behaviour based marketing

Future of LibrariesPresentation

David BrownGeneral Manager – Victoria / Head of National Operations

20152030+

The role of the modern library

► There is a need to identify the objectives of a public library. If this is not done, they will decline.

► Case studies: best practice libraries► Mawson Lakes► Caroline Springs

► Evolution, focus, role – at a point in time

What is a library?

About The Mawson Centre

Vision and Aspirations

• To develop an innovative, cultural, learning and community centre

• Underpinned by:– Innovation & flexible use – Accessible technology for all– Environmentally sustainable design– Access to lifelong learning services

• Pivotal link between Town Centre, University, Mawson Lakes School & the Mawson Lakes Community

Mawson Lakes

Caroline Springs Town Centre

Caroline Springs

► Libraries are changing from “static places of consumption and acquisition” to places of “building, inventing and doing”. – Metropolitan Library of New York, From Hacks to Stacks: Makerspaces and Librarybox

► Library spaces are transitioning away from the traditional “repository” or warehousing of print materials, and towards broader education, innovation and research.

Changing role of libraries

► MacroPlan recently worked with a TAFE provider looking to locate in one of Melbourne’s new fast growing corridors

► Part of criteria was to look at good practice and world wide trends► Findings identified relevant case studies in:

► George Brown College (Toronto, Canada)► Creation of a community dental service through the College dentistry

program, providing services to the community and valuable placement opportunities for dental students. Innovative combination of education and community benefit to provide services to low-income communities.

► Key findings from research undertaken identified it was not about the buildings, rather the partnerships – joint use – locally grounded services/ownership – making the service offering not only relevant to a community or catchment, but also much more than what a college of the past would offer.

Changing role of education service delivery

State of Australian Libraries

► National and State Libraries Australasia publishes data on annual Australian public library statistics, with the most recent publication being the 2013-2014 report

► In Australia from 2013-2014, there were:► 1,530 public library service points, with 1,455 fixed point

libraries and 75 mobile libraries► This equates to one library for every 15,000 people

► Over 171 million items lent to 8.6 million members► 112 million customer visits annually

► More than 9 million per month► Total expenditure on libraries exceeded $1.04 billion in 2013-

2014

State of Australian Libraries

► While loans are decreasing, customers have increased annually since 2010-11; this reflects the changing demand among customers for library services.

► Less demand for traditional loans of materials, and greater demand for specialised services and internet access.

► Reflects the transition of the role of the library in the community; libraries are no longer a uni-dimensional service provider, but are now facilitators of community development.

Loans and customers

2009-10 2010-11 2011-12 2012-13 2013-14 100,000,000 110,000,000 120,000,000 130,000,000 140,000,000 150,000,000 160,000,000 170,000,000 180,000,000 190,000,000 200,000,000

Total loans, 2009-2014

Australia Victoria

Source: NSLA, Australian Public Library Statistics

2010-11 2011-12 2012-13 2013-14109,000,000

109,500,000

110,000,000

110,500,000

111,000,000

111,500,000

112,000,000

112,500,000

113,000,000

111,627,234

110,255,820

112,607,914 112,618,271

Customers, 2009-2014

171,565,859

188,375,165

► In 2013/14, the total expenditure on library services in Australia was approximately $1.05 billion.

► From 2009 to 2014, national expenditure on libraries grew by just under $120 million.

► Over a five year period, Victorian expenditure has increased by 11% to $218 million.

► Expenditure and customers are growing, but loans are decreasing; this reflects the shift in the role of the library and a challenge for the future.

