I.

Cover Page

Title of Proposed Research

Community Perception of Public Libraries

Abstract

The Orange County Library System is undertaking a 6-month project to create and execute a marketing
campaign designed to gather input and information from community members on their current knowledge
of library services as well as their wants and needs from the system. The project will be carried out in two
phases, one on gathering information and one on disseminating information. This project will serve as a
guide for other public library systems who are considering utilizing marketing and advertising to increase
user awareness.

Start Date Completion Date

March 1, 2017 August 1, 2017

Amount Requested Submission Date

$20,000 December 3, 2016

Principal Investigator Name & Affiliation

Sarah Qronfleh, Orange County Public Library System

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II. Statement of Need

The Orange County Library System (OCLS) is requesting support to create a unique marketing campaign
designed specifically for public libraries. There is an important shift happening in library service that requires
further study and feedback to ensure public libraries take advantage of the changes that are happening and
utilize them to their benefit and the benefit of patrons. Currently, OCLS, like other public libraries around the
country, is experiencing an overall decline in library card registrations, program attendance and circulation of
materials. This project is intended to research the perception community members have of the library and
take steps to increase awareness and use of the library.

There are numerous studies that show a need for a project like this to be conducted specifically for
public libraries. According to a 2012 poll done for the American Library Association (ALA): “94 percent of
respondents agreed that public libraries play an important role in giving everyone a chance to succeed
because they provide free access to materials and resources” (2012). In contrast to this however, only “58
percent of adults in the U.S. have public library cards” (2012). Although these statistics are not horrible, it is
worth it for Orange County to conduct research locally to increase their usage statistics. Modern public
libraries seem to have an image problem - the stereotype of what libraries used to be still lingers and this
project is an effort to change the discourse around what a library can and should be to the community.
Although being conducted only in Orange County, this project will serve as an outline for other public library
systems to work towards marketing themselves in a meaningful way and serving their communities better.

Overall, the scope of this project is to help the library connect with residents and gain feedback on
what it can do to better serve the Orange County community.

Research Goal and Questions

According to the ALA, “Academic, public and school libraries are experiencing a shift in how they are perceived
by their communities and society” (2015). The goal of the research being conducted in this study is to
determine the Orange County resident’s knowledge and perception of the library system. This data will be
gathered through targeted surveys and questionnaires designed to solicit honest and unbiased feedback. The
research being conducted in the study will help with the development of a marketing campaign that will focus
on the areas the study shows the public is less aware of. For example, if the data provides information that the
majority of Orange County residents are unaware the library provides free home delivery of items, the

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marketing efforts will include content that relays this information. The library intends to utilize many different
platforms to market itself in the second stage of this project. The main area will consist of online marketing -
the library’s various social media platforms will work on connecting with followers and gaining new ones as
well. Especially on Facebook, the library can buy targeted advertisements and reach users who might not be
currently followers. It can also reach out through ads to users who visited the library’s website but didn’t end
up clicking anything. The library will also promote its services through billboards and radio advertisements.
The content of these promotions will be determined again through the feedback obtained in the surveys. The
overall goal with the advertising campaign is to permeate the county so as many residents as possible have
the opportunity to increase their awareness of the library and its services.

Significance of Study

Conducting a study of this nature will provide valuable information for not only the Orange County Library
System, but other public library systems in the United States. By developing an outline for a project of this
scope, other libraries can emulate the design and tailor it to their needs. The data that this study collects and
subsequent marketing efforts would be valuable for any library system in country. Furthermore, a study of this
nature will be a direct financial and educational benefit to the residents of Orange County. All the services the
library offers are free to Orange County residents and using the services provides a direct benefit of the taxes
they pay.

III. Research Design

This project will be carried out in two stages; first, in-person and email surveys will be conducted throughout
the county to gain feedback from community members on their perception, needs and desires from the
library. These surveys will be given to current card holders as well as those who do not have library cards.
Through this survey work a media campaign will be developed that will consist of targeted social media
advertisements, billboards and radio/television commercials. This project should significantly increase
awareness of the Orange County Library System to help retain users as well as acquire new ones.

