2022-2025 Strategic Plan - Re-engaging & Revitalizing for a Bright Future - Newton Free Library
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2022-2025
Strategic Plan
Re-engaging & Revitalizing for a Bright Future
330 Homer Street Newton, MA 02459
617.796.1360
newtonfreelibrary.net
TABLE OF CONTENTS Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Mission Statement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Library Strategic Plan Overview . . . . . . . . . . . . . . . . . . . . . . . . . .2 2022-2025 Library Strategic Plan: Goals and Objectives. . . . . . . 3 Newton Community & Demographic Trends. . . . . . . . . . . . . . . . .6 Library Usage Assessment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Appendix A: Overview of Strategic Planning Process . . . . . . . . . 13 Appendix B: Library Community Survey Results . . . . . . . . . . . . . 14 Appendix C: Summary of Staff S.O.A.R. Analysis . . . . . . . . . . . . 19 Newton Free Library’s 2022-2025 Strategic Plan was approved by the Board of Library Trustees on September 22, 2021.
INTRODUCTION
Newton Free Library undertakes a comprehensive strategic planning process every three to five
years to assess itself and determine how to best serve the evolving needs of Newton residents. The
Massachusetts Board of Library Commissioners (MBLC) requires a long-range plan to be on file for
each library to which it awards grants, from large-scale Construction Grants to annual LSTA grant
rounds. The process involves reviewing usage, analyzing community data and soliciting feedback
from staff, stakeholders and the community. This feedback helps us customize and prioritize future
services and resources. By gathering community input and taking the time to listen to community’s
needs and interests, we are able to generate new partnerships and build consensus among the
Library and its team of Trustees, administrators, staff and volunteers. Together, this makes for a
stronger public library.
The Library’s Strategic Plan, developed for fiscal years 2022-2025, is
bookended by the celebration of our 30th anniversary of the 1991 opening
of our current building (in 2021) and our 150th anniversary of providing
library services in Newton (in 2025). The world has changed rapidly since
the building’s opening and the Library has evolved beyond transactional
interactions to dynamic experiences through our services, programming
and spaces. We strive to offer engaging programs, a welcoming
atmosphere, and new initiatives that align with community needs and
interests. Our process ensures we will continue to evolve to meet
Newton’s demand for excellent library services for years to come.
Strategic Planning in Turbulent Times
In 2020, Newton Free Library was on track to chart one of its most active years of visitation and
borrowing until March when the Covid-19 pandemic forced us to close our building to the public.
Strategic planning paused, and staff turned its attention to reimagining services to support and
connect residents of all ages.
Despite the delay, the Library recognizes that a strategic plan is a key document to ensure that
services provided during turbulent times connect with library patrons and the community. Our new
strategic plan is designed to guide recovery efforts over a three-year period, as the Library
welcomes residents back into the public building and provides responsive services to support
evolving needs for information, enrichment and connection.
MISSION STATEMENT
The Newton Free Library brings the community together to enjoy, explore, create, and discover.
-Approved by the Newton Free Library Board of Trustees, September 20, 2015.
1
2022-2025 STRATEGIC PLAN
OVERVIEW
PATRONS
WE BUILD AND EXPAND AWARENESS OF LIBRARY SERVICES SO THE COMMUNITY
CAN MAKE THE MOST OF THE LIBRARY
WE STRIVE TO UNDERSTAND HOW AND WHEN OUR SERVICES ARE USED
STAFF
WE HIRE AND RETAIN ENTHUSIASTIC, SKILLED AND INNOVATIVE STAFF TO CREATE
SUPERB VISITOR EXPERIENCES
WE FOSTER A RESPECTFUL, COLLABORATIVE, AND INCLUSIVE WORKPLACE
WE PROVIDE STAFF WITH OPPORTUNTIES FOR GROWTH AND DEVELOPMENT AND
WE CELEBRATE ACCOMPLISHMENTS
COLLECTIONS & SERVICES
WE CREATE OPPORTUNITIES FOR LIFE-LONG LEARNING AND ENRICHMENT FOR
ALL AGES
WE BUILD AND MAINTAIN COLLECTIONS TO MEET COMMUNITY DEMAND
WE PROVIDE ACCESSIBLE, CONVENIENT AND PERSONALIZED SERVICES
WE EXPLORE WAYS TO MEET THE COMMUNITY’S NEEDS OUTSIDE THE LIBRARY
BUILDING AND THROUGHOUT THE CITY
FACILITY
WE DELIVER OUR SERVICES IN A FACILITY THAT IS MAINTAINED, ACCESSIBLE AND
UP-TO-DATE
WE REPURPOSE SPACE IN RESPONSE TO CHANGING COMMUNITY NEEDS
TECHNOLOGY
WE EMBRACE TECHNOLOGY TO PROVIDE OPPORTUNITIES AND ACCESS
WE ADAPT TO CHANGING TECHNOLOGY NEEDS
FUNDING
WE ARE GOOD STEWARDS OF TAXPAYER AND DONOR FUNDS
WE STRIVE TO FUND MAINTENANCE OF OUR FACILITY, COLLECTIONS AND SERVICES
WE CONTINUE STATE AND LOCAL FUNDING AT OR ABOVE THE CURRENT LEVEL
2
2022-2025 STRATEGIC PLAN
GOALS & OBJECTIVES
PATRONS
WE BUILD AND EXPAND AWARENESS OF LIBRARY SERVICES SO THE
COMMUNITY CAN MAKE THE MOST OF THE LIBRARY
Better promote collections and services so the public is aware of our many offerings
Improve digital/print communication tools and methods
Develop a new cardholder welcome campaign to introduce services to new members
WE STRIVE TO UNDERSTAND HOW AND WHEN OUR SERVICES ARE USED
