Marketing

Public library services 1

Marketing Public library services in Shelton and

Trumbull:
A comparative study

ILS 561 Public Libraries

“Final Project”

by

Hanem A. Ibrahim

Instructor

Dr. Elsie Okobi

Summer 2009

Hanem Ibrahim
 Marketing
Public library services 2

Introduction
Public library services are the most valuable product that needs great efforts for better
marketing between the expected users and the actual users. Before starting this project, I
visited many public libraries in Bridgeport, Derby, Shelton and finally Trumbull, also I
checked many public libraries’ websites, I actually found myself more attracted to some
libraries than others, one of them is Trumbull library, I noticed that they serve their patrons
and visitors well. And throughout studying in this public libraries course, I learned lots of
public libraries concepts, I also compared between the services responds in both Bridgeport
library as an urban library and Trumbull library as a suburban library, I thought of doing the
same comparison, but between two similar suburban medium type libraries in both Shelton
my hometown and Trumbull where I notice that they are really knew how well to attract
people to come to their library, I chose to compare between the marketing in both public
library systems, because I noticed through GeoLib research program (2009) that Shelton city
with a population of (39,121) citizen, their public libraries got only (172043) visits a year,
while the town of Trumbull with (35,013) citizen, their public libraries got more visits than
Shelton did, they recorded (264662) visits a year.(1) (*) I thought maybe that happened because
Trumbull library succeeded in attracting more people to their libraries? While Shelton
libraries need to go where the users are, they need to rethink about a better way to get back to
the business, and that is what marketing all about.
• Objectives of the project
Public Library is not the only information source in town anymore. The Web offers access
to many libraries! The availability of resources on the Web can change the way many users
access information. Therefore if public libraries have better-than-web resources and
personalized assistance, then they could be the first choice users would think of. But does the
community know about their libraries? Are the public libraries reaching everyone who could
use their services? What's the best way to find out about the community? What resources and
services do users in the community actually want? Marketing helps answer these questions!

1
(2009) GeoLib research program: .Trumbull library, Shelton library Retrieved June 2009 from :
www.geolib.org
(*)All the statistics about the population in both Shelton and Trumbull are different from the statistics I got from
U.S. Census Bureau, 2005-2007 American Community Survey.

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Some people in the community need to know the library is there. Others haven't visited for a
while and need to know that the library is still there. A few others just want to know
everything! Marketing positions the library in the minds of the community as a "go-to" source
for information and helps users understand what it has to offer them. Marketing builds good
customer relations, and contributes to a positive relationship with media, businesses, local
government agencies, and organizations.(2) And that’s what I’m going to discuss in this paper.
Do Trumbull public libraries know how to serve its community well? And what do Shelton
public libraries need to do to get their community to know about them?

• Methods and steps of searching

In order to find answers to my questions, I adopted the case study methods, and also
the comparative study methods to study the marketing of the public libraries in Shelton and
Trumbull. In order to collect data needed for that I had to follow these steps:

1-Reviewing the literature published in marketing public library services.

2-Gathering description information about the community served in each library using
resources like Census data, ACS., and other resources like data search from “GeoLib
research program” at (www.geolib.org)

3-Visiting both libraries(the main and the branch) of each place and interviewed some
of the librarian there , who provided me with some of the information I needed .

4-Visiting the website of both library systems.

5-Comparing and analyzing the information I gathered t to see the similarities and
differences between both communities, and discuss if their libraries offer them the
right services that meet the needs of each community.

6-Discuss whether or not Trumbull library outreaching services led to a better way of
marketing their services to its community.
2
Marketing the library (2008) Retrieved on July30th 2009. From”
http://www.olc.org/marketing/index.html

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Public library services 4

• Description of the Community served in the public libraries of Shelton and Trumbull.
Shelton and Trumbull were originally part of Stratford which also encompassed
present-day Monroe, and a portion of Bridgeport in Fairfield County, Connecticut, Shelton
was split off from Stratford in 1789, but Trumbull split as a town in, 1797. Now Shelton is a
city with total area (31.9 sq mi) , and population of ( 39,448 ) people, but Trumbull is a town
with total area (23.5 sq mi) and population of ( 36,568 ) people, according to the U.S.
Census Bureau, and ACS (3). This map shows how both locations are almost similar.

According to the demographic statistics provided by the United States Census Bureau,
I tried to compare between the community served in both Shelton and Trumbull in several
aspects like: (Sex and age, Race, Language spoken at home, Ancestry, School enrolment,
Educational attainment, Employment statues, Occupation industry, class of worker, and
Income) which have been represented in (Table No. 1), that table indicates the differences
between both communities.

