Working with WordThink, Brand Power & Merchandising
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Transcript of Working with WordThink, Brand Power & Merchandising
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Working With WordThink, Brand Power & Merchandising
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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The 21st Century Library
• Branding: establishing our identity
Library as the third place:
-Distinct from home or work-Liberating environment
-Encourages people to stay and to return
-Playful atmosphere
-A place of discovery and
transformational experiences
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Finding Our Identity
• Establish the personality of the 21st Century library
• Evolve from institutional to organic
• Focus on customer serviceand transformativeexperiences
What is Anythink?
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• Our Mission Statement: we open doors for curious minds
• Descriptive words:Imaginative, progressive, creative, distinctive, intuitive, adaptable
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• Why the name?
Anythink is the experience that anything is possible.
• Why the doodle?
A doodle is the start
of any idea.
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Identity Dictates Action
Customer-centered identity means:
• designing architecture and furnishings
• for comfort and easy traffic flow
• Mapping the space and the collection
• For ease of use: Wordthink, signage, merchandising
• Providing exciting programs, products and
personalized services
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Customer-Centered
• Staff guided by shared values
• Understand and empower our customers
• Collaborate with customers to meet their needs
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These Are Our People
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Welcome to Anythink!
• Brand rollout: a process
Getting staff and community comfortable with the brand through subtle use of brand colors and fonts in pre-rollout print materials
Jam sessions and elevator statements prime staff for brand buy-in
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Brand: Consistent & Comprehensive
• Visual Consistency
Fonts
color palette
logo
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Brand Consistency
• In Print
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Brand Consistency
• In Display
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Comprehensive Application
• Brand style and attitude pervades
all customer touchpoints:
Customer Greetings Event Signage
Nametags Website Design
Phone Messages Press Releases
E-mail signatures Flyers & Notices
Interior & Exterior Signs All print materials
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Comprehensive Application
advertising
promotion
name tags exterior signageexterior
signage
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Mapping the Space
• Floor plan
• Wordthink
• Signage
• Merchandising
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Ease of Use
• Traffic flow-open
floor plan
• Clearly identified
neighborhoods
• Autonomy: self-check, digital catalog, website
• Choices: quiet spaces, sociable spaces
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You are here.Welcome; make yourself at home.
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Working With WordThink
From Conversion to the Frontlines
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Design Wordthink• Collection Development team visitedMaricopa County
• Used BISAC as a model
• Created grids that better classified our collections
WordThink Conversion
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WordThink Grid
Music MUSIC
MUSIC How-to HOW TO
MUSIC Songbooks SONGS
Nature NATURE
NATURE Animals ANIMALS
NATURE Animals ANIMALS Birds BIRDS
NATURE Animals ANIMALS Insects INSECTS
NATURE Animals ANIMALS Land LAND
NATURE Animals ANIMALS Ocean OCEAN
NATURE Dinosaurs DINOS
NATURE Plants PLANTS
Parenting PARENT
PARENT Baby Names NAMES
PARENT Pregnancy PREGNANC
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Working with Vendors• Communication and Timeline for the project
• Plan for collecting –Branch closures timeline–Continuing to order Dewey while ordering WordThink
• Translation grid – BISAC to WordThink• Ongoing feedback• Yearly updates and retro-fitting
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MARC Display
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WordThink Translation
PSY009000 PSYCHOLOGY / Psychopathology / Compulsive Behavior MEDICAL MENTAL
PSY010000 PSYCHOLOGY / Psychotherapy / Counseling SOC SCI PSYCH
PSY011000 PSYCHOLOGY / Psychopathology / Eating Disorders MEDICAL EAT DIS
PSY012000 PSYCHOLOGY / Education & Training SOC SCI PSYCH
PSY013000 PSYCHOLOGY / Emotions SOC SCI PSYCH
PSY014000 PSYCHOLOGY / Forensic Psychology SOC SCI PSYCH
PSY015000 PSYCHOLOGY / History SOC SCI PSYCH
PSY016000 PSYCHOLOGY / Human Sexuality RELATION SEX
PSY017000 PSYCHOLOGY / Interpersonal Relations SOC SCI PSYCH
PSY018000 PSYCHOLOGY / Mental Illness MEDICAL MENTAL
PSY020000 PSYCHOLOGY / Neuropsychology SOC SCI PSYCH
PSY021000 PSYCHOLOGY / Industrial & Organizational Psychology SOC SCI PSYCH
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Physical Transformation
• Spine Label examples:
DVD
HOME
DIY
BIOGRAPH
FAMOUS
TRUMP
HISTORY
MILITARY
WW2
MEDICAL
HRT DIS
COOKING
INTNTL
J
PLACES
US
TEEN
RELATION
TEEN
GRAPHIC
SPIDER-M
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Converting the Catalog
• Split up collection – 4 staff members change item records for Dewey ranges
Example: 636.7 = PETS DOGS
– go through item by item
• Every NF collection converted
LP, Books on CD,
J & E, Teen
• Change catalog display
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Converting the Branch
• Group “like” materials
– Map out new locations of materials using collection statistics
• Close the branch – fastest, easiest, cleanest
– 35,000 item collection = 1 week closure
– 12 FTE complete the project
• New signs, maps of location
• Orienting all staff
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Changes to Shelving
• Broken down into smaller
groups of shelving
– Collection is not linear,
no beginning or end
– Emphasizes subject-
specific groupings
– Varying height and sizes
– Freedom to reconfigure sections
– Empty shelves and endcap displays
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Customer Experience
• Many are indifferent– Come in looking for a book, leave with a book
– Come in to browse, go to section
• Some come in ready to challenge Wordthink
• Different from Bookstores– Catalog gives specific location of every book.