Create additional feedback channels to improve Library services
Review collections, programs and services (including hours) and adjust as necessary
Utilize our online communication tools to reach and respond to our patrons
STAFF
WE HIRE AND RETAIN ENTHUSIASTIC, SKILLED AND INNOVATIVE STAFF TO
CREATE SUPERB VISITOR EXPERIENCES
Implement new on-boarding processes to best prepare new staff for their positions
Review job descriptions and our organizational chart to align with evolving service needs
Provide regular training to strengthen customer service and hospitality
Equip staff to analyze usage data for responsive collection development and program opportunities
WE FOSTER A RESPECTFUL, COLLABORATIVE, AND INCLUSIVE WORKPLACE
Create an Equity, Diversity and Inclusion plan that establishes specific goals and strategies for staff
development and nurtures an inclusive workplace and community library
Revitalize interdepartmental teams to promote collaboration and staff engagement
WE PROVIDE STAFF WITH OPPORTUNTIES FOR GROWTH AND DEVELOPMENT
AND WE CELEBRATE ACCOMPLISHMENTS
Evaluate staff roles and competencies to further a culture of expertise and develop opportunities for
staff to share knowledge and improve internal communications
Nominate staff for leadership opportunities in the community and profession
Recognize staff achievements in internal communications and to the public through appropriate
media 3
2022-2025 STRATEGIC PLAN
GOALS & OBJECTIVES
COLLECTIONS & SERVICES
WE CREATE OPPORTUNITIES FOR LIFE-LONG LEARNING AND ENRICHMENT
FOR ALL AGES
Experiment with new programming to appeal to new audiences or interest groups
Create programs that highlight collections and services
Develop programming that facilitates connection and promotes respect and inclusion
Review and evaluate in-person, virtual or hybrid programming options to provide the best patron
experience
WE BUILD AND MAINTAIN COLLECTIONS TO MEET COMMUNITY DEMAND
Restructure purchasing to order quantities of bestsellers in print that meet demand
Expand downloadable, streaming collections and e-resources as funding and availability permits
Highlight the collection through compelling displays
Review feedback and analyze collection usage data to curate responsive collections
Strengthen World Languages collection focusing on languages spoken in Newton homes
WE PROVIDE ACCESSIBLE, CONVENIENT AND PERSONALIZED SERVICES
Promote Home Delivery program for individuals who are unable to visit the library due to special
needs, illness or disability
Promote Curbside Holds Pick-Up service
Connect readers with personalized recommendations
Offer a full complement of mobile services comparable to in-person services
WE EXPLORE WAYS TO MEET COMMUNITY NEEDS OUTSIDE THE LIBRARY
BUILDING AND THROUGHOUT THE CITY
Explore options for bringing Library services to new offsite locations in Newton’s villages
Grow and maintain collaborations with public schools, retirement and assisted living facilities, city
departments, local organizations and new residential developments to further weave the Library’s
presence into the community
4
2022-2025 STRATEGIC PLAN
GOALS & OBJECTIVES
FACILITY
WE DELIVER OUR SERVICES IN A FACILITY THAT IS MAINTAINED, ACCESSIBLE
AND UP-TO-DATE
Expand and renovate our Children’s Room and Special Collections area
Upgrade furniture and equipment as funding is available
Create and prioritize implementation of a facilities plan calling for renovation and improvement of the
Library’s physical spaces
Improve building and collection signage
WE REPURPOSE SPACE IN RESPONSE TO CHANGING COMMUNITY NEEDS
Create welcoming spaces for individuals to work, study, and/or interact with collections and
materials
Create or adapt spaces that are well-suited to host classes and events and/or facilitate virtual
programs
Expand and update outdoor seating to promote greater use of our exterior space
TECHNOLOGY
WE EMBRACE TECHNOLOGY TO PROVIDE OPPORTUNITIES AND ACCESS
Serve as a resource for free, convenient public access to technology by ensuring that our resources
meet the demands of the community
Implement staff education tools to improve use of technology to serve patrons
Implement technology to improve patron services
WE ADAPT TO CHANGING TECHNOLOGY NEEDS
Provide support and opportunities to patrons seeking to develop or improve technology skills
Regularly review and implement technology to make our facility convenient and conducive for group
and individual work and study
4
2022-2025 STRATEGIC PLAN
GOALS & OBJECTIVES
FUNDING
WE ARE GOOD STEWARDS OF TAXPAYER AND DONOR FUNDS
Seek efficiencies and competitive pricing to reduce cost without negatively impacting services
Maintain existing internal controls
Monitor spending trends to establish patterns and seek savings opportunities
WE STRIVE TO SUFFICENTLY FUND MAINTENANCE OF OUR FACILITY,
COLLECTIONS AND SERVICES
Work with the Board of Library Trustees and the Friends of Newton Free Library to maximize
fundraising opportunities
Continue to fund repairs and improvements through the operating budget as funding allows
WE CONTINUE STATE AND LOCAL FUNDING AT OR ABOVE THE CURRENT LEVEL
Advocate for municipal funding to meet the Massachusetts Board of Library Commissioners'
certification requirements to ensure continued reciprocal library access for residents
