Springfield City Library Strategic Plan

FY2006-FY2010

The process for creating the Springfield Library's strategic plan was designed to maximize community participation and input. Two independent consultants, Alan Brickman and Linda W. Braun, were retained to facilitate the process. A preliminary planning committee consisting of library staff and commissioners met on December 9, 2004. This committee identified the key issues facing the library, provided input to the consultants about the data gathering activities that would be conducted to support the planning process, discussed the agenda for the community forum to be held in January 2005, and identified additional members of the planning committee.

On January 10, 2005, a community forum on library issues was attended by approximately 100 community residents. Through a series of structured activities, these residents provided input to the planning committee regarding the library's current strengths, the areas in which the library needs improvement, and questions they have about the library. In addition, they identified and prioritized recommendations for the future of the library in the following areas: collections; programs, activities, and events, technology; and community outreach and communications. Finally, attendees were asked to complete a written survey to provide additional feedback and to indicate if they were interested in participating in a focus group discussion of specific topics and if they wanted to make the commitment to join the planning committee for the upcoming planning phase of the process.

In addition to the input from the community forum, data gathering conducted for the process included:

• Focus groups: There were three focus groups conducted for the strategic planning process: one with library staff, one focused on outreach and programs, and another focused on technology, attended by a total of 26 individuals.
• Interviews: Interviews were conducted with the following individuals: Mary King, Western MA Regional Library System; Patrick Markey, City Solicitor and former Chair of the Library Commission; Sheila McElwaine, community advocate; Mayor Charles Ryan; Dr. Jeff Scavron, Medical Director, Brightwood Health Center; and Mary Walachy, Davis Foundation.
• Best practices: Information was gathered from library programs around the country that represent recognized best practices in the following areas: programming; reaching under-served populations; branch services.

The complete notes and selected highlights from these data gathering activities are available upon request. The major recurring themes that surfaced from this in-depth community input were:

1. A great deal of public support for the library, a passionate expression of its importance to the City of Springfield, and many specific ideas regarding potential programs and outreach activities;
2. The need for more outreach to several underserved populations, and for greater communication with the community at-large to increase public awareness of the full range of library programs and resources;
3. As a related matter, a need to better and more systematic marketing and customer service by the library, including things like consistent visual identity in materials, a clear and succinct message, good signage and a welcoming atmosphere at the main library and the branches, and good media relations and a media presence;
4. The need for increased staffing in the central branch and the neighborhood branches in order to support maximum community access to library programs and resources;
5. The need for more activities and structures that link all branches of the library (the central branch and the neighborhood branches) into a highly effective "system";
6. The need for a greater degree of collaboration with community-based organizations, with local businesses, and with the Springfield Public Schools both to create awareness and to development programs.
7. The recognition that the transition of the library to the City of Springfield was the right decision and has been proceeding well, despite some administrative challenges;
8. There will be significant funding constraints for the library in the short-run, and new initiatives should center on what the library can do extremely well and what is feasible within the context of the short-term funding realities.

After the data gathering was completed, an expanded planning committee was re-convened, and now included the following individuals:

Barbara J. Garvey, Chair
Larry Adona
Emily Bader
Tamson Ely
Molly Fogarty
Maeleah Gorman
David LaBroad
Marge McCarthy
Mary Ann Maloney
Maureen Posner
Kathleen Riordan
Bettye Webb

The committee met four times for extended, in-depth discussions of the data and of the key issues that needed to be resolved in order to craft a strategic plan. The library's mission statement was revisited and revised, and detailed goals and objectives were developed in the following areas:

1. Staffing and staff structure;
2. Marketing and outreach;
3. Funding;
4. Support for Springfield youth;
5. Libraries as community and information centers;
6. Collection development and access;
7. Technology.

The final stage of the planning process will include: the dissemination of the goals and objectives to the community for additional reaction and feedback, the formal approval of the plan by the Springfield Library Commissioners, the development of a detailed Year 1 implementation plan related to all the objectives, and the ultimate submission of the plan to the Massachusetts Board of Library Commissioners by October, 2005.

Strategic Goals and Objectives

GOAL #1: Staffing and staff structure:
By 2010, the Springfield City Library System will develop and implement a staffing plan that will enable the libraries to make best use of staff positions and expertise to meet community needs, continuously improve the skills and capacity of staff through professional development, support the hiring and promoting of internal candidates, involve staff in decision making, and demonstrate the value of staff with competitive salaries, benefits, and job security.

Objectives:

1. To develop and implement a comprehensive staffing plan for the central and neighborhood branches that addresses adequate staffing to maintain and expand existing services and that enables there to be management and support staff specifically designated to at most two locations in the library system and working toward a long term goal of one location.
2. To develop and implement a professional development plan that includes all levels of training for professional and support staff and volunteers at the central and the neighborhood branches.
3. To develop (and/or refine) and implement a structure and process for staff involvement in decisions at both the branch and system-wide levels.
4. In accordance with the City of Springfield's personnel policies and procedures, and all the relevant collective bargaining agreements, to implement a process for supervision and evaluation that supports quality services, professional development planning, and staff recognition and appreciation.

