strategic planning for libraries service priorities goals & objectives the plan document...
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Strategic Planning for Libraries
Service PrioritiesGoals & ObjectivesThe Plan Document
Implementation
Mission & Vision
Community Assessment/Surveys
Goals & ObjectivesThe Plan Document
Implementation
Service Priorities
• If there were no constraints, what could we do?
• How can we take our existing service to a new level?
• What has never been tried before?
• How can we improve our quality of service?
• Is there a specific group or groups we should focus services on?
Matthews, Joseph R. Strategic Planning and Management for Library Managers. Westport, Conn.: Libraries Unlimited, 2005.
Being Better vs. Being Different
Being Better Focus on your existing position Improve current programs & procedures
Being Different Identify new or unexplored user groups (A New Who)
Identify new customer needs that aren’t being met (A New What)
Identify new ways of delivering services and meeting user needs (A New How)
Matthews, Joseph R. Strategic Planning and Management for Library Managers. Westport, Conn.: Libraries Unlimited, 2005.
Possible Service Priorities
• Information and reader services• Technology • User experience• Collections and resources• Public awareness• Community development• Early literacy• Library’s physical space/environment• Staff training & education• Services to special populations
– Teens– Children– Adults– Seniors– Spanish speakers– Business community
Strategic Planning for Results Service Responses
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008
List of service responses online via WebJunction:http://bit.ly/16oW697
Determine priorities for long range plan
• Children’s services• Teen services• Information & reader services• Library’s physical space/environment
Mission & Vision
Community Assessment/Surveys
Goals & ObjectivesThe Plan Document
Implementation
Defining Goals & Objectives
Goal: The benefit your community will receive because the library provides a specific service
• Broad, general statements• End point that will indicate success
Objective: The way the library will measure its progress toward reaching a goal
• Measurable target• Quantitative, number-based, specific
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008
Establishing Goals
External GoalsFocused on the community
Preschool children in OurTown will enter school ready to learn.
Internal GoalsFocused on the library
OurTown Public Library will secure sufficient funding to provide quality services and programs.
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008
Establishing Goals
Goal = Audience + Benefit
Audience:• Defined by demographics (age group – children, seniors) or
condition (business owners, students, Spanish-speakers)• Can be “All residents”
Benefit:• What we want to happen for the audience because the library
provides a service
All residents will enjoy a wide variety of new and popular materials available when and where they want them.
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008
Establishing Goals
Effective goals are:
• Challenging …
• But realistic
• Long-term
• Aligned with mission & vision
• Reflective of community needs
• Few enough in number to remember them all
Grensing-Pophal, Lin. The Complete Idiot’s Guide to Strategic Planning. New York: Penguin, 2011
Example Goals
Children’s ServicesChildren will find resources and services at the OurTown Public Library which stimulate and
encourage their interest in reading and learning.
Teen ServicesTeens in OurTown will have materials and programs that excite their imaginations and
provide pleasurable reading, viewing, and listening experiences.
Information & Reader ServicesAll library users will have the information, resources, and assistance they need to nurture
personal growth and support their reading interests.
Library’s Physical Space/EnvironmentAll OurTown Public Library patrons will encounter a welcoming, accessible, and inviting
library space that is available during hours of greatest convenience to the community.
Objective: The way the library will measure its progress toward reaching a goal
• Measurable target• Quantitative, number-based, specific• Focused on the library
Program attendance for preschool story time will increase by 5% each year over the life of the plan.
Goal: The benefit your community will receive because the library provides a specific service
• Broad, general statements• End point that will indicate success• Focused on the community
Children will find resources and services at the OurTown Public Library which stimulate and encourage their interest in reading and learning.
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008
SMART Objectives
S Specific
*Can we determine whether we’ve achieved this or not?
M Measurable
*Can it be quantified? Can you gather the data?
A Attainable
*Can we actually accomplish this?
R Relevant
*Does this apply to the goal?
T Time-Bound
*By when is this expected to be completed?
