Getting it right: Successful Strategies for Public Libraries · Groupwork: Action Plan Create an...

Getting it right:

Successful Strategiesfor Public Libraries

Best Practice -Würzburg Public Library, Germany

Dr. Hannelore Vogt

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Würzburg / Bavaria

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Würzburg Public Library

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Awards

Benchmarking Library of the Year 2003

Award for Online Innovation Award for the Childrens Library

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Würzburg Public Library

Some facts and figures

- 1.300.000

- 7 seconds

- 708.000

- 1.180.000

- 74%

- 30%

7

67Internet services

0,430,49Computer services per hour/per inhabitant

10,614,6Proportion of new acquisitons in %

0,230,23Staff per 1.000 inhabitants

22,223,2Public space in m² per 1.000 inhabitants

1,31,3Media per inhabitant

Rank Infrastructure

Average of German cities*

2008

Controlling & BenchmarkingKey data – operating figures

* Cities with more than 100.000 inhabitants

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4131Opening hours / per 1.000 inhabitants

5,17,1Turnover rate

6,69,3Loans per inhabitant

2,85,4Visits per inhabitant

Rank Customer Orientation

5,352,39Costs per visitor in €

78,2170,7Visitors per opening hour

12,413,7Staff hours per opening hour

0,260,18Budget for aquisiton per loan

Rank Efficiency

Key data – operating figures

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Mission, Vision, Goals & Strategy

Focuses of our work

Customer orientation Readingpromotion &lifelong learning

Electronic services & informationprovisionTop-class events &

Public Relations

IMAGE

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Satisfied customers relate their positive experience to threepeople

Dissatisfied customers tell eleven to thirteenpeople about their negative experience

Why Customer Orientation?

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Customer

Products Staff – theinternal customer

Customer Orientation

50 tips for customer orientation

Minigroup: Prioritize 5 tips

Recommendation

Improve staffing of libraries

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THE ROLE OF STAFF: Staff plays a vital role for the image

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BRANDING & IMAGE –

every staff member contributes to the image

Training – an important tool for staff satisfaction

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Information – an important tool for staff satisfactionE.g. via Intranet

Discussion: Do you use more instruments for staff satisfaction?

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The „external“ customer - some service improvements

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Custumor oriented presentation

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Customer orientated service improvements: WISH CARDS

12 % of the annual acquisition budget

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Library for Families

• Diaper changing room

• Childrens toilet

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Complaint management -manual and online

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Checklist Mystery ShoppingExternal Internal

LocationHow can I reach the library?(On foot, by bike/car/public transport)

First impressionWhat is the customer’s first impression when heenters the library?

Corporate IdentityHow consistently has it been implementedthroughout the library?

AcceptanceWhat image does the library have among theresidents of Würzburg?

AccessibilityWhat are the opening hours?What means of communication can be used,during and after opening hours?

AtmosphereHow are the personal relations between a) staffand customers and b) among the staff membersthemselves?

Shelving and furnishings Feel-good factorIs the arrangement of counters, desks, shelves,info points, Internet access points, sofas, chairspractical?

What is done to make customers feel welcomeand comfortable when they visit the library?

Presentation of media Customer advisory serviceWhich kind of media are presented, and how arethey presented?

How are customer inquiries dealt with?

Customer orientation systemCan the customer find his way around the library,and how can he find individual shelves?

Solving conflictsHow are difficult situations handled?

Customer segmentsWhat does the library offer these customers?

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Strategy for Optimizing the Stock

Portfolio-Analysis

Market growth

high Stars Questionmarks

low Cash Cows Poor Dogs

high low

Demand

?

