Know Where You Are by means of a Situational Analysis

1. Know Where You Areby means of a Situational Analysis

2. Situational Analysis in context:

3. Situational Analysis defined: The collective analysis of a body of information that describes the library’s current programs and services, the library’s mission and values, the community served by the library, feedback from current library users, and external environmental forces that influence or have the potential to influence the library.

4. 2 important components of the definition: • The collective analysis (“making sense” together) • A body of information coming from different directions

5. The work of conducting a Situational Analysis:

6. Articulate mission & values: The mission is a declaration of purpose, a concise statement that tells the community what the public library does exceptionally well that is unique or different from what other organizations do. Example: London Public Library provides equitable access to the world of information and creative expression. The power of the statement comes from its simplicity, the fact that these few words make it absolutely clear why the library exists and what difference it makes to the community.

7. Profile the Library: Library Profile Worksheet: • Accessibility of library service • Library roles and mission • Library services • Materials/ resources • Staffing • Library activity

8. Gather user feedback: • Suggestion box/ feedback form • Appeals for feedback on library website • Roaming CEO/ manager • “Talk to us” corner or table • Observation • Topical questionnaires • Exit interviews • Staff questionnaire • Staff focus group • Focus groups • Key informant interviews • Open houses/ public meetings • Surveys

9. Scan the environment: • Trends and issues in the broader library world • Trends and issues in the public/ not-for-profit sector • Social and demographic factors • Economic/ political issues • Technological advances

10. Profile the community:

11. Existing information: Census data Municipal and/or school planning information Planning documents of local organizations Telephone book yellow pages Bulletin board notices, pamphlets, etc. Local directories Local & regional newspapers, radio & cable stations New information: Conversations, interviews and/or meetings with municipal staff, community leaders, media personnel, representatives of service clubs, organizations, and agencies Public consultation, if needed. Common sources of community information:

12. How much is enough? Community Information Checkpoint: • Can you name the ways in which the community’s demographic breakdown differs significantly from that of Ontario? • Can you name 3-5 ways in which the community is changing? • Can you identify at least one characteristic particular to your community that is an important consideration in planning library service? • Can you name significant gaps in services and/or groups in the community? • Have YOU learned something new about the community because of your involvement in developing the community profile and/or the information gathered in the profile?

13. The analysis part of Situational Analysis: Make sense together: • Discuss, exchange perspectives & impressions • Identify Key Learnings • Record questions • Summarize and synthesize.

14. Synthesize with SWOT: A quick, effective way of synthesizing information about the library and the community is to identify the library’s: • STRENGTHS • WEAKNESSES • OPPORTUNITIES • THREATS Strengths & weaknesses are internal, things the library has some control over; Opportunities & threats are external, the library controls how it responds. The Strategic Plan will endeavour to build on strengths and opportunities, and eliminate or minimize weaknesses and threats.