Description statistics of the community of both Shelton an Trumbull

Community description Estimate in Shelton Percent Estimate in Trumbull Percent

Total population 39,448 100% 36,568 100%
SEX AND AGE

3
U.S. Census Bureau, 2005-2007 American Community Survey.
http://factfinder.census.gov/servlet/ADPTable?_bm=y&-geo_id=16000US0968100&-
qr_name=ACS_2007_3YR_G00_DP3YR2&-ds_name=ACS_2007_3YR_G00_&-_lang=en&-_sse=on

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Community description Estimate in Shelton Percent Estimate in Trumbull Percent

Male 19,332 49.0% 17,180 47.0%
Female 20,116 51.0% 19,388 53.0%
Under 5 years 2,089 5.3% 2,435 6.7%
5 to 9 years 2,293 5.8% 2,879 7.9%
10 to 14 years 2,509 6.4% 2,891 7.9%
15 to 19 years 2,378 6.0% 2,273 6.2%
20 to 24 years 1,896 4.8% 1,516 4.1%
25 to 34 years 2,846 7.2% 2,357 6.4%
35 to 44 years 6,382 16.2% 5,984 16.4%
45 to 54 years 7,377 18.7% 5,918 16.2%
55 to 59 years 2,512 6.4% 2,095 5.7%
60 to 64 years 2,243 5.7% 1,678 4.6%
65 to 74 years 3,081 7.8% 3,169 8.7%
75 to 84 years 2,229 5.7% 2,337 6.4%
85 years and over 1,613 4.1% 1,036 2.8%
Median age (years) 44.0 (X) 41.8 (X)
18 years and over 30,904 78.3% 26,771 73.2%
21 years and over 29,927 75.9% 25,717 70.3%
62 years and over 8,475 21.5% 7,439 20.3%
65 years and over 6,923 17.5% 6,542 17.9%
18 years and over 30,904 100% 26,771 100%
Male 14,968 37.9% 12,728 34.8%
Female 15,936 40.4% 14,043 38.4%
65 years and over 6,923 100% 6,542 100%
Male 2,775 7.0% 2,766 7.6%
Female 4,148 10.5% 3,776 10.3%
RACE
One race 39,069 100% 36,440 100%
Two or more races 379 100% 128 100%
White 36,419 93.2% 33,612 92.2%
Black or African American 693 1.8% 809 2.2%
American Indian and Alaska Native 22 0.1% 0 0.0%
Asian 1,340 3.4% 1,730 4.7%
Some other race 595 1.5% 289 0.8%
LANGUAGE SPOKEN AT HOME
English only 31,336 83.9% 27,869 81.6%
Language other than English 6,023 16.1% 6,264 18.4%
Speak English less than "very well" 2,042 5.5% 1,894 5.5%
Spanish 1,173 3.1% 903 2.6%
Speak English less than "very well" 307 0.8% 200 0.6%
Other Indo-European languages 3,712 9.9% 3,796 11.1%
Speak English less than "very well" 1,157 3.1% 1,072 3.1%
Asian and Pacific Islander languages 894 2.4% 1,319 3.9%
Speak English less than "very well" 466 1.2% 491 1.4%
Other languages 244 0.7% 246 0.7%
Speak English less than "very well" 112 0.3% 131 0.4%
ANCESTRY
American 881 2.2% 644 1.8%
Arab 134 0.3% 322 0.9%
Czech 414 1.0% 276 0.8%
Danish 254 0.6% 354 1.0%
Dutch 564 1.4% 155 0.4%
English 4,723 12.0% 3,276 9.0%
French (except Basque) 1,604 4.1% 1,087 3.0%
French Canadian 417 1.1% 591 1.6%
German 4,660 11.8% 4,576 12.5%
Greek 442 1.1% 487 1.3%
Hungarian 1,611 4.1% 1,446 4.0%
Irish 7,602 19.3% 8,214 22.5%

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Community description Estimate in Shelton Percent Estimate in Trumbull Percent

