This is the final planning of the Grassroots Read project finished by Mallory Arents, Megan Ashley, Kai Li and Kusturie Moodley, as part of the IST 613 class in iSchool, Syracuse University.

1. Grassroots Read:
Planning, Marketing &
Assessment Plan
Prepared

2. for:

3. Jennifer

4. Recht,

5. Outreach

6. Librarian,

7. Mid-York

8. Library

9. System
Prepared

10. by:

11. K2M2.

13. Mallory

14. Arents,

15. Megan

16. Ashley,

17. Kai

18. Li,

19. and

20. Kusturie

21. Moodley
Syracuse

22. University

23. School

24. of

25. Information

26. Studies:

27. IST

28. 613

29. Jill

30. Hurst-Wahl
April

31. 25,

32. 2013

33. Table of Contents
Grassroots

34. Read:

35. Project

36. Plan

37. Introduction

48. 6

49. Relationship

50. to

51. Library

52. Strategic

53. Planning

58. 7

59. User

60. Needs

61. Assessment

69. 10

70. Benefits

71. and

72. Opportunities/Costs

73. and

74. Risks

79. 12

80. Estimated

81. Demand

82. for

83. Service

90. 13

91. Relevant

92. Literature

101. 14

102. Goals

103. and

104. Outcomes

112. 18

113. Project

114. Plan

115. Budget

123. 19

124. Responsible

125. Parties

134. 21

135. Action

136. Plan,

137. Timeline,

138. and

139. Communication

140. Plan

154. 27

155. Pilot-Test

165. 33

166. Scalability

176. 34

177. SWOT

188. 35

189. Assumptions

190. and

191. Limitations

198. 36
Grassroots

199. Read

215. 2

216. Grassroots

217. Read:

218. Marketing

219. Plan

220. Introduction

230. 38

231. Relevant

232. Literature

241. 39

242. Marketing

243. Goals

244. and

245. Outcomes

252. 42

253. Target

254. Audiences

263. 43

264. Positioning

265. Statement

273. 46

274. Key

275. Messages

284. 47

285. Message

286. Delivery

287. Tools

295. 49

296. Marketing

297. Action

298. Plan,

299. Timeline,

300. and

301. Communication

302. Plan

304. 51

305. Marketing

306. Budget

315. 55

316. Responsible

317. Parties

326. 57
Grassroots

327. Read:

328. Assessment

329. Plan

330. Introduction

340. 62

341. Assessment

342. Goals

343. and

344. Outcomes

350. 63

351. Relevant

352. Literature

361. 64

362. Assessment

363. Plan

364. for

365. Outcomes

372. 66

373. Timeline

374. for

375. Continuous

376. Assessment

382. 82

383. Impact

384. Rubric

393. 87
References

404. 92
Appendices

407. Appendix

408. 1

418. 95

419. Appendix

420. 2

430. 99
Grassroots

431. Read

447. 3

449. Appendix

450. 3

460. 101

461. Appendix

462. 4

472. 102

473. Appendix

474. 5

484. 103

485. Appendix

486. 6

496. 104

497. Appendix

498. 7

508. 105

509. Appendix

510. 8

520. 106

521.
Grassroots

522. Read

538. 4

539. Grassroots Read:
Project Plan
Grassroots

540. Read

556. 5

557. Introduction
From

558. Westernville

559. to

560. Casenovia,

561. Old

562. Forge

563. to

564. Mohawk,

565. the

566. Mid-York

567. Library

568.
System

569. (MYLS)

570. stretches

571. across

572. Central

573. New

574. York,

575. encompassing

576. three

577. counties.

579.
With

580. a

581. mission

582. of

583. “improving

584. and

585. expanding

586. library

587. service

588. in

589. the

590. counties

591. of

592.
Madison,

593. Oneida,

594. and

595. Herkimer

596. counties”,

597. the

598. MYLS

599. is

600. seeking

601. a

602. manner

603. to

604. impact

605.
all

606. 43

607. member

608. libraries

609. (and

610. their

611. individual

612. communities)

613. in

614. a

615. single

616. program

617. (Mid-
York

618. Library

619. System,

620. 2012).

621. Community

622. members

623. from

624. Madison,

625. Oneida,

626. and

627.
Herkimer

628. vary

629. widely

630. in

631. their

632. background,

633. and

634. therefore

635. have

636. differing

637. requirements

638.
as

639. library

640. members.

642. The

643. library

644. user

645. in

646. MYLS

647. is

648. a

649. young

650. child,

651. college

652. student,

653. a

654.
refugee,

655. or

656. an

657. elderly

658. farmer.

660. By

661. connecting

662. different

663. individuals

664. through

665. a

666. singular

667.
text,

668. Community

669. Reads

670. programs

671. are

672. often

673. a

674. viable

675. solution

676. when

677. addressing

678. a

679.
disparate

680. community.

