STRATEGIC PLAN
TABLE OF CONTENTS
03
04
05
Introduction
Data
Adapting to Changes
06
07
08
About this Plan
Voter Distribution
Looking to the Future
09
11
12
Strengths & Challenges
In Summary
Charts & Graphs
13
14
15
Strategic Plan Emphasis
Focus Area 1: People
Focus Area 2: Places
15
16
19
Focus Area 3: Experiences
Measuring our Success
Implementation
PAGE 3
The Library AN INTRODUCTION
Burleson’s demographic data indicates that the city is home to many families with young children.
The Burleson Public Library has
Burleson has an average household
provided services from its current
size of 3.13, compared to 2.86 for
location since 1996, when the
Texas and 2.6 for the United States.
population of Burleson, Texas, was
44.7% of households in Burleson have
approximately 19,500 residents. Today
children under 18, compared to 36.8%
the library’s service area has grown to
for Texas and 32.8% for the United
47,000 residents and the library
States overall. (Source: US Census
continues to serve as a vital
Bureau, 2010, augmented yearly by
community hub within this rapidly
the American Community Survey.)
growing city.
In FY 2019, approximately
129,000
customers visited the Burleson Public Library and more than
324,000 items were checked out.
Customers enjoy a diverse collection of print and digital content, a high-speed network that provides free Wi-Fi and public computers, plus a variety of programs for all ages.
84%
When recent library users are surveyed, approximately
indicate that they are likely to recommend the library to others.
PAGE 4
Charts & Graphs DATA
5
Library Visits Per Capita LFY 2019
8
Total Circulation Per Capita LFY 2019
4 6 3 4
2
1
2.73
2.93
4.07
Burleson Public Library
Average 25K- 49,999K population
Average Statewide
0
2
4.43
4.68
Burleson Public Library
Average 25K- 49,999K population
Average Statewide
0
Library Square Footage Per Capita LFY 2019
1.25
6.85
Collection Total Items Per Capita LFY 2019
8
1
6
0.75 4 0.5 0.25
2
0.36
0.55
1.06
Burleson Public Library
Average 25K- 49,999K population
Average Statewide
0
1.90
3.89
7.43
Burleson Public Library
Average 25K- 49,999K population
Average Statewide
0
PAGE 5
Adapting to challenges Even as the library enjoys a high user satisfaction rate, it faces challenges due to space limitations in the facility. A small meeting room is often crowded with young families during Story Time programs, and popular summer reading club performances have quickly reached capacity due to high demand. Public seating is limited, so study tables and public computers are often full, and library shelving cannot be expanded to increase the collection's size.
IN ORDER TO ADDRESS THESE CHALLENGES, LIBRARY STAFF HAVE IMPLEMENTED SOLUTIONS TO BETTER SERVE THEIR CUSTOMERS. Library programs are regularly held offsite at community businesses, parks, and other city facilities. Summer reading club performances are offered with multiple performance times so that more families can participate. A fourth weekly Story Time was added to meet the demand for this popular family program. Mobile shelving was purchased so that the juvenile fiction and A/V shelving can be reconfigured to allow programs in those areas. Two service desks were replaced with a single desk, opening up more space for holds and self-checkout. A built-in desk was removed from the children’s section to enlarge the family play area. The library garden has been upgraded with picnic tables and outdoor activities to add available space for visitors. Digital content has been widely promoted to supplement the physical collection inside the facility.
PAGE 6
Looking to the Future While these improvements result in positive outcomes, the staff recognizes the importance of anticipating and responding to evolving user needs and technological advancements to remain relevant, vital, and responsive to community needs in the future. This Strategic Plan was created to guide the organization for the next 3 to 5 years in providing services for residents that contribute to their wellbeing and success.
