in the 21st Century and Digital AgePresented By: J. G robart,

S. O hlinger,T. L amson,J. T homas

Consulting

Mission StatementOur mission is to bring greater awareness to the vast new resources,

technologies and services the Chicago Public Library has developed to

make content and programs more readily available to citizens and library

customers across the United States. We believe the new uses of technology,

multiple avenues of access and development programs will re-establish

The Library™ as a prime resource for personal improvement and the

betterment of society.Owl graphics from http://www.jordansparrow.net/cpl/

Company

First library opened in 1873

80 branches across the city of Chicago

Chicago Public Libraries are now available digitally through online and mobile access

Offer over 100,000 computer tutoring sessions, support 2.9 million computer sessions and draw 9.9 million visitors per year

Customers

Adults

Continuing Education

Workforce development

Students

YOUMedia

After school activities

All ages - “Get Carded”

Scholarly research

YOUMedia Logo http://i0.wp.com/adlib.info/wp-content/uploads/2016/02/cpl-2.gif Get Carded https://www.chipublib.org/get-carded-cplf-3/

Product Life Cycle

Product Life Cycle

Product Life Cycle

CompetitionPrivate Book Retailers including Barnes & Noble Inc. Books-

A-Million Inc. and Amazon.com

Online Sales

Wholesale and distribution services to customers.

Amazon's share of all new book unit purchases was 41 percent. They also dominate 65 percent of all new online book units, in both print and digital copies. (The Atlantic)

Brick and Mortar Locations

Children’s Internet Protection Act

CDA & COPA

Copyright & Fair Use

1st & 4th Amendment

Internal Social Media Marketing Policy

Cops

Consumption Context

Consumption Context

Books, e-Books, Research

Routine Problem Solving

Workforce Development, Maker Lab &

YOUMedia,

Limited Problem Solving

Price

Chicago Public Library accumulated a total revenue of $126,121,248

Revenue was gained through taxes and funds from the City of Chicago, State of Illinois State, Capital Construction Program Grant, Federal Chicago Public Library Foundation, Fines and Fees, and Capital Income from Bonds

Heavily reliant on resident tax dollars along with state and federal funding.

Quality of library services heavily dependent on community tax base.

Place

119,487 libraries across the United States

The Library Service and Construction Act ensured that libraries across the United States were built in underserved areas.

Top five largest libraries in the United States

1. Library of Congress

2. Boston Public Library

3. Harvard University

4. New York Public Library

5. University of Illinois

Chicago Public Library is 31st on the list

Competitive AdvantageFactor Weight Rating Total

Price of Product 25 8 200

Locations 20 10 200

E-Commerce 20 3 60

Advertising 13 2 26

Access for Community Members

13 9 117

Product Variety 9 7 63

Total 100 666/1000

Differential Advantage

Libraries Barnes & Noble Books-A-Million Amazon.com

Number of Locations

1,1,1 0 0 0

E-Commerce 0 1,0 1,1,0 1,1,1

Civic Engagement 1,1,1 0 0 0

Revenue 0 1,1,0 1,0 1,1,1

Cost to Consumer 1,1,1 0 0 0

Product/Phasilitating Pservices

Chicago Public Libraries operates 80 branch locations across Chicago

New website launched in 2014 has 43,000,000 pageview and 7.7 million views.

Programs such as “Kids Book Club, Cupcake Decorating Workshop, Adult Coloring Club, Early Voting and Lego at the Library” are offered to consumers.

Probe

Vast population in ChicagoStrong support from mayor Rahm Emanuel and the Chicago

Public Library Foundation Continued success of new programs which are experiencing

solid growth

New services in nascent stages provide opportunities for building brand equity

Promotion

Campaigns

It’s Not What You Think

Get Carded

The Library™

Questions?

Thank You

Presented By: J. G robart,S. O hlinger,T. L amson,J. T homas

Consulting