Active Marketing in Birmingham Library - Essay Example

?BIRMINGHAM LIBRARY Executive summary The Birmingham public stands among the most reputable library institutions in the world today owing to its institutional framework, which offers a wide coverage and a wide range of services to the public (Blalock, nd, p. 4). Located within the city of Birmingham, the institution is the oldest of its kind and offers a wide range of services ranging from research archival materials as well as the modern learning materials for the students. Besides, the library has a wide coverage of the region within the city as well as across the divide by the existence of nineteen operational braches which run concurrently and which are richly endowed with the learning materials as well as facilities (Birmingham City Council Leisure and Culture, nd, p. 7). The institution has a good reputation within the industry, which aids it in matters of competition. Besides, the institution runs under the framework of strategic mission and vision, which identifies with the local government, which places it in a position to participate actively in matters of development and growth of the city and region at large. Besides, the institution enjoys sound leadership by the board who champion the vision and objectives of the institution. Sound governance structures aid in ensuring the resources of the institution are effectively utilized. The existence of active marketing department has been very instrumental in revolutionizing the operations of the institution through the transition from the traditional methods of service delivery to the modernized digital systems of service delivery (Department for culture, media and arts, nd, para 1-2). Introduction The education and research sector in the modern day living has evolved greatly with high competition being noted in such services as the library services, teaching techniques as well as learning modes. Library services in particular have faced much revolution within the technological age. Changes are noted in shift in use of electronic materials for learning as compared to print materials/modern day era (Sridhar, 1989, p. 1; Balasubramanian et al, 2012, p. 1). Competition in the institutional or public library services has been notable in matters relating to the facilities in use, the building structuresthemselves as well as the learning materials available. Moreover, security, ease of access, the cost implications in utilizing the library services as well as the level of modernization in terms of adopting technology in offering the services. Digitization of learning materials such as books as well as other publications has shaped the direction of the modern day library services. The use of technology to search and retrieve the study materials from physical as well as online libraries have greatly revolutionized the research and learning in the modern times. This therefore implies that competition within library services has concentrated more on standing out in terms of offering more modernized services. People have adopted digitallearning where unlike in the past where people carried print material while learning from the library services, the modern day learners and researchers are using digital media suchascomputer systems, and other digital gadgets to access and read from a library. Online hosting of library services has helped increase the ease of accessibility of library learning materials overcoming the limitations of physical location, the time barrier where a person can now easily access specific library materials at the convenience of one’s location and at whatever time (24 hours). Other dimensions notable in the evolution in library services has been in marketing strategies within libraries. New dimensions in marketing the services of libraries have been revolutionized where modern day advertizing strategies such as through websites and through digital modes in social media platforms have been greatly acknowledged and adopted. Subscription to personalized alerts of services offered has shaped the library services. Moreover, maintaining personal accounts within libraries has enabled easy communication between the clients and the management to the libraries. The easy flow of information from the clients (users) as well as the management of these libraries ensureimprovement of services offered and confirm the realization of the library’s visions, goals, missions as well as objectives. In line with the analysis of these developments within library services, this paper is interested in analyzing the Birmingham public library, as it is currently perceived. This paper relies on primary data in making recommendations and reviewing the guiding objectives. The primary data was collected through survey method, which targeted the users and potential users of the facilities. The users were instrumental in providing vital information concerning the current state of the library services, the improvements noted over the years as well as possible manners of in proving the library and services offered. However, the non-users (potential users) were targeted in order to give incites concerning other libraries as they use through which the BPL would be compared and necessary changes be recommended for the reason of competition and improving the services offered. In analyzing the marketing strategies and effectiveness adopted within the Library, this paper relies on the findings established from primary research carried out through collecting views and experiences from student body within the environs of the institution. Besides the primary data gotten from the students, this study will utilize secondary information that would be gotten from the already existing literature concerning the marketing strategies as well as practices that have been adopted within the institution. Therefore secondary data has been sought to serve as a comparison tool; in comparing the primary findings to the documented information. The secondary data was gathered through the review of literature concerning the BPL and revolves around the structural framework, as it is, the historical evolution in methods of service delivery, the impact of the institution