Strategic Plan
2013-2016
Positioning the Library
Rethinking roles ~ Engaging
communities ~ Inspiring creativity
Table of Contents
Strategic Plan ................................................................................................ 1
An Open Door to the World of Opportunity ....................................................... 4
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................................................................................................................... 11
...................................................................................................... 12
Addendum ................................................................................................... 14
............................................................................................................ 14
.......................................................................... 15
............................................................................................... 16
An Open Door to the World of Opportunity
Worcester Public Library Strategic Plan 2013 – 2016
ELEMENTS OF THE STRATEGIC PLAN
The strategic plan for the Worcester Public Library includes the Core Values, Mission Statement,
Tagline and Service Priorities. The complete strategic plan will provide a guide for the Board of
Directors and staff to allocate resources during the next three years.
CORE VALUES/PRINCIPLES
1)
2)
3)
4)
Serve everyone with efficiency and excellence in a welcoming environment.
Nourish the mind with ideas and experiences.
Honor the past and embrace the future.
Adapt to change and plan for innovation.
LIBRARY MISSION STATEMENT
The Worcester Public Library serves as a welcoming gathering place that actively promotes the free
exchange of ideas in our democratic society. The Library makes information and services available to
all people while fostering intellectual freedom, protecting privacy, encouraging personal growth and
enrichment, and celebrating our diverse community culture and heritage.
TAGLINE
An Open Door to Opportunity
SERVICES PRIORITIES
The survey results from 2011 to 2013 indicate that the library should focus on the following priorities:






Provide materials to support reading/viewing/listening for pleasure and lifelong learning.
Create young readers through early literacy programming, summer reading events, etc.
Provide a comfortable and welcoming community gathering space to read quietly, meet
others or have family time.
Access to information on current events, health, finance, how-to-topics.
Reference help: Have staff help answer questions and find information.
Provide technology for equitable access of information and resources.
In addition to these priorities, the library will strive to meet or exceed the expectation for excellent
customer service and continue to provide exceptional value for tax dollars.
ABOUT THE LIBRARY
The Worcester Public Library is the preeminent reservoir of knowledge, providing unparalleled
integrated resources to the people in our community.
The Worcester Public Library was established in 1859 by Dr. John Green who donated his private
library of over 7,000 volumes, "in trust for the free use of the citizens and public forever." Dr. Green's
nephew, Samuel Swett Green, who served as the Worcester Librarian was a founder of the American
Library Association and is widely considered to be one of the earliest advocates for free reference
and information services in the public library setting.
The Library provides access to knowledge through its magnificent collections in many world
languages and in almost all formats. The Library seeks to spark the public’s imagination and to
encourage their lifelong learning through its programs, exhibits, and services. The Library helps
foster American democracy and stimulates the economy through informed citizenry. Today, the
Library serves the public who seek information, understanding, and inspiration. Many of the Library’s
rich resources and treasures may also be accessed through the Library’s Web site
www.worcpublib.org.
LIBRARY LOCATIONS
Worcester Public Library services the community at its the Main Library downtown, two branch
libraries in the Greendale and Great Brook Valley neighborhoods, and Libby, the mobile library that
travels to destinations throughout Worcester to expanding the physical reach of the library. Online,
the Library provides 24/7 access to information and tools through its databases of online books,
magazines, and media.
City Manager Michael O’Brien initiated the One City, One Library 5-year PILOT program earlier this
year, which will set up pilot children’s branch libraries in four elementary schools across the city. The
schools involved as branch libraries will be Tatnuck Magnet School, Roosevelt School, Burncoat
Street Preparatory School, and Goddard School of Science and Technology. The timeline for opening
these branch libraries will take place between October 2013 and the Spring of 2014. The One City,
One Library program also envisioned a “mini-Libby” that will be focused on children and will solely
service schools and preschools. This Little Libby will be on the road in early November serving 30
elementary schools excluding the 4 branch libraries.
3 Salem Square
Worcester, MA 01608
508.799.1655
470 W Boylston Street
Worcester, MA 01606
508.799.1687
89 Tacoma Street
Worcester, MA 01605
508.799.1729
1006 Grafton Street,
Worcester, MA 01604
508.799.1655
1083 Pleasant Street,
Worcester, MA 01602
508.799.1655
14 Richards Street
Worcester, MA 01603
508.799.1655
526 Burncoat Street,
Worcester, MA 01606
508.799.1655
INTRODUCTION
The Library has been working with a
consultant on its 3-year strategic plan FY2014FY2016 since February, 2013. Over the past few
months library staff and board, library
users/non-users, and many partners
collaborated through a planning process. We
learned from our community that the Library
makes a significant contribution to civic,
community, and family life. We were also able
to identify opportunities to improve, develop,
and expand library services.