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Challenges with Wordthink
• Difficult for larger sections
–Medical
– Business
• Shelved by title
– Title on spine can differ from title in catalog
– Books on same subject not right
next to each other
• Smaller NF collections
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Visual Merchandising
• Systemwide promotional
merchandising
• Branch-specific
promotional
merchandising
• Everyday merchandise
highlighting
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Library Display Types
• Tabletop displays
• In-shelf display areas
• End cap displays
• Range-top displays
• Power wall and case displays
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Display Standards
Display PrinciplesDisplay PrinciplesDisplay PrinciplesDisplay Principles
• Balance
• Emphasis
• Proportion and scale
• Rhythm
• Harmony
• Rule of 3
Rules of ThumbRules of ThumbRules of ThumbRules of Thumb
• Activate key visual zones
• Front up rows
• Face out books
• Fill gaps
• Fluff
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Enhancing
• Use accessories sparingly: let the books
be your décor
• Stack multiples on tabletops and in-shelf
• Add media and live demos
• Incorporate staff picks
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Display Do’s
A well-balanced, open, attractively layered Power wall display. This one highlights new arrivals and items of seasonal interest.The table displays in front of the power wall draw customers in to browse the wall displays.
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Display Do’s
Examples of well-placed displays on lower rangetops. Books on easels atop another copy of the book alternate with books on easels alone. Note varied Placement of in-shelf displays.
When kids see the library’s habit ofarranging board books neatly by size in baskets, they can find what they want more easily. Who knows—perhaps some will take the lesson home.
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Display Don’ts
Too many books (above) poorly spaced on too many levels, plus a mismatched mix of wrinkled surface coverings make for a discon-nected, scattered-looking display unattractive to customers.
A good idea poorly designed (above).
Don’t let displayed books (right)block Wordthink signage! Use displayed books to illustratewhat the Wordthink neighbor-hood contains.
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Display Don’ts
(Top left) Issues with heightand spacing leave this dis-play less than compelling.
(Bottom left) Bulletin boards and decorating of any kinddetract from the clean,professional look of the 21st
Century library, where thebeauty in the setting is inthe books themselves.
(Right) Books removed fromdisplay easels must be re-placed promptly. Books onshelves must be fronted,and shifted to maintain abalanced look from shelf to shelf. Large gaps should befilled in with display books.
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Just Don’t
No, really: don’t.
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Signage No-nos
No day-glo. No tape. No dirty, dog-eared signs.
No handmade signs. No tape.
No day-glo. No clipart.
No signage overkill. No sloppy placement. No tape.
No unreadable, non-brand fonts.No daycare-bulletin-board styling.
NO TAPE!
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CAUTION:Use of tapes sets a very bad example!
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Staff Merchandising Responsibilities
• Designer
create systemwide programs and promotional displays
• Guides
implement systemwide programs and displays
create branch-specific promotional displays
manage everyday merchandise highlighting
• Concierges
keep displays “fluffed”
maintain inventory of display equipment
• Wranglers
shelve materials & keep shelved stock fronted, faced-out, filled up
and dusted
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• All Staff
keep oriented to displays daily
help keep shelves “fluffed” when you’re on the floor
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Maintenance
• Daily orientation to displayed materials: one-minute walkthrough
• Fluff display areas and fill gaps: libraries that merchandise their materials see circ spike 30-40% immediately
• Change out displays: if display does not draw interest in first day, be ready with back-up ideas
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Equipment & Resources
• Use approved display equipment• Provide sign templates and holders• List thematic idea-starters• List resource links and books• Keep examples of display dos and don’ts• Observe prohibited practices:
avoid visual clutterdo not use tapedo not use handmade signs
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Plan Your Merchandising Schedule
• Schedule a training session at each branch
-presentation of merchandising plan
-dos and don’ts
-provide handbook
-provide merchandising equipment and
hands-on demos
-plan quarterly walkthroughs with branch
managers
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Merchandising: The Bottom Line
• Welcome• Inspire• Engage• Make Comfortable
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The WOW! Factor
• Keeps ’em coming back
• Always something new
& exciting to explore
• Community connections
& transformative
experiences
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Merchandising Expresses Your Mission
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Current Remodeling Projects
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Music
History
Biography
Art
Crafts
Gardening
Cooking
True Crime
Languages
Sports
Travel
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Mary ThelenVisual Arts ManagerAnythink [email protected]
Rachel FewellCollection Development ManagerAnythink [email protected]