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Strategic Plan Workplan 2012/2013


1. Start work on a long-term strategic plan for the Mill Valley Public Library

a. Schedule staff presentations on various subjects to include: library operations, departmental strengths and weaknesses, and comparisons to other libraries.

b. Evaluate the various initiatives launched during the centennial year for future inclusion.

c. Research innovative ideas from other libraries.

d. Gather feedback from the public and all the library’s constituents using varied methods, i.e., surveys, website feedback, public forum.

2. Develop a Communication Plan to more effectively communicate with all Library constituents. The Plan will help the Library create, organize and broadcast pertinent information related to operations, funding, and strategy as well as incorporate methods to regularly solicit public feedback.

a. Revise Mission Statement and develop vision and values.

b. Identify all policies that need to be written and/or revised.

c. Develop a timeline to complete policy updates.

d. Communicate “Century Project” to all library constituents.

3. Improve internal procedures and operations for producing publicity so that it is integrated into program planning and happens in an efficient and orderly manner.

a. Create a PR template (interactive form for submitting publicity to web/publicity administrator).

b. Communicate procedures to all staff.

c. Develop a style guide to inform employees on expectations for writing and graphic design that will ensure consistency.

d. Use improved procedures to involve more staff in publicizing programs and events library-wide.

4. Restructure and/or redesign the Library’s website to improve patrons’ ability to navigate and access information as well as to more adequately publicize and archive library programs, events, and services.

a. Seek City Manager’s approval to create new open source website.

b. If new website is not approved, create workarounds to try to optimize the design of the website for both desktop and mobile applications.

c. Create the best user interface possible regardless of the platform (open source or existing content management) so patrons can easily download digital content and find program information.

5. Build on success of branding and publicity started in the centennial year.

a. Create a publicity campaign to promote Link+ which will launch in summer 2012

b. Continue to build sub-branding for specific library programs or services (e.g., Naked Truth, Experience Collection, and Passport to the World).

c. Expand the use of the new logo to business cards, stationery, public catalog display and possibly merchandise (e.g., t-shirts).

d. Replace existing email marketing service with Constant Contact and explore more focused marketing campaigns.

6. Make the navigation of the Library more hospitable to all users.

a. Hire a consultant to assist with signage options

b. Try to secure funding for signage improvements in the 2013/2014 fiscal year.

c. Devise temporary signage improvement plan to address the most problematic issues.

7. Create different zones for different purposes in the Library.

a. Digitize Library floor map blueprints.

b. Create Autocad drawings of existing public space for archival records and future planning needs.

c. Relocate collections (biographies, art books, young adult materials, DVDs, etc.) to increase space for growing collections, to make navigation more logical and to allow the creation of different zones within the Library.

d. Designate the Fiction Room as a Quiet Study Area.

8. Work to align efforts of support groups with Library Goals and Strategy.

a. Create an orientation for all new Board members to inform them about Library operations.

b. Create a notebook that will include Library history, mission, and operations.

c. Develop a presentation that will provide an overview of programs and services at the Library.

d. Schedule biannual informative tours of the Library.

e. Update the Trustee Manual

f. Set up the schedule and communications for All Boards Quarterly Meetings.

9. Track all Library statistics more efficiently in order to monitor trends, utilize for advocacy, and more easily submit required reports.

a. Compile a comprehensive list of statistics that need to be collected.

b. Research the types of databases available to track Library statistics.

c. Decide whether to create our own database or contract out for the service.

10. Improve volunteer program.

a. Institute an official method for acknowledging and appreciating long-term volunteers.

b. Recruit skilled volunteers to help with poster design and newsletter editing.

PRogram 2: Adult services

1. Continue current and offer new diverse programming to reach different population segments. Introduce new offerings to keep programming interesting and compelling, cycle out offerings that are not successful or do not meet standards. Improve the patrons’ experience at Library events.

a. Build on success of class offerings (started in 2011) that provide instruction in using Library databases, such as, by increasing the number of offerings.

b. Create and institute a reading challenge for adults in 2013 and expand participation to at least 150.

c. Preserve the unique qualities of First Fridays that have created community and engaged adults in discussions/ideas by holding true to the library’s ideal of free and equal access. Consider providing additional opportunities (e.g. online forum) to continue discussions after the program.

d. Reinstate the Computer Lab to meet the demand for free and quality education in learning software applications and using library resources.

e. Consider new series on varied topics such as parenting, literacy, music, education, health, finance, aging, and/or deliberation.

f. Assign the Program Committee responsibility for incorporating sustainability in the implementation and development of programming, as well as continuing to keep offerings diverse and compelling.

g. Expand language instruction classes from a pilot project to more regular offerings throughout the year.

h. Create rich content for a dedicated Naked Truth web page in an effort to draw traffic and increase brand recognition for the Library’s popular true storytelling series. Seek collaboration efforts with other literary series and organizations such as Porchlight, Litquake and the Moth.

i. Improve patrons’ experience at Library events through technology upgrades, improved policies, streamlined logistics and capital improvements.

j. Add two more Experience Backpacks to the Experience Collection, including one on the Dipsea Trail.