We realized that in order to move forward, the Library would need to balance a number of factors.
Over the next three years, we will continue to address the need for information related to
community services, agencies, and organizations. We will balance print with digital collection. We
will honor our role as an information-providing organization while we explore opportunities to
support the creation of content and to convene the community around important issues. Marketing
will be a vital part of library operations. The library will continue creating an awareness of the library
resources and services to encourage residents and library users to maximize the benefits to them.
The library receives its primary funding from the City of Worcester. Per capita support for WPL falls
below national averages of comparable cities. The Library will seek opportunities to increase external
support for quality service under the leadership of the Board Directors. Board members, appointed by
the City Council, establish policy and provide ideas, insight, and direction to library management.
Directors represent the interests of citizens and advocate for the library, including budgetary matters.
The Library will partner closely with the Friends of the Library and The Worcester Public Library
Foundation. The Friends advocate for the library and raise funds through book sales, the newly
opened “Food for Thought” bookstore and café, and other events. Their programs and activities
bring awareness to the community about the importance of the library.
The Worcester Public Library Foundation seeks donations, grants, and bequests from individuals,
businesses, and organizations. These gifts enhance services and bridge funding gaps. The recent One
City, One Library project is the most prominent effort by the Library Foundation. The library also
participates in numerous partnerships and receives sponsorships from community organizations and
businesses. With an increase in support from these groups, patrons will receive improved library
services.
Based on the brainstorming ideas and information gathered at the planning meetings, our collective
vision of the Library evolved leading to the development of the three-year strategic plan. We will
focus on four themes and their accompanying goals. This includes performance measures to assess
progress toward achieving our goals as well as establishing budget priorities.
Challenges and Opportunities
The Worcester Public Library is no longer a passive repository of books and information, but is an
active and responsive part of the community as well as an agent for change. The WPL faces
challenges because of outdated beliefs and library functions. We are determined to find and
implement new approaches that save time and money while providing outstanding services to our
community.
The WPL is committed to using technology as a
strategic resource to increase staff productivity,
focus efforts on value-added services, and enhance
its overall customer service. The library seeks a
suite of products and services that are useful today
and invaluable tomorrow. Toward those goals, the
library will re-think, re-purpose, and re-align its
limited labor force and adapt increased labor saving
services. Implementing the RFID (Radio-frequency
identification) and AMH (Automated Materials
Handling) systems are among the solutions to
redirect staff and increase valuable customer
contact.
The Library must develop an economically
sustainable model of service that best utilizes
library resources to meet the needs and interests of
Worcester’s residents. We will visibly align with the
city in order to direct and empower library staff to
focus on critical areas.
The Library’s FY2014 organizational chart
maximizes the impact of staff talent and library
services that foster community engagement
with enhanced programming and outreach. The
updated organizational chart also reflects the
budget and staffing that improves the
transparency of library contributions to the City
and to potential funders. The refined Table of
Organization reflects the review of staff roles
and their impact on the Library’s operation and
its future growth. Staff members can be
reassigned when there is a need.
Goal 1. Connect the Library to the Worcester Community
The Library is an active partner in citywide efforts to improve quality of life and impact personal
success throughout Worcester’s diverse neighborhoods.
Awareness of
the library
Downtown
development
Civic
discourse
A.
B.
C.
D.
Neighborhood
anchor
Strategic
partnerships
Improve awareness of Library programs and services.
Contribute to downtown development efforts including the Theatre/Library District.
Serve as a hub and an energizer in Worcester’s neighborhoods.
Host programs and showcase information that engages the Worcester community in
important civic issues.
Goal 2. Create Opportunities that Enrich Lives
The Library contributes broadly to quality of life at all stages of life. With efforts focused on strong
families, educational achievement, career advancement, digital skills, and lifelong learning, the
Library is a significant contributor to citywide efforts that make Worcester a great place to live, work,
learn and play for everyone.
Early childhood
literacy
Third grade
reading scores
One City, One
Library
Adult literacy
English language
learning
21st Century
skills
Healthy
Lifestyles
Workforce
development
E. Advance Library efforts to improve early childhood literacy.
F. Advance Library efforts and partnerships to support lifelong literacy.
G. Host and deliver programs and collections that help community members to build 21st
Century skills for the workplace, lifelong learning, healthy living and quality of life.