to the community around as well as the effectiveness of various departments, which are mandated to oversee the effective and efficient running of the institution. Moreover, the secondary data would also be useful in tracking the situational analysis regarding the current state of the library in comparison to other institutions as well as in comparison to the past. Situation Analysis The provision of highest quality services of a library to public for lifelong learning, enjoyment as well as the enrichment of the culture has been the mission that drives Birmingham public library since its start (Birmingham public library, 2013, para, 1). The library attracts much respect in the matters of offering services ofreading materials as well as research studies materials. Being among the oldest libraries in the world, the public university has a stream of library branches within the Southeast part of the United State and her main branch is situated in Birmingham and consists of two buildings. Besides the rich modern day literature that is greatly in plenty within the facility, the library has a reputation of harboring great cultural exhibition and thus serves as a cultural tool besides being useful in academic and research materials. The collection of the primary data to be used was done through designing questions that were necessary and effective tools to collect important data concerningthe popularity of the library, the perceptions of the users on the services offered as well as future management practices for the library. From the questions, we collected different views regarding the library where some peoplerevealed their views that the library facility is not at all interesting to use and it is more of a building than it is a library (Gambles and Schuster, 2003, p. 361-362; Capita Symonds, nd, p. 11). However, some few people felt like the modernization of the library has eased the processes of borrowing books as compared to the experiences of the past. Moreover, after watching an online informatory video clip regarding the library and the services offered, some people appreciate the notable changes from the old library as is illustrated by the wide coverage of Wi-Fi within the library. The staff as well as the public can now easily access internet services within the facility at no charge and at relatively competent speed as compared to personalized internet hosting services. Nevertheless, complaints have also been notedthat the clip as it is presented online runs fast and thus obscures visibilities to some important details of this library. In understanding why the people from the region like using the facility, the research found out that besides the facility having quiet and conducive environment for learning, it also has a wide collection of useful materials. The facility does therefore satisfy the needs of all the people;the researcher as well as modern day students that are in need of wide collection of literature and other learning materials. Moreover, the people enjoy the use of computerizedservices, which makes it easy for the people to easily search through the wide collection more conveniently. However, notable rising concerns have been around a number of issues, which would be necessary to be addressed. Among these are on such facilities as printers and scanners, location, security as well as promotional services. There is the concern that the facility lacks adequate promotion as indicated by the availability of only one video clip online (from YouTube). The respondents therefore expressed the perception of low publicity as is revealed by the limited number of informative materials such as the website and video clips. The physical location of the library is equally a source of concern to the people for it is situated relatively far from the people. The accessibility of the facility poses a threat to the users and therefore the need to beef-up security concerns. Besides, the complainants also focus on the ease of availability and accessibility to basic services such as scanners as well as printers within the library. The public library has continuously dominated in providing library services to the people as well as providing learning materials to the people. Among other notable dimensions of reliability with the public library have been seen using computer facilities, which the library offers to job seekers or other users who do not have own computers, or does not have internet access at home. This therefore continues to have the library in the front in offering most modern library services to the public at no cost at all. By adopting the most efficient use approach to the grants that the library receives from the city, thelibrary has continuously upgraded and provides modernized services through upgrading of the programs offered as well as adopting modern programs such as computer use in providing library services to the public. For instance,the library has recently opened a computer commons where the public have access to their computer needs. Moreover, the library has incorporated Wi Fi services to her services to her staff as well as the public. Besides, the public library offers other complementary services such as children early literacy education, development services to workforce, necessary information to new and startup businesses, wide collection of new as well as historic library, materials as well as public computing (Birmingham City Council, 2008, p. 4-5 of 44; Carlito, 2009, p. 35). Moreover, it offers other transformative public programs to all ages, as the public requires. For the public libraries, marketing is solely meant to investigate more on the clients served, their needs and this helps the management of the libraries be in a position to design and adopted policies, which are effective in meeting the needs of the customers besides competing effectively within the market (Travis, 2012, p. 14; Anon, nd, p.1). The effectiveness of a marketer is interpreted through the ability of him/her to rightly anticipate the current and possible future needs of the customers and effectively developing means in terms of products as well as services to sufficiently the needs established at the most timely