Sarah Voels 1

National Library Week 2012 Community Library of Castle Shannon Castle Shannon, Pennsylvania Sarah Voels Youth and Young Adult Services Pitt Partner Intern University of Pittsburgh, School of Information Science

Sarah Voels 2 Table of Contents 1 2 Overview Environmental Scan 2.1 Census Data 2.2 Monthly Programming Attendance (young adult) 2.3 Electronic Survey Results 2.4 Young Adult Focus Groups 2.4.1 January 2012 2.4.2 February 2012 Promotion 3.1 Young Adult Programming 3.2 Facebook 3.3 Monthly Calendar of Events 3.4 Friends of the Library Book Sale 3.5 In-Library Flyers 3.6 In-Library Promotional Items Passive Events 4.1 Judge a Book By Its Cover (on-going) 4.1.1 Results 4.2 Family/Elementary Event Picture Book Puzzle Craft 4.2.1 Results Active Events 5.1 Teen Book Discussion 5.1.1 Results 5.2 Toddler/Youth Outreach 5.2.1 Results 5.3 Teen Event 5.3.1 Results Analysis of Events References Page 3 3

6 7

11 11

Sarah Voels 3 1 Overview

Celebrating National Library Week (2012), I implemented several different programs focusing on the under-18 population. For the purposes of this marketing campaign, each of the programs have specific designated audiences: toddlers, elementary school aged children and their families, and young adults represented by grades six through twelve. The end goal of this campaign was to increase attendance for young adult programming. The other age-groups currently maintain higher levels of attendance at library events. Despite their already highattendance, I did not want to leave these age groups out while planning events around National Library Week. It is assumed that some of the families or youth represented at these activities may have teenagers in their household and will encourage them to attend their age specific program. The programming itself will cover a week and a half or ten days with National Library Week being the last seven of those days. There will be a total of five programs during that time: three active events and two passive events. Of those events, the entire library community is welcome to participate in the passive events, while the active events have a more specific audience. Two events will be held for the teenagers: a book club and an activity night where, at their request, we will be playing a board game. However, said board game will be greatly enlarged to fill the entire room and they will be expected to be the game pieces. This will give them an opportunity to be up and moving around, something else they had expressed interest in when I held focus groups. One event will include story time and outreach to the local toddler care center and another will be a family-oriented craft event. 2 Environmental Scan

2.1 Census data According to 2010 Census data, the overall population of the borough of Castle Shannon is 8316. Of this overall population, 6707 are over the age of 19. The population under that age is broken down into increments of roughly four years each:

Under 5 5-9 10-14 15-19 Remainder Total

406 379 400 424 6707 8316

Castle Shannon Population

5% 4% 5% 5% Under 5 5-9 10-14 15-19 81% Remainder

Sarah Voels 4 The under 19 population further breaks down by sex. Of the 1609 individuals aged 19 years or younger, 861 (54%) are male and 748 (46%) are female. Each of these groupings based on sex can also be broken down by age group. Under 19 Population - Boys Under 5 214 5-9 198 10-14 222 15-19 227 Total 861

Under 19 Population - Boys

26%

25%

Under 5 5-9 10-14

26%

23%

15-19

Under 19 Population - Girls Under 5 192 5-9 181 10-14 178 15-19 197 Total 748

Under 19 Population - Girls

Under 5 5-9 10-14 24% 24% 15-19

26%

26%

Sarah Voels 5 2.2 Monthly Programming Attendance (young adults) Over a 14 month period (January 2011 through February 2012), attendance was regularly recorded at monthly young adult events. There is one note of interest;: July 2011 is marked with 5.75 young adults in attendance. This is because there were four events that month. That is the average attendance. It is important to note however that of the four events, one had eleven young adults attend. The event was making Bento boxes. Attendance was notably higher at events where food took the primary role such was the case with August 2011 (pizza and gaming) and October 2011 (Halloween party where food was served). Month Attendance Jan-11 0 Feb-11 0 Mar-11 1 Apr-11 5 May-11 0 Jun-11 6 Jul-11 5.75 Aug-11 12 Sep-11 0 Oct-11 7 Nov-11 0 Dec-11 2 Jan-12 3 Feb-12 6

Young Adult Event Attendance

14 12 10 8 6 4 2 0 0 0 1 5 0 6 5.75 0 0 2 3 7 6 12

2.3 Electronic Survey Results Using the free online survey platform SurveyMonkey.com, I developed a ten question survey concerning current library programming. The survey met with the approval of my supervisor and the director of the library before it was advertised via the librarys webpage, the librarys Facebook account, flyers posted near computer terminals in the library, a mass e-mail, and by word of mouth at the March young adult event. It was promoted and accessible for one week and generated 30 responses. They were asked the following multiple choice questions: 1. From where did you find out about this survey? 2. What age group would you consider yourself? 3. How often do you go to your public library? 4. How often do you go to your librarys website? 5. What materials do you prefer to check out at your public library? 6. What sort of events/programming do you prefer at your library? Choose however many apply. 7. What kind of library events do you prefer to attend? 8. Does the library offer enough services for youth? 9. Does the library offer enough services for young adults? 10. Does the library offer enough services for adults? Most pertinent to this marketing plan was the second question where respondents were asked what age group they considered themselves to be a part of. There were zero respondents who classified themselves as a part of the 12-14 or 15-18 age groups. Of the 30 participants, 13, or 43.3% were among the 36-45 age group. This is understandable as there were 14, or 46.7% who filled out the survey as part of having been sent an e-mail from the youth and young adult

