Total Branch Makeover a six month action plan

Mary MarquesJoel Nichols

Free Library of Philadelphia

Lillian Marrero Branch Library

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The Neighborhood

Median household income = $19,048

by ethnic group = 0.71% Asian

40.48% Black57.88% Hispanic

Total population = 25,311

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educational attainment

High School Diploma = 31.29%Associates Degree = 3.35%Attended College = 3.14%College/Graduate Degree = 2.15%Graduate Degree = 0.99%

age

Median Age = 27.018 years or older = 64%65 years or older = 7.5%

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Renovations, 1997

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the plan

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three monthsstaff patterns lunchtimes, etc. strengths, preferences

schedule & rhythm recurring programs outside groups calendar of events

regulars info sheet/FAQ welcome letter

collection weed most crowded sections refresh signage

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months four through sixfloorplan

browsing/finding

clear sightlines

flow and space

signage8

signage

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programs

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services11

Promotion social media welcome letter template for flyers

Outreach social media schools/teachers email list lead back to program

Partners

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makeover inventory

collectionsweedingreorganization

signage

floor plan assessmentsightlinestraffic lanes,organization & browseability 13

stafftrainings & refreshersstaff logsvolunteer orientation

programsaudienceneedstrengths

makeover inventory

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Marketing to Culturally and Diverse Latino Community: One language and 20 regional voices

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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

“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 new

customers

• 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

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Are you familiar with these terms and concepts?

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The Marketing Mix: The 4 P’s of MarketingThe promise: Customer satisfaction in a welcoming environment

PRODUCT•Lillian Marrero Branch offers a medium-size of Spanish materials (4934 items)

•Electronic Resources, programs, LEAP, computer classes, computer classes, free WIFI

PRICE• Reduced budget

PROMOTION•Introduced the concept of “free library” to the customers•Librarians need to market “the library” as a place that welcomes minority groups•Outreach the community and visit the “the barrios” grocery stores•Partnership with neighborhood institutions•Creation of bilingual fliers with branch logo to help customers identify programs and services for that specific library•Highlight the desire to help this community

PLACE•The library is located in a fairly busy avenue

•Customers can access this location by foot, by public transportation, by car or just walking

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SWOT Analysis: Internal and external environmental factors

Strengths•New administrator’s philosophy: Provide excellent customer services to all the multicultural and diverse clientele•Medium size Spanish collection•New releases materials in various format•Spanish library applications

Weakness•The FLP catalog is being offered only in the English language•Most library publications are not offered in the Spanish language•No exterior or interior signage in the Spanish language

Opportunities•Promote and publicize the library services throughout mass media and social networks such as FB•Outreach to Latino leaders in the community

Threats•Negative image of the library in the Latino population•No tradition of public library services•Fear of government institutions•Libraries are foreign environment (hours, rules, fines and fees)

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Strategies

Team work•Inclusive language (we, us)•“Blue ocean strategies” (creating a new market of product and services/ needs and wants)

Build trust and long term credibility•Listening and providing an individual 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•Introduction of world flags•Inter-generational families and levels of acculturation•Programs design to specific target markets: Inclusion of new collections: LGBT and small bilingual Spanish/English collections (audiobooks, music and graphic novels)

Outreach and partnership•Volunteers•Community leaders•Connectors•Mass media

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It 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 help

Do not micro-manage.

Do not be the only gatekeeper.

Be flexible

parting tips

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contact

Mary MarquesLibrarianFree Library of Philadelphia

www.freelibrary.orgmarquesm@freelibrary.org

Joel NicholsTechmobile ManagerFree Library of Philadelphianicholsj@freelibrary.org

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