Grensing-Pophal, Lin. The Complete Idiot’s Guide to Strategic Planning. New York: Penguin, 2011
Evaluating SMART Criteria
Objective 1: Children’s services staff will develop relationships with local educators to promote the library’s services to children.
SPECIFIC NoMEASURABLE NoATTAINABLE ProbablyRELEVANT YesTIME-BOUND No
Objective 2: Program attendance for preschool story time will increase by 5% each year over the life of the plan.
SPECIFIC YesMEASURABLE YesATTAINABLE ProbablyRELEVANT YesTIME-BOUND Yes
Writing ObjectivesObjective = Measure + Target + Date
Measures
Number of people served by a service or programCount the number of people served by a service or programTotal number of children served through story hour
Number of service units or transactions# of circs, # of computer uses, # of programs presentedNumber of children’s programs presentedNumber of items circulated from children’s collection
How well a service met users’ needsMeasure users’ opinions % of users who respond in a survey that a service meets their needs
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008
Writing ObjectivesObjective = Measure + Target + Date
TargetThe number we’re aiming to achieveUse current data as a starting point
– Increase summer reading program enrollment from current number
DateReasonable date or time frame to accomplish the objective within the date range of the plan
– By FY 2016– Each year– By the end of the plan period
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008
Example Goals & Objectives
Children’s Services:
Goal: Children will find resources and services at the OurTown Public Library which stimulate and encourage their interest in reading and learning.
Objective 1: The number of children served through story hour will increase by 5%
each year over the life of the plan. Objective 2: The number of items circulated from the children’s collection will
increase 20% by 2016. Objective 3: The number of items published since 2010 in all formats in the
children’s collection will expand by 20% by 2017.
Example Goals & Objectives
Library’s Physical Space/Environment:
Goal: All OurTown Public Library patrons will encounter a welcoming, accessible, and inviting library space that is available during hours of greatest convenience to the community.
Objective 1: Increase the library’s open hours by adding 4 hours on Saturdays by 2016. Objective 2: Develop and implement a preventive maintenance program for the
building by 2015. Objective 3: During FY 2017, at least 80% of library users will indicate they find the
library space welcoming and accessible. Objective 4: Directional and informational signage will be added throughout the library
to help citizens better locate the materials and services they’re looking for by 2015.
Example Goals & ObjectivesTeen Services
Goal: Teens in OurTown will have materials and programs that excite their imaginations and provide pleasurable reading, viewing, and listening experiences.
Objective 1: The library will hire a dedicated teen services librarian by FY end 2016.
Objective 2: During FY 2016, at least 70% of teens who used the library to obtain leisure materials will indicate they found materials to meet their needs.
Objective 3: Increase the number of teen programs offered to 10 per year by year end 2016.
Example Goals & ObjectivesInformation & Reader Services
Goal: Library users will have the information, resources, and assistance they need to nurture personal growth and support their reading interests.
Objective 1: The library will increase the annual budget for all materials to 15% of the total budget by 2017.
Objective 2: Annually analyze collection use trends to determine spending allocations based on customer demand.
Objective 3: Upgrade the library web page and library catalog to make them accessible via mobile devices by 2015.
Objective 4: Circulation of materials in all formats will increase by 3% annually over the life of the plan.
Mission & Vision
Community Assessment/
Surveys
Goals & Objectives
The Plan Document
Implementation
Putting it all together
An effective long range plan document is:
• ClearEasy to read and understand. No jargon or acronyms.