Sarah Voels 6 librarian. These e-mail addresses were collected from past youth and young adult events so it is assumed that these are parents of younger children. Under 12 12-14 15-18 19-25 26-35 36-45 46-55 56-65 66+ 1 0 0 0 4 13 6 3 3

Age Groups of Online Survey Respondents

0% 0% 10% 10% 14% 0% 12-14 15-18 19-25 26-35 21% 45% 36-45 46-55 56-65

2.4

Young Adult Focus Group

2.4.1 January 2012 A focus group was held with the young adult community with a regularly scheduled young adult event (four-square and pizza). Three individuals (two sixth graders and one ninth grader) attended and were asked about their involvement in the library. Unprompted, the young adults suggested their interest in board games and crafts as events that would attract them and those they know to come to future library events. 2.4.2 February 2012 A second focus group was held with the young adults also in conjunction with a regularly scheduled young adult event (trivia and pizza). Six individuals (all in lower high school grades) attended and echoed the suggestion to have more events involving board games and crafts. They were also enthusiastic about events involving food, both in consumption and creation. Advertising that there would be pizza at that event was key in their attendance at the focus group. An Iron Chef-style cook-off was a suggested event idea. They were all also enthusiastic about events that got them physically moving around. They were also asked about what way would be the best way to advertise to them upcoming events. Suggestions included: flyers at their school, e-mail reminders to their parents, and Facebook. Each of these methods have been used by the Castle Shannon library. 3 Promotion

3.1 Young Adult Programming Dates for National Library Week programs were scheduled three months in advance. Because of this, I was able to remind and receive input from the young adults concerning the upcoming events. They were introduced to the April event in February when they received a schedule of all young adult-oriented events scheduled for March and April, as well as details as to what the events would be and how they could contact the library for further information.

Sarah Voels 7 3.2 Facebook The library does maintain a Facebook account, something that has been among my responsibilities in my time here. Since my becoming a part of the library, I have regularly updated the account with pictures and posters from youth and young adult events. With the assistance of my supervisor, we have jointly made efforts to advertise upcoming activities at the library. National Library Week was no exception. The link to the Facebook account is included in all e-mails coming from the youth and young adult coordinator (my direct supervisor) and in information handed out to the young adults at the February and March events. 3.3 Monthly Calendar of Events Among my duties at the library is to create a user-friendly handout including the youth, family, and young adult events for each month. This normally fits easily on a half sheet of paper (of a full 8.5x11 sheet) though because of the vast amount of events scheduled for National Library Week, a full sheet of paper was used instead. The events are divided into Youth and Family Events and Young Adult Events and then within each of these categories, the age-appropriate events are listed in order of date. 3.4 Friends of the Library Book Sale There was a previously scheduled book sale hosted by the Friends of the Library one month before national library week. I took advantage of the popularity of the Friends book sales by printing up bookmarks for the customers to take. One side of the bookmark included a description of the events as well as a request for specific, donated materials. The other side was a two week calendar of the events leading up to and including National Library Week. The intent with this was that they could use it as a bookmark but would also be likely to place the calendar on their refrigerator or other visible surface.

Sarah Voels 8 3.5 In-Library Flyers Separate flyers for all events as well as a flyer with the rundown of all events scheduled that week were posted around the library at high-traffic points as well as entrances/exits. 3.6 In-Library Promotional Items Because the picture book puzzle craft was one of the events held and the end craft would be fairly small and manageable, it created several of my own to use as a promotional item that interested users could take home. One side of the packaging included the logo I developed for National Library Week at our library while the other was a listing of the family-friendly events to be held. I did a similar thing with suckers. The intent was the give a small gift or incentive to users that would peak their interest but also provide them information on our events.

3.7 Branding One of the first things I did promotion-wise, to create a logo to be included on all advertisements for various National Library Week events. It was important to develop a sort of branding that would be recognizable.

