libraries and literacies: redefining our impact staying...

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

7

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