Sno-Isle Libraries hires firm to increase engagement with young, digital-savvy customers
Hoping to build the next generation of library customers, Sno-Isle Libraries has kicked-off a research and engagement project targeting the Generation Y and Z market. The 18-month project focuses on 13- to 29-year-olds within Snohomish and Island counties.
A library staff team kicked off the project in early June with the services of OrangeBoy, Inc., a customer intelligence and strategy company with offices in Portland, Ore. and Columbus, Ohio.
According to a library announcement, Jonalyn Woolf-Ivory, executive director of Sno-Isle Libraries, initiated the project to build the library’s understanding of library customers who are transitioning from their teens through their 20s. “It is vital that these digital natives receive what they need from their public library during this phase of their life,” said Woolf-Ivory, “so they will give us the opportunity to serve them through their later years.”
“Our objective is to show our Gen YZ digital native population that Sno-Isle Libraries fits perfectly within their mobile lifestyle,” said Ken Harvey, the library district’s communications director and project manager. “Young people are driving the information and innovation marketplace because of the way they generate, access and share data and information. We need to connect with and engage them based upon who they are and how they want information delivered to them. Otherwise, public libraries and other community institutions may not matter to them in the long run.”
OrangeBoy, Inc. was retained by the Sno-Isle Libraries Foundation, under a $75,000 grant and contract. Under the agreement, OrangeBoy is working with the library district to collect, capture, and analyze data on library users and non-customers. The early data collection process includes:
-Library cardholder analysis
-Demographic, geographic and trend analysis
-Online customer survey
-Non-customer focus groups
Key findings from OrangeBoy’s customer assessment will lead to the development and rollout of targeted marketing and program strategies in late 2014 and 2015.