• ConciseShort and to the point
• CredibleAccurate; no spelling or grammatical errors
• LogicalArranged in a sensible manner
• PersuasiveConvinces people to take certain actions
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008
Plan Sections
Required:• Name of library/dates of plan• Mission • Vision • Goals & Objectives
Optional:• Title page• Introduction• Community/library• Activities/Action plan• Evaluation
Example Library Plans
Carnegie Public Library, Big Timber, MThttp://www.bigtimberlibrary.org/strategic_plan.htmNewbury Town Library, Byfield, MAhttp://www.newburylibrary.org/final%20draft%20LRP%20Newbury.pdfCentralia Regional Library District (Centralia, IL)http://www.centralialibrary.org/staff-area/library-forms-brochures/Library%20Long%20Range%20Plan%202011-2016.pdfGrafton (MA) Public Libraryhttp://www.graftonlibrary.org/grafton/documents/lrp%202011-2015%20rev3.pdfKalamazoo Public Libraryhttp://www.kpl.gov/strategic-plan/Gorham NY Public Libraryhttp://www.gorham.pls-net.org/longrangeplan.htmlGleason PL (Carlisle, MA) – Action planhttp://www.gleasonlibrary.org/documents/2011_LRPactionplan.pdf
Communicating Your Plan
• Planning effort is ineffective if the plan isn’t shared
• Full plan report• Official report of the process formally approved by the board• Necessary for internal library use/implementation• Limitations for communication purposes
• Targeted communications• Inform specific groups about the library’s plan
Targeted Communications
• Who needs to know?• Local government• Media outlets• Audiences based on plan’s goals
• What type of media/format?• Depends upon audience• Brochure, single sheet overview, social media, website
Mission & Vision
Community Assessment/
Surveys
Goals & Objectives
The Plan Document
Implementation
Implementation
Action Plan Monitoring & Evaluation
Action Planning
Actions:Concrete steps taken to accomplish goals and objectives
• Good place to involve staff
Consider resources needed to complete actions• Resource reallocation• New resources
Nelson, Sandra. The New Planning for Results: a Streamlined Approach. Chicago: ALA, 2001
Goal: Children will find resources and services at the OurTown Public Library which stimulate and encourage their interest in reading and learning.
Actions:
• Develop a parenting home page with links to parenting sites on the web
• Present storytime programs at all publicly funded day-care centers
• Work with day-care centers to develop programs that will encourage parents to bring their children to the library
• Develop a newborn packet to be given to new mothers that includes information on the importance of reading to preschool children, a free book, and an application for a library card
• Present story programs in the library
• Add read-to-me programs in the library
• Present a series of parenting programs for the parents of preschool children
Nelson, Sandra. The New Planning for Results: a Streamlined Approach. Chicago: ALA, 2001
Monitoring & Evaluation
Monitor your progress on a regular basis
Analyze data throughout the objective’s timeframe
Evaluate the plan regularly (at least annually)
OK to be flexible, adapt the plan to new situations and conditions
Revise objectives, action plan as needed
Implementation TipsDO encourage your staff to think of the library plan as the blueprint they are using to build better
library services
DO monitor the progress being made toward achieving goals and objectives in the plan on a regular basis
DO stay focused on the end result – plan is intended to improve the library’s service to the people of your community
DON’T lose track of the reasons for changes
DON’T expect change to be quick
DON’T hesitate to make changes in the plan when circumstances change
Nelson, Sandra. The New Planning for Results: a Streamlined Approach. Chicago: ALA, 2001
Mission & Vision
Community Assessment/
Surveys
Goals & Objectives
The Plan Document
Implementation
Nelson, Sandra. Strategic Planning for Results. Chicago: ALA, 2008 (available from NDSL)
Grensing-Pophal, Lin. The Complete Idiot’s Guide to Strategic Planning. New York: Penguin, 2011
Grace, Kay Sprinkel, Amy McClellan, and John A. Yankey. The Nonprofit Board’s Role in Mission, Planning, and Evaluation (2nd ed.). Washington, DC: BoardSource, 2009
Nelson, Sandra. The New Planning for Results: a Streamlined Approach. Chicago: ALA, 2001 (available from NDSL)
Wallace, Linda K. Libraries, Mission & Marketing: Writing Mission Statements That Work. Chicago: ALA, 2004 (available from NDSL)
Matthews, Joseph R. Strategic Planning and Management for Library Managers. Westport, Conn.: Libraries Unlimited, 2005