Sarah Voels 9 4 Passive Events

4.1 Judge a Book By Its Cover (on-going) Throughout the week before National Library Week and during that week, there was a display of books with comically outdated covers for the community to write what the book should have been called considering its cover. Images of the books were posted at the circulation desk. The intent of this was to have an activity that could incorporate all age groups. A collection container was set out to collect all of the results. A stack of paper was also set out with lines directing people to include their name, e-mail, phone number, the number corresponding to the book they chose to rename, and their new name. 4.1.1 Results Though this was an on-going event that was ultimately publicly available for ten days, there was one participant. That participant did not appear to understand the directions for this contest. I realized that there were few participants about six days in to the event and so created more signs highlighting the prizes available for this contest as well as inviting users to participate by word-of-mouth to no avail. 4.2 Family/Elementary Event Picture Book Puzzle Craft April 14, 2012 at 12:30 p.m. We invited anyone who wanted to participate, but targeted young families, to join us in making puzzles by gluing pages from damaged, donated picture books to donated cardboard. They then cut the pictures apart to create a puzzle. Throughout this process I have had to be very clear that these books will be cut up and that those donating will need to understand that these will be repurposed because they are no longer fit to be a part of the collection or never were a part of the collection. It was also important to remember to constantly remind smaller children that they are allowed to cut up these specific books but not other library or personal book collections. The event was conducted as a supervised make-and-take craft item where I was available to explain the craft and assist where needed, but people could come and go as they pleased. This was originally intended to be a more active event including a structured story time and light refreshments, however another youth and family oriented event was scheduled for the same day. We wanted to keep the craft as an option for families to complete but did not want to expect them to sit through two programs. A less-structured craft opportunity would give families an opportunity to choose just one or both programs depending on their time and attention without the sense of obligation to attend both. 4.2.1 Results We had eleven children complete the craft with their families. There was unfortunately a low attendance at the other youth and family event scheduled for that day but we were happy for the attendance at both events regardless. 5 Active Events

5.1 Teen Book Discussion Where Things Come Back (April 5, 2012 at 4:00 p.m.) This work by John Corey Whaley is the winner of the Michael L. Printz Award for Excellence in Young Adult Literature and the William C. Morris Young Adult Debut Award. I hosted a young adult book discussion about this work the week prior to National Library Week. I had created

Sarah Voels 10 flyers advertising the event and e-mailed the librarians at the middle and high schools that our library serves. 5.1.1 Results Unfortunately, no one came to this event. I had been forewarned that book-related events are not particularly popular with this community but it was something that I felt was important and wanted to try regardless. 5.2 Toddler/Youth Outreach (April 11, 2012 at 10:30 a.m. and 1:30 p.m.) I was set to conduct outreach at a local toddler play center by reading picture books to the children and their parents around a library theme. There was also flyers created advertising both family events for April 14, 2012. 5.2.1 Results On the day of the event, I went to the toddler care center as previously scheduled to find that the center had closed for the day without warning. I noticed that there were parents in the parking lot trying to figure out why the center was not open and a phone call sent me to a prerecorded message announcing that it was closed for the day. This was an entirely unexpected and frustrating circumstance to encounter, particularly after months of planning. 5.3 Teen Event (April 12, 2012 at 4:00 p.m.) This event has been talked about among the young adults since its initial development in February. There was a heavy reliance on their early and continued enthusiasm to promote this event as well as through other methods of promotion listed in section 3. We played a life-size game of Clue. Instead of creating a live-action version where costumes, scripts, and props would be used, we simply enlarged the board game to be the size of the lower level of the library where large events are generally held. I estimated that this event could be successfully done with anywhere from 3-24 young adults. The minimum for this to occur would have to be three young adults though if there would be fewer, it would be possible for I and my supervisor to also play without spoiling the game. A game board was purchased for the use of its game cards for our event but then was used as a prize along with the oversize dice we purchased. Sunglasses were purchased that came in six different colors that corresponded fairly well to the game colors. These were placed in a basket that the young adults drew from. The color sunglasses they drew indicated what team they would be on. 5.3.1 Results I was very pleased with the results of this program. I had fifteen young adults in attendance who enjoyed the event and participated well and worked well together. This ultimately had the highest attendance of the events I developed for National Library Week but also the highest attendance for a young adult event at that library in two years. Pictures from this event can be viewed at the Castle Shannon Library Facebook page: https://www.facebook.com/castleshannonlibrary.

Sarah Voels 11 6 Analysis of Events

Overall I had a mixed reaction to the results of my events. I was disappointed by the lack of participation in the Judge a Book By Its Cover contest as well as the teen book discussion but was not particularly surprised having become familiar with the community. Ive noticed that the community is very active in events that are targeted towards younger families and that is perhaps where I should have focused more of my efforts. These are however two events that I would like to try again in the future. I am very pleased with the results of the young adult life-size Clue event. I was thrilled that it proved to be such a success after so many months of planning. Having such a large number of young adults at the library and enjoying something as unusual as this might be considered was a highlight for National Library Week for me. Also, in order to be considered for some of the prizes (a game-board version of Clue and some of the oversize dice) and to eat pizza, they had to fill out a brief, five question survey. From that, I now have data confirming that people enjoyed that event, but also the type of events they would like to see hosted at the library for the summer reading program that will be very helpful when it comes to planning summer events. One of the major challenges I faced was the hesitancy of the library to promote outside the library facility. Therefore all of my promotion had to be conducted within the confines of the library itself which negated an opportunity to draw in people who otherwise might not have come to the library. Given the opportunity, I would like to see these or similar events held in the future either by this library, or by a library with whom I will be associated with in the future. 7 References

U.S. Census Bureau. (2010). American FactFinder, profile of general population and housing characteristics: 2010 . Retrieved February 13, 2012, from http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk U.S. U.S. Census Bureau. (2012). State and County Quick Facts, Castle Shannon (borough). Retrieved February 13, 2012, from http://quickfacts.census.gov/qfd/states/42/4211680.html