Italian 9,829 24.9% 10,970 30.0%
Lithuanian 502 1.3% 532 1.5%
Norwegian 140 0.4% 134 0.4%
Polish 4,834 12.3% 2,497 6.8%
Portuguese 1,429 3.6% 919 2.5%
Russian 975 2.5% 1,596 4.4%
Scotch-Irish 407 1.0% 345 0.9%
Scottish 851 2.2% 543 1.5%
Slovak 1,202 3.0% 967 2.6%
Swedish 889 2.3% 542 1.5%
Swiss 44 0.1% 193 0.5%
Ukrainian 354 0.9% 254 0.7%
West Indian (excluding Hispanic origin groups) 239 0.6% 272 0.7%
SCHOOL ENROLLMENT
Population 3 years and over enrolled in school 8,954 100% 10,042 100%
Nursery school, preschool 763 8.5% 902 9.0%
Kindergarten 466 5.2% 583 5.8%
Elementary school (grades 1-8) 3,511 39.2% 4,616 46.0%
High school (grades 9-12) 2,230 24.9% 1,976 19.7%
College or graduate school 1,984 22.2% 1,965 19.6%
EDUCATIONAL ATTAINMENT
9th to 12th grade, no diploma 1,983 7.0% 779 3.2%
High school graduate (includes equivalency) 8,937 31.6% 5,553 22.6%
Some college, no degree 4,899 17.3% 4,031 16.4%
Associate's degree 2,424 8.6% 1,760 7.2%
Bachelor's degree 5,069 17.9% 6,666 27.1%
Graduate or professional degree 3,881 13.7% 5,108 20.8%
Percent high school graduate or higher 89.1% (X) 94.1% (X)
Percent bachelor's degree or higher 31.6% (X) 47.9% (X)
EMPLOYMENT STATUS
Civilian employed population 16 years and over 20,607 100% 16,125 100%
Management, professional, and related occupations 8,746 42.4% 8,258 51.2%
Service occupations 2,540 12.3% 1,546 9.6%
Sales and office occupations 5,299 25.7% 4,092 25.4%
Farming, fishing, and forestry occupations 33 0.2% 0 0.0%
Construction, extraction, maintenance and repair
2,138 10.4% 1,343 8.3%
occupations
Production, transportation, and material moving
1,851 9.0% 886 5.5%
occupations
OCCUPATION INDUSTRY
Agriculture, forestry, fishing and hunting, and mining 89 0.4% 0 0.0%
Construction 1,579 7.7% 1,278 7.9%
Manufacturing 3,130 15.2% 1,708 10.6%
Wholesale trade 699 3.4% 599 3.7%
Retail trade 2,436 11.8% 1,660 10.3%
Transportation and warehousing, and utilities 709 3.4% 510 3.2%
Information 276 1.3% 467 2.9%
Finance and insurance, and real estate and rental and
2,026 9.8% 1,858 11.5%
leasing
Professional, scientific, and management, and
2,368 11.5% 2,375 14.7%
administrative and waste management services
Educational services, and health care and social
4,601 22.3% 3,600 22.3%
assistance
Arts, entertainment, and recreation, and
1,133 5.5% 745 4.6%
accommodation, and food services
Other services, except public administration 978 4.7% 911 5.6%
Public administration 583 2.8% 414 2.6%
CLASS OF WORKER
Private wage and salary workers 16,827 81.7% N/ A N/ A

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Community description Estimate in Shelton Percent Estimate in Trumbull Percent

Government workers 2,212 10.7% 2,041 12.7%
Self-employed workers in own not incorporated
1,521 7.4% 1,528 9.5%
business
Unpaid family workers 47 0.2% 18 0.1%
INCOME AND BENEFITS (IN 2007 INFLATION
Less than $10,000 316 2.2% 210 1.7%
$10,000 to $14,999 501 3.5% 334 2.7%
$15,000 to $24,999 633 4.4% 802 6.6%
$25,000 to $34,999 1,081 7.5% 515 4.2%
$35,000 to $49,999 1,547 10.7% 955 7.8%
$50,000 to $74,999 2,758 19.1% 1,576 12.9%
$75,000 to $99,999 2,149 14.8% 1,931 15.9%
$100,000 to $149,999 3,410 23.6% 2,756 22.6%
$150,000 to $199,999 1,204 8.3% 1,438 11.8%
$200,000 or more 874 6.0% 1,661 13.6%
Median household income (dollars) 80,694 (X) 96,944 (X)
Mean household income (dollars) 94,869 (X) 125,861 (X)

According to a 2007 estimate, Shelton got almost 3,000 people more than Trumbull,
that’s normal because Shelton’s total area is larger than Trumbull. There are some similarities
and differences between the residents of both places. The major differences between them are
in these aspects: (Educational attainment, and Income levels); Trumbull residents have higher
qualification of educational attainment over Shelton residents; also the income levels of
Trumbull residents are higher than Shelton’s resident income levels. RelocateAmerica.com
currently ranks Trumbull, the only town selected from Connecticut, as one of the top 100 best
cities to live in the U.S., the town of Trumbull is a safe and healthy community. Residents and
businesses enjoy a high quality of life in that community. Trumbull's unemployment rate is
well below state and national averages.(4) What is that mean in the matter of library services?
It means more educated people with luxury of life suppose to support the library existence in
their life, which means more funds to improve the library services for these community
members of Trumbull. Also Trumbull has more school than Shelton, it has one high school,
two middle schools, six elementary schools, and four private schools, but Public schools in
Shelton include one high school for grades 9 through 12, and one middle school for grades 7
and 8, and six primary schools for kindergarten through sixth grade. That also means they
need the public library to fulfill its role in the educational process.
Table No. 2: A Statistical profile and information about both Shelton and Trumbull public libraries
PLUMB MEMORIAL LIBRARY TRUMBULL LIBRARY
Address: 65 Wooster St. Shelton 33 quality St. Trumbull

4
RelocateAmerica.com website(2009) Retrieved on August 1st from:
http://www.relocateamerica.com/connecticut/cities/trumbull

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Phone: 2039241580 2032616421

