Anthony Chow The University of North Carolina at Greensboro (UNCG) -- Seth Ervin, Tom Cole, Michael Wozniak, Beatriz Guevara, Bethany Scott, Amy Wykoff Charlotte Mecklenburg Libraries (CML)

  The Project – How to Develop a New Strategic Plan  Data Triangulation  Quantitative and Qualitative Factor Analysis  Identifying and Articulating Community Needs  Clear Needs Increase Precision of Strategic Planning – A Community Mandate Overview 2013 NCLA Biennial Conference, Winston Salem, NC 2 of 26

  The Need - Why do we need a community survey?  Re-establish good will and gratitude to the public after 2010 cutbacks.  To check that the Library still understood what the public wanted from the organization.  To determine the effects of demographic and technological changes within the county and how these changes would affect the Library’s strategic planning.  Identify clear set of information needs and community goals to ensure alignment of strategic goals.  Goals become community and fundable mandate The Project 2013 NCLA Biennial Conference, Winston Salem, NC 3 of 26

  The Process -  Consultant asked to build internal capacity of CML  12 Staff Members tasked with facilitating five community forums within the County.  Forums focused on same 15 questions used for online survey and staff forums and survey  Online survey (n=2,989)  Feedback and Comments  Data  Goals and Measures of Success The Project 2013 NCLA Biennial Conference, Winston Salem, NC 4 of 26

 Librarian PatronsLibrary Goals Setting Future Goals = Strategic Planning 2013 NCLA Biennial Conference, Winston Salem, NC 5 of 26

  More Than Our Perspectives Data Triangulation Library SWOT’s Staff perspectiveCommunity Perspective 2013 NCLA Biennial Conference, Winston Salem, NC 6 of 26

  We relied on prior survey to identify areas for in- depth questioning  We made promises of confidentiality to all participants  We asked open-ended questions and recorded all feedback given.  We conducted by community forums and an online survey.  Marketwise conducted a random telephone sample  Lee Institute conducted focus groups Data Triangulation 2013 NCLA Biennial Conference, Winston Salem, NC 7 of 26

  See Handout 1 (anthonyschow.wordpress.com/research)  Two facilitators and two note takers  Distributed through the County Community Forums 2013 NCLA Biennial Conference, Winston Salem, NC 8 of 26

  Also known as CODING. Taking a statement such as this: I like all services, especially the free access to the internet and the large range of books on all subjects. I don’t like that newspapers and magazines have pages missing, like for a recipe for mac and cheese. :) Or coffee shop please and creating a framework that codes and quantifies these anecdotes giving them a numerical value that we can further analyze to steer our organization. Factor Analysis 2013 NCLA Biennial Conference, Winston Salem, NC 9 of 26

 Factor Analysis It ends up looking something like this. Each question from the survey questions are codified and organized to present a uniform picture of what the public desires from the Library NCLA Biennial Conference, Winston Salem, NC 10 of 26

 Factor Analysis Another example: 2013 NCLA Biennial Conference, Winston Salem, NC 11 of 26

 Community Survey  What do you believe are the three most important programs and services the Charlotte Mecklenburg Library provides to benefit the community? 2013 NCLA Biennial Conference, Winston Salem, NC 12 of 26

 Community Survey (2)  How important, on a scale of 1-10, are the following to you? Answer OptionsRating AverageResponse Count 1. A Website to search for materials, place materials on hold, renew materials, use research resources Hours and days of operation Manage your account online Large variety of printed books Availability of staff to help find books, resources or information for any purpose Being a place to read, work or study Providing free access to Wi-Fi Having meeting rooms that can be used for any purpose, including voting Providing computers and access to the Internet Library services to help school age children and teens with homework Availability of staff to help with the use of a computer or access the Internet Reference materials, newspapers, magazines, or other periodicals Large variety of eBooks, music and e-audio books to download Programs or services designed for children, age 5 and under Staff-led computer or Internet training classes or workshops Programs or services to help find a job or create a resume Large variety of audio books and music on CDs Large variety of movies on DVDs Average NCLA Biennial Conference, Winston Salem, NC 13 of 26

 Community Survey (2)  How important, on a scale of 1-10, are the following to you? Answer OptionsRating AverageResponse Count 1. A Website to search for materials, place materials on hold, renew materials, use research resources Hours and days of operation Manage your account online Large variety of printed books Availability of staff to help find books, resources or information for any purpose Being a place to read, work or study Providing free access to Wi-Fi Having meeting rooms that can be used for any purpose, including voting Providing computers and access to the Internet NCLA Biennial Conference, Winston Salem, NC 14 of 26

 Community Survey (3) 2013 NCLA Biennial Conference, Winston Salem, NC 15 of 26

 Community Survey (4) 2013 NCLA Biennial Conference, Winston Salem, NC 16 of 26

 Community Survey (5) Please tell us if you have used the following Charlotte Mecklenburg Library services during the past 12 months: Answer Options Response Percent Response Count 1. Checked out printed books 91.3% Used the Library Website to search for materials, place materials on hold, renew materials, use research resources, or manage your account online 64.8% Library staff helped you find books, resources, or information for any purpose 58.6% Used a Library as a place to read, work or study 47.8% Checked out audio books or music on CDs 46.4% Used reference materials, newspapers, magazines, or other periodicals 44.0% Checked out movies on DVDs 42.4% Used Library WiFi 37.4% Used a Library public meeting room for any purpose, including voting 37.2% NCLA Biennial Conference, Winston Salem, NC 17 of 26

 Community Survey (6) 2013 NCLA Biennial Conference, Winston Salem, NC 18 of 26

 Community Survey (7) 2013 NCLA Biennial Conference, Winston Salem, NC 19 of 26

  From the coded survey results the needs of the community and the service areas of the Library are made clear: Identifying Clear Needs 2013 NCLA Biennial Conference, Winston Salem, NC 20 of 26

 Community Survey  What do you believe are the three most important programs and services the Charlotte Mecklenburg Library provides to benefit the community? 2013 NCLA Biennial Conference, Winston Salem, NC 21 of 26

 Identifying Clear Needs Charlotte Mecklenburg Library Strategic Plan (2013) NCLA Biennial Conference, Winston Salem, NC 22 of 26

 These findings directly influenced the Library’s Strategic Goals for the next three years. Charlotte Mecklenburg Library is rebranding to further emphasize the many services and resources the library brings to Mecklenburg County. So without further ado: Goals and Strategic Planning 2013 NCLA Biennial Conference, Winston Salem, NC 23 of 26

 Charlotte Mecklenburg Library Strategic Plan (2013) NCLA Biennial Conference, Winston Salem, NC 24 of 26

 Librarian PatronsLibrary Goals Setting Future Goals = Strategic Planning County 2013 NCLA Biennial Conference, Winston Salem, NC 25 of 26

  Next Phase – Tracking progress on goals and meeting staff and community needs  Real Time  Annual Basis Data Dashboard 2013 NCLA Biennial Conference, Winston Salem, NC 26 of 26

  Additional comments  Q & A  Thank You!  More Information:  Dr. Chow –  Seth Ervin -  Tom Cole -  Bethany Scott - Panel Discussion 2013 NCLA Biennial Conference, Winston Salem, NC 27 of 26