Identification of Target Groups and Library Services
1. Identification of Target Groups and
Library Services
MARIA NESHEVA-KOSTADINOVA
DORA GABE DISTRICT LIBRARY, DOBRICH
MODERN LIBRARY SERVICES AND INITIATIVES
26 APRIL 2012, DOBRICH
2. 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
3. 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
4. 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
5. Analyzing Needs within the Community
Management tools
environment analysis
community needs analysis
monitoring and evaluation
performance measurement
6. Environment Analysis / SWOT Analysis
STRENGTHS WEAKNESSES
Model criteria: Model criteria:
1. Service advantages
1. Service disadvantages
2. Competitive advantages
3. Unique bid price 2. Lack of competitive advantages
4. Resources, assets, staff 3. Reputation and presence
5. Experience, know-how, information 4. Finances
6. Financial reserves, possible return 5. Vulnerable library features
7. Cost-quality value 6. Compliance with deadlines and work under deadline pressure
8. Geographic location 7. Quality flaws
9. Accreditation, qualification, certificates
8. Facilities and equipment
10. Management
11. Equipment 9. Management outreach, continuity of managerial decisions
12. Library philosophy and values
OPPORTUNITIES THREATS (RISKS)
Model criteria: Model criteria:
1. Sector development 1. Political effects
2. Vulnerable features of competitors 2. Legislative effects
3. Sector trends 3. Environmental effects
4. Development of technology and innovations 4. IT sector development
5. Global impact 5. Intentions and goals of competitors
6. Target groups 6. Demand
7. New unique suggestions 7. New technology, services, ideas
8. Partnerships 8. Key contacts and partnerships
9. Influence of fashion trends, seasons, climatic conditions 9. Impediments
10. Loss of key staff
11. Lack of staff
12. Climate change
7. 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
8. 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
9. 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
10. “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
11. 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
12. Measuring Quality: Performance Measurement in Libraries
Measuring Quality: Performance Measurement in Libraries
Authors: Roswitha Poll, Peter Te Boekhorst
Bulgarian Library and Information Association, Sofia, 2011
ISBN 978-954-9837-20-9
With IFLA permission
13. Public Library Marketing. Public Relations. Advocacy
Four main marketing tools
marketing study
marketing segmentation
marketing mix strategy
marketing evaluation
Public relations
Advocacy
14. 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
15. 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
16. 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
17. 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