Libraries and Literacies: Redefining our Impact
STAYING RELEVANT & RESPONSIVE Iterative and Ongoing Market Research
Danielle Patrick Milam Director of Development & Planning
Las Vegas-Clark County Library District
STAYING RELEVANT & RESPONSIVE Iterative and Ongoing Market Research
How do we educate people to take their place in the economies of the 21st Century? IN 2020: 65% of jobs in the nation will require post-secondary education
The Challenges are REAL and URGENT
FAST-PACED CHANGE in society, technology, economy, environment, politics, libraries CHALLENGING LOCAL CONDITIONS related to literacy, learning, individual and community success LOCAL ASSETS and TALENT are the region’s vital resources and economic generators
5
Need to ADAPT QUICKLY and avoid the fate of
Kodak, Blockbuster, Sony, Sears, Yahoo (companies
who had strong brands and core products, but did not
see new technologies, markets, services or
competitors coming)
We must PREPARE for any number of scenarios
We must FOCUS on our preferred future
FAMILIES
SUPERGROUP
• 68% of our population
• Distributed
throughout the valley
• For all branches but 4
they make up at least
50% of population
COMMUNITY NEEDS ASSESSMENT
Couples-Singles
Supergroup
• 22% of service
population
• More concentrated to
West and South
• Branches with high
concentrations can still
have high numbers in the
Families Supergroup
COMMUNITY NEEDS ASSESSMENT
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Seniors Supergroup
• Smallest of the
Supergroups (10% of
service population) but
diverse – Snow Birds to
Social Security Set
• Distinct areas mostly in
established metro
neighborhoods and rural
locations
• Four libraries serve a
predominantly senior
population
COMMUNITY NEEDS ASSESSMENT
ALL Supergroups
• Green = Family
• Yellow = Singles &
Couples
• Pink = Seniors
COMMUNITY NEEDS ASSESSMENT
This map identifies metro
areas with a large number of
young families with limited
means and/or limited English
This map identifies metro areas
with a large number of adults with
very limited literacy skills, including
some with limited English
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THIS LAS
VEGAS
LIBRARY
BRANCH
SERVES 21
DIFFERENT
KINDS OF
HOUSEHOLD
MARKET
SEGMENTS
VISUALIZE COMPLEX MARKETS
SPEED UP
YOUR DATA-
BASED
APPROACH
TO
CUSTOMER-
DRIVEN
MARKETING:
WHAT MAKES
THEM TICK?
Jamie is a high school sophomore. His grades
range from C’s to D’s and he is not sure he is
headed for college or not. He has learning
disabilities, gets bullied at school, and gets
distracted easily. He struggles with all of the
testing and sitting in the classroom during the
lessons. He’s figgity and paces around the
house.
One day he finds the DJ lab at ENTERPRISE
LIBRARY a couple blocks from his home. Not
only does he learn some scratchin’ he helps
other teens get their beats on. He gets a gig at
FIRST FRIDAY as DJ DEADGOAT.