682. The

683. Mid-York

684. Library

685. System

686. is

687. aiming

688. to

689. tailor

690. a

691. unique

692.
Community

693. Reads

694. program

695. to

696. successfully

697. bridge

698. gaps

699. in

700. their

701. communities,

702.
promote

703. literacy,

704. and

705. engage

706. non-users

707. all

708. while

709. simultaneously

710. increasing

711. the

712.
visibility

713. of

714. each

715. individual

716. library

717. within

718. their

719. community.
The

720. Mid-York

721. Library

722. System

723. has

724. hosted

725. two

726. previous

727. iterations

728. of

729.
Community

730. Reads,

731. focusing

732. on

733. Farenheit

734. 451

735. by

736. Ray

737. Bradbury

738. and

739. The

740. World

741. is

742. Flat

743.
by

744. Thomas

745. Friedman.

747. This

748. time

749. around,

750. MYLS

751. will

752. adapt

753. their

754. Community

755. Reads

756.
program

757. in

758. several

759. distinct

760. ways.

762. Firstly,

763. MYLS

764. hopes

765. to

766. not

767. limit

768. their

769. program

770. to

771. a

772.
single

773. text

774. in

775. the

776. desire

777. to

778. remain

779. as

780. inclusive

781. as

782. possible.

784. Instead,

785. they

786. would

787. like

788.
to

789. focus

790. on

791. a

792. larger

793. theme

794. and

795. choose

796. several

797. texts

798. connected

799. by

800. that

801. theme.

803.
Secondly,

804. MYLS

805. is

806. hoping

807. to

808. streamline

809. the

810. book

811. selection

812. process

813. to

814. be

815. conducted

816.
in

817. a

818. time

819. efficient

820. manner.

822. Lastly,

823. MYLS

824. is

825. hoping

826. to

827. partner

828. with

829. local

830. businesses

831.
and

832. organizations

833. in

834. the

835. community

836. to

837. assist

838. in

839. funding

840. and

841. support,

842. increase

843.
awareness

844. of

845. the

846. program,

847. and

848. further

849. their

850. collaborative

851. relationship

852. with

853. these

854.
entities.

856. The

857. following

858. document

859. outlines

860. a

861. succinct

862. plan

863. in

864. structuring

865. a

866. successful

867.
Community

868. Reads

869. program

870. for

871. the

872. Mid

873. York

874. Library

875. System.
For

876. the

877. purpose

878. of

879. this

880. planning

881. guide,

882. we

883. have

884. constructed

885. MYLS’s

886.
Community

887. Reads

888. project

889. under

890. the

891. theme

892. and

893. title

894. of

895. “Grassroots

896. Read”.

898.
Grassroots

899. Read

900. is

901. designed

902. to

903. be

904. flexible

905. and

906. can

907. be

908. adapted

909. for

910. further

911.
Community

912. Reads

913. programs

914. hosted

915. by

916. MYLS

917. or

918. other

919. institutions.

921. Focusing

922. on

923.
agriculture,

924. pastoral

925. life,

926. and

927. community

928. building,

929. we

930. feel

931. Grassroots

932. Read

933. reflects

934.
the

935. values

936. and

937. interests

938. of

939. the

940. citizens

941. of

942. Madison,

943. Oneida,

944. and

945. Herkimer

946. counties.

948.
Grassroots

949. Read

965. 6

966. Relationship to Library
Strategic Planning
The

967. mission

968. of

969. the

970. Mid-York

971. Library

972. System

973. “is

974. to

975. improve

976. and

977. expand

978. library

979.
service

980. in

981. the

982. counties

983. of

984. Madison,

985. Oneida

986. and

987. Herkimer”

988. (Mid-York

989. Library

990. System,

991.
2012).

992. Further,

993. collaborative

994. resource

995. sharing,

996. effective

997. access

998. to

999. library

1000. services

1001. and

1002.
facilities,

1003. and

1004. continuing

1005. staff

1006. development

1007. effectively

1008. reflect

1009. the

1010. guiding

1011. principles

1012.
of

1013. Community

1014. Reads

1015. programs.

