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Total Branch Makeover


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PLA 2012 Conference Presentation by Mary Marques and Joel Nichols, Free Library of Philadelphia

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Total Branch Makeover

  1. 1. Mary Marques Joel Nichols Free Library of PhiladelphiaTotal Branch Makeovera six month action plan
  2. 2. Lillian Marrero Branch Library 2
  3. 3. The Neighborhood Median household income = $19,048 by ethnic group = 0.71% Asian 40.48% Black 57.88% Hispanic Total population = 25,311 3
  4. 4. educational attainmentHigh School Diploma = 31.29%Associates Degree = 3.35%Attended College = 3.14%College/Graduate Degree = 2.15%Graduate Degree = 0.99%ageMedian Age = 27.018 years or older = 64%65 years or older = 7.5% 4
  5. 5. Renovations, 19975
  6. 6. the plan 6
  7. 7. 7staff patterns three months lunchtimes, etc. strengths, preferencesschedule & rhythm recurring programs outside groups calendar of eventsregulars info sheet/FAQ welcome lettercollection weed most crowded sections refresh signage
  8. 8. months four through six floorplan browsing/finding clear sightlines flow and space signage 8
  9. 9. signage 9
  10. 10. programs10
  11. 11. 11 services
  12. 12. Promotion social media welcome letter template for flyersOutreach social media schools/teachers email list lead back to programPartners 12
  13. 13. makeover inventorycollections weeding reorganization signagefloor plan assessment sightlines traffic lanes, organization & browseability 13
  14. 14. makeover inventorystaff trainings & refreshers staff logs volunteer orientationprograms audience need strengths 14
  15. 15. Marketing to Culturally and Diverse Latino Community: One language and 20 regional voices15
  16. 16. What the literature is saying about the Latino community? •Latino Population grew by 43% between 2000 and 2010 •“Hispanic origin question was based upon self-identification” •Population in the United States is changing ethnic diversity •Mexican population is the largest Hispanic group in the United States Source www.census.gov16
  17. 17. “one big segment”•Identify patrons and non-users of the library•Be aware of the heterogeneous community unwelcoming environment for potential customers•the“institutional feeling” that is projected to newcustomers •fastest growing community in the US •Cultural complex and heterogeneity is a challenge •communication in a cross-cultural environment •monolingual, bilingual and multilingual Latino customers 17
  18. 18. Are you familiar with these terms and concepts? 18
  19. 19. The Marketing Mix: The 4 P’s of Marketing The promise: Customer satisfaction in a welcoming environmentPRODUCT PRICE•Lillian Marrero Branch offers a medium-size of • Reduced budgetSpanish materials (4934 items)•ElectronicResources, programs, LEAP, computerclasses, computer classes, free WIFIPROMOTION PLACE•Introduced the concept of “free library” to •The library is located in a fairly busy avenuethe customers•Librarians need to market “the library” as a •Customers can access this location by foot,place that welcomes minority groups by public transportation, by car or just•Outreach the community and visit the “the walkingbarrios” grocery stores•Partnership with neighborhood institutions•Creation of bilingual fliers with branch logoto help customers identify programs andservices for that specific library•Highlight the desire to help this community 19
  20. 20. SWOT Analysis: Internal and external environmental factorsStrengths Weakness•New administrator’s philosophy: •The FLP catalog is being offered onlyProvide excellent customer services in the English languageto all the multicultural and diverse •Most library publications are notclientele offered in the Spanish language•Medium size Spanish collection •No exterior or interior signage in the•New releases materials in various Spanish languageformat•Spanish library applicationsOpportunities Threats•Promote and publicize the library •Negative image of the library in theservices throughout mass media and Latino populationsocial networks such as FB •No tradition of public library services•Outreach to Latino leaders in the •Fear of government institutionscommunity •Libraries are foreign environment (hours, rules, fines and fees) 20
  21. 21. Strategies 21Team work Build trust and long term•Inclusive language (we, us)•“Blue ocean strategies” (creating a new credibilitymarket of product and services/ needs and •Listening and providing an individualwants) attention to the customer •Personalization and dual interaction (customers want to feel that a librarian cares for him/her) •Repletion of information for customer’s assurance •Multicultural theme , cross-cultural communication and globalization (sense of welcoming)Cultural awareness Outreach and partnership•Introduction of world flags •Volunteers•Inter-generational families and levels of •Community leadersacculturation •Connectors•Programs design to specific target markets: •Mass mediaInclusion of new collections: LGBT and smallbilingual Spanish/English collections(audiobooks, music and graphic novels)
  22. 22. parting tipsIt really can’t be an ego show.Think about the different between being a leader and a supervisor.Trust members of the team and be a teacher/student.Give people the benefit of the doubt.Ask for helpDo not micro-manage.Do not be the only gatekeeper.Be flexible 22
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  25. 25. contact Mary Marques Librarian Free Library of Philadelphia marquesm@freelibrary.orgJoel NicholsTechmobile ManagerFree Library of 25