The Milwaukee County Federated Library System is seeking proposals from an organization with data collection and marketing expertise to provide consultative insights, recommendations, and support to raise general awareness and advocacy of the System and its member libraries. The selected organization will work with the System’s Marketing and Advocacy Committee (MAC) to achieve a number of outcomes specified in the System’s 2020-2024 Strategic Plan.
must be received by April 17th, 2020. The System will review
proposals and expects to select an organization based upon a proposal document
and references, then negotiate and sign a contract by April 30th,
2020. The contract period will be for a two-year period, with a one-year
Milwaukee County Federated Library System (MCFLS) consists of 15 member
libraries, 18 communities, and 27 library buildings serving 950,000 county
residents. MCFLS is a unique system in Wisconsin because every resident is
served directly through a municipal library in their community.
of the system’s small geographic area and dense population, MCFLS member
libraries need to work together closely to meet the needs of residents that
often don’t notice or understand the differences between each library.
Given this environment, member libraries recognize the value in marketing
system services to all users while noting a need for assistance in developing
marketing plans to serve their own communities.
SummaryThe System’s MAC committee is focused on providing public awareness, voice
and visibility for the System, its member libraries, and shared services and
resources to broadly communicate the value and opportunities public libraries
provide to our communities.
selected organization will be asked to work with the System as both a data
analyst and marketing consultant on a slate of projects reflected in the
objectives and goals within this document.
1. Cultivate learning from data insights
Identify current and new data collection priorities to
support marketing development and implementation.
Establish baseline metrics and standards for
assessment of System strategic plan objectives related to data.
Concentrate initial efforts on substantial data that
already exists: library software statistics, annual reports, database use,
demographics, social media and other sources.
Identify resources in use and community needs which
may not be delivered currently.
Benchmark/assess other libraries or library systems
for best practices.
Create focus groups related to priorities for 2020
that can be tapped to respond to surveys.
Work with member libraries to determine standards for
useful data points.
Initial core set of data for determining marketing
strategies and evaluation will be identified and analyzed for marketing plan
development and 2021 implementation.
Initial marketing plan development by the end of 2020.
Data sets to help with system advocacy will have been
identified, gathered and compiled into a usable report and formats for implementation
in 2021. This would include development of information and communication
templates for member library use.
2. Increase awareness and understanding
Increase awareness and use of system-wide and member
library services and resources.
Reach underserved populations and those that do not or
infrequently visit and use our member libraries.
Redevelop the existing system marketing plan using
data collection priorities in Objective 1.
Communicate with member libraries what the system is
actively doing to promote awareness of libraries and meet member and county
resident needs for system-wide library services and resources.
Collaborate with other library system and statewide
marketing and related data gathering efforts.
development and 2021 implementation.
Develop a regular
report that will communicate with member libraries on marketing efforts as well
as evaluate the impact of those efforts.
collaboration with neighboring systems on marketing campaigns and participate
in statewide efforts on marketing library services and resources.