1016. These

1017. principles

1018. are

1019. supported

1020. by

1021. MYLS’s

1022. mission

1023.
statement,

1024. which

1025. are:
• “Lower

1026. library

1027. service

1028. cost

1029. by

1030. leveraging

1031. economies

1032. of

1033. scale

1034. for

1035. activities

1036.
common

1037. to

1038. member

1039. libraries”

1040. (Mid-York

1041. Library

1042. System,

1043. 2012)
• “Increase

1044. residents'

1045. abilities

1046. to

1047. access

1048. material

1049. from

1050. any

1051. library

1052. in

1053. the

1054. Mid

1055. York

1056.
service

1057. area

1058. and

1059. beyond

1060. through

1061. a

1062. shared

1063. catalog

1064. and

1065. distribution

1066.
process”

1067. (Mid-York

1068. Library

1069. System,

1070. 2012)
• “Extend

1071. each

1072. member

1073. library's

1074. ability

1075. to

1076. deliver

1077. comprehensive

1078. services

1079. by

1080.
offering

1081. professional

1082. consulting

1083. and

1084. assistance”

1085. (Mid-York

1086. Library

1087. System,

1088.
2012)
• “Broaden

1089. libraries'

1090. ability

1091. to

1092. offer

1093. free

1094. access

1095. to

1096. digital

1097. information

1098. and

1099. on-
line

1100. services”

1101. (Mid-York

1102. Library

1103. System,

1104. 2012)
• “Expand

1105. training

1106. opportunities

1107. for

1108. member

1109. library

1110. personnel,

1111. improving

1112. their

1113.
skills

1114. to

1115. better

1116. serve

1117. customers”

1118. (Mid-York

1119. Library

1120. System,

1121. 2012)
• “Deliver

1122. direct

1123. service

1124. to

1125. community

1126. members

1127. unable

1128. to

1129. readily

1130. access

1131. their

1132.
local

1133. library”

1134. (Mid-York

1135. Library

1136. System,

1137. 2012)
• “Act

1138. as

1139. a

1140. conduit

1141. for

1142. member

1143. libraries

1144. to

1145. benefit

1146. from

1147. the

1148. global

1149. library

1150.
network”

1151. (Mid-York

1152. Library

1153. System,

1154. 2012)
• “Advocate

1155. for

1156. and

1157. promote

1158. libraries

1159. as

1160. essential

1161. on

1162. a

1163. regional,

1164. state,

1165. and

1166.
national

1167. level,

1168. thus

1169. acquiring

1170. improved

1171. and

1172. stable

1173. funding”

1174. (Mid-York

1175. Library

1176.
System,

1177. 2012)
Grassroots

1178. Read

1179. is

1180. an

1181. excellent

1182. way

1183. to

1184. promote

1185. MYLS’s

1186. mission

1187. by

1188. improving

1189.
service

1190. delivery

1191. and

1192. resource

1193. sharing

1194. at

1195. all

1196. levels,

1197. while

1198. bringing

1199. together

1200. disparate

1201.
segments

1202. of

1203. the

1204. community.

1205. The

1206. program

1207. also

1208. creates

1209. an

1210. opportunity

1211. to

1212. cultivate

1213. a

1214.
Grassroots

1215. Read

1231. 7

1232. collaborative

1233. working

1234. relationship

1235. between

1236. the

1237. Mid

1238. York

1239. member

1240. libraries

1241. to

1242. work

1243.
towards

1244. a

1245. common

1246. mission

1247. of

1248. “…⋯.improving

1249. their

1250. skills

1251. to

1252. better

1253. serve

1254. customers”.

1255.
Grassroots

1256. Read

1257. will

1258. act

1259. as

1260. a

1261. driving

1262. force

1263. that

1264. helps

1265. build

1266. the

1267. community

1268. by

1269.
expanding

1270. partnerships

1271. between

1272. libraries

1273. and

1274. local

1275. organizations

1276. such

1277. as

1278.
bookstores,

1279. businesses,

1280. schools,

1281. colleges,

1282. universities,

1283. and

1284. other

1285. community

1286. groups,

1287.
“thus

1288. acquiring

1289. improved

1290. and

1291. stable

1292. funding”

1293. (Mid-York

1294. Library

1295. System,

1296. 2012).

1297. The

1298. vision

1299. of

1300. the

1301. Mid-York

1302. Library

1303. System

1305. is

1306. to

1307. offer

1308. “friendly

1309. physical

1310. and

1311.
virtual

1312. venues

1313. to:

1314. meet,

1315. learn,

1316. share,

1317. discover,

1318. use

1319. technology,

1320. experience

1321. culture,

1322.
freely

1323. access

1324. information,

1325. and

1326. receive

1327. answers

1328. to

1329. your

1330. most

1331. challenging

1332.
questions”

1333. (Mid-York

1334. Library

1335. System,

1336. 2012).

1337. MYLS’

1338. vision

1339. is

1340. manifested

1341. in

1342. the

1343.
Grassroots

1344. Read

1345. program

1346. through

1347. the

1348. variety

1349. of

1350. programs

1351. and

1352. services

1353. that

1354. will

1355. be

1356.
offered.

1357. The

1358. program

1359. events

1360. will

1361. support

1362. this

1363. vision

1364. by

1365. promoting

1366. literacy

1367. and

1368.
creating

1369. a