Population: 39121 35013
Central: 1 1
Branch: 1 1
Bookmobile: 0 0
Book Volume: 125282 150638
Electronic Books: 0 0
Audio: 4080 5460
Video: 7801 11279
Subscription: 338 193
Electronic Serial Subscriptions: 1 1
Databases: 15 15
Hours Open: 5048 5512
Visits: 172043 264662
Reference: 27509 32127
Total Circulation: 262106 367180
Total Library Programs: 410 518
Attendance, All Library Programs: 6380 9865
Loans To: 1204 922
Loans From: 2061 1452
Child Circulation: 95165 141657
Child Attendance: 5625 6809
General Public Terminals: 7 23
E-Resource User: 70000 94852
Master: 6 9
Total Staff: 19 32+ 6
Local Government: 874947 1240925
State Government: 4216 4788
Federal Government: 0 0
Other Income: 83537 199933
Total Income: 962700 1445646
Salaries: 611616 910999
Benefit: 0 0
Staff Expenditures: 611616 910999
Print Materials Expenditures: 137467 183780
Electronic Materials Expenditures: 17660 13917
Other Materials Expenditures: 20250 38625
Total Collection Expenditures: 175377 236322
Other Operating Expenditures: 144811 261114
Total Operation Expenditures: 931804 1408435
Library Web address: www.plumblibrary.org www.trumbullct-library.org

• The public library system in Shelton and Trumbull:

The statistics of population of both Shelton and Trumbull which presented by the US
census are different than the statistics of population presented by “GeoLib research program”

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from www.geolib.org. In Table No. 2, I tried to compare between the public libraries in both
Shelton and Trumbull.
According to the information I gathered from GeoLib research database, I found that
Trumbull public libraries have more advantages over Shelton’s libraries almost in everything:
Funds, collections, total expenditures and circulation, however, Shelton’s libraries had more
interlibrary loans (to and from), that could happened because they were relying on that loans
in both libraries(main library and its branch) and also between them and the nearby libraries
in derby or Ansonia in order to save their budget in something else like their electronic
materials, which they had more expenditures on these items over what Trumbull had.
Trumbull libraries had more funds and support needed to get more products, then they could
have a good marketing plan to do more services to their community, therefore they got more
visits than Shelton’s libraries. People of Trumbull give their libraries the support they needed
by more circulation, more visits, so the library has to feed them back with good products that
will keep them coming back to it again and again.

After we recognized the differences between the community of both Shelton and
Trumbull, we need to know more about both library systems; what are they offering their
communities? And how they are marketing their services? But before that, we have to know
about the four marketing elements “4 Ps” which are needed for marketing the library, these
elements are: (place, price, product, and promotion) (5)

1. Place where the delivery and distribution of the products and services, location of
services, availability, and accessibility
2. Price of Service which includes direct and indirect costs to produce and deliver
the product, or actual fees if any.
3. Products which are the available library services to clients such as interlibrary
loan, reference, children's programming, or web access.
4. Promotion which is the way they are advertising their products or the designs
used to let users know about the available products or about the library as an
organization.

5
Weingand, Darlene E.(1998) Future- driven library marketing.- Chicago: ALA, p1-2

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• Marketing the library services in Shelton and Trumbull

I tried to compare between the two library systems within the four concepts of marketing
the public library services. Then I tried to discuss how both libraries are marketing
themselves.

1. The place

It’s very important to choose the right location of the library, and the right design of
the library building, and also the right place advertize your products inside or outside the
library. Shelton public library system composed of the Plumb Memorial Library – the Main
Library- which has an old designed building in a quite area, with not much people are
hanging around, and the Huntington branch library which is located at the Huntington
Community center - the busiest place in that quite nice area of Huntington, that place of the
branch library is one of the reasons that brings more people to visit the library, and they took
advantage of that to succeed lately to attract more people to support the library. Each one of
the two libraries in Shelton has its own director which means more facilities and independent
governance to the branch, which also made difference between the two libraries in Shelton.
Although they have a special place for children at the plumb library, it is so crowded, and
there are lots of shelves, and no place to rest or enjoy that time there. But in Huntington there
is a small place for children collection, and they use the ground floor of the community center
for their children and teens activities, and programs.

Trumbull public library system composed of the Main Library and the Fairchild-
Nichols branch with only head director at the main library, those two places of the libraries in
Trumbull are the opposite of Shelton’s libraries, the Main Trumbull library are located in a
shopping area that brings more people to visit the library, they could do shopping at the same
time they could visit the library, also their new style of library building has more facilities to
be a good place for advertizing the library products, while the Fairchild branch is located in a
quiet residential area, but the building is reasonable for the residents to stop by and see what
the library have for them especially children who find their way to the second floor, where
they have their own floor with their collection and other facilities for reading and playing and
having fun.