Population per ALA-MLS Librarian LFY 2019
12,500 10,000 7,500
11,821 9,793
5,000 2,500
3,946
0 Burleson Public Library
Average 25K- 49,999K population
Average Statewide
PAGE 7
About this Plan The strategic planning process was comprised of two phases. The first phase was completed in collaboration with consultants at Orange Boy, Inc. and involved research, user studies and statistical analysis in the fall of 2018. This information was obtained from the library management software and demographic data was derived from the U.S. Census and the American Community Survey. Indicator
Total Value of Service Area
Comparison to State
Comparison to National Average
Active Customers (used the library in past 12 months)
4,805
Active Households
4,509
-
-
3.13
2.86
2.60
Population Age 16+ Currently Working
25,844 (53% of population)
46% of population
47% of population
Have a Smartphone
29,565 (61% of population)
33% of population
69% of population
Have Access to Internet at Home
32,522 (67% of population)
60% of population
73% of population
Households Below the Poverty Level
7.1%
12.8%
11%
44.7%
36.8%
32.8%
35
35
38
$80,755
$60,210
$60,133
7.8%
17.7%
13%
Owner Occupied Housing Units
77% of households
63.9% of households
64.9% of households
Population Age 3+ Not Enrolled in School
59% of population
80% of population
75% of population
11.2%
7.1%
3.5%
23% of households
36.1% of households
35.1% of households
Total Households
16,942
-
-
Total Population
48,472
-
-
Average Household Size
Households with Members Under 18 Median Age Median Household Income No HS Diploma Age 25+
Projected 5 Year Growth Rate Renter Occupied Housing Units
-
-
PAGE 8
Voter Distribution Voter data was also analyzed in order to identify the voter landscape and show the relationship between cardholders and voters in the service area. Consultants with Orange Boy, Inc. used lists of registered voters as well as voter history to match library cardholder records and identify active users who are registered voters. Matches were created using names, addresses and birthdates and all results were generated by the 12 voter precincts in Burleson.
Library patron records
30,042
Registered voter records
27,137
Matches
4,324
Rate
16% of registered voters are library cardholders
Percentage of registered voters who are active library cardholders by voter precinct
PAGE 9
Strengths & Challenges The second phase of the strategic planning process centered on feedback from the community. An email survey was sent out on September 18, 2018, to 233 library stakeholders, includeding library staff, volunteers, school board members, members of the Friends of the Burleson Public Library, library advisory board members, elected officials and community partner organizations. The stakeholder survey response rate was 23%, with 54 responses.
THE BEST ASPECTS OF THE BURLESON PUBLIC LIBRARY The building is great. The outside is fun and pleasant to walk around. The inside is well laid out with lots of spaces for reading, teaching, studying and sharing. Lately, it has been the very responsive and cutting edge programming that people are interested in right now. The staff. Without the thoughtful programming and hard work of the staff, all of the areas of library service would suffer.
THE GREATEST CHALLENGE FACING COMMUNITY
25%
Keeping teens engaged & involved in positive activities
16%
Transportation in the city
Preparing young children for kindergarten & for a lifetime of success
11%
The ability for community members to access the resources & services they need without traveling far from their homes
11% 11%
Attracting businesses and improving economic development Not enough funding for community resources
0%
We need a separate life skills/job help facility.
9% 5%
Making library services accessible from cradle to grave and city limit to city limit. Our city is growing away from the current city center and planning needs to accommodate for that and serve those new areas in our community. Larger new library closer to the new center of town or another branch.
10%
15%
20%
25%
PAGE 10
Strengths & Challenges A second survey was sent out to 10,140 Burleson Library cardholders with a valid email address. The response rate from that survey was 9%, with 866 total responses.
ACTIVITIES AT THE LIBRARY How often do you use the library resources for each of the following activities? Never
Rarely
Sometimes
Frequently
Browse the shelves for materials Pick-up items fon hold/reserve Read a book, newspaper, or magazine
Ask staff a question Use free Wi-Fi on a personal device Attend programs or classes for children
Use a public library computer Study or work alone Conduct research in the library
Attend programs/performances for fun Attend programs about books/authors Socialize with friends/classmates Attend programs or classes for teens Study or work with a group Attend program/classes to expand my skills or expertise
0%
10%
FAVORITE ASPECTS OF THE LIBRARY The inter-library agreement with Fort Worth and other cities. Burleson is really great for mainstream books, such as New York Times bestsellers. I loved the private rooms. As a tutor, I would often schedule appointments and facilitate those areas to help my students on a regular basis. I also appreciated that they were free spaces that could be used! It encouraged student families to browse the library while their child was getting help. I love how our library's children's programming has evolved. It has allowed us to be more involved in the community.
