What’s Inside the Box? OR Marketing your library with the Libraries Building Communities reports

Marketing ‘… the aim of marketing is to make selling superfluous. This may sound strange but the aim is to know and understand the customer so well that the product or service fits him or her and sells itself.’ - marketing guru Peter Drucker, 1973

Libraries Building Communities A research project of the Library Board of Victoria and the Victorian public library network Reports published February 2005

What’s the research about? Who is using Victoria’s public libraries and why What people most value about our libraries Examples of the best / most innovative services Who is not using public libraries Identifies barriers to use Identifies potential new users Strategies to increase community engagement Future roles for public libraries

How information was collected Existing publications: reports; ABS data New qualitative and quantitative data collected through: 9 focus groups with library users 9 focus groups with library non-users 6 focus groups with library staff 400 telephone interviews with residents 35 face-to-face interviews with key influencers 8,602 responses to an online survey

Important things to note The largest and most complex information gathering / research exercise of its kind undertaken in Australia Information gathered about library users statewide that has not been available before Information gathered about individual library services that has not been available before Information gathered about library users that, for the first time, can be compared to ABS data

Report One: Setting the Scene Background Key concepts Government policy Victorian public library network Similar studies Project objectives Methodology

Report Two: Logging the Benefits Profiles of library users Reasons for using public libraries Frequency of use Satisfaction ratings for different services $ value placed on services by library users Views on the future role of public libraries Challenges if libraries are to meet their potential

Report Three: Bridging the Gaps Population segments least well served Barriers to use Strategies to increase community engagement

Report Four: Showcasing the Best 34 case studies of innovative programs in Victorian public libraries Emphasis on partnership initiatives – homework clubs, telecentres, vocational guidance programs

How libraries help to build strong communities Overcoming the digital divide Creating informed communities Supporting learning and literacy Building social capital

Important characteristics of public libraries Free and accessible to everyone Responsive to local needs At the forefront of innovation Well-known Well-used Well-resourced

Challenges if public libraries are to realise their potential: Additional financial resources Development of library infrastructure Development of stronger partnerships Upgraded technology Workforce development

Libraries Building Communities Library users by age group (online survey) :

Libraries Building Communities Proportion of male and female library users (online survey) :

Libraries Building Communities Library users by employment status (online survey) :

Libraries Building Communities Library users and non-users by household type (telephone survey) :

Libraries Building Communities Frequency of library use (online survey) :

Libraries Building Communities Activities people undertake at the library (online survey) : Source - Online Survey

Libraries Building Communities Gap analysis: importance of service and satisfaction rating (online survey) :

Libraries Building Communities Gap analysis: importance of service and satisfaction rating (online survey) :

Libraries Building Communities Areas in which public libraries excel (telephone survey – users only) :

Libraries Building Communities Estimates of the monetary value of library services and resources: Service$ Value Children’s programs  School holidays  Story-times $20 - $30 per child $10 - $16 per child Adult programs  Talks  Day workshops $10-$15 per person $30-$60 per person Borrowing books$20-$30 per book Reference books$200 -$250 per book or $50 per month Using written resources eg newspapers on site$2 per item or $100 per month Using audio-visual services on site$10 per hour Staff consultation on information retrieval$60 - $100 per hour Process a loan$3.50 per book Home Library Service$150 per person per year DVDs$7 each CDs/videos$4 - $12 each Internet$5 - $8 per hour or $50 per month

Libraries Building Communities Libraries are our best chance to create a centre of community spirit and activity The most important thing to a community is reading, and what better place to encourage this in the young than a library

Libraries Building Communities Knowledge and information are empowering communities to better themselves and our libraries are central for those who have a language, other than English, as their main language

Libraries Building Communities The role of public libraries as key players at a community level in building learning communities, and helping to form skilled and information-literate communities, is fundamental to the future wellbeing of Australian society

Libraries Building Communities It is the holder of much of the knowledge about our local area and gives us a link to our past, present and future Civic pride and fondness is generated by a well-used and friendly library environment

Libraries Building Communities It doesn’t matter who you are, when you walk through the door you have equal privileges Library – it’s one thing the whole family can do When I wasn’t working I would say it saved my sanity

Reports available from Every public library service manager in Victoria State Library of Victoria website Download at no cost, or purchase from the Online Shop