and efficient manner. In respect to libraries, marketing is strategic in revealing the needs of the users for developing as well as improving awareness of the available services to be utilized through proper and efficient communication tools. Marketing has therefore greatly evolved from promotional strategies in regard to libraries marketing to more informative processes aimed at establishing and meeting the needs of the clients/customers. BPL operates through the guideline of a number of goals, which include patron-based programs, external relations, internal resources, marketing, funding as well as the development of the board. The library has always been working from programs that have a great impact on the patrons as well as the public. It has also continuously sought and will persist to seek the partnership of interested contributors with whom to carry out community development initiatives as well as other economic programs (Dingle, 2009, p. 2). As regards the management of resources, the library has always and will continue to have people charged with the responsibility of managing the internal as well as external resources for the purpose of efficiency as well as accountability. According to the budget of the current year, among other methods chosen to have the library realize its financial obligation, it intends to have funds mobilized even through a fundraising program (Boutwell Auditorium, 2013, p. 226-227). As relates to the marketing strategies, the BPL intends to increase the general awareness of the services offered at the library facilities, what the values the institution stands for as well as its continued impact within the community to the city residents and to the people from the entire region. On the other hand, the library has committed to have the most efficient board which will spearhead all the annual plans of the library in the highest possible manner towards realization of the set mission and objectives. Among the guiding objectives of the library, patron services and programming forms the most fundamental. The institution has set up procedures through which system wide coordination of programming will be effected. It intends to have laid down procedures, which will assist in systematic evaluation processes to analyze the impacts of offered programs as well as evaluation of realization of the guiding vision and mission. Moreover, it is focused in ensuring efficient delivery of patron services, which would ensure equity in access as well as customer orientation of the entire library system. Through these efforts, the library aims at creating opportunities, which will result to community building by the system of the library. In addition, new programs and services instituted will be targeted to have new audiences being engaged for the welfare of all persons, the users as well as target populations. On the basis of external relations of the BPL, other organizations which are friends to the library has been instrumental in creating awareness of the services available at the BPL. The financial security of the organization is ascertained by the existence of an active BPL foundation with local as well as regional business groups offering notable partnership to the institution. The government identifies with the institution for the reason that its vision to the future identifies and supports regional as well as city development. The internal resources are well planned and maintained in the case of facilities to enhance their use in delivering library services. The staff services offered is professional and very appropriate due to the highly qualified staffs who are employed supported by the high internal motivation exhibited. The facility also offers customer focused technologically reliant services. The distribution of the branches ensures wide coverage of the city and region and provides equitable as well as even accessibility of the library services to all. The branches ensure security measures are in place through sharing of able leadership, constituents as well as staff who share in the future plans and vision of the institution. The BPL solicits for sufficient funds necessary for realizing and meeting the customer needs of the users as well as new target groups in the wake of competition in the industry. The proper appropriation of funds gotten ensures that the funds are efficiently used and has a strict advocacy of efficient use of finances to realize the financial needs of the institution. Grants form the bulk of the funds used within the institution besides the solicited funds from well-wishers, partners as well as periodical fundraisers as necessitated by the urgency of the needs to be met (Birmingham city council, 2012-2015, p.5). The influence of the institution within the community has been necessitated by clear and effective communication of the institution’s vision in most compelling manners. Besides, the effectiveness in communicating the vision, the institution has already developed and exhibited consistent image to the community over years. Moreover, the institution has an alreadyoperational department which is responsible of marketing and communication and which ensures that the library offers competitive services consistent to the needs of the customers and notes the changes required by the community and the users at large (Worpole, 2004, p. 9). Efficiency in leadership of the institution is ascertained by the incorporation of various talents, experiences as well as skills within the board, which is charged with the responsibility of running the institution. Besides, the board has clearly defined roles which mandates each board member to competently and efficiently deliver the expectations of the responsibilities delegated. Moer to just delivering according to the responsibilities assigned, the board members have always been very instrumental and supportive to the fund soliciting mechanisms such as the fundraisers. Finally, the board has constantly been commended for effective succession practices, which aids in maintaining good image of the organization. Over the years, the library has commanded influence in meeting the needs of researchers and students who take advantage in the wide