Ryan KoromArmin MehicJeremy Covey

Christian Westphal

May 12, 2010

Strategic Planning

“The mission of the Racine Public Library is to enhance our community’s quality of life by providing information, ideas, and creative works.”

Mission:

To provide the residents of Racine County with convenient access to information, reference materials, and an environment that promotes learning. The Library will accomplish this by:

• Continuing to modify the downtown library to exceed the needs of the community which it serves• Offering customers more convenient access to library materials by investing in new infrastructure

Vision (Recommended):

Current Goals/Objectives

• Engage communities• What they want/need/are willing to pay for

• Get buy-in from elected officials• Identify potential partners• Identify and develop project timeline (increase urgency)• Engage more individuals in process• Design new green library• Create and execute a capital campaign• Build a state-of-the-art library

SWOT Analysis:

Strengths•Library staff•Materials

collection•Bookmobile

Weaknesses• Funding• Parking• Advertising/Marketing/Public

Relations

Opportunities• Expand materials collection• Create partnerships• Increased space/programs

through new location

Threats•Funding•Fragmentatio

n•Timing of

expansion

Racine Public Library

Benchmarking:

Kenosha Southwest Library

• Free parking• Staffed cafe• Atrium with sitting areas• Book drop drive up• Elaborate children's area• Free wifi• Young adult section• Study Rooms• Large meeting room• Conference room• Computer lab• Laptops for use• Friendly staff• Extensive hours of operation

Kenosha Simmons Library

• Historic architecture• Large reference room• Reading/sitting area• Children’s area• Free wifi• Helpful staff• Extensive hours of operation

Key Success Factors:

Customer Service (hours, friendliness)

Collection of Materials

Offer products and services for multiple age groups

Ability to obtain funding

Location (convenient, safe, free parking)

Porter’s Five Forces:

Threat of Substitutes• Amazon• Digital media• Barnes and Noble• Internet cafes• School educational

programs

Threat of Entry• Low profitability• Must establish

circulation materials• Building needed• Industry experience

needed• City approval would

likely be needed

Bargaining Power of Customers• Many customers• Customers have

little overall impact on organization

• Limited number of customers provide donations

Bargaining Power of Suppliers• Multiple publishers• Many computer

manufacturers• Funded determined

by a limited number of municipalities

Intensity of Competitive Rivalry

·Digital media becoming popular·High power of municipal funding·Multiple substitutes·Multiple other Librarieso UW-ParksideoKenosha Library

Survey:

• Random sample of individuals in retail district on highway 31 and in target area• Needed to identify customer needs for new location

Respondent Residency:

City of Racine

Mount Pleasant

Caledonia

Kenosha

Sturtevant

Western Racine County

Wind Point

Milwaukee

0%

5%

10%

15%

20%

25%

30%

35%

Presence & Number of Children:

46%

54%

Yes No

Average number of children: 1.6

Age of Respondents:

Current Library Patronage:

37.50%62.50%

Yes No

5.77 average annual visits per patron

Proj. Impact on Lib. Patronage:

55.77%44.23%

Yes No

Services and Characteristics:

0

1

2

3

4

5

6

2.82

4.224.56

5.7

1.962.59

4.86

Need for a Second Location:

77%

23%

Yes No

• Have kids room with story hours• Make it more like Kenosha’s (cleaner, friendlier)• Free parking• Better lighting

Additional Survey Comments:

• Advantage over traditional print or phone surveys

1) Save on cost2) Eliminate printing, postage3) Accurate responses4) Real time data analysis

Electronic Surveys

Electronic Survey

QUESTION # QUESTIONS

1 Current Residency?

2 Do you have any children?

3 What is your current age?

4 Do you currently visit the Racine Public Library?

5 Would a new library west of downtown Racine increase your patronage?

6 Do you feel Racine needs a second library west of downtown?

7 What is most important for you in a Library setting? Click all that apply

UW-Parkside Demographics

Kenosha37%

Racine 33%

Milwaukee9%

Other21%

Electronic Survey

Source: UWP Research Institution

Age of respondents

Note: Graph analyzed by count

E-Survey results

NO 63%

YES 37%

Would a new library increase your patronage?

Does Racine need a new library?

NO 57%

YES 43%

What do people want?

Strategic Issues:

• Lack of vision statement• Lack of planning/direction • No sense of urgency• Lack of defined roles for expansion project• Lack of communication with public• Limited human resources

Strategic Recommendations:

• Use SMART goals• Create a timeline• Create a vision statement• Create organizational structure• Complete additional market research

SMART Goals Timeline:

Engage Communi

ties

• Post new library location information to website by June 1st 2010

• Have article published in Racine Journal Times by July 1st 2010

• Participate in UW-P/Carthage marketing research project to determine specific customer needs by December 31st 2010

Get buy in from elected officials

• Host library planning session with municipal officials by February 1st 2011

• Obtain written contracts for funding from municipal officials by March 1st 2011

Identify potential partners

• Host partnership information meeting by June 1st 2011

• Gain estimates of potential sponsorship revenue by July 1st 2011

Design new

green library

• Contact architects and builders by August 1st 2011

• Have working blueprints and construction plans by January 1st 2012

Create and

execute capital

campaign

• Create capital campaign February 1st 2012

• Collect funds for library by April 1st 2012

• Start construction by May 1st 2012

• Open new location by April 2013

Organizational Structure:

Director of library expansion

Capital/fundraising

group

Public relations/mark

etingOperations

groupResearch and

analytics group