2. Expand and improve reference services.

a. Continue outreach through Librarians on Location, changing frequency to quarterly.

b. Increase book club services: make additional book club kits available, consider focused book clubs such as one on Shakespeare, and create a web resources page for local book clubs.

c. Increase reader’s advisory offerings to patrons by instituting a personalized reading program. Publicize the fact that the Library’s Book-a-Librarian service includes making book suggestions.

d. Inventory the periodical collection and update records so they accurately reflect what the Library holds in its collection.

e. Help grow the MARINet OverDrive collection by continuing to purchase eContent to the shared collection. At the same time, investigate alternatives, such as the example of Douglas County Libraries in Colorado, a system that built its own platform and contracts directly with publishers for ebook content.

program 3: young adult and middle school services

1. Expand and strengthen programming for high-school students based on current strategy and put into place measures that will ensure the long-term success of the program.

a. Increase attendance at First Thursdays with the goal of averaging about 25 students per event. Encourage greater attendance of First Fridays by high school students.

b. Build stronger relationships with local high schools (Tam, Redwood, Drake, Tamiscal) by networking with teachers and students.

c. Recruit other employees to help maintain the successful teen program.

2. Explore program opportunities for middle school students.

a. Pilot 2-3 programs a year for middle school students, such as book clubs, author events, or curriculum-related programs, to test the viability for a longer term strategy.


1. Expand and strengthen programs and services for children based on current strategy.

a. Build Sunday Specials program with the goal of evening out attendance (attendance ranges from 75-200) through greater publicity and possibly refining program selection.

b. Expand Children’s Department’s collaboration efforts beyond the schools to reach other local nonprofit organizations and also including City Departments such as Parks & Recreation.

c. Establish a stronger online presence for the Children’s Department in four areas: provide book recommendations, connect with the close-knit community of families, promote less well-attended programs, and reach non-users.

d. Create an improved, more accessible Spanish Language collection for the Children’s Room to meet demand of Spanish speaking patrons. Goal includes assessment, new purchases, and better location.


1. Improve the patron’s experience of finding materials online and in person.

a. Introduce consistent packaging and labeling of multi-volume materials, such as DVD TV series. This will make placing holds and receiving materials much easier for our patrons.

b. Move classification of graphic novels from the Dewey Decimal System to subject labels. This is a pilot project to see how subject labeling might work in our collection and for our patrons.

c. Improve skills and knowledge of catalogers with ongoing training, specifically related to the new RDA cataloging standards. (Carried over from 2010/2012)

d. Ensure that all biographies are removed from the Dewey Decimal classification and moved into the new Biography section. This is part of the Library’s effort to make using the Library more intuitive.

e. Spearhead projects that support the integrity of the Library’s collection, including removing inferior records from the database and withdrawing obsolete materials.

f. Experiment with re-arranging and re-labeling materials in the library so navigation is more intuitive for patrons. (Carried over from 2010/2012)

g. Support the History Room’s efforts to make its collection more accessible to the public by improving the quality of records for special collections (i.e., oral histories, local documents) and cataloging local materials for inclusion in the World Catalog.

PROGRAM 6: Circulation services

1. Improve the patron’s experience related to the borrowing and loaning of materials.

a. Reevaluate and refine circulation policies to ensure they are simple, straightforward and fair.

b. Launch a customer service focused training program for circulation staff to include a standardized new patron welcome and techniques for handling difficult situations.


1. Engage the public in Mill Valley’s history and preserve the Library’s history.

a. Make all digitized items publicly accessible on the Library website, using Past Perfect, to facilitate easy access to the History Room’s collection from anywhere, anytime. This should be done before taking on new objectives.

b. Involve the public in documenting our past, present, and future history.

c. Become more active in archiving the Library’s history including creating a scrapbook for the centennial year.

d. Find funding for and purchase an oral history booth.


Last updated: 10/3/2012 9:10:01 AM