Advocate for the need of library funding
Seek grant opportunities to sustain or fund new services and initiatives
5
NEWTON COMMUNITY & DEMOGRAPHIC TRENDS With a population of 88,414 residents and approximately 30,657 homes, Newton is a large suburb west of, and adjacent to, Boston (1). The 18.3 square mile city is divided into 13 villages, each with its own character (2). Over the last several years, Newton has updated zoning ordinances to promote business development in the village centers and greater diversity of affordable housing options. Nearly a quarter of Newton residents have moved into the City within the last five years. More than 1300 new homes are expected to be added to the community through the completion of 11 new residential complexes. This will create new Library outreach and cardholder growth opportunities. The community has a high median household income ($151,068) averaging more than double the state average (3), with 71.5% of adults working in management, business, science, and art fields. There are more households with home computers (95.2%) and internet access (93.8%) than the state average. Newton Public Schools (NPS) instituted remote learning for students and supplied learners with laptops and hotspots, increasing home internet access for the 2021 school year. Demand for public internet access during the pandemic persisted and the Library fills an important role in bridging the digital divide for these residents. Approximately 79.2% of residents hold a bachelor’s degree or higher (compared to the state average of 49.7%) (4). Parents, wishing similar academic success for their children, invest in a robust public education system. In the 2019-20 school year, 12,611 students enrolled in NPS’s fifteen elementary schools, four middle schools and two high schools (5). Enrollment is projected to decline over the next five years. Nevertheless, youth under the age of 19 make up 26.5% of Newton’s population and demand for Library Youth Services is expected to continue. Newton has a poverty rate of 4.3%. There are four Title 1 schools and 10% of the district’s children are eligible for free or reduced lunch. As in many communities, the pandemic has changed the financial situation for some Newton residents. The unemployment rate surged from a low of 1.6% in 2019 to 9.3% during the summer of 2020 and is still elevated in the community (6). [1] “QuickFacts Newton city, Massachusetts; Boston city, Massachusetts, US Census Bureau. Retrieved from: https://www.census.gov/quickfacts/fact/table/newtoncitymassachusetts,bostoncitymassachusetts/PST045219 [2]“About Us” The Official City Website of Newton Massachusetts. Retrieved from: http://www.newtonma.gov/about/default.asp [3] “QuickFacts Newton city, Massachusetts; Boston city, Massachusetts, US Census Bureau. Retrieved from: https://www.census.gov/quickfacts/fact/table/newtoncitymassachusetts,bostoncitymassachusetts/PST045219 [4] Ibid. [5] “Our District at a Glance,” Newton Public Schools. Retrieved from: http://www.newton.k12.ma.us/domain/61 [6] “Data Commons Place Explore Newton, MA. Retrieved from: https://datacommons.org/place/geoId/2545560 6
The City reports an increase in
people seeking food assistance.
Preserving and promoting access
to free library resources is
incredibly important for residents
who fall below the median income
and poverty line. With an increase
to the local unemployment rate,
additional attention to Library
services for job seekers,
entrepreneurs and small business
owners will be important.
Meanwhile, the City is becoming more diverse. Asians represent 15.2% of the population,
Hispanic/Latinos 5.5% and Black/African Americans 2.6%. To be welcoming and inclusive of all
residents, the Library makes consistent efforts to promote diversity, equity and inclusion through our
collections, programs, services, policies and staff training. With 22% of the Newton residents hailing
from outside the United States and 23% of residents speaking a language other than English at
home, the Library must continue to curate its world language collection and nurture its English
Language Learner (ELL) tutoring program.
Newton Public Schools report that the school population of English Language Learners has grown
74% since 2005 (7). The most common languages spoken by these learners are Chinese, Spanish,
Russian, Hebrew, Japanese, Korean and Portuguese (8). Thirty-three different languages are
represented in the Library’s ELL program which includes hundreds of learners and tutors.
Newton is a designated an AARP Age-Friendly Community and an emerging Dementia-Friendly
Community. Seniors over 60 years old represent 26.5% of the population. “By 2030, nearly 1 out of
every 3 Newton residents will be age 60 and older, representing more than 24,000 people.(9)” A
2014 Living and Aging in Newton study reported that Newton Seniors feel a strong sense of
belonging and safety and have a strong desire to remain active and socially engaged as they age in
place. The Library strives to make its environment, programs and services engaging and senior-
friendly to embrace the “aging in place” movement. We will also continue to prioritize our home
delivery, curbside holds pickup, outreach services and reinvigorate our volunteer program.