The first phase consists of the survey work and will consist of questions that will range from yes/no answers to
requiring more detailed responses. The same survey will be used for both online and in-person methods and
should take no longer than ten minutes to conduct or fill out. The goal of the survey is to obtain feedback from
a wide demographic of Orange County residents and efforts will be made to survey those specifically who

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reside within a 5-mile radius of a library as well as areas of the county that do not have a library within an
estimated 30 minute drive. This will hopefully help determine if proximity to a library is a determining factor in
whether or not a person regularly uses the library. It should also help to discover reasons why those who do
live close to a library might not utilize it.

According to United States census information, the total population of Orange County, Florida is estimated to
be around 1.2 million, with 77.4 percent of that being residents over the age of 18 (2015). Although residents
under the age of 18 can obtain a library card with parent consent, the survey being conducted will only gather
responses from those residents 18 and over. The library has established a target goal of survey responses to
be at 9,000. This represents roughly one percent of the over 18 population in the county. Other demographic
information will also be obtained and used to determine what areas of the community the library might
potentially need to focus on more. Other data the survey intends to acquire is information regarding what
people’s perception of the library is as well as specifics regarding what people already know about the services
OCLS offers. Are residents aware of the free language learning tools, the free programs and the free digital
media? The public library can now be seen as a resource for small business owners and entrepreneurs with
technology classes and free access to databases such as Reference USA. The library also provides some social
services; for example, over the summer four Orange County libraries partnered with the Orange County Public
Schools to provide free meals to children through the “Summer Breakspot” program. The library’s brand may
be “books” but its catalog has expanded and this research is intended to understand if the knowledge of this
has permeated into the community OCLS services.

The second phase will use the data collected to create advertisements and other marketing tools to be
dispersed throughout the county. The first priority will be to create a unified design scheme that will be used
across all advertising mediums. This will create unity and recognition throughout the county that will align
with fonts, colors, and images already familiar through the library’s current website and other advertisements.
The digital content, community relations, and graphics departments will coordinate to create the physical
materials as well as contact local advertising resources like television, radio, newspaper, and billboard
companies.

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IV. Project Resources

Personnel

Several library personnel from different departments will be involved in this project. The library also
intends to hire interns to conduct the surveys throughout the entire county. The committee will communicate
continuously via email but will also meet in person monthly to ensure goals are being accomplished and to
compile data. The following department staff will form a committee to manage this project and ensure its
timely and accurate completion:

● Sarah Qronfleh, Principal Investigator

● Cora Smith, Public Service Regional Manager
● Ben Wright, Graphic Designer
● Amber Burr, Social Media Manager
● James Roy, Digital Content Specialist
● Sophia Noyce, Business Librarian
● Other staff from these departments will also assist committee members with various tasks.
The following administrators will serve as final approval for all media and content created as part of
this campaign:

● Robert Thompson, Comptroller, Division of Business Operations

● Erica Mills, Community Relations Department Head
● Brenda Moore, Administrator, Division of Learning and Program Services
● Michelle Rhodes, Director
Other personnel include the hiring of 5 interns to assist with various tasks during Phase 1, including:

● Conducting patron interviews in the community

● Compiling interview data and reporting it
● Creating geographical files for each library with data from interviews held within a 5-
mile radius of the branch

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Time

The timeframe to complete this project is estimated to be six months. The table below specifies the different
stages of the project and what tasks are to be completed each month.

Phase 1 Phase 2

Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Conduct Conduct Conduct Finish compiling Media Send

Surveys Surveys Surveys survey data campaign geographical
begins: all profiles to
purchased spots branches
air/go up

Email survey to Refine survey Send second Purchase spots Begin social Compile results
current library based on first email survey to for radio, TV, media ads of the campaign
patrons month’s results patrons who newspaper, data and gather
didn’t respond billboards, etc feedback from
to first one. patrons, staff.