Goal 3. Demonstrate Results
The Library will be driven by bold vision and creativity at all levels of the organization. It will
demonstrate results by increased use and commonly held expectation that the Library is a vital and
responsive institution in the Worcester community.
Use of
Visits to the
library
collections
Attendance at
programs
Active strategic
partnerships
Community
impact
Friends and
philanthropy
H. Develop and implement a program of assessment and evaluation that captures meaningful
data on the impact of the Library on the Worcester community.
I. Develop and implement a communication program that demonstrates the impact of the
Library on the Worcester community.
Goal 4. Build an Extraordinary Workplace
Board, Administration, and Staff communicate a shared understanding of overarching Library goals
and practices to ensure consistently responsive services for internal and external patrons.
Aligned
talents
Internal
communications
Training and
development
J. Develop and communicate a shared understanding of overarching Library goals and practices
to achieve consistently responsive services for internal and external patrons.
K. Ensure that training and development is consistent and accessible to best align staff talents
and skills with Library goals.
L. Optimize internal communications to ensure that staff is aware of and understands critical
Library plans and decisions.
M. Partner with Library staff to pursue training and development opportunities that strengthen
the Library and meet individual development goals.
How will we know when we are succeeding?
When all 4 pilot children branch libraries are open at selected school sites as planned
When 90% of annual survey respondents rate 8 or higher in User Satisfaction
When our circulation of materials reaches 1 million and the visitor counts increase
When 90% of users are very satisfied with the Library services
When 75% of Worcester 2nd, 3rd and 4th graders have a library card
When 60% of all children branch library learners achieve one of their literacy goals
When 90% of participants are very satisfied with information literacy courses
When the Business Center and Health Center are in operation
When the Library’s existing policies are reviewed and updated and new policies are
developed
What are we counting?
• Measuring outputs on strategic plan goals
• # of satisfactory survey respondents and positive Worcester media responses
• # of library card registration and program attendance
• # of circulation in all formats
• # of families enrolled in early childhood literacy programs
• # of visitor counts and # of website visits
• Staff performance measurement, # of hours of staff technology training
• # of volunteer hours, including # of college student internships
• ARIS & PLA reports
• One City, One Library project measurement criteria
CONCLUSION
These strategic goals and objectives will guide library services, operations, and facilities through the
next three years in order to meet our patron and community needs. We studied community data
from a wide variety of sources, including statistical and demographic reports and studies, one-on-one
interviews with key community representatives, staff and public focus groups, surveys, and
questionnaires. The Strategic Plan will align with the City’s and Library’s vision, mission, and values.
The internal A & O Team members have developed detailed multi-year action plans based on the
collected data. Continuous re-assessment is an integral part of our planning process.
The Worcester Public Library looks forward to being an active participant in the revitalization of
Worcester. With determination, new strategic directions, four new branch libraries, and Little Libby
on the horizon, we are truly working toward “One City, One Library.”
ACKNOWLEDGEMENTS
We would like to acknowledge and thank all those who contributed in various ways to the
development of our strategic directions, including our library customers. In addition to the names
listed below, special appreciation is extended to the staff of the Worcester Public Library for their
dedication and commitment to providing excellent library services to the residents of Worcester.
City Manager: Michael V. O’Brien
City Council:
Joseph M. Petty, Mayor & Councilor-At-Large
Michael J. Germain, Councilor-At-Large
Konstantina B. Lukes, Councilor-At-Large
Joseph C. O'Brien, Councilor-At-Large
Frederick C. Rushton, Councilor-At-Large
Kathleen M. Toomey, Councilor-At-Large
Worcester Public Library Board of Directors:
Susan Gately, President
James Kersten, Vice-President
Jyoti Datta, Secretary
Deborah Packard, Treasurer
Tara Young
William S. Coleman III
Jabian Gutierrez
Anthony J. Economou, District 1 Councilor
Philip P. Palmieri, District 2 Councilor
George J. Russell, District 3 Councilor
Sarai Rivera, District 4 Councilor
William J. Eddy, District 5 Councilor
Dante Comparetto
Phyllis Harrington
Judy Finkel
Joshua J. Perro
Dianne E. Bruce
Friends of the Worcester Public Library Board Members:
Christine P. Weinrobe, President
James Murphy
Janet Sprague, Vice President
Julie Barrow
Ann Spitaels, Recording Secretary
Joanne Frew
David Boulay, Treasurer
Helen Alisch
Gary Hagenbuch
At Large Members
Mary Lynch
Albert O’Donnell
Jeanne Gallagher
Alexandra Salcedo
Terry Dorsey
Alice M. Welch
Sharon Hall
Arthur Weinberg
Yvette M. Tolson
Catherine Q. Spingler
Valerie Forkey
Celine Livingston
Worcester Public Library Foundation Board of Trustees:
Leslie Fish, President
Sheila Tetler, Development and Planned
Robert W. Sorrenti, Vice President
Giving, Chair
James R. Merz, Treasurer
Ellen M. Cummings, Special Events
Edward Augustus, Nominating Committee,
Melinda J. Boone
Chair
Roberta Goldman
Nancy Jeppson
Christine Kardokas
James R. Merz, of Jefferson
Michael O. MooreRobert F. Nolan, Jr.