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CUSTOMER SERVICE

LIBRARIES IN DIFFERENT DIFFERENT PLACES

Singapore – a library in the shopping mall

BOAT LIBRARY in Thailand orBangladesh


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CAMEL LIBRARY in Kenya


30DONKEY LIBRARY in Zimababwe


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The IFLA Caterpillar-Project

A folding box shelfsystem to transportbooks to isolatedcommunities

The designThe Caterpillar Book Box is a folding case, which is 1.8m high on castors for ease of movement, and the shelvesaccommodate approximately100 books fuelled by a cratedepot of approximately 500 books to replenish the stock in circulation.

More information: [email protected]

Mobile equipment

34One laptop per child

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100-Dollar-Laptop

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Focuses of our work

Customer orientation Readingpromotion &lifelonglearning

Electronic services & informationprovision

Top-class events& Public Relations

READING PROMOTION & LIFELONG LEARNING

A modular conception for all ages

KNOWLEDGE TRANSFER is our product

- and this is not visible -

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Babys & Toddlers

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STORYTELLING – Books for Babys

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BOOKSTART

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Content of the starter package

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Kindergarten

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LIBRARY BAG

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School

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Promotion of literacy and educational competency

• Class reading – sorted by grades• Theme boxes

• Guided tours for pupils –with special topics

Bookworm tourIntergalactic tourDetective tourSpooky tourLibrary rally

• Library Card for Beginners

•

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Flip the Bear –A writing project for children

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Having fun -

A NIGHT IN THE LIBRARY

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Customer Retention for Kids

The stamp card

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Teenagers

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Theatre bagLibrary is providing

all sorts of media

to a current play

Public Library & Theatre

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SMS-Lyric-Contest

or RAP-Workshop

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LIFELONG LEARNING

Studio: Study & Work

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- Basic Idea: Lifelong Learning

- Multimedia work &study desks

- Desks for study groups- Up to date technical

equipment- Virtual study studio on

the homepage- Classes & programs

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• Business economics

• Application & career

• Learn & study

Media with informative shelf marks / signatures:

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TRAINING - The Learning Studio for Adults

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Training Modules

Module 1: Information & Knowledge

• PC-Basics

• How to use the mouse

• Information in the internet

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Module 2: E-Life & Office Communication

• Digital Camera

• Blogs & Podcasts

• Scanner

• Second Life

• First steps in word

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Module 3:Profession & Careers

• How to apply

• Job Interview

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Module 4: Learning & Living

• Reading techniques

• How to learn

• Body Language

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Senior Services

• Creative Writing

• Info-Café &Information booths

• Mobile Service

• Literature Café

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Focuses of our work


Electronic services & informationprovision

Top-class events& Public Relations

Recommendation

Promote Information Communication Technology

(ICT) applications in all libraries

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Innovative Online Technologies, e.g.:

Online Reference-Service

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� E-Government and Personalized Services

� Innovative Online Technologies, e.g.:

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Enrich your Catalogue – e.g.: bookcover, links to additional information, directory, reservation, browser, virtual offers

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Database-Marketing: Info-Service

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Web 2.0 and other developments

DefinitionWeb sites/tools which allow users to participatewith others or by themselves – socialnetworking

• Weblogs – webdiaries• Second Life • Book recommendations; e.g.: amazon.com• Library Thing – people share their collections

www.librarything.com• Wikipedia – the people‘s encyclopedia• Flickr or picasa – people share pictures• Chats• E-Media

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Why should a library use something like Web 2.0

• Tells users that you welcome their bodies and theirminds

• Easy to use – flexible• Innovative – not your grandma‘s library IMAGE!!• Turns your library into a community centre but also

connects with the world• Gets people to share with each other, lets people

be creative –MARKETING = participation & dialogue

• A library becomes their workshop, not only a placethey go to pick up or drop off books

www.virtuelle-stadtbuecherei-wuerzburg.de

Virtual Public Library

Würzburg

The E-Library

• all kinds of digital media • in the internet• easy access• for registered library users• for a predefined period of time • downloading & borrowing



The virtual library in the look & feel of the libra ry homepage


Bibliographic data enriched with:

• filesize

• infos about the format

• extract

• ranking


Borrowing handled by a shoppingcart


Download directly onto your pc

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Focuses of our work


Electronic services & informationprovisionTop-class events,

Public Relations & Fundraising

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Literature Events, Corporate Design and Public Relat ions

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Reading promotion with local VIPsin a “special” atmosphere and with special decoratio n

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The Library in the Community: Cooperations & Partners

• School Authority, schools & pre-schools

• Adult Education Centre, University Würzburg

• Institutions - like job centres, theatres, museums, health department etc.