[7] “Our District At A Glance,” Newton Public Schools. Retrieved from: http://www.newton.k12.ma.us/domain/61
[8] Enrollment Analysis Report 2019-2020 to 2024-2024. Newton Public Schools. Retrieved from:
https://www.newton.k12.ma.us/site/handlers/filedownload.ashx?
moduleinstanceid=8262&dataid=12239&FileName=December%202019%20Enrollment%20Analysis%20Report_OnlineVersion.pdf
[9] Living and Aging in Newton: Now and In the Future, Newton Department of Senior Services, 2014. retrieved from:
https://www.newtonma.gov/home/showpublisheddocument?id=38668 7LIBRARY USAGE SUMMARY & TRENDS
Background
September 15, 2021 marks the 30th anniversary of the official opening
of the Newton Free Library’s Homer Street building in 1991. The Library
was designed and equipped to meet the service needs and models of
the late 1980s, which was print-centric with a large reference reading
room in its center atrium. Patron service needs have changed
dramatically in 30 years, with different demographics at play and a
much wider array of service expected from the library due to new
technologies. In the last five years alone, the building has undergone
many upgrades including: the creation of new computer labs for access
and instruction; indoor and outdoor WiFi; a state-of-the-art automated
sorter to check in materials; and a Makerspace featuring everything
from sewing machines to 3D printers. Service has expanded beyond Sara Belisle shows off a baby
dress made on a Makerspace
the brick and mortar, as residents interact with us online through our sewing machine.
website, virtual programs and our popular digital collections.
Our Library is the third most active library building in Massachusetts as measured by borrowing,
closely following the Boston Public Library's and Cambridge Public Library's multi-branch systems. In
2019, a series of building improvements were completed to create a dedicated tween/teen space on
the first floor and to add new and refresh existing meeting and programming spaces. Carpet and
furniture updates were made to the circulation and administrative offices, meeting and study rooms
and to high traffic areas. However, the remainder of the building is worn and is in need of refreshing.
We will need to continue upgrading the Library’s facility, technology and service offerings to meet the
evolving needs, interests and expectations of our visitors.
Visitation and Borrowing
Today, the Library collection exceeds 366,000 print and 183,400 non-print and digital items, and the
annual circulation is close to 2 million items. We typically welcome more than 650,000 people per
year, and we were on track to chart one of our most active years of visitation and borrowing until our
activity was put on hold when Covid-19 forced the building to close on March 13, 2020. Instead,
2020 became an important year for reimagining services as staff found new and creative ways to
support readers of all ages through virtual programming, newly-created personalized book
recommendation services, and safe material pickup options. While adhering to the Commonwealth's
sector-specific operating guidelines, we:
Reinvented the ways we loaned items and welcomed visitors to the building. The Library was on
the forefront of reintroducing library services in the area.
In the summer and early fall, thousands of readers picked up Library holds through our
contactless pickup and in-lobby checkout services.
In August, we introduced curbside pickup appointments from the Homer Street plaza. This
popular service ensures that all borrowers can enjoy the Library’s materials in a manner safe
and convenient for them.
8In October, as the Governor’s restrictions eased, we became one of the few public libraries in
the area to reopen the building for quick visits for browsing and checkout.
Loaned 1,330,312 digital and physical materials.
There was significant growth in borrowers new to our
streaming and downloadable content and we
reallocated collection spending to expand access to
these collections resulting in a 184% increase in
usage from the prior fiscal year. We also
implemented a successful readers’ advisory program
that allowed residents to fill out request forms for staff
to suggest and prepare book and movie bundles to
match the borrowers’ interests. Staff fulfilled
thousands of patron requests even when building Debbie Knapp, Senior Library Assistant, hands patron a
access for browsing was limited. book through plexiglass at service desk.
Conducted 2,273 programs serving an estimated 36,953 people. Our virtual programs are
frequent and varied, and keep residents informed, enriched, and connected.
The Youth Services Department launched a YouTube channel and shared 46 craft and
science activity videos that were viewed 3231 times in FY21.
The makerspace librarian introduced a series of virtual craft programs called “Take and
Make” by creating bags of craft project supplies for patrons to pick up and use during a
virtual instruction program.
Public Services librarians provided technology training and support for residents by providing
Tech Time appointments over the phone to help solve device and connectivity issues when
in-person programing was not possible.
The Library joined a city-wide coalition of
organizations and individuals to create “Overdue:
Confronting Race and Racism” to plan a series of
events to equip and empower our community with the
understanding, knowledge, and skills to dismantle
racism in Newton and beyond. The first event in this
series, held in June 2020, featured a virtual
presentation by Dr. Ibram X. Kendi, New York Times
bestselling author, professor of history and
international studies, and the Director of the Boston
University Center for Antiracist Research. The Library
has sponsored more than a dozen well-attended lectures on race and racism and is
committed to finding new ways to facilitate learning for residents.
Installed interactive capacity sensors at the entrances to help borrowers plan their visits and
maintain occupancy guidelines. The Library is slowly seeing more visitors return to the
building. As of June 30, 2021, 137,242 people visited the library since browsing services
resumed in October 2020. With most Library programs and events held virtually or outdoors,
the Library isn’t able to capture program attendees in our current door count numbers.
9Cardholders
There are 47,882 Newton Free Library cardholders; our largest cardholder group is in their 40s, with
youth between 10 and 19 the next largest group. With 30,643 households, 36% of households have a
library card. Mapped to our population figures, the greatest opportunity for cardholder growth is with
youth and residents 50 years of age and older.
