1. Identification of Target Groups and
Library Services
MARIA NESHEVA-KOSTADINOVA
DORA GABE DISTRICT LIBRARY, DOBRICH
MODERN LIBRARY SERVICES AND INITIATIVES
26 APRIL 2012, DOBRICH

2. Responding to Users’ Needs
“The services of the public library are provided on the basis of equality of access for all, regardless
of age, race, sex, religion, nationality, language or social status.”
IFLA/UNESCO Public Library Manifesto, 1994

3. Elements of Effective Library Service Provision
 Identifying potential users
 Analyzing users’ needs
 Developing services to groups and individuals
 Introducing customer care policies
 Promoting user education
 Cooperating and sharing resources
 Developing electronic networks
 Ensuring access to services
 Providing library buildings
IFLA Guidelines for Public Libraries
BLIA, 2011

4. Identifying Potential Users
 People at all ages and at all stages of life
 Individuals and groups of people with special needs
 Institutions within the wider community network

5. Analyzing Needs within the Community
Management tools
 environment analysis
 community needs analysis
 monitoring and evaluation
 performance measurement

6. Environment Analysis / SWOT Analysis
STRENGTHS WEAKNESSES
Model criteria: Model criteria:
1. Service advantages
1. Service disadvantages
2. Competitive advantages
3. Unique bid price 2. Lack of competitive advantages
4. Resources, assets, staff 3. Reputation and presence
5. Experience, know-how, information 4. Finances
6. Financial reserves, possible return 5. Vulnerable library features
7. Cost-quality value 6. Compliance with deadlines and work under deadline pressure
8. Geographic location 7. Quality flaws
9. Accreditation, qualification, certificates
8. Facilities and equipment
10. Management
11. Equipment 9. Management outreach, continuity of managerial decisions
12. Library philosophy and values
OPPORTUNITIES THREATS (RISKS)
Model criteria: Model criteria:
1. Sector development 1. Political effects
2. Vulnerable features of competitors 2. Legislative effects
3. Sector trends 3. Environmental effects
4. Development of technology and innovations 4. IT sector development
5. Global impact 5. Intentions and goals of competitors
6. Target groups 6. Demand
7. New unique suggestions 7. New technology, services, ideas
8. Partnerships 8. Key contacts and partnerships
9. Influence of fashion trends, seasons, climatic conditions 9. Impediments
10. Loss of key staff
11. Lack of staff
12. Climate change

7. Community Needs Analysis
 Demographic information about the community
 Data about organizations in the community
 Information about business and commerce in the locality
 Information about the catchment area of the library
 Transport patterns in the community
 Information services provided by other agencies in the community

8. Customers Should Be Involved in Service Development
Focus group and community surveys
 what services they use and require
 users’ complaints
 users’ response to services and new initiatives
 suggestion boxes
 information from groups of potential users

9. Monitoring and Evaluation
Evaluation of all programs and services
 achieving objectives and declared goals
 timely and regular provision
 meeting the needs of the community
 changing needs
 need of improvement
 resources
 effectiveness and efficiency

10. “Library statistics: data can make a difference”
“Library statistics are necessary for the effective management of libraries, but they are still more
important for promoting library services to the different types of stakeholders…”
IFLA Library Statistics Manifesto, 2010

11. Library Performance Indicators
 Library usage indicators
 Collection indicators
 Human resource indicators
 Qualitative indicators
 Information and communication technology indicators
 Comparative indicators
 Demographic and economic statistics. Population assessment data

12. Measuring Quality: Performance Measurement in Libraries
Measuring Quality: Performance Measurement in Libraries
Authors: Roswitha Poll, Peter Te Boekhorst
Bulgarian Library and Information Association, Sofia, 2011
ISBN 978-954-9837-20-9
With IFLA permission

13. Public Library Marketing. Public Relations. Advocacy
Four main marketing tools
 marketing study
 marketing segmentation
 marketing mix strategy
 marketing evaluation
Public relations
Advocacy

14. Services to Users
Key services provided by modern public libraries
 loan of books and other media
 provision of books and other materials for use in the library
 information services using print and electronic media
 readers’ advisory services including reservation services
 community information services
 user education including support for literacy programs
 programming and events
 modern communication tools like blogs, mobile phone texts and use of social networks for
reference services and public relations
IFLA Guidelines for Public Libraries
BLIA, 2011

15. Service Provision to Groups and Individuals
 Services for children
 Services for young adults
 Services for adults
 Services for community groups
 Services for special user groups

16. Effective Library Service Provision
 Lifelong learning
 Leisure time interests
 Information services
 Cooperation and resource sharing
 Libraries in communities
 Reading and literacy promotion
 Information literacy
 User education
 Information navigator
 Library ambience

17. Customer Care Policies
 Adequately planned, prepared and reliable library services
 Convenient and attractive library building
 Convenient opening hours
 Online accessible library catalogues and websites
 Book loan period extension and book reservation services
 Services outside the library building
 Convenient equipment
 Special equipment
Positive effect on users