20%
30%
40%
PAGE 11
Strengths & Challenges What is the one thing you would improve about the library if you could?
40%
30%
37%
20%
10%
11%
15%
13% 7%
0% More/New Collections
More/New Digital Resources
Promotion
Hours
City limit fees
Easier access for people who have a Burleson address but live outside the city limits. It would be nice to have a larger space so the library could house a greater variety of titles/physical resources rather than relying so often on inter-library transfers.
16%
Open on Sundays and days kids are out of school so they can get books and read. Most kids are in school during the week and don't benefit from the library when they are in school.
11%
In Summary 11% When comparing the survey answers from stakeholders and library users, results showed that
11%
most view the library as important to the community. There was general agreement that the library plays a prominent role in promoting learning and literacy. Overall, library cardholders
9%
placed a higher value on physical and digital materials, while stakeholders emphasized programming and meeting spaces.
PAGE 12
Charts & Graphs Importance of Library in Community
80% 60%
Cardholders Stakeholders
76%
BRiCk users
67%
40%
48%
20%
26%
25%
25%
17%
0%
6% Very Important
Important
0%
7%
Somewhat Important
0%
2%
Not at all Important
Role of the Library
60%
Cardholders
57%
40%
Stakeholders
49%
BRiCk users
40%
20%
24% 14%
0%
17%
14% 13%
12%
6% Learning & Literacy
Serves as a community center, providing meeting space & relevant programming
Access to physical materials (e.g., books, DVDs)
4%
7%
6%
Digital resources that allow users to access the library regardless of time or place
2%
6%
Resources for parents & guardians to support early literacy & learning
Best Aspects of the Burleson Public Library
40% Cardholders
30%
36%
Stakeholders
33%
0.36 20%
26%
0.55
1.06
23%
1.90
17%
17%
11%
Physical Materials
7.43
14%
11% 7%
0%
3.89
21%
17%
10%
BRiCk users
Space/Location
Staff
5%
Digital Collection/ Internet Access
6%
5%
Programming
PAGE 13
The City of Burleson is: Focused on building a dynamic future, while preserving our rich history. Dedicated to establishing a great place to live, learn, work and play. Committed to being a sustainable community for all, through every stage of life.
The Library plays a vital role in this mission by blending
PEOPLE PLACES & EXPERIENCES to create a sense of belonging, representing the essence of community.
PAGE 14
Focus Area One: People Objective: To identify and engage populations with meaningful resources that enable them
to thrive. Our efforts will center around three distinct life groupings.
FAMILY LIFE These are households with children and parents or caregivers. Total population: 25,598
FOCUSED LIFE These households are typically career and personal needs focused. The largest census tracts in Burleson have low median ages and long commutes to work. They have higher populations of renters and higher levels of smartphone utilization. Total population: 28,491
THIRD LIFE These households are contending with life after their work careers conclude. The areas east of I-35 possess a higher median age compared to other areas within the city. A similar trend emerges in the south-central area of the city. These areas have lower levels of workforce participation, consistent with a retired demographic. Library cardholders from these areas primarily check out adult print materials. Total population: 5,239
PAGE 15
Focus Area Two: Places Objective: To provide locations where people
can convene to exchange ideas and collaborate, and where families can enjoy learning and life through educational placemaking. Parents indicated an interest in finding space and resources for their children to learn. 45% of Burleson households have children below the age of 18, but families that borrow children’s materials and attend children’s activities make up just 17% of the library’s active user base. This requires the library to offer services beyond the library facility, integrating programming within parks and other associated sites. Placemaking requires authentic spaces. The library will identify spaces in the target areas for outreach and mobile programming.
