Winchester Public Library (781) 721-7171
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Our Strategic Plan Winchester Public Library (781) 721-7171
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Table of Contents
OVERVIEW AND BACKGROUND 1
F
ROM THE
L
IBRARY
D
IRECTOR
1
W
HO PARTICIPATED
?
5
WINCHESTER PUBLIC LIBRARY 6
O
UR
M
ISSION
S
TATEMENT
6
O
UR
P
RODUCTS AND
S
ERVICES
7
D
ID YOU KNOW 9
COMMUNITY DATA 10
N
ARRATIVE ON THE
T
OWN OF
W
INCHESTER
10
F
OCUS
G
ROUP
: A
DULTS
11
F
OCUS
G
ROUP
: F
AMILIES
15
S
TAKEHOLDER
I
NTERVIEWS
20
S
URVEY
S
UMMARY
23
STAFF DATA 26
C
OMMUNITY
-W
IDE
O
UTREACH
I
DEAS
26
THE PLANNING PROCESS 29
F
ROM
V
ISION TO
A
CTION
29
S
ERVICE
R
ESPONSES
30
L
IBRARY
S
ERVICE
G
OALS
31 Winchester Public Library (781) 721-7171
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OVERVIEW AND BACKGROUND
From the Library Director
At the direction of the Library Board of Trustees, in September 2006 the Library
launched a Strategic Planning project. This new planning phase will help us
anticipate the evolving library and information needs of our community in the next
five years.
Understanding the communitys needs and differentiating the Librarys services
from the communitys other options is essential so that we may deliver valuable
services to the community in the most sustainable way. By both leading and
responding to the community, we form a circle that serves and connects to
everyone.
During this process I was reminded, once again, of our great fortune in attracting
the volunteers who lead (Trustees) and contribute (Friends) to the success of the
Library. The spirit of volunteerism thrives in Winchester and we were able to call
upon many people who gave freely of their time and ideas to contribute to this
plan. The future success of the Library is dedicated to the many people who
enriched the planning process, the thousands of patrons who use and value their
Library, and to the staff. The Library is only as good as the people who staff it and
it is clear from our patrons' survey comments that we have an excellent staff,
always striving to improve our services.
Lynda Wills, Director
Library Trustees
Leo F. Roche, Jr., Chair
Jon French, Vice-Chair
Kevin J. Drum
Denise Pappas
Friends of the Library
Bonnie Alpert, President
Jill Pappas, Vice President
Joan Wyrwicz, Treasurer
William OConnor, Secretary
Library Staff
Barbara Yuan, Assistant Director
Yvonne Coleman, Head of
Childrens Services
Julie Kinchla, Head of Reference
Karen Brown, Head of Circulation
Gerry Pothier, Head of Technical
Services Winchester Public Library (781) 721-7171
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2
With Endowment Funds and the support of the Friends of the Library, we hired
Extra Mile Design (EMD), a strategic planning and communications firm specializing
in libraries, to advise us on the planning process. EMD prepared the data collection
tools; developed the visual and editorial presentation of the data; and facilitated
the focus groups and Strategic Planning meetings. EMD adapted aspects of Sandra
Nelson's New Planning for Results to guide the process.
Strategic Planning Committee
Bonnie Alpert
Karen Brown
Jim Burns
Julie Kinchla
Leo Roche
Rosemary Sullivan
Sandy Thompson
Lily Yamamoto
Barbara Yuan
Lynda Wills Winchester Public Library (781) 721-7171
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3
The library has a homey, very welcoming feel to it. The staff is the reason. They
are well trained, bright and helpful. The library is clean, and has an up-to-date, not
outdated feel. It is one of the top three great things about Winchester (schools and
hospital being the other two). Comment from Patron Survey
Winchester Public Library (781) 721-7171
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4
How did we gather information?
Customer Satisfaction Questionnaire on the Internet
In-house distribution of printed Questionnaire
Distribution of printed Questionnaire to Town Meeting Members, Town Hall,
Senior Center, and schoolage patrons
Structured exercises to gather information from all Library staff
Interviews with Library management and Friends
In-library observations
Focus Group targeting Families
Focus Group targeting Adult and Older Adults
Telephone interviews of elected and appointed officials
Sampling of Survey Questions:
How do you use the Winchester
Public Library?
How often do you use Yahoo(TM),
Google(TM), or non-library
gateways for information?
How important is the Library to
you? To the community?
How important do you think it
should be?
What services would you support
paying more for through local tax
dollars?
Would you be willing to donate
money to fund some Library
services privately?
Is there anything we could do
better, or anything you really like
about the Library? Winchester Public Library (781) 721-7171
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Who participated?
In order to gain a complete picture of Winchesters needs and attitudes relative to
our Library, we talked with a cross section of people representing the entire,
diverse community of Winchester.
Six library managers returned a Library Positioning Worksheet;
Twenty-eight library staff returned a five page set of self-study exercises;
Six community stakeholder representatives were interviewed;
429 Completed Questionnaires were submitted and studied;
622 comments to open ended questions were submitted and studied;
Fourteen people participated in our focus groups, one on Families, and the
other on Adults.
I can get peace of mind there
and a kind of satisfaction that
the Library is truly public. Its life
as it should be, totally egalitarian.
Its not tied to commerce, its tied
to a common wealth. Its tied to
the benefit of a common wealth
and has nothing to do with income
or social status. I feel like a kid
in a candy store, its such a
sweet thing.
Denise Pappas Winchester Public Library (781) 721-7171
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6
WINCHESTER PUBLIC LIBRARY
Our Mission Statement
The Winchester Public Library is a dynamic community resource that endeavors to
improve the quality of life for its Library patrons by providing
General Information to meet the need for information on a broad array of
topics related to work, school and personal life.
Current Topics and Titles to enlarge and improve the opportunities for
relaxation, recreation, and restorative reflection.
Lifelong Learning opportunities for both adults and children that begin by
fostering a love of reading and an awareness of the resources available in the
public library.
Community Connections through a welcoming environment where people
meet, interact, and have access to information about local government,
organizations, and groups.
To accomplish these endeavors, the Library relies upon a professional staff, a broad
collection of current materials in a variety of formats, suitable information
technology, and a well-maintained facility for patrons.
The Town of Winchesters
Community Vision:
Winchester is committed to a vibrant
future informed by its treasured
past, inspired by its energetic,
dedicated, and talented residents,
and ignited by its shared belief in
the value of communication,
cooperation, and caring. As we move
toward tomorrow together, we will:
Strengthen and Promote