Sixty-six percent of cardholders have
borrowed physical materials in the
last three years, and 34% of
cardholders have not borrowed
physical items since 2018. The
pandemic greatly changed the
Library’s borrowing and visitation
rates. Our active cardholder rate
would be slightly higher if our
network data included digital
borrowing information. Nevertheless,
reengaging lapsed patrons and
encouraging new library card
signups must be a priority going
forward. The Library will also pay close attention to villages with underrepresented cardholders and
less active borrowing rates when planning future outreach efforts.
Collection
Newton remains one of the most
actively-used libraries in the
Commonwealth and providing
books and physical media will be a
key activity well into the future. The
current average level of borrowing
at 1.66 million items per year has
been steady for Newton residents.
The Library must focus space Claire Sowa and Erica Yuen, Senior Library Assistants, demonstrate 6ft of
social distancing with a selection of thrillers by author Steven King.
allocations on the collections that
are performing well, as measured by turnover rates and total volumes circulated. Since the previous
strategic plan in 2015, staff adopted stricter collection management guidelines to ensure that
Newton’s large collection does not outgrow our finite space or encroach on the public seating and
gathering areas. (See Appendix G, re: collection holdings and usage).
High turnover rates in the early 2010s prompted moving the DVD collection to the first floor and
creating a new music area on the back of the second floor. However, as more television, film, music
10and gaming are being consumed via streaming services, borrowing rates in those areas are
softening. Circulation of DVDs has dropped 67% since 2015. This significant shift in access and
format preference will influence the future size, location and borrowing periods of these collections.
Material Marketing and Signage
The public invests substantially in our collection,
and as a result, the Library is able to have a large
and varied collection of physical materials. The
collection size and building configuration can make
it difficult for patrons to discover materials. The
2019 renovation of the atrium reading area
showcased our new materials around the room’s
perimeter shelving and on centralized display
tables. When the building closed to the public due
to Covid-19, patrons began requesting materials in
unprecedented numbers requiring the Library to
adapt the new book area into a socially distanced New display tables in the second floor new book area.
holds pick up area. When we reopened for browsing services, study tables were repurposed for
displays around the building and the front of the second floor was converted into the new book area.
Staff helped patrons navigate the building by creating large color-coded collection signage during
the closure but directional maps and additional signage are critically needed to improving patron
services. Close attention will be paid to marketing and displaying the collection as borrowing habits
change and we rebuild services.
Meeting and Study Room Use
Library room use was restricted during much of FY20 and FY21, so our most accurate year of
meeting space use comes
from 2019. Renovations that
year introduced new
programing areas in the
tween/teen room,
makerspace and computer
teaching lab. During this
time, the special collections
space and an open area on
the third floor were used to
meet the growing demand
for program and meeting
space. Despite renovations
that took Druker Auditorium and both meeting rooms out of service for several weeks, there was an
increase of 26% in room uses in three years.
11Demand for public meeting and patron study space persists. A 2020 Pew Research Center study on
how Covid-19 has changed the way Americans work indicated that 54% of workers would like to
continue to work from home following the pandemic (10). As pandemic health concerns ease, we
expect more remote workers to decide to use the Library as an alternate office space, increasing the
demand for seating and study rooms. Additionally, workers’ new reliance on video conferencing
represents a change to space and technology needs in library workspaces.
Youth Services
The 2015 Strategic Plan made upgrading the
Library’s Youth Services Spaces a priority. In
2019, the Library renovated the back of the
first floor to create a dedicated tween and teen
space. An Assistant Supervisor of Youth
Services for Teens position was created and a
team of interdepartmental staff was formed to
help build services including readers' advisory
and programming to better serve this
population. The well-curated collection has
surged in popularity and circulated 41,304
times in FY21, an increase of 10% from the
Teen program held in the Teen Room.
previous year. However, there is no immediate
access to the Tween and Teen spaces from the Childrens’ Room, which creates a service
challenge for young readers straddling the two areas, their families and the staff providing readers’
advisory services.
If counted as its own library, our Children’s Room would be the 14th busiest library in
Massachusetts but its 6500 sq ft space limits patron services. Despite attempts to refresh the
picture book room in 2012, the department is extremely worn by decades of heavy foot traffic. The
program space cannot accommodate the volume of residents wishing to attend storytime and the
staff workspace is much too small for the number of staff the busy room requires. Obtaining more
space by reducing the Children’s collection size is not desirable as these are the most heavily-used
materials. Creating the Tween collection allowed the Library to relocate more than 4600 items from
the Children’s fiction collection into the new Tween space, but this only minimally eased space
constraints.
Working from the feasibility study conducted in 2014, the Library underwent a major process of
evaluating opportunities to expand the Youth Services Department within the building footprint. In
2019, a plan was developed to expand Children’s and create a Youth Services office that connects
both areas. To create a warm and welcoming space to match the demands of this busy space, a
major expansion and renovation of the Children's Room is slated for FY22. This project will
increase the room by 4000 square feet, expand the program room, make family-friendly ADA-
compliant restrooms, update the furniture and introduce new family activity stations.