• Bookshops and publishing houses

• Local Newspaper and media

• Red Cross, hospitals

• Shops, cinema, restaurants

• Friends of the library and volunteers

• Your customers – complaint management, wishcards, focus groups etc.

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How to deal with Politicans & Public

• No complains

• Good news

• Surprise your customer

• Define succesfull methods

• Present your normal work different

Recommendation

Facilitate donation and sponsoring

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The IMAGE of Libraries is an

Essential Factor

for Sponsoring and Fundraising

Sponsoring & Fundraising

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Essentials for the Image

• Competence• Reliability• Prestige• Exclusiveness


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The Question isn‘t:

How can we get money?

But:

How can we get others into

our ideas and work?


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Donations & Sponsoring – Part of the PRWhat is sponsored?

• Reading events

• Magazines

• Books & other items

• Library cards

• Prizes & coupons

• Internet

• Technical equipment

• Furniture (chair campaign)

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• Adds in the local newspaper

• Print of PR-materials like flyers etc.

• Equipment and hardware by local stores

• Donation of prizes for tombolas etc.

• Commercials in/on busses

• Champaign, flowers,

• Practical help from firms like painting

the library

• Support with PR and marketing by specialists of companies

What else is sponsered?

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UnusualActivities

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Movie-Theatre Summer Activiity – The Book Treasure

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Schmöker-Göker - the „reading-chicken“

Unusual Activities

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Sponsoring & PR

Franconia & Wine:„Library Wine“ - our own riesling

Unusual Activities

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Thank you for your attention!

[email protected]

www.stadtbuecherei-wuerzburg.de

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Workshop Session 1Monday, 28.07.2008

LOBBYING FOR THE LIBRARY

Please work in groups on the followingtopics

Duration: 1 hourPresentation on Wednesday

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Basics of Advocacy

• Power

• Active Contribution

• Good values

• Develop Strategy

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Often libraries are only associatedwith culture and education…

Do NOT focus only on that!We have roles in

• City planning• Family policy• Health• Knowledge transfer• Administration• …

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Politicians & Public

• No complains!• Produce good news• Define succesfull methods• Surprise – do unexpected things• Present normal work different

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Groupwork: Summarize – which factors have aninfluence on the image of your library?

e.g.: building, media coverage…

Work in groups and present the results!

Presentation – Branding…

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Groupwork: Swot- Analysis

What are strengths –

what are weaknesses

of your libraries?

Work in 2 groups and present the results!

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Groupwork: Lobbying, Advocacy and Fundraising

1. Legal FrameworkWhat enabling legal frameworks exist for thedevelopment of libraries?

2. Lobbying, Advocacy & FundraisingDiscuss various effective strategies that havealready been used to promote libraries (prioritize 3)

3. What challenges exist? Think about weaknesses…4. Propose 3-5 strategies that libraries can use for

effective advocacy. Add concrete ideas what to do.

Each group works on the 4 topicsand presents the results.

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Groupwork: Action Plan

Create an Action Plan for an advocacy strategy –A campaign for mobilizing support to establish a „Nation al Commission for Libraries“ or a national library campaig n.

SLOGAN: I read, I lead!

• Goals• Targets and target audiences• Key messages• Strategies and tactics for getting the message out• Timeline• Who advocates on the top, local and grassroot level?• Sponsors, partners, funding

Getting it right: Successful Strategies for Public Libraries · Groupwork: Action Plan Create an...

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