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IS554 Public Library Management and Services

Identification of the PL Users

Joann Irby Cordova Branch Library Information Science 554

The information provided in this paper is an in-depth analysis of the Cordova Branch Library (CBL). The information given will characterize the nature of this public library. This paper will discuss the demographics of the Cordova community and its population, such as the users’ ethic groups, the age levels, cultures, educational levels, employee status, and history of the Cordova community. This paper will also include the latest information given by the Census Bureau on the statistics of CBL. It will provide a “SWOT” analysis of the community and users-center assessment evaluations. Addition to, discussing the size, location, people who are employed at CBL, the users, system, branch operation, programs and services that are offered at CBL. This paper will also discuss the strengths and weaknesses of the Cordova Branch Library.

Users Identification of Public Library

The demographic profile of the Cordova area and the user’s population of Cordova Branch Library (CBL) was taken from (Cordova, Tennessee, Wikipedia, 2014.) The demographics were taken from the 2010 Census that stated there were 78,138 people living in the Cordova community. The users’ population of the Cordova Branch Library (CBL) was 119,000 taken by the Census Bureau in 2014. These statistic were taken from patrons’ usage of materials, answering reference questions, and the amount of users coming in and out of the Cordova Branch Library. The Cordova community is located in Shelby County, Tennessee. Cordova was annexed by the City Of Memphis in 1995. CBL provides users with several different programs, services and materials (United States Census Bureau, 2014).

.1 Being specific, identify three segments of the user community interacting or likely to be interacting with the PL and its services. Rank and label these segments as primary, secondary, and tertiary according to the intensity of use as well as the number of actual and potential users. If possible, do this separately for various services that the PL offers. To do this you must estimate the number of likely users in each segment for each service.

The statistics above shows that there were more users of the library than people living in the Cordova area. The numbers indicate that a large percentage of people are using the library and other people from nearby counties. The population by race and gender in the Cordova community are African Americans 4,149, Asians or Pacific Islanders 1,980, Indians 94, Mixed Races 549, others 326, Whites 45,612, Females 27,193, and Males 25,592. The Cordova area is diverted. The primary users of CBL are Whites, because they are the majority of people living in the Cordova community. The Whites takes up 60 percent of the library users. The secondary users’ of CBL are Asians and African Americans which are 30 percent of the library users. The other 10 percent would be others and mixed Races (United States Census Bureau, 2014)

Families and children would be the primary users of CBL. This library has many different children programs, such as Math Kangaroo for grades 1-12, and books given to any child in Tennessee under 5 years of age. There are other programs such as Tunes & Tales, Family Movie Madness, International Story time, Art-to-grow, Dixon Gallery, and spring into spring. Secondly, CBL offers adult programs for education, employment, food, health, housing, money matters, small businesses and travel. There are poetry clubs, book clubs, tax services, and help with Medicare options. The tertiary users group would be made up of unemployed and homeless people in the Cordova area (United States Census Bureau, 2014).


.2.2 Identify at least one contact person (more is better) in the PL who is knowledgeable about both your library setting and those people likely to be interested in the PL. Identify at least two (more is better) contact persons who represent users or potential users of the PL. The following individuals mentioned below works at the Cordova Branch Library. These individuals holds outstanding positions at CBL. They are knowledgeable about both the library setting and the users that are interested in this library.

• Mr. Williams is knowledgeable about all the aspects of CBL.

• Mr. Christian Peyton

• Ms. Beth Kenneth

Mr. Williams is the Branch Manager at CBL. Mr. Peyton and Ms. Kenneth are Reference Librarians at CBL. The Reference Librarians are the ones who answer questions and help people find materials throughout the day. The main group of people that use the library on a regular basis are moms, teens, and children. Usually, this group are the ones who represent the users and the potential user of the PL. Here is a list below of individuals who are regular users of CBL.

• Myra Taylor is married with a grown daughter living in another state. She has been living in the Cordova area for more than twenty years. She is a regular user of CBL. Myra teaches elementary school and use the library a lot for the purpose of finding materials and books for her class.

• Linda Johnson is a housewife. She has been a user of CBL for many years. Linda is a user that like to read for pleasure. She wants to know when the “Popular titles” are coming to the library.

