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Winnefox Library System

Wisconsin Association of PEG Channels

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Case Study :: Winnefox Library System

The Winnefox Library System serves 30 libraries in Winnebago, Waushara, Marquette, Green Lake and Fond du Lac Counties. With headquarters at the Oshkosh Public Library, the $1.4 million organization provides a variety of services to member libraries, including an electronic materials catalog, technology support, public relations and printing.

Between 1999 and 2002, the Winnefox Library System employed two marketing/community relations coordinators, each of whom left the system for other marketing positions after less than 18 months. In 2003, Blue Door Consulting was hired to evaluate the structure of the marketing/community relations position, provide priorities for the position and strategies for future marketing/community relations initiatives.

After conducting extensive face-to-face surveys, conducting focus groups, and researching available data on libraries and Internet use, Blue Door Consulting suggested the Oshkosh Public Library shift its emphasis from being an information-driven organization to a market-driven organization. Blue Door Consulting recommended restructuring the Winnefox Library System’s marketing/community relations position to a marketing director; one equal in decision-making as other executive management library personnel. Blue Door Consulting also suggested that a communications specialist be added, allowing the new marketing director position to focus on strategy versus day-to-day media needs. The value of this restructuring would result in a unified approach for the system, a better use of resources, a more visible community presence, stronger media relationships, increased efficiency, and customer-driven decisions.

The Winnefox Library System, its member libraries and the Oshkosh Public Library are using the results of the surveys, focus groups and research to inform strategic planning processes that are currently underway.