Focus Area Three: Experiences Objective: To craft experiences that create
belonging. The Library will seek to link people who work remotely, or commute, through placemaking and digital platforms. This provides opportunities for career enhancement wherever they office and perspective through cultural experiences.
PAGE 16
Measuring Success The library measures success with three broad measures to gauge the community’s understanding of how the library has performed in fulfilling its mission. Market Penetration.
Market Penetration calculates a library’s reach throughout the community and indicates how much of the service area is engaged with the library. It provides an estimated percentage of households in the library’s service area with at least one active library card the larger the percentage, the broader the library’s reach in your community. It makes a meaningful argument about the popularity or demand of library services. As market penetration grows and declines, it provides an understanding of the value it delivers to the community.
GOAL: Increase market penetration to 28% of households in Burleson with an active library user. Market Penetration
40% 35%
34%
30% 26%
28%
30% 27% 27%
29%
27% 28%
29% 27%
20%
27%
28%
24%
10%
0%
Q2 2019 (Apr-Jun)
Q3 2019 (Jul-Sep)
Burleson Public Library
Q4 2019 (Oct-Dec)
Other Libraries within Budget Category
Q1 2020 (Jan-Mar)
Q2 2020 (Apr-Jun)
Other Libraries within Population Category
PAGE 17
Measuring Success The library measures success with three broad measures. These gauge the community’s understanding of how the library has performed in fulfilling its mission. New Cardholder Retention.
New Cardholder Retention is the percentage of new cardholders who remain active library users more than a year after signing up. It demonstrates the library’s ability to keep its new users engaged over time and is the best method of tracking library utilization.
GOAL:
Maintain new cardholder retention at a minimum 46% of users remaining active after one year.
New Cardholder Retention
50% 40% 30%
48%
46%
48% 45%
46%
49%
47%
48%
39%
47%
48%
37%
45%
46%
38%
20% 10% 0% Q2 2019 (Apr-Jun)
Burleson Public Library
Q3 2019 (Jul-Sep)
Q4 2019 (Oct-Dec)
Other Libraries within Budget Category
Q1 2020 (Jan-Mar)
Q2 2020 (Apr-Jun)
Other Libraries within Population Category
PAGE 18
Measuring Success Net Promoter Score.
The Net Promoter Score is a single-question scale of customer loyalty, sent as a survey every week to a random sample of recently active customers. It gathers immediate and continuous feedback from customers for library policy development and gauges how customers see the library. This value will range from zero (no promoters) to 100 (all promoters).
GOAL:
Maintain net promoter score at a minimum of 85% of users likely to recommend the library to others. Net Promoter Score On a scale from 0 (not likely) to 10 (very likely), how likely are you to recommend the library to others? 48%
PAGE 19
Implementation Work Plan Task
Projected Start Date
Focus Area
Fall 2021
Focus Area 1: People
Promoting digital resources heavily to new, current and prospective users
Spring 2021
Focus Area 1: People
Expanding homebound outreach program
Spring 2021
Focus Area 1: People
Fall 2022
Focus Area 1: People
Creating pop-up Story Times and STEAM programs outside the library
Fall 2021
Focus Area 2: Places
Offering library materials available for checkout during outreach programs
Fall 2021
Focus Area 2: Places
Training users on mobile reading applications and promoting digital collections during outreach programs
Fall 2021
Focus Area 2: Places
Fall 2022
Focus Area 2: Places
Offering educational coursework through digital partnerships
Fall 2022
Focus Area 3: Experiences
Adding ticketed arts performances to library programs
Fall 2021
Focus Area 3: Experiences
Creating neighborhood social gatherings that appeal to commuters
Fall 2021
Focus Area 3: Experiences
Holding library card signup events in underserved areas
Adding a full-time librarian to the professional staff
Engaging the services of a professional consultant to complete a comprehensive analysis of the Library, its current facilities, and service delivery methods to determine the best solution to move forward and serve the community for the next 20 years