archival collection. The researchers utilize the facility in retrieving important archival content that is in plenty within the institution, genealogical materials besides local and international historical resources that form the most important part of the library collections. On the other hand, the learners or students from across divides seek the services of the library due to the updated collection that is found within the institution. The modernization of the services as offerd through technological sensitive forms has been the key contributor to the increasing prevalence. Besides, the ease of retrieval and use of the facility services has revolutionized and has adopted computerization of services, which greatly influences the usage of these materials. Recommendations and key objectives The people around the library hold great expectations concerning the expected ‘new’ library facility, which include the adoption and use of some identification to the use of the facility such as the use of electronic identification cards. The library is expected to adopt and offer electronic books accessible online besides restructuring its website. Other recommendations for the new library are the existence of a coffee shop within the facility, the extension of accessibility hours to twenty forum hours as well as recreational facilities such as a gym. Moreover, the facility would be fitted with computer charging systems, which would be useful for charging personal computers when the users carry them. Beside, basic services as air conditioning as well as regular cleaning of public facilities such as computer key boards and furniture would be critically necessary for the new library. Finally, the people recommended that the new facility would be most efficient when it has some relating reservations where users would relax and enjoy musing while at the same time having evaluation practices. From the above expectations as gathered from the views of the respondents, this paper therefore postulates fundamental recommendations. Despite the availability of an active marketing department, much is still in miss concerning the effectiveness of the campaignstrategies, whichare expected to inform the public on the services offered by the institution as well as ensure that required improvements are effectively communicated to the management board. Therefore, the first recommendation is that the marketing department needs to be restructured or be well equipped to have efficiency in communication as a basic tool in any service-delivering agency. Second recommendation revolves about adoption of electronic identification program, which will ease the manner of collection and return of learning materials as is basic to other libraries. Recreational facilities would be established within the facilities to make the process of learning interesting. This paper therefore recommends that the board consider establishing such services as a food joint at the reach of the users, which would serve to reduce time wastage as people go far in search of basic food, and refreshment services. Finally, we recommend the full digitalization of library materials to ease the means of accesses especially when one is not within the facility as well as during odd hours such as at night. Action plan From the above recommendations, the restructuring and formalization of an active marketing department would be the most easy and urgent matter to be addressed. The soonest the restructuring takes pace the better hence the recommendation that the process commences immediately and be expected to run no more than for a period of four months. Installation of electronic scanners that would be used for identification of the users of the facilities would reduce time wastage in manual recording while at the same time ensuring safety of leased materials from the library facilities. The installation of these facilities would take at most half an year due to the logistical implications involved. Recreational facilities would be long term ‘project because it has higher cost implications as compared to other recommendations. Therefore, the project would have a period spanning between three years to five years. Finally, the digitization of library materials would take a continuous dimension in that there are always new literature being published and stocked. However, the digitization of the old, already stocked materials should be fast tracked in order to cope with the rising competition force. Therefore, this paper proposes a time spun of two years to have full electronic cataloging of these materials. In conclusion, the management board should assume the sole responsibility of ensuring the recommendations outlined are considered and the most efficient method of addressing them adopted. Table for the action plan Action plan Time frame (months) Brief explanation 1. Restructuring and formalization of an active marketing department One-four This process would be the most easy and urgent matter to be addressed. The soonest the restructuring takes pace the better hence the recommendation that the process commences immediately and be expected to run no more than for a period of four months. 2. Installation of electronic scanners One-six Installation of electronic scanners that would be used for identification of the users of the facilities would reduce time wastage in manual recording while at the same time ensuring safety of leased materials from the library facilities. The installation of these facilities would take at most half an year due to the logistical implications involved. 3. Recreational facilities within the library One-sixty Recreational facilities would be long term ‘project because it has higher cost implications as compared to other recommendations. Therefore, the project would have a period spanning between three years to five years. 4. Digitization of library One- twenty four One- no defined time The digitization of the old, already stocked materials should be fast tracked in order to cope with the rising competition force. Therefore, this paper proposes a time spun of two years to have full electronic cataloging of these materials. 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