Begin designing Begin compiling Finalize Present

overall survey data designing the campaign
campaign marketing results to library
theme and materials board.
content

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Budget

The overall budget for this project is $20,000. A detailed estimate of expenses is as follows:

Type Cost Notes Total

Staff $0 Already included as part of

library’s annual budget.

Interns $6,000 Hiring of 5 interns at a rate of

$10/hour. Contract is for 10
hours a week for 3 months.

iPad Minis $1000 Purchase of 5 iPad Minis for

interns to use to conduct
patron surveys in the field.

Print Materials $500 To assist with the purchase of

paper, ink, and other materials
related to creating print
advertisements.

Billboards $8,000 For the placement of 5 library

billboards located throughout
the county for a two-month
time span.

TV/Radio $3,000 For the purchase of five 30

Commercials second radio and television
spots.

Social Media Ads $1,000 To purchase ad space on

Facebook for a period of two
months.

Local Newspaper/ $500 To purchase space in

Magazine Ads newspapers and/or magazines.

$20,000

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V. References

Hand, D. (2015). You Don’t Have Time Not To Advocate. Library Media Connection, 33(5), 24-26.

<http://search.ebscohost.com.ezproxy.lib.usf.edu/login.aspx?direct=true&db=llf&AN=101297570&site=ehost-
live>.

Marsan, J. (2016). How Much Does Facebook Advertising Cost? Retrieved December 01, 2016, from
<http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/>.

Population estimates, July 1, 2015, (V2015). (n.d.). Retrieved December 03, 2016, from
<http://www.census.gov/quickfacts/table/PST045215/12095>.

Public Library Use. American Library Association, Oct. 2015. Web. 24, Sept. 2016.
<http://www.ala.org/tools/libfactsheets/alalibraryfactsheet06>.

Singh, R. r. (2014). Engaging Your Library Community through Effective Brand Advocacy: STEPPS to
Success. Feliciter, 60(3), 27-29. Oct. 2016.
<http://search.ebscohost.com.ezproxy.lib.usf.edu/login.aspx?direct=true&db=llf&AN=97207090&site=ehost-
live>.

Talking Points. Advocacy, Legislation & Issues. American Library Association, 13 Nov. 2012. Web. 24
Sept. 2016. <http://www.ala.org/advocacy/advleg/advocacyuniversity/toolkit/talkingpoints>.

Vinjamuri, D. (2015). Activate Partners To Grow Circ. Library Journal, 140(16), 40. Oct. 2016.
<http://search.ebscohost.com.ezproxy.lib.usf.edu/login.aspx?direct=true&db=llf&AN=109996242&site=ehost-
live>.

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VI. Appendix

Item 1

Survey conducted throughout Orange County:

OCLS Patron Survey

Thank-you for participating in this short survey from the Orange County Library System. The following questions will provide
feedback to us regarding your knowledge of library services and your interest in those services.

What is your name?

What is your date of birth?

What is your address?

What is your race/ethnicity?

Do you currently have an Orange County library card?

What are three things you can do with an Orange County library card?

Are you aware of the free databases for electronic books, audiobooks and magazines the library offers?

If yes, what specific ones are you aware of?

Did you know the library offers free technology classes?

Would you be interested in attending a free technology class?

If yes, on what specific types of technology?

Did you know the library will deliver materials likes books and DVDs for free to your home?

Are you aware of the free language learning tools available at the library?

Did you know you can study for common tests like the SAT and ACT for free through the library?

Would you be interested in attending free programs at the library?

If yes, what are some topics you would be interested in attending a program on?

What is one thing the library could provide that would benefit you?

Would you be interested in learning about 3D printing at the library?

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Did you know you can perform free ancestry and genealogy searches through the library?

If you would like to stay up to date with what is happening at the Orange County Library System, please enter your email below.

Item 2

Email sent to current library patrons:

Dear Library Patron,

At the Orange County Library System, we strive to provide you with the best possible service at all times. We are
currently conducting surveys to gather valuable feedback from patrons to improve the type of services we offer and gain
insight to new services you would like to see at your library. Please take the time to complete the following short survey.
{insert survey link}

Thank-you.

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