[10] How the Coronavirus Outbreak Has – and Hasn’t – Changed the Way Americans Work, Pew Research Center,
12/9/2020. Retrieved from: https://www.pewresearch.org/social-trends/2020/12/09/how-the-coronavirus-outbreak-has-
and-hasnt-changed-the-way-americans-work/ 12APPENDIX A: PLANNING PROCESS
In January 2021, the Library Director and Board of Library
Trustees agreed to embark on strategic planning process with
the goal of submitting a three-year plan to the MBLC in
October. A Strategic Planning Subcommittee was formed with
Library Administration and several Board of Library Trustee
members.
After establishing the project’s goals, a detailed planning
process was drafted (see Appendix A— Strategic Planning
Timeline) that identified major project tasks, reports and
survey strategies and calendar milestones. The Library Covid-
19 reopening initiatives compressed the strategic planning
process and limited the feasibility of strategic planning
outreach activities. Nevertheless, in the spring and summer of
2021, the Library conducted a series of feedback exercises to
assess its performance and identify future needs. Recently renovated Library Atrium.
These activities included:
An environmental scan;
An internal statistics review;
A staff survey including Strengths-Opportunity-Aspirations-Results (SOAR) Exercises;
A community Survey.
Feedback data was analyzed, synthesized, and summarized (see Appendix B— Community
Survey Summary 2021, and Appendix D—Summary of Staff S.O.A.R. Analysis 2021). To
complement the feedback, we also compiled data found in the Community Demographics and
Library Usage Summary sections.
13APPENDIX B: COMMUNITY SURVEY SUMMARY
Newton Free Library conducted a community survey from June 1-July 16, 2021. This survey
compliments our demographic and library usage studies to ascertain community’s needs. The
Library distributed an online version of the survey using its email marketing tool Savannah and
promoted the survey through the Mayor's email distribution. The survey was also shared through
the Senior Center, PTOs, the Chamber of Commerce and a variety of political and community
distribution lists. Printed versions of the surveys were available in the Library lobby. In all, the
Library collected 1,482 responses. Below is a summary of the survey results.
Question 1: Pre-pandemic, how frequently did you visit the library or use our digital
services?
Never Every few months Monthly Weekly Daily
Visit Library 4.8% 17.6% 38.1% 35.3% 4.2%
Visit Online 18.6% 19.5% 27.1% 25.2% 9.5%
Respondents to the survey were mostly regular library users, with 986 of the respondents (77.6%)
visiting the library at least once a month and 786 respondents (61.8%) regularly using the library's
digital services.
Question 2: If you don’t use the library, TELL US WHY NOT. "Newton Library is how
we decided to live in
I don’t want to accrue fines. Newton. We look
forward to many
I don't have a need to use the rewarding visits again
library. in the future."
I prefer to purchase my items.
Downloading ebooks is too
complicated. "Was busy working.
Then pandemic. Now
I don’t think the library would have retired and interested
what I want. but don't know where/
how to begin."
My children are grown.
0 5 10 15 20 25 30+
"Having more small,
The majority of respondents selected "other" as their reason for not using private/enclosed study
spaces...would be helpful, since
the library. Those answers, while diverse, could be grouped into the they are quieter than common
above major categories. The following additional themes were identified: study areas. Individuals could
use smaller spaces than the
busy, parking concerns, preference for another library, or moved away
current study rooms, which
from Newton. Improved promotion of the library could increase public would allow more people to use
awareness of the variety of library services available for adults and the spaces."
interest people who purchase their own materials or don't believe they
have a need for the Library.
14Question 3: If you use the Library, what do you typically do when you visit?
"Thank you so much
for getting me
through the
pandemic by
recommending books
and having
contactless pickup."
"The Library is
truly one of my
favorite places
on Earth."
The majority of people use the Library to check out materials (978
respondents), read or browse the collection (487 respondents), attend "I absolutely love the
programs and activities (273 respondents) and get assistance from Newton Free Library ... I
am a foster mom of
Library staff (176 respondents). It should be noted that Covid-19
teens and LOVE the teen
sector- specific guidelines limited library services to browsing for room. If anyone can
much of 2020-2021 so there was little opportunity to take advantage turn a kid onto books
it's you. Staff are
of other services, but survey results appear representative of regular knowledgeable, friendly,
visitor interest. and eager to help."
Question 3: How would you rate your customer satisfaction with
Newton Free Library? (Select the number that best reflects your % Reported Neutral,
experience) 3 = neutral, 1 = strongly agree Agree or Strongly Agree
The Library received high The Library has excellent customer service 95%
marks for customer service,
I feel very welcome. 96%
and while there are always
opportunities for The library understands my needs. 95.6%
improvement, respondents Staff is helpful. 95.7%
were appreciative of staff
97.1%
dedication to continue service Staff is knowledgeable.
throughout pandemic My average wait is short. 97%
restrictions. Continued
I would recommend the Library to a friend. 96.7%
surveying and feedback
channels will help the Library continue to strengthen our service to patrons.
15Question 4: We added new services during the pandemic. WHICH ONES would you like to
SEE continue? Respondents expressed strong interest
% Reported potential in preserving virtual or hybrid
or definite interest programs. Participants of our
Virtual (or Hybrid) Library Programs 73.8% Makerspace's "Take and Make"
program, Curbside Holds Pickup and
"Take and Make" craft programs 40.9% personalized recommendation services
Curbside Holds pickup 51% represent a smaller minority of library
users. The feedback from these
Personalized Book or Movie Bundles 50.1%
participants has been positive, and the
Library will continue to evaluate these services and expand promotion to encourage greater use.