Growing expenditure on libraries

2009-10 2010-11 2011-12 2012-13 2013-14$860,000,000$880,000,000$900,000,000$920,000,000$940,000,000$960,000,000$980,000,000

$1,000,000,000$1,020,000,000$1,040,000,000$1,060,000,000

$1,048,960,000

Total expenditure on public library services, 2009-2014

2009-10 2010-11 2011-12 2012-13 2013-14$180,000,000$185,000,000$190,000,000$195,000,000$200,000,000$205,000,000$210,000,000$215,000,000$220,000,000$225,000,000

$218,130,000

Victorian expenditure on library services


► Libraries have long provided access to technology as a customer service

► Demand for access to technology has changed; with most households now possessing a computer, access to the internet is now a greater requirement in libraries.

► It is noted that internet access no longer requires a dedicated computer terminal

► Access to tablets such as iPads is growing in libraries

Changing demand for technology

2009-10 2010-11 2011-12 2012-13 2013-140

2,000

4,000

6,000

8,000

10,000

12,000

14,000

9,19310,017 9,974 10,255

11,519

1,804 1,7471,187 1,062 1,082

Electronic resources, 2009-2014

Number of Public Access Internet terminalsNumber of Public Access Computers (for word processing)


► Australia-wide, customer numbers have grown by 991,037 from 2010/11 to 2013/14. Demand for library services is growing slowly, but not in the traditional manner.

► Loans are decreasing, while the availability of internet-connected devices in libraries is growing. This reflects a transition towards facilitating access to knowledge; rather than directly providing knowledge.

► The role of the library is changing: libraries are no longer a repository of information, they are a conduit to information, innovation and community development.

What does this mean?

How do we use libraries?

► Different demographic groups approach the broad variety of public spaces available in libraries differently:

► For younger people (15-25), libraries offer quiet learning spaces with access to materials that are not readily available. They complement facilities available at schools and universities.

► For younger children, libraries are increasingly offering entertainment options. This is not just limited to print materials such as books or magazines, but also games, film or television and other interactive media. This reflects changing attitudes towards the delivery of knowledge and information.

► Mothers Groups – children story time and / or social Mum’s clubs

► Retirees/ RDO’s – The reading room, classes.

How do we use library spaces

The future of libraries

► An emerging trend in Australian libraries is the embracing of ‘creative spaces’.► Reflects the principles of “self-directed learning, knowledge

sharing and community building” – (PLVN, Creative Spaces (2014))► These can be diverse, such as “hackerspaces” with an emphasis

on IT innovation and discovery or hands-on, physical skills such as workshops (wood work, machining, etc)

► Libraries have the capacity to be a bridge between different stages of formal learning and the community; they can play a key role in innovation

► The Mawson Lakes Library is situated to act as a bridge between the University of South Australia campus and the Mawson Lakes town centre. It is a conduit for people flowing between the two spaces, and has become an integral part of the community and urban form.

Enabling creative spaces

► Many successful new libraries are co-located with other community services to form a part of a cohesive, cooperative community hub.

► Examples include the Hume Global Learning Centre in Craigieburn and the Caroline Springs Civic Centre/Library

► This recognises that a library has the capacity to be so much more than just a repository or warehouse of information and knowledge; libraries can significantly contribute to the communities that they service through promoting social inclusion, providing entertainment and supporting skills development and transition.

Cooperative & collaborative community spaces

Current Demand – Key Questions:

► Is it possible to attract demand from current market gaps? Is it necessary?

► What additional market penetration can be achieved in existing demand segments?

► Can job mobility be tapped?

► Are there emerging niche demand markets? Are they worthwhile in terms of size?

► Can library services ‘severance’ past age 18 be addressed?

► Why do some library services perform better?

Questions for now

Future Demand – Key Questions:

► Is the demand based on current services and current market penetration sufficient to maintain the saliency of libraries?

► If not what is the marketing target/effort?

► Will future demand morph into demand for new services in which public libraries may have to invest?

► How will the process of innovation occur?

► How can marketing or market reposition support innovation process?

Questions for the future

Thank You

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David BrownHead of National OperationsGeneral Manager - Victoria

E: [email protected]: 0420 534 573

Level 4356 Collins StreetMelbourne VIC 3000T 03 9600 0500

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