Identification of Target Groups and Library Services
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Transcript of Identification of Target Groups and Library Services
MARIA NESHEVA-KOSTADINOVADORA GABE DISTRICT LIBRARY, DOBRICH
MODERN LIBRARY SERVICES AND INITIATIVES26 APRIL 2012, DOBRICH
Identification of Target Groups and Library Services
Responding to Users’ Needs
“The services of the public library are provided on the basis of equality of access for all, regardless of age, race, sex, religion, nationality, language or social status.”
IFLA/UNESCO Public Library Manifesto, 1994
Elements of Effective Library Service Provision
Identifying potential users Analyzing users’ needs Developing services to groups and individuals Introducing customer care policies Promoting user education Cooperating and sharing resources Developing electronic networks Ensuring access to services Providing library buildings
IFLA Guidelines for Public Libraries BLIA, 2011
Identifying Potential Users
People at all ages and at all stages of life Individuals and groups of people with special needs Institutions within the wider community network
Analyzing Needs within the Community
Management tools environment analysis community needs analysis monitoring and evaluation performance measurement
Environment Analysis / SWOT Analysis
STRENGTHSModel criteria:1. Service advantages 2. Competitive advantages 3. Unique bid price 4. Resources, assets, staff 5. Experience, know-how, information 6. Financial reserves, possible return 7. Cost-quality value8. Geographic location 9. Accreditation, qualification, certificates 10. Management 11. Equipment 12. Library philosophy and values
WEAKNESSESModel criteria: 1. Service disadvantages 2. Lack of competitive advantages 3. Reputation and presence 4. Finances 5. Vulnerable library features 6. Compliance with deadlines and work under deadline pressure 7. Quality flaws 8. Facilities and equipment 9. Management outreach, continuity of managerial decisions
OPPORTUNITIES Model criteria:1. Sector development 2. Vulnerable features of competitors 3. Sector trends 4. Development of technology and innovations 5. Global impact 6. Target groups 7. New unique suggestions 8. Partnerships 9. Influence of fashion trends, seasons, climatic conditions
THREATS (RISKS)Model criteria:1. Political effects 2. Legislative effects 3. Environmental effects 4. IT sector development 5. Intentions and goals of competitors 6. Demand 7. New technology, services, ideas 8. Key contacts and partnerships 9. Impediments 10. Loss of key staff 11. Lack of staff 12. Climate change
Community Needs Analysis
Demographic information about the community Data about organizations in the community Information about business and commerce in the locality Information about the catchment area of the library Transport patterns in the community Information services provided by other agencies in the community
Customers Should Be Involved in Service Development
Focus group and community surveys what services they use and require users’ complaints users’ response to services and new initiatives suggestion boxes information from groups of potential users
Monitoring and Evaluation
Evaluation of all programs and services achieving objectives and declared goals timely and regular provision meeting the needs of the community changing needs need of improvement resources effectiveness and efficiency
“Library statistics: data can make a difference”
“Library statistics are necessary for the effective management of libraries, but they are still more important for promoting library services to the different types of stakeholders…”
IFLA Library Statistics Manifesto, 2010
Library Performance Indicators
Library usage indicators Collection indicators Human resource indicators Qualitative indicators Information and communication technology indicators Comparative indicators
Demographic and economic statistics. Population assessment data
Measuring Quality: Performance Measurement in Libraries
Measuring Quality: Performance Measurement in Libraries
Authors: Roswitha Poll, Peter Te Boekhorst Bulgarian Library and Information Association, Sofia, 2011ISBN 978-954-9837-20-9
With IFLA permission
Public Library Marketing. Public Relations. Advocacy
Four main marketing tools marketing study marketing segmentation marketing mix strategy marketing evaluation
Public relations
Advocacy
Services to Users
Key services provided by modern public libraries loan of books and other media provision of books and other materials for use in the library information services using print and electronic media readers’ advisory services including reservation services community information services user education including support for literacy programs programming and events modern communication tools like blogs, mobile phone texts and use of social networks for
reference services and public relations
IFLA Guidelines for Public Libraries
BLIA, 2011
Service Provision to Groups and Individuals
Services for children Services for young adults Services for adults Services for community groups Services for special user groups
Effective Library Service Provision
Lifelong learning Leisure time interests Information services Cooperation and resource sharing Libraries in communities Reading and literacy promotion Information literacy User education Information navigator Library ambience
Customer Care Policies
Adequately planned, prepared and reliable library services Convenient and attractive library building Convenient opening hours Online accessible library catalogues and websites Book loan period extension and book reservation services Services outside the library building Convenient equipment Special equipment
Positive effect on users