Heather Robinson
Shelley Rodman
Katy Sullivan
Mary A. Tanona
Sheila L. Tetler
Jeff Burk
Dennis Irish
Kathleen Polanowicz
Christina Andreoli, Executive Director
Special thanks to the following people for participating in interviews and focus groups:
Gwen Arthur, Library Director, Clark University; Roberta Brien, Vice President, Projects, Worcester
Business Development Corporation; Melinda Boone, Superintendent, Worcester Public Schools;
Anne Bureau, Director, Worcester Community Connections Coalition; Monica Cannon, Executive
Director Diversity & Inclusion, UMass Memorial Health Care; Linda Cavioli, Executive Director, YWCA
of Central Massachusetts; Donna McGrath, Director, Planning and Development, Worcester
Community Action Council; Timothy McGourthy, Chief Development Officer, City of Worcester;
Robert Morrison, Summer Jobs Developer, Worcester Community Action Council; Jeffrey Turgeon,
Executive Director, Central Mass Regional Employment Board; Workforce Development
(representatives from WCAC, WPS, UMASS Memorial, Central MASS Workforce Investment Board);
seniors at Worcester Senior Center, Teen Advisory Group, immigrants from the Literacy Volunteers
of Greater Worcester classes, Worcester Public Library Volunteers, Worcester Public Library general
users, parent groups, children, Talking Books Library users.
Courtesy photo of T&G
Addendum
OUR COMMUNITY
(Based on Research Bureau: Worcester Demographic Trends: 2010 Census; February 2013)




City of Worcester’s population 181,045
Second largest city in New England
Growth rate of 4.86% since 2000
City of Worcester’s population has about:
o 27% of children and teens (ages 0-19)
o 25% of ages 20-34
o 26% of ages 35-54
o 22% of seniors (55 and older)
o 30% of families below the poverty line ($25,000 and under)
o 20% of foreign born population (35,304)
o Currently the largest numbers of immigrants in Worcester are from Brazil, Vietnam,
and Ghana.
o More than 35,000 college students enrolled in its colleges and universities in
Worcester.
Worcester (city), Massachusetts
People QuickFacts
Worcester
Massachusetts
Population, 2010
Persons under 5 years, percent, 2010
Persons under 18 years, percent, 2010
Persons 65 years and over, percent, 2010
Female persons, percent, 2010
181,045
6.60%
22.10%
11.70%
51.30%
6,547,629
5.60%
21.70%
13.80%
51.60%
White persons, percent, 2010 (a)
Black persons, percent, 2010 (a)
American Indian and Alaska Native persons, percent, 2010 (a)
Asian persons, percent, 2010 (a)
Persons reporting two or more races, percent, 2010
Persons of Hispanic or Latino origin, percent, 2010 (b)
White persons not Hispanic, percent, 2010
69.40%
11.60%
0.40%
6.10%
4.00%
20.90%
59.60%
80.40%
6.60%
0.30%
5.30%
2.60%
9.60%
76.10%
Foreign born persons, percent, 2007-2011
Language other than English spoken at home, percent age 5+, 2007-2011
High school graduate or higher, percent of persons age 25+, 2007-2011
Bachelor's degree or higher, percent of persons age 25+, 2007-2011
Veterans, 2007-2011
20.60%
33.60%
83.90%
30.10%
10,173
14.70%
21.40%
88.90%
38.70%
412,617
Per capita money income in the past 12 months (2011 dollars), 2007-2011
$24,544
$35,051
Median household income, 2007-2011
Persons below poverty level, percent, 2007-2011
$45,846
19.00%
$65,981
10.70%
* Source U.S. Census Bureau, January, 10, 2013, http://quickfacts.census.gov/qfd/states/25/25027.html
LIBRARY ACCOMPLISHMENTS BY NUMBERS
W OR C E S T E R PU B LI C L IB R A R Y
2 0 1 2
B y
th e
Num b e r s :
A robust surge in registered borrowers: a total of
112,627 library card holders in FY2012 comparing
with 95,736 in FY2011—an 18% increase over 2011.