WRITE USER NARRATIVES
RELEVANCE IS LOCAL – Who are we serving? TAILOR SERVICES to their
needs
LEARNING IS MORE ABOUT EXPERIENCES and ENGAGEMENT and less
about “books and stuff”
Libraries are TRUSTED, CONNECTED AND WIDELY DISTRIBUTED
Librarians are becoming FACILITATORS AND COACHES
Next generation SERVICES ARE BOUNDLESS – virtual & physical, inside
and outside the buildings
We are shifting to an ACTIVE, ADAPTABLE SERVICE MODEL
This is a NEW ERA WITH NEW OPPORTUNITIES
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ITERATIVE MODELS OF SERVICE
Brain-building starts at birth
School success starts with Kindergarten readiness
Homework completion is a predictor of school success
English language literacy is key
Digital, financial, tech and executive skills shape the future of work
Education Gap Interest Driven Learning
Literacies
Expand reach and impact of Pre-K
services
Strengthen support for K-12 students –
in the branches and online
More STEAM and TechArt programs
Expand the CALL program
Expand access to technology
Expand access to online homework help
Customer-driven selection of programs
and collections
Variety of formats in our collections
Maker, DIY, DJ programs that grow life
and workplace skills
Apps that make it easy for people to find
materials and programs
Digital, coding, health, financial literacy
meetups, programs, materials
Expansion of partnerships with other
organizations that have training and
expertise
Utilize staff, volunteer and mentor
expertise
Implement more online learning
Strategies for Limitless Learning L
IMIT
LE
SS
LE
AR
NIN
G
EARLY CHILDHOOD
LEARNING
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FAST-PACED CHANGE in Society, Technology,
Economy, Environment, Politics Libraries
CHALLENGING LOCAL CONDITIONS related to
literacy, learning, individual and community success
LOCAL ASSETS AND TALENT are the region’s vital
resources and economic generator
THE URGENCY IS REAL
21
FAST-PACED CHANGE in Society, Technology,
Economy, Environment, Politics Libraries
CHALLENGING LOCAL CONDITIONS related to
literacy, learning, individual and community success
LOCAL ASSETS AND TALENT are the region’s vital
resources and economic generator
THE URGENCY IS REAL
22
FAST-PACED CHANGE in Society, Technology,
Economy, Environment, Politics Libraries
CHALLENGING LOCAL CONDITIONS related to
literacy, learning, individual and community success
LOCAL ASSETS AND TALENT are the region’s vital
resources and economic generator
THE URGENCY IS REAL
23
FAST-PACED CHANGE in Society, Technology,
Economy, Environment, Politics Libraries
CHALLENGING LOCAL CONDITIONS related to
literacy, learning, individual and community success
LOCAL ASSETS AND TALENT are the region’s vital
resources and economic generator
THE URGENCY IS REAL
RAISING LAS VEGAS COLLECTIVE ACTION TEAM Bezos Foundation Children’s Advocacy Alliance City of Las Vegas – Office of Education DISCOVERY Children’s Museum Nevada Department of Education’s Office of Early Learning Las Vegas-Clark County Library District Las Vegas-Clark County Library District Foundation Las Vegas Urban League Nevada Children’s Cabinet Southern Nevada Health District United Way of Southern Nevada University of Nevada Las Vegas – Institute for Children’s Research and Policy Vegas PBS
• Raise the number of child development opportunities – subsidized and unsubsidized, expanded hours, convenient locations
• Raise the quality of care – safety, transparency, standards-based
• Raise parental awareness – parent engagement, VROOM parenting app, Mind in the Making care provider training, Nevada Strong Start awareness campaign
• Raise economic opportunity – neighborhood-based, entrepreneurial innovations such as a new Family, Friends and Neighbor Care certification and enterprise incubators
• Raise a culture of caring and talent development -- there is value in attention to, appreciation for, and investment in raising children
SCHOOL SUPPORT
ACCESS TO
TECHNOLOGY
DIGITAL MEDIA
STEAM
INTEREST-DRIVEN
LEARNING
LITERACIES IN LIBRARIES
ENGLISH LANGUAGE INSTRUCTION
CITIZENSHIP CLASSES
WORKFORCE DEVELOPMENT
BUSINESS DEVELOPMENT
FINANCIAL LITERACY
HEALTH LITERACY
NON-PROFIT MANAGEMENT
TECHNOLOGY TRAINING
GROW YOUR MARKET BY KNOWING YOUR CORE CUSTOMERS
Diverse Number of Market Segments in Each Library Service Area
LAS VEGAS HOUSTON
MEASURE REACH & RELEVANCE
KING COUNTY WA
SKOKIE IL
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
% Core Customer
% Total Service Area Population
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
% Core Customer
% Total Service AreaPopulation
DENVER SERVES SINGLES 46% of Denver Households
BREW HA! HA!
DENVER SERVES LATINOS 22% total pop/20.5% cardholders/11.8% core customers
MARKET FOR REACH & RELEVANCE
SKOKIE ILLINOIS
CREATING THE CULTURE
DYNAMIC DATA Customer Intelligence
Community Information
Innovation & Outreach
Staff Observation RELEVANCE IS LOCAL