GOAL #2: Marketing and outreach:
By 2010, the Springfield City Library System will develop and implement a marketing and outreach plan designed to increase awareness and understanding of library resources and services, and increase access to and use of these resources and services, among all segments of the community.

Objectives:

1. To create a marketing and public relations position for the library system, who will work with all library staff at the central and neighborhood branches and the community at large on marketing, customer service, etc.
2. To articulate a comprehensive set of compelling messages about the value, programs, and operations of the library system that can be communicated in a variety of formats (print, broadcast, online) and used with key audiences and community constituencies.
3. To expand existing programs, create new programs, and actively promote all programs and services that can effectively target and engage previously underserved populations, including young adults, English language learners, and seniors.
4. To continue and improve the adult literacy training provided through the Library's Read/Write/Now Adult Learning Center .
5. To work with other community organizations and city departments to select and implement an annual citywide activity or theme that engages a broad cross-section of the community and that promotes the City of Springfield and its public libraries.
6. To design (and/or refine) and implement a structure for the involvement of community members in both outreach and programming for the library system.

GOAL #3: Funding:
By 2010, the Springfield City Library System will have adequate funding from diverse public and private sources to support high quality and accessible programs at the central and the neighborhood branches and serving all segments of the community.

Objectives:

1. To work with the Library Commission, the Friends, and the community at large to advocate for increased funding from state and municipal sources, and to educate and mobilize community members and elected officials to support increased public funding for libraries.
2. To identify, secure, and continuously increase support for the library system from foundations, corporations, and other non-municipal sources.
3. To develop, maintain, and continuously increase support for the library system from individuals through fundraising events, an annual appeal, and membership opportunities, in coordination with the Friends of the Library and the Library Foundation.

GOAL #4: Support for Springfield youth:
By 2010, the Springfield City Library System will have active and collaborative relationships with a variety of organizations and institutions in the community through which it provides and supports high quality educational opportunities for the children and teens of the City.

Objectives :

1. To collaborate with City departments such as the Springfield Public Schools and the Springfield Parks and Recreation Department to expand the accessibility and variety of educational after-school and summer programs available for Springfield students.
2. To participate in and link with existing community-based coalitions, networks, and agencies to provide and support quality educational opportunities for Springfield children and teens.
3. To identify selected Springfield schools with which to pilot and develop collaborative projects that support student learning and achievement, and to document, promote, and expand these efforts over time.
4. To refine, develop, and expand a variety of early literacy and reading readiness programs targeting young children in Springfield.

GOAL #5: Libraries as community and information centers:
By 2010, each library location will function as a robust and active community and information center, with appropriate physical space and a welcoming and engaging atmosphere, offering informational resources and social activities that reflect the interests and needs of the neighborhood.

Objectives :

1. To continue and expand collaboration with library advisory committees and/or other community members from the central and neighborhood branches to determine neighborhood needs and interests.
2. To refine, develop, and expand informational and readers' advisory services at the central and neighborhood branches that meet the expressed needs of their communities.
3. To develop and implement an annual educational and recreational program plan that meets the needs and interests of Springfield's diverse community.
4. To ensure an environment that enables quality library services by maintaining and improving facilities that are safe, accessible, cost effective and comfortable.
5. To assess the design and layout of the East Springfield, Forest Park, and Liberty Branch Libraries and develop and implement a plan for reconfiguring existing space in order to support a variety of activities consistent with the vision of the library as a community center.
6. To establish a permanent, full-service branch library in the Mason Square neighborhood as soon as possible following a resolution of all issues surrounding the sale of the building.

GOAL #6: Collection development and access:
By 2010, the collections at the central and neighborhood branches will be specifically developed to meet expressed interests and needs of library customers and maximize the use of collection development resources.

Objectives :

1. To regularly review, update, and implement a collection development policy.
2. To annually develop a collection development plan that focuses on the current interests and needs of customers at the central and neighborhood branches, and that addresses print, electronic, and online aspects of the collections.
3. To develop and implement a plan to make new materials available to the public more quickly which utilizes relevant, cost-effective procedural and technological improvements.
4. To provide customer-service oriented circulation services which satisfy network requirements and maximize customer service using available network resources and technological improvements.

GOAL #7: Technology:
By 2010, the SpringfieldCity Library System will continue to provide and expand the range of relevant, innovative technologies to make library resources more accessible to the community and attract new library users.

Objectives :

1. To conduct and update on a regular basis a thorough analysis of current library technologies to determine how, when, and by whom they are used both on-site and remotely.
2. To develop and implement a five-year technology plan for the library system.
3. To train library staff and the community about available technologies, and related trends and practices, and how they can be used both on-site and remotely.

Approved: September 15, 2006