink, Brand Power & Merchandising

1,688 views

Published on

Rachel Fewell, Anythink Collection Development Manager, and Mary Thelen, Anythink Visual Arts Manager, created this presentation for a series of workshops made possible by a grant from the Institute of Museum and Library Services which is administered by the Missouri State Library, a division of the office of the Missouri Secretary of State. The duo sought to identify and illustrate the intersection of new techniques in merchandising and classification that they have implemented at Anythink. The presentation outlines the process of converting the library collection from Dewey Decimal Classification to an adapted BISAC classification system called WordThink and explains the new merchandising techniques the library branches use to create a more inviting, intriguing, presentation of materials in a library setting.

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,688
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
36
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Working with WordThink, Brand Power & Merchandising

  1. 1. Working With WordThink, Brand Power & Merchandising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
  2. 2. The 21st Century Library • Branding: establishing our identity Library as the third place: -Distinct from home or work -Liberating environment -Encourages people to stay and to return -Playful atmosphere -A place of discovery and transformational experiences
  3. 3. Finding Our Identity • Establish the personality of the 21st Century library • Evolve from institutional to organic • Focus on customer service and transformative experiences What is Anythink?
  4. 4. • Our Mission Statement: we open doors for curious minds • Descriptive words: Imaginative, progressive, creative, distinctive, intuitive, adaptable
  5. 5. • Why the name? Anythink is the experience that anything is possible. • Why the doodle? A doodle is the start of any idea.
  6. 6. Identity Dictates Action Customer-centered identity means: • designing architecture and furnishings • for comfort and easy traffic flow • Mapping the space and the collection • For ease of use: Wordthink, signage, merchandising • Providing exciting programs, products and personalized services
  7. 7. Customer-Centered • Staff guided by shared values • Understand and empower our customers • Collaborate with customers to meet their needs
  8. 8. These Are Our People
  9. 9. Welcome to Anythink! • Brand rollout: a process Getting staff and community comfortable with the brand through subtle use of brand colors and fonts in pre-rollout print materials Jam sessions and elevator statements prime staff for brand buy-in
  10. 10. Brand: Consistent & Comprehensive • Visual Consistency Fonts color palette logo
  11. 11. Brand Consistency • In Print
  12. 12. Brand Consistency • In Display
  13. 13. Comprehensive Application • Brand style and attitude pervades all customer touchpoints: Customer Greetings Event Signage Nametags Website Design Phone Messages Press Releases E-mail signatures Flyers & Notices Interior & Exterior Signs All print materials
  14. 14. Comprehensive Application advertising promotion name tags exterior signageexterior signage
  15. 15. Mapping the Space • Floor plan • Wordthink • Signage • Merchandising
  16. 16. Ease of Use • Traffic flow-open floor plan • Clearly identified neighborhoods • Autonomy: self-check, digital catalog, website • Choices: quiet spaces, sociable spaces
  17. 17. You are here. Welcome; make yourself at home.
  18. 18. Working With WordThink From Conversion to the Frontlines
  19. 19. Design Wordthink • Collection Development team visited Maricopa County • Used BISAC as a model • Created grids that better classified our collections WordThink Conversion
  20. 20. WordThink Grid Music MUSIC MUSIC How-to HOW TO MUSIC Songbooks SONGS Nature NATURE NATURE Animals ANIMALS NATURE Animals ANIMALS Birds BIRDS NATURE Animals ANIMALS Insects INSECTS NATURE Animals ANIMALS Land LAND NATURE Animals ANIMALS Ocean OCEAN NATURE Dinosaurs DINOS NATURE Plants PLANTS Parenting PARENT PARENT Baby Names NAMES PARENT Pregnancy PREGNANC
  21. 21. Working with Vendors • Communication and Timeline for the project • Plan for collecting –Branch closures timeline –Continuing to order Dewey while ordering WordThink • Translation grid – BISAC to WordThink • Ongoing feedback • Yearly updates and retro-fitting
  22. 22. MARC Display
  23. 23. WordThink Translation PSY009000 PSYCHOLOGY / Psychopathology / Compulsive Behavior MEDICAL MENTAL PSY010000 PSYCHOLOGY / Psychotherapy / Counseling SOC SCI PSYCH PSY011000 PSYCHOLOGY / Psychopathology / Eating Disorders MEDICAL EAT DIS PSY012000 PSYCHOLOGY / Education & Training SOC SCI PSYCH PSY013000 PSYCHOLOGY / Emotions SOC SCI PSYCH PSY014000 PSYCHOLOGY / Forensic Psychology SOC SCI PSYCH PSY015000 PSYCHOLOGY / History SOC SCI PSYCH PSY016000 PSYCHOLOGY / Human Sexuality RELATION SEX PSY017000 PSYCHOLOGY / Interpersonal Relations SOC SCI PSYCH PSY018000 PSYCHOLOGY / Mental Illness MEDICAL MENTAL PSY020000 PSYCHOLOGY / Neuropsychology SOC SCI PSYCH PSY021000 PSYCHOLOGY / Industrial & Organizational Psychology SOC SCI PSYCH
  24. 24. Physical Transformation • Spine Label examples: DVD HOME DIY BIOGRAPH FAMOUS TRUMP HISTORY MILITARY WW2 MEDICAL HRT DIS COOKING INTNTL J PLACES US TEEN RELATION TEEN GRAPHIC SPIDER-M
  25. 25. Converting the Catalog • Split up collection – 4 staff members change item records for Dewey ranges Example: 636.7 = PETS DOGS – go through item by item • Every NF collection converted LP, Books on CD, J & E, Teen • Change catalog display