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2. The price

Both public library systems in Shelton or Trumbull are governed by its Board of
Trustees which are appointed, they got funds from their local government, and they accept
several methods of donation exist: cash, gifts-in-kind, trusts and wills and the volunteering of
time and effort, local fundraising, and friends of the library who raise money by book sales. Is
that enough for them to deliver more products? The answer No of course especially at Shelton
public libraries which they need more to satisfy the development of their residents. There are
some indirect cost that effect the marketing of both libraries in Shelton’s public libraries,
there are not enough network station in both libraries in Shelton, which means bad effects on
the library visitors who could stop by and couldn’t have the chance to use the internet, also
there is no wireless internet access at those two libraries, and if Shelton’s libraries solve the
financial problem with the phone company, they could have this service available for their
customers, who don’t have the chance to use the library devices. also at Trumbull’s branch
library( Fairchild), When people come to the library and expect to get online easily and they
can’t find enough network stations at their library, they can’t use their own wireless devices,
that could cost the library losing their patrons, and that’ll cost patrons their times and effort of
travelling to the library.

3. The products (Collections, Services)

Each library in both Shelton and Trumbull has its own collection of book, magazines and
newspapers , DVD’s , CD’s…etc. but are these items satisfying their costumer? For Shelton
public libraries the answer is no. Me as one of their patrons, I always can’t find what I need
among their collection, they request these items from other libraries? Is that help attracting
more visitors? No. Then whenever the library collection are satisfying the users, they’ll trust
their library, but the opposite will happened if they couldn’t find what they need in their own
library, with no need for waiting till they request them from faraway library, and without all
the limitation in the borrowing policies of these loaned item, that will make them wants to
come and use their privileges.

Is the library only for borrowing or lending library collection? of course not, if the library
want to attract more people to come to the library, the library has to know how to respond to

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their community services by extending its activities to get more users to the library. More
activities, and well advertized program could bring much life to the silence of the cold days,
or rainy summer days. Public libraries should think of new useful programs to fill in gabs, or
shortage of their other products. That what Trumbull library had; the two buildings the main
and the branch are quite organized and welcoming all visitors to come back again! They are
offering lots of activities, beside their traditional collection and its regular services? And how
they let their community know about what they are offering them? That’s what makes the
difference between libraries.

4. The promotion

Shelton and Trumbull public libraries are having their own collection like other public
libraries have, they are also having their activities and programs for all ages, but how they
advertize these products? Or how they promote people to involve or interact with them to
make use of that effort? At Shelton public libraries, they may have lots of activities for the
whole month, but did they get enough participants? Again no, why because they are waiting
for costumer to come to the library, and maybe they’ll notice that they’re having that kind of
activities, and maybe not, I went to the Plumb library, but I couldn’t recognize that they
started an Adult reading club that has a weekly competition, I knew about that when I was
browsing their website, but not all people are using the net to know about these activities.
They failed to get more people to participate in their activities, because they are not good in
advertizing or they didn’t choose the right time or place to advertize that, or maybe their
community member didn’t know about them. Do they choose the right publicity tools to
outreach those who don’t know about them and convince them to participate in these
activities? Did they study their community well? Did they know how to reach them in their
places? All the answers are No.

Since June 1956, when Connecticut State department of Education had surveyed the
Plumb Memorial library – the main public library in Shelton- They had got a bad imprison
about it from the first glance (6) Then what about now? I feel the same thing while I’m visiting
that old building, I think that is the first reason why people are not attracted to come to that

6
Connecticut State department of Education. Bureau of library services. Hartford(1956) Survey of the Plumb
Memorial library Shelton, Connecticut.- (not published). p.2

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library building, also the place where they are presenting their product is not the best place to
market their services. I feel more comfortable at the Huntington branch than at the Plumb
building. On the other hand at Trumbull public libraries they have almost the whole package
of good marketing strategy to promote their community and convince them to use their
library. They have the place, the main library and its branch- both are well organized, they
also have good collections, services, and staff, they are good in advertizing their product
inside or outside the library, they use all the tools to outreach their community, they are
welcoming their visitors and encouraging them to participate in their activities, and they know
well how to bring more of their community members to the library.
 The library website as an alternate place to promote the library services.
The library website is like a second place to get access to some of the library facilities if you
a card holder , that website to you is an alternate library, where you could use your library
card privileges to renew your borrowed items, or request new items, and if you are not having
the library card and you are interesting in having one, you could ask the librarian how to do
that, or you’ll find all these information about the library in their website at any time or any
place. The library website is the right place to go when it is well organized. The design of the
website must be reasonable like the design of the library building itself, you need to visit a
nice place, either online or the in real, so what’s the alternate library place for Shelton and
Trumbull’s libraries? The Plumb Memorial website (*7) is like their old fashion building! it is
not that good place to visit online, its design doesn’t allow visitors to browse all the function
or services available easily, they don’t update it daily, the design is not attractive, there is no
animated picture or special library logo, they just only wrote “Plumb library.org A wealth of
knowledge”! They didn’t use the right color or size of font for writing their texts, there is not
enough places to browse through that website. In my opinion this is not an attractive library
web design. Unlike Trumbull library’s website, (8) which was perfectly designed to attract
viewers’ eyes, with that logo, which we could see here from this picture.