Question 5: What could the Library do to better meet your needs?
Accessibility This open-ended question yielded over 400
Building Improvements diverse responses, including a significant
Childrens
Collection/Borrowing Suggestions amount of praise for Newton Free Library
Customer Service
eBooks
staff and library services. There were also
Hours many very specific requests for material
Parking
Praise purchases or future program themes. The
Programs Library's Supervisory Team reviewed each
Technology/Website
category of responses and noted persistent
0 25 50 75 100 themes. For our collection, respondents
suggested adding more copies of new/popular titles in both print and digital
formats. The rental period duration of our Speed Read titles was also
"I would love cushioned chairs
frequently cited as not generous enough. Other suggestions spoke to the (not hard as a rock). A chair in
need to continue to improve our World Language collection, adding Speed the sunshine, to read. A café
to buy a snack. The best
Reads to our youth collections and expanding access to eResources. change I have seen in the
library is making the atrium
welcome for library guests
On the building front, there were notable suggestions for improved accessibility, (not reference books)."
including easier access to the book return drops. Respondents frequently asked
for more comfortable seating options, additional charging outlets, more adult
"Have more copies of
space on the first floor and the addition of a café or coffee shop. The importance popular ebooks or books to
of improving the play spaces, layout and ambience of our Children's Room was improve wait time for holds"
"...and a bigger and better
also frequently cited. Comments about ongoing Covid-19 cleaning and safety browsing area of new
measures were abundant and there was a clear desire for more attention to books."
building condition and cleanliness.
"There need to be
Respondents frequently commented on the desire for Sunday hours and were more common outlet
less aware of our restored service hours following Covid-related restrictions. areas to plug in for
devices, more
There were also comments related to parking availability during the City's adapters to lend out."
installation of solar canopies in the parking lot. Some responses indicated that
additional and/or more consistent publicity strategies should be employed to keep
patrons better informed about operational changes or service offerings.
16Question 6 & 7: Do you use other libraries in addition to the Newton Free Library? If yes,
what do you enjoy at other libraries that you wish we offered in Newton?
The majority, 57%, of respondents frequent only our Library. Of the 43% of respondents who
frequent other libraries, 34.6% explained it was the result of an unmet collection need. Rationale
varied, but a common themes were:
Wait time for new materials Wait time for digital materials
Reasons for Frequenting
Selection of new books Variety of Library of Things
Other Libraries
Speed Read Loans too short
Next, 26.8% reported that our building didn't meet their expectations.
15%
26.8% The examples given were diverse, but common themes included:
Children's Room Atmosphere
9.4%
Café Cozy reading areas, comfortable seating
Outdoor Seating More available study rooms
14.2% The remaining reasons related to preferences for closer or more
familiar libraries, warmer staff and alternative programming options.
34.6%
While the experience afforded by our busy large city library differs
Unmet Building Need
from local smaller community libraries, this valuable feedback should
Unmet Collection Need
be used when considering space, customer service and collection
Convenience
improvements. We're eager to address concerns raised about the
Customer Service
Programming Interest condition, layout and ambience of the Children's Room in our 2021-
2022 renovations.
Question 8: There are all kinds of experiences you can have at the Library.
Which ones interest you?
Not Interested Possibly Interested Definitely Interested
Enjoy a movie or musical performance 17.5% 51.7% 30.8%
Do a one-time project (3D printing, arts & crafts) 40.6% 41.5% 17.6%
Learn something new (author talks and lectures) 7.7% 50% 42.3%
Learn a technology skill 34.5% 45% 20.5%
Exchange ideas (travel club, current events group) 48.4% 42.4% 9.2%
Meet new people (book club, knitting group, fitness) 38.3% 49.1% 12.6%
Activity with family or friends (storytime, trivia, etc) 52.9% 33.9% 13.2%
Get individual help (test prep, job seeker, taxes) 66.5% 27.6% 5.9%
English Language Learning 93.7% 3.9% 2.3%
Learn about your community (Newton focused events) 27.8% 52.4% 19.8%
17In this question, the demographics of our respondents is perhaps the most obvious. Strong interest
in concerts/movies, author talks/lectures, community focused events, and technology skill building
were expressed. This demographic is likely approaching or in retirement and therefore less
interested in test prep and job seeker programming. The lower interest reported in our popular
Children/Family programs is likely a product of having fewer youth and parents complete our survey.
And the lower interest in our English Language Learner Program is likely not a reflection of how
valuable residents believe this program is to the Library, but rather its more narrow and specific
audience.
9.6%
Question 9: We are trying to determine if there will be an increased
17.2%
demand for library study or work spaces after the pandemic. How 39.9%
likely are you to seek out library study or work spaces in the future?
More than a quarter of respondents, or 26.8%, reported they would likely 33.2%
or very likely have an increased interest in using library study and work
spaces in the future. Very Likely Unlikely
Likely Very Unlikely
Question 9: Think of Newton Free Library’s physical seating and study spaces. Please rank
the following items in the order of importance to you.
