1. Morton East High School Library Marketing Plan
By Callie Mendoza and Noelle Swanson

2. Community Cicero, Illinois Demographics Population: 81,823
77.4% Hispanic or Latino
74.4% speak another language other than English at home
48.2% of people over 25 are HS graduates
43.4% are foreign born
6.1% of people over 25 have bachelor degree or higher
$38,044 household income
$46,590 Illinois average household income

3. Morton East High School
Enrollment: 3,797
92.9% Hispanic population
68% students from low income families
Graduation rate
Male: 55.8%
Female: 84.4%
Truant rate: 5.9% (state average 3.1%)

4. Budget Book budget and supplies $8,000 Activity Fund $1,500
Databases $10,000

5. Mission Statement
The Morton East High School Library provides a welcoming environment for students, teachers, staff, and community and offers relevant up- to-date technology and information.

6. Vision Statement
The Morton East High School Library aspires to be a gathering place for the school community and the first choice for students and staff seeking information.

7. Position Statement
Currently, our library has a strong collection but it has not been utilized by the student body. We have seen poor attendance and low circulation. There is a lack of information literacy among the student body. They do not seek out the library for school projects and research.

8. Image
The Morton East High School Library is a welcoming and safe environment for the school community with a genuine interest in the welfare of its students and staff. The librarians are well- informed and eager to assist their patrons.

9. Action Goals Increase circulation and attendance
Increase computer use and databases
Increase information literacy
Improve the overall academic success of students
Increase library awareness and advocacy

10. SWOT Analysis Strengths Weaknesses Unresponsive students
Centralized location
Established collection in English and Spanish
Strong budget
Motivated staff
Defined action goals
Unresponsive students
Disconnect between library staff and students
Low usage and circulation
Students are uninformed and misinformed

11. SWOT Threats Opportunities Drop outs and truancies Low graduation rate
Poor test scores
Cultural disconnect between community and school
Influencing freshmen and new students
Partnerships with teachers and classes
Collaborate with local businesses and schools
Social media
Involvement in school activities

12. Six P’s
Product: Readers advisory, homework help/tutoring, technology and media, curriculum help, career planning
Place: One large, open-spaced room with comfortable chairs, tables for group work, 20 desk top computers, and 20 laptop computers, a printer and copier
School day hours: 8:30-3:15
Library operations: 8:00-5:30

13. Six P’s Price: Free other than student fees
Promotion: Book displays, class visits, social media, web page, job fair, survey, school involvement, ‘Information Literacy for Incoming Freshmen’ class
Production: Collaborating with faculty on curriculum and lesson plan advice, establish social media presence, establish partnerships with local businesses and community colleges, create survey and pass out during homeroom
Publics: Students, teachers, parents, administration, and staff

14. Job Fair Bi-annual event hosted in library during school hours
Local businesses
Trade schools/community colleges
Offer tutoring for students working part- time
Offer resources regarding part-time employment
GED resources

15. Information Literacy Course
Mandatory for incoming freshmen, accredited class
Held in library with classroom resources
Divided into two parts, class/study hall
Introduction to research skills, library resources, computer skills, evaluating resources

16. Suggested Survey Questions
How often you use our school library?
What is your year in school?
If you use the school library for class, which one(s)?
What do you feel is most important to have in your library?
Why do you visit the school library?
Is there anything you would change about our library?

17. Advocacy READ posters starring school faculty
Book and hallway displays
Class visits
Encouraging classes to visit the library
Librarians visiting the classroom
Newsletter, social media, web page
Present at school events
Participating in Homecoming events (Spirit Week)