7
Plumb Memorial Library website , available at : http://www.plumblibrary.org/
• This website changed after August 2009( Summer session) It is now better than
before and the branch library has lots of activities distributed online , but from my
opinion the site needs more works to be attractive ( the Color used in the navigate
tabs are not user friendly, even if they represent Shelton flag colors.
8
The Trumbull library system website available at: http://www.trumbullct-library.org/

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With Trumbull library website, they could outreach their community. They use attractive
colors and pictures, they are marketing themselves and their products, they could convince
more people to come to the library, they could use it as a successful advertising tool to
outreach their community, their product neatly displayed with easy access to all their services,
and lots of links to other places you could visit with just one click. (9)

• How Shelton Public Libraries are marketing their library services?

What did Shelton public libraries do for marketing their products? Like I said before they
have their own printed or electronic collections, they also got programs and activities for all
ages, then how they promote their products? Did they analyze their community well to know
their needs? And how they get their community to know about these products? Inside the
library they only use the available places within their library building which are not enough
and suitable places for displaying all their products. Do they use the right publicity tools to
advertize their products inside or outside their library buildings? They use their local
newspaper, like Shelton weekly, or Shelton Extra, but are this local newspaper ever been
viewed by their local community? I doubt it, this local newspaper cut off some of their
services due to the economic status. They do have pamphlets and posters to broadcast their
activities, but did they ask themselves why nobody noticed them? One time I knew from one
of the librarians at Huntington branch that the branch was going to have an open house at one
of the past weekends, I tried to get more information about how to participate in that day, but I
couldn’t find any available information about that event, even in the library webpage, I think
that’s why they couldn’t get more people that day to participate. Most of library visits are
results being part of the Huntington community center; people come to the library because
they’re having their regular weekend sport activities at the center

Shelton has about 17% of its population of children under the age of 14, about 30% of
them are under 5 years old, both libraries in Shelton have story time hours as a good product

9
There are some pages from both libraries’ websites at the end of this paper.

Hanem Ibrahim
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to help them marketing their libraries(10), but unfortunately the responds are not as much as it
should be, I didn’t have exact number, but I noticed that from my visits to Huntington branch
while I was volunteering there, I noticed that most of the kids who participate in this story
time each week were coming from the day care that next to the community center, however
this kind of activity is so important to attract more user to the library, especially moms, or the
grand parent of those kids, who could enjoy their time there. In Trumbull library they are
handling this product very well, they are offering much activities, with a special place for kids
under 5years old, that‘s full of toys, the kids could enjoy their activities there like that
program for example:“ come -in- your pajamas event”, or” Read to a dog” program which
helps children under 10 years old who have difficulties in reading.

I think the type of life and the high level of education, and incomes for the Trumbull
residents have more effects on the use of library, and Shelton libraries have to do more effort
to outreach those Shelton residents who don’t know the importance of the library in their life.

Do Shelton’s public libraries will ever change? The Plumb Library Director admitted that
they are bad in outreaching their community, they are waiting for their client to come to them,
then they will asking them what they need, they may got them what they need or not, it may
depend on the budget, she tried to move forward when she recalled for a new plan to begin on
January 3, 2008 as she said in one of the library meeting:(11) ”We want to be your
library. What does your library look like? A cozy place to meet neighbors
and friends - share a few moments’ conversation? An easy place to find
the answer to a nagging question on taxes or health, pets or cooking? A
friendly place for your preschooler to hear music and stories by favorite
authors? A fun place for teens to meet and talk, to find a challenging
book? A handy place to grab new movies and books - free? An open place
to access the Internet at no charge?”

10
Wood, Elizabeth J..(1988) Strategic Marketing for libraries: A handbook .- New York : The
Greenwood Library Management Collection. p155
11
Plumb Memorial Library : plan beginning (Jan. 3rd 2008) retrieved on July 31st 2009,
from : http://sheltonlibraryplan.blogspot.com/2007/12/plumb-memorial-librarylong-
range.html

Hanem Ibrahim
 Marketing
Public library services 16

Yes a plan is needed for Shelton’s libraries to move forward into the future. And that’s what
the new director of the branch library is trying to do now. Since he took over his position as a
branch director in 2008, he was trying to move forward, I noticed the changes throughout my
visits to the library since 2007, there’s a big difference between the past and the present, all
what they need is more finance supports, that will move them forward to the future. They
need to analyze and understand what their community are looking for. The library needs to go
to all areas to find their future patrons; they need their supports so they had to move over.
Their community members also need to notice that the library is waiting for them, willing to
offer all the help and services they need, the library has lots of good and free products for
them. When that happened, they’ll all get the benefits.

• Marketing library services at Trumbull Library

What Trumbull library did for their community to have that advantage over Shelton public
libraries? They got all the elements of good library marketing system, they have the place, the
money to fund their products or services, they have a good strategy to present their products,
and they know the way that brings much costumer (patrons) to get the benefits out of their
library, also they know how to promote these products, and finally they have the community
who appreciate the role of the library in their life, they knew that the library will always help
them and welcome them any time they want.. What the library did so far will help them to
stay and survive even in this hard economic time,

Trumbull library located in a modern building that helps people to find it , they prepared
that place to welcome them, they presented their products in organized places where patrons
know how to locate whatever they want. They are having a separated place for reference and
information services, different from what other medium size library always do by mixing up
between the circulation services desk, and the reference service desk.

