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Morton East High School Library Marketing Plan

Morton East High School Library Marketing Plan . By Callie Mendoza and Noelle Swanson. Community. Cicero, Illinois Demographics Population: 81,823 77.4% Hispanic or Latino 74.4% speak another language other than English at home 48.2% of people over 25 are HS graduates

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Morton East High School Library Marketing Plan

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  1. Morton East High School Library Marketing Plan By Callie Mendoza and Noelle Swanson

  2. Community • Cicero, Illinois • Demographics • Population: 81,823 • 77.4% Hispanic or Latino • 74.4% speak another language other than English at home • 48.2% of people over 25 are HS graduates • 43.4% are foreign born • 6.1% of people over 25 have bachelor degree or higher • $38,044 household income • $46,590 Illinois average household income

  3. Morton East High School • Enrollment: 3,797 • 92.9% Hispanic population • 68% students from low income families • Graduation rate • Male: 55.8% • Female: 84.4% • Truant rate: 5.9% (state average 3.1%)

  4. Budget • Book budget and supplies $8,000 • Activity Fund $1,500 • Databases $10,000

  5. Mission Statement The Morton East High School Library provides a welcoming environment for students, teachers, staff, and community and offers relevant up-to-date technology and information.

  6. Vision Statement The Morton East High School Library aspires to be a gathering place for the school community and the first choice for students and staff seeking information.

  7. Position Statement Currently, our library has a strong collection but it has not been utilized by the student body. We have seen poor attendance and low circulation. There is a lack of information literacy among the student body. They do not seek out the library for school projects and research.

  8. Image The Morton East High School Library is a welcoming and safe environment for the school community with a genuine interest in the welfare of its students and staff. The librarians are well-informed and eager to assist their patrons.

  9. Action Goals • Increase circulation and attendance • Increase computer use and databases • Increase information literacy • Improve the overall academic success of students • Increase library awareness and advocacy

  10. SWOT Analysis Strengths Weaknesses Unresponsive students Disconnect between library staff and students Low usage and circulation Students are uninformed and misinformed • Centralized location • Established collection in English and Spanish • Strong budget • Motivated staff • Defined action goals

  11. SWOT Opportunities Threats Drop outs and truancies Low graduation rate Poor test scores Cultural disconnect between community and school • Influencing freshmen and new students • Partnerships with teachers and classes • Collaborate with local businesses and schools • Social media • Involvement in school activities

  12. Six P’s • Product: Readers advisory, homework help/tutoring, technology and media, curriculum help, career planning • Place: One large, open-spaced room with comfortable chairs, tables for group work, 20 desk top computers, and 20 laptop computers, a printer and copier • School day hours: 8:30-3:15 • Library operations: 8:00-5:30

  13. Six P’s • Price: Free other than student fees • Promotion: Book displays, class visits, social media, web page, job fair, survey, school involvement, ‘Information Literacy for Incoming Freshmen’ class • Production: Collaborating with faculty on curriculum and lesson plan advice, establish social media presence, establish partnerships with local businesses and community colleges, create survey and pass out during homeroom • Publics: Students, teachers, parents, administration, and staff

  14. Job Fair • Bi-annual event hosted in library during school hours • Local businesses • Trade schools/community colleges • Offer tutoring for students working part-time • Offer resources regarding part-time employment • GED resources

  15. Information Literacy Course • Mandatory for incoming freshmen, accredited class • Held in library with classroom resources • Divided into two parts, class/study hall • Introduction to research skills, library resources, computer skills, evaluating resources

  16. Suggested Survey Questions • How often you use our school library? • What is your year in school? • If you use the school library for class, which one(s)? • What do you feel is most important to have in your library? • Why do you visit the school library? • Is there anything you would change about our library?

  17. Advocacy • READ posters starring school faculty • Book and hallway displays • Class visits • Encouraging classes to visit the library • Librarians visiting the classroom • Newsletter, social media, web page • Present at school events • Participating in Homecoming events (Spirit Week)

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