  26. 26. Converting the Branch • Group “like” materials – Map out new locations of materials using collection statistics • Close the branch – fastest, easiest, cleanest – 35,000 item collection = 1 week closure – 12 FTE complete the project • New signs, maps of location • Orienting all staff
  27. 27. Changes to Shelving • Broken down into smaller groups of shelving – Collection is not linear, no beginning or end – Emphasizes subject- specific groupings – Varying height and sizes – Freedom to reconfigure sections – Empty shelves and endcap displays
  28. 28. Customer Experience • Many are indifferent – Come in looking for a book, leave with a book – Come in to browse, go to section • Some come in ready to challenge Wordthink • Different from Bookstores – Catalog gives specific location of every book.
  29. 29. Challenges with Wordthink • Difficult for larger sections – Medical – Business • Shelved by title – Title on spine can differ from title in catalog – Books on same subject not right next to each other • Smaller NF collections
  30. 30. Visual Merchandising • Systemwide promotional merchandising • Branch-specific promotional merchandising • Everyday merchandise highlighting
  31. 31. Library Display Types • Tabletop displays • In-shelf display areas • End cap displays • Range-top displays • Power wall and case displays
  32. 32. Display Standards Display PrinciplesDisplay PrinciplesDisplay PrinciplesDisplay Principles • Balance • Emphasis • Proportion and scale • Rhythm • Harmony • Rule of 3 Rules of ThumbRules of ThumbRules of ThumbRules of Thumb • Activate key visual zones • Front up rows • Face out books • Fill gaps • Fluff
  33. 33. Enhancing • Use accessories sparingly: let the books be your décor • Stack multiples on tabletops and in-shelf • Add media and live demos • Incorporate staff picks
  34. 34. Display Do’s A well-balanced, open, attractively layered Power wall display. This one highlights new arrivals and items of seasonal interest. The table displays in front of the power wall draw customers in to browse the wall displays.
  35. 35. Display Do’s Examples of well-placed displays on lower rangetops. Books on easels atop another copy of the book alternate with books on easels alone. Note varied Placement of in-shelf displays. When kids see the library’s habit of arranging board books neatly by size in baskets, they can find what they want more easily. Who knows—perhaps some will take the lesson home.
  36. 36. Display Don’ts Too many books (above) poorly spaced on too many levels, plus a mismatched mix of wrinkled surface coverings make for a discon- nected, scattered-looking display unattractive to customers. A good idea poorly designed (above). Don’t let displayed books (right) block Wordthink signage! Use displayed books to illustrate what the Wordthink neighbor- hood contains.
  37. 37. Display Don’ts (Top left) Issues with height and spacing leave this dis- play less than compelling. (Bottom left) Bulletin boards and decorating of any kind detract from the clean, professional look of the 21st Century library, where the beauty in the setting is in the books themselves. (Right) Books removed from display easels must be re- placed promptly. Books on shelves must be fronted, and shifted to maintain a balanced look from shelf to shelf. Large gaps should be filled in with display books.
  38. 38. Just Don’t No, really: don’t.
  39. 39. Signage No-nos No day-glo. No tape. No dirty, dog-eared signs. No handmade signs. No tape. No day-glo. No clipart. No signage overkill. No sloppy placement. No tape. No unreadable, non-brand fonts. No daycare-bulletin-board styling. NO TAPE!
  40. 40. CAUTION: Use of tapes sets a very bad example!
  41. 41. Staff Merchandising Responsibilities • Designer create systemwide programs and promotional displays • Guides implement systemwide programs and displays create branch-specific promotional displays manage everyday merchandise highlighting • Concierges keep displays “fluffed” maintain inventory of display equipment • Wranglers shelve materials & keep shelved stock fronted, faced-out, filled up and dusted
  42. 42. • All Staff keep oriented to displays daily help keep shelves “fluffed” when you’re on the floor
  43. 43. Maintenance • Daily orientation to displayed materials: one- minute walkthrough • Fluff display areas and fill gaps: libraries that merchandise their materials see circ spike 30-40% immediately • Change out displays: if display does not draw interest in first day, be ready with back-up ideas
  44. 44. Equipment & Resources • Use approved display equipment • Provide sign templates and holders • List thematic idea-starters • List resource links and books • Keep examples of display dos and don’ts • Observe prohibited practices: avoid visual clutter do not use tape do not use handmade signs
  45. 45. Plan Your Merchandising Schedule • Schedule a training session at each branch -presentation of merchandising plan -dos and don’ts -provide handbook -provide merchandising equipment and hands-on demos -plan quarterly walkthroughs with branch managers
  46. 46. Merchandising: The Bottom Line • Welcome • Inspire • Engage • Make Comfortable
  47. 47. The WOW! Factor • Keeps ’em coming back • Always something new & exciting to explore • Community connections & transformative experiences
  48. 48. Merchandising Expresses Your Mission
  49. 49. Current Remodeling Projects
  50. 50. Music History Biography Art Crafts Gardening Cooking True Crime Languages Sports Travel
  51. 51. Mary Thelen Visual Arts Manager Anythink Libraries mthelen@anythinklibraries.org Rachel Fewell Collection Development Manager Anythink Libraries rfewell@anythinklibraries.org

×