They are encouraging circulation by displaying new items above the shelves, or face out,
or in a special place where they placed new current events books or biographies of some
famous people, They knew that over 53 % of Trumbull population are women, so they tried to
attract them to the library, by having a collection of cooking books, and novels, they reshelf
some of these books in special places over the summer time like the barbecue books for

Hanem Ibrahim
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Public library services 17

example, so patrons could recognize them easily. They knew that moms would like to bring
their children to a safe place, where they could have their own place in the library, they also
knew that 22% of Trumbull population are under 15 years old, that’s why they took very
good care of them in both the main and the branch library by having a children library in a
separate places for only children with all their noise, and which also has their own entering
door as well as the regular entrance, they have their own computer net work stations, where
they won’t bother with Adults’ computer like in Shelton public libraries. Teens also are
having special place with their facilities. They knew that Trumbull owes much to business
man and educational services who represent 37% of the population occupation industry in
Trumbull, so they have business and career section in the main library with 12 network
station, and a wireless internet access, where they could go online using their devices
searching all databases the library is offering them through its website. Even the senior they
are have their own place with their large print collection, within the same level of the library
entrance, and no steps to climb, with a facility to move with wheelchairs if needed for people
with disability, they care about those people 55 years and older, they knew that they are about
30% percent of their community, and that’ll increase over the future, so they make it easier for
them to come to the library having their own section of the library. Beside all these services
inside the library to all members of Trumbull community, they got all the advertizing
pamphlets, booklets, and newsletter to help the community with quick information about all
what they may need from houses to restaurant to public facilities …etc. they have them in an
entrance hall, which has comfortable chairs and displaying T.V monitor for news channel, and
there they are allowed to have food and drinks in this hall. They also have a meeting room in
each library, where they can hold their activities and programs. They actually know how to
advertise their product inside the library, and also knew how to outreach their community
wherever they are, they know how to let their community believe that their library is there
waiting for them willing to help them, and happy to entertain them with all library collections,
services, activities, and programs designed to fulfill their desires.

In order to outreach those who need to know about the library The library is using all local
broadcast to let their community members know about the library, they use local newspapers
in Trumbull, they announce their activities in Radio stations, also there are local T.V show
called “Trumbull talk” aired on Channel 17 that announces all the library activities , They are

Hanem Ibrahim
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Public library services 18

using their entrance hall as a show places inside the library where they know that people will
stop and take a look at the wall, or at the vertical stands, they use their teen volunteers as
publicity tool at their schools, also they have their good well design library website, which
have links to many databases fulfilling the needs of information in their community, they put
their website as a link in all the Trumbull community websites, they use the State newspaper
“Connecticut Post” where they advertize the library events in what they called it ”where to do
today”, they publish patrons’ newsletter two issues each month, they use the e-mails service
to send people the monthly events, they use flyers, and handouts to show (location, hours,
website…etc) , they use bookmarks and lots of other publicity tools in order to outreach those
who needed to know about their products in their community.

Under a good administration instructions, Trumbull library could always make a good
relationship with the community that would include social publicity with all community
centers, services facilities, Educational community, Business career, entertainment( Music
concerts) the board of Trustee have their monthly meeting inside the library at the meeting
room , they welcome the public to attend that meeting, they listen to their community, and
that’s why they succeeded in marketing their library. Then after doing all that for their
community members, if the community served are satisfied with these products they will
support their library, even if it’s only by keep visiting it, or making more circulations, that will
count, and that will give the library the strength to move forward.

• Conclusion

“Marketing is about changing perceptions” that’s true, and if Shelton, or Trumbull public
libraries want to get the benefits out of their efforts serving their community, they have to
find a better way to let their community know that their library can do that, the library should
use all the strategic plans to search and analyze all about the community it serve, by this
analysis, and statistics of the community as individuals , groups, or institutions, they’ll all get
the benefits, the library and the community members.
• Reference
(2009) GeoLib research program: .Trumbull library, Shelton library Retrieved June 2009 from :
www.geolib.org

Hanem Ibrahim
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Public library services 19

1- Connecticut State department of Education. Bureau of library services. Hartford (1956)

