1. LIBR 204-10 Information Organization and Management
Professor xxxxxxx
July 30, 2010
Project By
Rachel xxxx Sarah xxxx
Stephanie xxxx Emma xxxx
Amanda xxxx Madelyne Wimberley
Allison xxxx

2. Sacramento Public Library
 The SPL is the fourth largest library system in
California.
 There are 26 branch libraries and a main library.
 The SPL has over 300 employees.
 There are over 600,000 card-carrying members.
 The budget is $35 million dollars.

3. Literature Review:
Marketing
 The Changing Attitudes Towards Marketing
 In the past, librarians have felt marketing had no place in
the library.
 Internal Marketing Before External Marketing
 The staff must be educated before they can help spread
marketing to their patrons.
 There are a wide range of traditional and non-traditional
marketing methods being used in the library.
 These methods could be surveys, focus groups, Facebook
posts, advocacy, and relationship marketing.

4. Our Mission
The Sacramento Public Library (SPL) provides open
access to diverse resources and ideas that inspire
learning, promote reading, and enhance community
life. In order to continue these services, the SPL will
maintain its values and vision as well as encourage
individual branches to customize their own
standards in websites or programs to better serve
their communities. Promoting lifelong learning is
important to the future of both the library and the
community.

5. Our Vision
The SPL strives to be the best source of knowledge
and information that enriches and empowers all
people of its community. Embracing current
technologies and trends and offering exceptional
customer service throughout all the branches will
help them best serve the individual communities.
The SPL will create the best resources possible for
obtaining information that will be easily accessible
now as well as in the future.

6. Our Values
 Diversity
 Offering a variety of programs, materials, and
services for people from different cultures and
backgrounds will help improve the quality of services.
 Literacy
 Encouraging community members of all ages to read
and educating them about the importance of reading
is critical.

7. Our Values
 Customer Service
 Each customer should be treated equally with the same
respect and be given high quality information.
 Technology
 The SPL will strive to be a constant provider in the most
up-to-date technologies available.
 Financial Resources
 Using the budget wisely throughout all the departments is
important for acquiring the best resources possible.

8. Consumer Base
 Sacramento County is the 8th largest in the state.
 The current Sacramento county population is more
diverse than the U.S. as a whole.
 36% are a race other than white vs. the U.S. average
of 25%.
 24% speak a language other than English at home
vs. the U.S. average of 18%.
 Sacramento libraries serves a wide assortment of
types of customers from different economic
backgrounds.

9. Financial Threats
 In 2009, 5 out of 7 Sacramento branch libraries had
one day of service eliminated reducing the days
open per week from 6 to 5.
 The 2008/09 Fiscal Year found a decrease in
revenue totaling $800,000 in the Sacramento City
Fund.
 15 position were frozen in the SPL, resulting in the
responsibilities being divided between the staff
creating a heavier workload and a more stressful
environment.

10. SWOT Analysis
 The increase in customers through tough economic
times will strengthen the libraries ties with the
community.
 The lack of diversity among the staff and materials
creates problems getting new patrons involved in the
library.
 The SPL does not have all of the technology they
need to meet the demands of public.

11. Technology
 Most of the SPL branch libraries report that there are
too few computers to meet the demand of users.
 Additionally, there is not enough resources
(workstations, seating and electricity) for the number
of people who wish to bring their own devices.
 There is an increasing demand for self-check
technology which offers more language services,
private transaction, and customized messaging.

12. Goal 1: Increase Diversity
 Objective 1.1
Increase diversity among the staff
 Objective 1.2
Increase diversity among materials
 Objective 1.3
Increase diversity among library users

13. Goal 2: Promote Literacy
 Objective 2.1
Advertise the Summer Reading program in a
positive and fun way so that participation
increases each year.
 Objective 2.2
Increase the number of initial participants
each year for the Summer Reading program
as well as the number of participants
completing the program.

14. Goal 2: Promote Literacy
 Objective 2.3
Offer more branch programs for both adults
and children to enhance the writing skills of
those interested
 Objective 2.4
Increase adult literacy and participation for
SPL’s One Book Sacramento program by
20%

15. Goal 3: Explore New
Technology
 Objective 3.1
In order to meet the digital needs of an
increasingly technological society, web
pages must change and grow to maintain an
active web presence. The SPL website will
be updated to include branch-specific pages.

16. Goal 3: Explore New
Technology
 Objective 3.2
Use the addition of the branch-specific web
page to build the digital library
community. Library programming will lead
the digital community development through
the creation of program-specific pages that
capture the local branch community in
action.

17. Goal 3: Explore New
Technology
 Objective 3.3
There are too few technology stations available for
the growing library population. Computer
terminals requires hardware, software, and
physical space. The SPL shall seek grant money
to create a pilot program concerning the use of
Netbooks within the library as a means of easing
the budgetary constraints. Netbooks are cheaper
than computer terminals and would not require as
much physical space. Existing RFID technology
would be utilized to prevent theft.

18. Goal 4: Compensate for
Budget Cuts
 Objective 4.1
Increase funding to the SPL Foundation/Endowment
by 10%.
 Objective 4.2
Increase source of revenue by applying for
grants/Training staff in grant writing.

19. Conclusion
The Sacramento libraries serve a large variety of
customers. The need for new technology and diverse
language resources is becoming increasingly critical. We
hope that the suggested goals and objectives contained
in our strategic plan will help the SPL make strides rather
than falling behind or even simply keeping afloat. In the
current economic downturn, it is all the more crucial that
we utilize creativity and smart marketing to ensure that
the public library remain a source of information and
community for the people of Sacramento.