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VCOB AN INTRODUCTION

VCOB AN INTRODUCTION. Founded in 2000 as a support centre for libraries (320 in Flanders & Brussels) Emphasis on back office innovations Digital and technological (union catalogue) Library Management (BPR, performance measurement)

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VCOB AN INTRODUCTION

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  1. VCOB AN INTRODUCTION • Founded in 2000 as a support centre for libraries (320 in Flanders & Brussels) • Emphasis on back office innovations • Digital and technological (union catalogue) • Library Management (BPR, performance measurement) • Marketing and promotion (large scale events, customer/market survey

  2. + - + Action/fun axis - Culural axis Assumptions • Data to be used for marketing purposes • Library use is a part of a (cultural) lifestyle Omnivore Culural univore Fun/action univore Non participants

  3. SURVEY SET UP • Large set of qualitative data gathered in a short time and at low cost due to unique partnership • VCOB : Project management • VUB (TOR) : Scientific support and analysis • 165 Libraries : data collection and data input

  4. PROJECT ROLL OUT Random sample taken in participating libraries Custumors Questioned/ Data input Individual reports Analysis TOR Libraries TOR VCOB – PROJECT MANAGEMENT

  5. Sample • Library joint voluntarily into the project • According to library's size a sample among the active members was taken (275 or 850) • Response rate of 45% • Non response due to not showing up • Very low refusals (>10 %)

  6. Collected data Survey form Borrowed items 32 000 respondends • Library use • Library experience • Backgrounds • Specific variables • Accesability • Conditions (price,…) • Collection • Promotion Library features

  7. Results : overall • Average visitor of the library is female, higher educated, less than 60 years old • Loyal customers • Most customers visit the library on a monthly base for less than 30’ • Books for recreational use are most important • Customer is very satisfied about the library

  8. Results marketing Frequenty age 18 29 34 63

  9. Students and starters • Functional (work/study) • Use the catalogue and have a defined plan • All type of materials • Unsatisfied I Frequenty age 18 29 34 63

  10. Educated, working, females • For childrens • all materials (no IT) • More satisfied • “Shopping”behaviour • Short visit • In combination • No plan/search strategy Frequenty II age 18 29 34 63

  11. Mid-life • Less female • Recreational use of books • No plan/no search stragedy • satisfied Frequenty III age 18 29 34 63

  12. Older heavy users • Male/low education • Visit library for ambiance, papers, … • More computer than II and III • Longer visits • Very satisfied Frequenty IV age 18 29 34 63

  13. Erea’s of growth Retention Promotion Frequenty age 18 29 34 63

  14. Cultural interesses Cultural Leisure Media Popular univore Low High Popular House sparrow Low Low Popular Cultural tourist Medium Medium Popular Culturalfastidious Medium Medium Critical Omnivore High High Critical Cultural elite High Low Critical

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