Survey of the Plumb Memorial library Shelton, Connecticut.- (not published).
2- Interview with librarians in Plumb memorial library and the Huntington branch.
3- Interview with Mrs. Suzan Horton( Monday June 29th 2009).
4- Interview with the Circulation Supervisor at Trumbull library.
5- Library product (2008) Retrieved on July 30th,2009 , from :
http://www.olc.org/marketing/3intro.htm
6- Marketing the library (2008) Retrieved on July30th 2009. From”
http://www.olc.org/marketing/index.html
7- Plumb Library website , available at : http://www.plumblibrary.org/
8- Plumb Memorial Library : plan beginning (Jan. 3rd 2008) retrieved on July 31st 2009,
from : http://sheltonlibraryplan.blogspot.com/2007/12/plumb-memorial-librarylong-
range.html
9- RelocateAmerica.com website(2009) Retrieved on August 1st from:
http://www.relocateamerica.com/connecticut/cities/trumbull
10-Shelton city, Connecticut(2005- 2007) retrieved on 7/29/2009 , from U.S. Census Bureau,
2005-2007 American Community Survey, at:
http://factfinder.census.gov/servlet/ADPTable?_bm=y&-geo_id=16000US0968100&-
qr_name=ACS_2007_3YR_G00_DP3YR2&-ds_name=ACS_2007_3YR_G00_&-
_lang=en&-_sse=on
11-Shelton public library : data search . Community Survey, at:
http://factfinder.census.gov/servlet/ADPTable?
geo_id=06000US0900177200&ds_name=ACS_2007_3YR_G00_&qr_name=ACS_2007_
3YR_G00_DP3YR5&_lang=en&_sse=on
12-Weingand, Darlene E.(1998) Future- driven library Retrieved June 19, 2009 from
www.geolib.org ..
13-Trumbull library: data search. Retrieved June 29, 2009 from www.geolib.org.
14- The Trumbull library system website available at: http://www.trumbullct-library.org/
15-Trumbull Town. Fairfield county, Connecticut(2005- 2007) retrieved on 7/29/2009 , from
U.S. Census Bureau, 2005-2007 American
16- marketing.- Chicago: ALA, 189p.
17- Wood, Elizabeth J..(1988) Strategic Marketing for libraries: A handbook .- New York :
The Greenwood Library Management Collection. 214p
• I got most of the conclusion or impression about Shelton and Huntington libraries
throughout 6 months of working there as a volunteer at the Huntington branch, and
visiting and dealing with the plumb librarians.

Hanem Ibrahim
 Marketing
Public library services 20

Hanem Ibrahim
 Home About Hours Services Children Teens Events Research Find Items My Account Shelton

From Plumb library website

Marketing
Library Cards
Public library services 21
Shelton residents may obtain a free library card with proof of residence. Children must be
at least 3 years old, and a parent or guardian must sign a child's application. Cards are
valid for 4 years; replacement fee of $1.00 if card is lost. Please report lost cards
immediately, as you will be responsible for any materials charged on your card.
Borrowing Privileges
Connecticut residents with a valid card from their hometown library may borrow materials
from Plumb Memorial Library or any public library in the state. Individuals must be 18
years of age or older, or have permission from a parent or guardian to borrow videos and
DVDs, or use public internet computers.
Most books and audiobooks are loaned for a period of 28 days. New bestsellers may be
loaned for 7, 14 or 21 days. Magazines are loaned for 7 days and limited to 4 per card.
Videos & DVDs are loaned for 4 or 7 days and limited to 4 per card.
Most items may be renewed one time, either in person, online or by telephone if no other
patrons are waiting.
Interlibrary Loan
More Links:Playaways If items are not available through the Plumb Memorial Library or Huntington Branch
Library, they may be requested first through the Bibliomation catalog. If items are not
Learning Express Library
available through Bibliomation, they may be requested through www.iconn.org,
iconn.org Connecticut's statewide catalog.
Online Resources Library Elf
Volunteers This service can help you keep track of items checked out, overdue notices, and holds on
Accessibility multiple cards, from multiple libraries.
Museum Passes Computers
Library Elf Computers with MS Office XP software and internet connections are available at both
locations. Computers may be reserved in advance at the Plumb Memorial Library.
Patrons are limited to one hour per day.
Printouts & Photocopies
Black & white printouts and copies are available at both libraries for .10 each. Color
printouts and copies are available at the Plumb Memorial Library for .50 each.
Newspapers
A list of the library's newspaper subscriptions is posted here. You may also access
current and back issues of many more newspapers at www.iconn.org. Link to individual
resources, and look for iconn Newstand on the left.
Meeting Rooms
Available to non-profit organizations engaged in educational, cultural or civic activities.
The Plumb Memorial Library charges a $5.00 rental fee when the meeting room is used
during regular library hours, and $10.00 if use extends beyond closing. The kitchenette
may be used for an additional $5.00. The Huntington Branch Library charges a $10.00
rental fee. Policy | Plumb Reservation Form | Huntington Reservation Form
Displays
Local artists and collectors are welcome to display their work in the glass display cases at
the Plumb Memorial Library, or on display walls at either location. Please contact Ronda
Zalenski at 924-1580 to display at Plumb; or Marcia Austin to display at the Huntington
Branch.
Museum Passes
Passes offering free or reduced price admission are available from the Huntington Branch
Library and Plumb Memorial Library. Passes are reserved for Shelton residents, 18 years
and older.
Online Resources
Available at each library location and online. More than just websites, these links connect
you to online versions of newspaper, magazine, journal and book articles (for free!)

From Trumbull library website

Hanem Ibrahim
 Marketing
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Hanem Ibrahim