Our tradition of outstanding
education for all by setting the
highest goals and providing
programs, facilities, and
resources to achieve those goals.

"Our commitment to being a
caring and connected
community by fostering an
environment that enables
citizens of all ages to gather
for conversation,
communication, recreation,
education, and entertainment
and by facilitating
communication between
citizens and local government."

Our economic vitality by
enhancing the town center and
other commercial venues by
fostering business retention and
diversification, improving
attractiveness and
infrastructure, and by
encouraging and facilitating use.
(continued on the next page) Winchester Public Library (781) 721-7171
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Our Products and Services
FY00
FY01
FY02
FY03
FY04
FY05
% Change
FY00 to FY 05
Circulation
342,130
381,337
452,389
489,815
504,698
511,244
49.43%
Reference Questions
54,236
52,912
70,551
67,041
66,302
61,673
13.71%
Foot traffic
223,734
232,297
263,644
288,332
294,174
274,987
22.91%
Internet Use
n/a
22,810
24,137
25,343
41,847
41,819
83.34%
Hours Open/Week
65
65
65
65
65
56
-13.85%
F.T.E staffing
21.1
21.1
21.1
21.1
21.1
20.2
-4.27%
Community Vision
(continued from previous sidebar)

Our fundamental belief in
respect for all by embracing
diversity that helps educate our
children, supports local
economic development, fosters
a varied housing stock, and
creates an atmosphere of
tolerance and acceptance that
enriches all of our community.
Preserve, Protect and
Enhance

Our investment in capital
assets, including our municipal
and school facilities, public
library, and utility
infrastructure by making
necessary improvements to
address critical issues such as
storm water management,
flooding, and