San Jose State University’s Martin Luther King, Jr. Library

1. San Jose State University’s Martin Luther King, Jr. Library Patricia Chan Natalie Kahn Melinda Vogel Summer, 2013

2. King Library (KL) Introduction King Library houses over 1.5 million volumes, seats more than 3500 people and receives over 2 million visitors each year Access to hundreds of general and academic research databases are available to library visitors SJSU's total enrollment was 30,448 in 2012, including over 4,700 graduate students, the largest graduate student enrollment of any campus in the CSU system

3. KL Mission, Vision, Goals and Objectives San José State University’s Dr. Martin Luther King, Jr. Library will be a prominent student-centered library that engages diverse learning communities by providing information resources, services and programming through innovative uses of technology Goals/Initiatives: Learning, teaching, research, collections, services, learning atmosphere, funding, and access

4. Environmental Influences • Located in the heart of Silicon Valley, the SJSU King Library constantly competes to have the newest and best technology • SJSU is surrounded by both great wealth and great poverty, which presents unique challenges • Given the budget reductions of recent years and the economic forecast for 2009-10, the budget for traveling to conferences, etc. has been significantly reduced

5. KL Stakeholders SJSU students SJSU faculty and staff San Jose, California community users accessing the public library

6. KL Strengths, Weaknesses, Opportunities and Threats Strengths: Strong partnership between King Library and San Jose Public Library, involvement in the community, knowledgeable lib staff, and comprehensive collection Weaknesses: Dated online catalog Opportunities: Comparison with other Bay Area libraries, staying tech savvy, partnerships, funding Threats: Competition with community libs, decreased funding, increased costs

7. KL Customer Market Research From the 2009 KL Self-Study: “San José State University is a diverse university, with students and teaching faculty from virtually all ethnicities. The student population is made up of Hispanic, Asian, Caucasian, as well as a wealth of other ethnic students, with no majority group” Demographic information taken from census records and internal records (circulation stats) and research

8. KL Identifying and Selecting Markets Objective and Inferred market segmentation: demographic data, circulation data, and surveys Prioritizes student segment of market population: students pay tuition in part for library services, make up the largest segment of users Undifferentiated marketing: In order to best serve the majority of their users, which are students

9. KL Marketing Mix Strategy: Product, Price, Place, and Promotion Three main product lines include: measures to bridge the digital divide, a wide collection of electronic resources, and a physical place for patrons to satisfy their information needs. Marketing of the library is targeted towards the diverse population which the library serves, including SJSU students and San Jose residents. The unique collaboration between SJSU and SJPL lends itself many channels of marketing and promotion in order to reach as many individuals as possible.

10. KL Evaluation • The King library does not conduct any formal program level evaluations but, instituting such measures would only provide further insight into serving patrons • By looking at statistics regarding circulation, program participation, and the rate of returning customers, the library can gain concrete information on the benefits and drawbacks to each program and service they provide • By conducting regular surveys and establishing scorecards to evaluate specific services and programs within the King Library, librarians could understand what patrons were thinking, what was working, and what was not