One Day in the Life of the
Worcester Public Library
Main Branch
The number of items library users borrowed increased from 819,633 in FY2010 to 851,317 in
FY2011, and kept going up to 874,493 in FY2012 a 3.8% and 3% increase in respective year.
 3,197 people passed
The Worcester Public Library provided 321,880 free
Internet sessions across three locations.
On August 7, 2012
through the doors of the
Worcester Public library
Main Branch
 5,218 items were circulat-
ed, users enjoy about
$130,450 of value from materials they checked out
 869 Internet sessions were
used by all ages
 74 new library cards were
given out to new users
 217,966 hits occurred on
the Library’s website
 Library staff answered 756
questions in a day
 Over 122 computers and
free Wi-Fi Internet access
are available for public use
Total reference transactions has increased 18% from
126,758 in FY2011 to 129,015 in FY2012. .
A total of 5,783 attendance for children's programs
and 1,406 for Teens in FY2012 when comparing
4,943 and 978 in FY2011 — an 17% and 44% increase respectively over 2011.
Items checked out: 451,579 books and 256,363 DVDs
were borrowed in 2012, a total of 81% of circulating
materials.
OTHER STATISTICAL DATA
Item
Circulation (Total)
Circulation Adult Print
Circulation Adult Non-Print
Circulation YA Non-Print
Circulation YA Print
Circulation Children Print
Circulation Children Non-Print
Number of total cardholders
In-Library Visits
Virtual Visits
Number of programs offered
Number of adult programs offered
Number of YA programs offered
Number of CR programs offered
Program Attendance (Total)
Program Attendance Adult
Program Attendance YA
Program Attendance CR
Computer Use
Number of questions answered
Staff
E-Titles Downloaded (Total)
E-Books Downloaded (overdrive)
E-Audio (OverDrive)
E-Audio (RecordedBooks)
E-Video
Number of fans on Facebook (2008-)
numbers of followers on Twitter
Increase use of telephone, text
messaging and email information
services (Total)
FY2003 FY2004 FY2005 FY2006 FY2007
624,790 662,704 618,071 569,179 597,943
286,410 307,563 281,790 266,302 273,289
150,145 169,209 175,296 153,161 158,557
FY2008
587,175
268,608
159,834
FY2009
603,879
268,454
161,068
FY2010
691,206
289,487
196,288
FY2011
808,632
332,985
229,949
86
80
112
75
82
43
372
456
64
699
678
FY2012
849,494
291,376
285,945
5,222
30,499
191,964
44,488
95,736
601,897
32,255,492
497
269
77
151
8,241
2,320
978
4,943
321,880
116,919
82
10371
7229
2394
674
74
995
789
1938
2567
3014
2028
1324
1270
161,476 155,261 137,613 127,192 134,101
133,528
136,087
161,798
196,391
26,759
30,671
22,291
22,524
31,816
36,334
38,270
43,633
47,117
111,943 119,096 103,943 108,129 110,387
113,684
112,052
101,796
103,053
744,814 851,994 701,632 685,768 770,285
840,438
824,449
794,571
666,903
1,170,125 2,148,559 3,928,596 5,367,297 8,688,372 11,918,893 14,555,819 22,096,211 20,747,062
381
384
891
539
487
647
672
665
576
64
109
444
181
323
225
237
118
219
110
99
317
275
447
358
487
422
435
437
258
15,503
11,900
12,923
14,168
20,687
18,493
12,741
18,489
16,461
3,637
2,816
1,417
3,603
4,205
4,576
3,290
3,306
2,055
1,661
1,858
11,866
9,084
11,506
10,859
16,482
13,917
9,451
13,522
12,548
527,904 562,380 685,776 476,840 595,920
544,284
539,656
406,328
398,164
151,335 177,273 132,578 127,691 114,483
127,953
101,650
115,628
126,758
84
84
82
89
90
85
85
81
86
860
1047
1183
1262
2096
3488
187
195
297
265
516
1385
673
766
806
885
1537
2039
How long have you been using the services of the Worcester Public Library?
Less than one year
1 to 5 years
6 to 10 years
More than 10 years
How of ten do y ou use t he Worcester Public Library and its branches?
Every day
Several times a week
Once a month
Occasionally (6 to 11 times a
year)
Seldom (1 to 5 time a year)
Rarely (Only once a year)