Iterative and Ongoing Market Research â Danielle Patrick Milam
Libraries and Literacies: Redefining our Impact STAYING RESPONSIVE STAYINGRELEVANT RELEVANT &&RESPONSIVE Iterativeand andOngoing Ongoing Market Research Iterative Market Research Danielle Patrick Milam Director of Development & Planning Las Vegas-Clark County Library District
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
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
5
COMMUNITY NEEDS ASSESSMENT 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
7
COMMUNITY NEEDS ASSESSMENT 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
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 10
VISUALIZE COMPLEX MARKETS THIS LAS VEGAS LIBRARY BRANCH SERVES 21 DIFFERENT KINDS OF HOUSEHOLD MARKET SEGMENTS
SPEED UP YOUR DATABASED APPROACH TO CUSTOMERDRIVEN MARKETING:
WHAT MAKES THEM TICK?
WRITE USER NARRATIVES 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.
ITERATIVE MODELS OF SERVICE 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 14
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
LIMITLESS LEARNING
Strategies for Limitless Learning Education Gap 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
Literacies 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
Interest Driven Learning 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
EARLY CHILDHOOD LEARNING
THE URGENCY IS REAL 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
20
THE URGENCY IS REAL 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
21
THE URGENCY IS REAL 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
22
THE URGENCY IS REAL 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
23
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 12.0% 10.0% 8.0%
6.0% 4.0% 2.0% 0.0%
% Core Customer % Total Service Area Population
KING COUNTY WA
30.0% 25.0%
20.0% 15.0% % Core Customer 10.0% 5.0% 0.0%
% Total Service Area Population
SKOKIE IL
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
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
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
5
COMMUNITY NEEDS ASSESSMENT 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
7
COMMUNITY NEEDS ASSESSMENT 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
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 10
VISUALIZE COMPLEX MARKETS THIS LAS VEGAS LIBRARY BRANCH SERVES 21 DIFFERENT KINDS OF HOUSEHOLD MARKET SEGMENTS
SPEED UP YOUR DATABASED APPROACH TO CUSTOMERDRIVEN MARKETING:
WHAT MAKES THEM TICK?
WRITE USER NARRATIVES 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.
ITERATIVE MODELS OF SERVICE 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 14
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
LIMITLESS LEARNING
Strategies for Limitless Learning Education Gap 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
Literacies 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
Interest Driven Learning 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
EARLY CHILDHOOD LEARNING
THE URGENCY IS REAL 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
20
THE URGENCY IS REAL 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
21
THE URGENCY IS REAL 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
22
THE URGENCY IS REAL 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
23
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 12.0% 10.0% 8.0%
6.0% 4.0% 2.0% 0.0%
% Core Customer % Total Service Area Population
KING COUNTY WA
30.0% 25.0%
20.0% 15.0% % Core Customer 10.0% 5.0% 0.0%
% Total Service Area Population
SKOKIE IL
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