1 Quiet study area
Respondents indicated a preference for quiet study areas,
outdoor seating and private study rooms. The preference for 2 Outdoor Seating
outdoor seating may be driven by Covid and/or the fact that
3 Private Study Rooms
our survey launched in summer. Similar to the previous
question, the dominant responding group might prefer 4 Common Study Space
different library spaces than other demographic groups do, 5 Group Study Rooms
as we know our more limited private study space is in
regular high demand. Lowest Rank Highest Rank
Question 10: What technology services would you like to see the Library offer?
Preference for New Consistent with our circulation statistics and survey comments,
Technology Services respondents indicated great interest in more digital resources including
8.3% eBooks, digital audiobooks, streaming video and online tools. They
18.6% next expressed interest in after-hour smart lockers which might be
15%
16%
26.8% motivated by Covid closures and restricted hours. Nevertheless,
alternative pickup options might be desirable on Sundays when our
22.4%
hours are shorter and typically seasonal. Next, there was interest in
upgrades to the Library's self-checkout terminals for an easier
34.7%
checkout experience. Library staff also report consistent patron
9.4% challenges in navigating our homegrown self-checkout terminals.
Upgrade Self Checks
34.6%Lockers
After-Hour Smart Adding a chat feature on our website might be more popular with
14.2%
More Digital Resources younger demographics who weren't as well represented in survey
Chat Feature on Website respondents, as might also be the case with respondents seeking
Wireless/Remote Printing wireless printing.
18Question 11. Please tell us your age range:
The majority of respondents, 48.9%, were 65 years of age or older. They are an engaged and
important demographic whose 50
survey response rate exceeds How Did Survey
their relative library cardholder 40 Respondent Age Compare
holdings (18%) and Newton to Library Cardholder?
30
residency (23%).
20
Relatively little feedback was
collected from cardholders under 10
35 years of age and new
0
feedback channels should be Under 18 Between Between Between Between 65+
18-35 36-45 46-55 56-66
established to better solicit input % of Survey Respondent by Age % of Library Cardholder by Age
from residents in these age
brackets.
Question 12. What is the primary language spoken in your home?
The majority of respondents, 95.7% speak primarily English at home, with Chinese, Hebrew,
Russian and Spanish being the next most popular languages. The Library should consider
translating feedback surveys into other languages in the future to reach new audiences.
7% Waban 8% Newton Corner
4.8% Chestnut Hill 1.7% Nonantum
8.8%
Auburndale
22.4%
Question 14. If you live in Newton Center
Newton, please tell us your
village: 13.2%
West Newton
1.6%
2.8% Newton Thompsonville
Upper Falls 1.9% Oak Hill
1.2% Newton Lower Falls
12.6% Newton Highlands 14.4% Newtonville
Weekly events email
Library website
Monthly email newsletters
Question 15. What is the best Social media
way for the Library to share Local newspapers/news websites
current information with you? In Library posters/flyers
Printed library newsletter
Mayor’s update email
0 25 50 75
19APPENDIX C: SUMMARY OF STAFF S.O.A.R. ANALYSIS
STRENGTHS OPPORTUNITIES
What are Newton Library’s greatest strengths? Are there gaps in our services?
What are we doing well? Are there changes or trends to which the Library
What elements are stakeholders sharing about should respond?
the Library to us or neighbors? Are there untapped partnerships?
Knowledgeable staff -- Welcoming, Equity, Diversity and Inclusion -- Prioritize
professional staff that can get patrons what inclusion and offer services for all
they need Technology -- continue to maintain and adopt
Collections -- Diverse and large collection in new technologies to meet evolving needs
print and digital formats Partnerships -- Explore collaborations and
Programming -- Varied programs for many partnerships, both intra-City and private sector
ages/ interests Outreach -- Expand Library presence,
Customer Service -- Prioritize hospitality to particularly to underserved villages
make our patrons feel welcome and well- Programming -- Create programming for those
served in their 20s and 30s and for those in our aging-
Community -- Supportive and appreciative in-place community
community Outdoor space -- Make better use of outdoor
Hours -- Varied hours including evenings, space with varied seating options and
Saturdays and Sundays programming space
ASPIRATIONS RESULTS
Where do we want to grow/excel? How can we measure success?
How can we make a difference in our What results will we see if our initiatives are
community? implemented?
What will be different for our stakeholders/
Customer Service -- Consistently offer community?
excellent customer services and hospitality to
the whole community Increased Visitation -- achieve higher
Staff -- Attract, develop and retain and occupancy counts
excellent staff Staff Feedback -- periodically survey staff/ seek
Community Resource -- Be viewed as a staff feedback
critical community resource/ community center Patron Satisfaction -- conduct more regular
Facility -- Maintain an attractive, accessible, patron surveys
up-to-date facility Increased Circulation -- achieve higher
Accessibility -- Be inclusive, welcome circulation counts
diversity and increase accessibility Library Cards -- maintain an increased number
Technology -- Have easy-to-use and up-to- of active library card users
date technology 212022-2025
At Newton Free Library, our PATRONS and
community are at the center of everything
we do. Our expert STAFF is here to assist
the community in a friendly, helpful and
knowledgeable manner. We provide the
COLLECTIONS & SERVICES the
community needs in a FACILITY that is
convenient and easy to use, equipped with
up-to-date TECHNOLOGY. We manage our
FUNDING to fulfill this commitment to
quality Library services.
330 Homer Street Newton, MA 02459
617.796.1360
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