• Larry Wright is a young man who visits the library every afternoon after school to use the computer. He does not have a home computer and enjoys coming to CBL to have access to the internet. Larry uses the computer to help him with homework assignments, find resources, and keep up with the latest R&B songs and videos. Larry is a member of the Youth Summer Reading Program.

2.3 Provide a demographic analysis of the PL users and community in terms of: educational level, household income, racial/ethnic make-up, occupation, age levels and groups, gender, community habits, cultural opportunities, civic interests and problems, religious institutions, clubs and organizations, etc. How does each of these variables impact the PL and its services. Population Demographics: Gender, Age, and Ethic Groups

The Cordova community is predominantly white, with a mixture of African Americans, Asians, Indians, and other races. The educational level of high schools are five percent, High school graduates 41 percent, Bachelors or Associate Degrees are 38 percent, and graduate degrees are 16 percent. The age levels are six years old or under are 11 percent, seven to 18 years old are 16 percent, 19 to 24 years are six percent, 25 to 39 years old are 29 percent, 40 to 64 years old are 31 percent, and 65 years old or over are eight percent. The employment status is employed (Civilians) are 75 percent and unemployed are two percent. Other areas of employment in the Cordova community are construction which is four percent, health is 21 percent, Real Estate is nine percent, Public Administration is three percent, Transportation/Warehousing are 11 percent, Manufacturing is 10 percent, Art/Entertainment are six percent, as well as professionals and informational jobs. The household distribution in the Cordova community is one person per household is 26 percent, females with children are five percent, and females without children is two percent. Additionally, male households with or without children is one percent, married couples with children are 31 percent, married couples without children are 29 percent and non-family households are five percent ( Unites States Census Bureau, 2014). Community habits are enjoying the parks, museums, community centers, restaurants, shopping malls, theaters, the library programs and other recreations offered in the Cordova area. >h2>2.4 Provide a "SWOT" analysis of the community/users in terms of how they shape the nature of services in the PL? As it has been mentioned above, the Cordova area is a diverse community. The strength of the community is that it is still growing at a rapid rate. There are constantly new businesses developing in Cordova. A retail growth development in the late 1990s was the Wolf chase Galleria shopping mall. Today, most of the growth lies along Macon Road and Houston Levee Road. Today, there are over 1,226 businesses and over 19,400 people working in the Cordova area. This community still honors its past with historical events and celebrations. One of the annual events is the Craft fair that’s held every Fourth of July with a parade in honor of preserving Cordova’s past. Cordova also has some of the best schools and homes in the Shelby County area. In 2010, Heartsong Church located in Cordova, gained national attention for opening their doors to the Muslim population (Cordova, Tennessee, Wikipedia, 2014). The Cordova Branch Library started off at an old train station on Macon Road. In 1913, the library moved to Cordova Community Center on Sanga Road. In 2004, the library moved where it is today on Trinity Road. The people living in the Cordova community helps shape the nature of services offered at CBL. This community respects their past and the new growth of this community. CBL looks at the community as a whole, its past, future and new growth. These issues mention above has helped Cordova TN to develop a strong business structure that help their community grow in a positive way.

>h2>2.5 How does the PL measure success? How successful is the PL in its mission and in providing services to its user community? What works (and does not work) in providing services to various users? Please be specific.

Cordova Branch Library measures success by helping users’ achieve careers, personal and professional goals. CBL mission is to satisfy customers’ “needs to know.” This library is an empowering, educational and transforming institution for users from all walks of life. CBL has been very successful at servicing its community (Cordova, Tennessee Wikipedia, 2014). The different services mentioned above and CBL users’ statistics (119,000, yearly) shows accomplishments and satisfaction from the peoples’ views. The services CBL offers are for their users’ needs. For example, the English learning program that targets their foreign population. There are other programs CBL offers that are successful such as the book clubs, popular books, poetry clubs, teen’s programs and more. The only services that does not work at CBL is classes for test taking. CBL offers test manuals but do not offer classes in areas such as GRE, GED, ACT, or any types of test taking on this level. >h2>2.6 How might user-centered assessment/evaluation from its users help the PL organization be more successful in regard to specific services? It is important for CBL to uphold the rational, vision, mission, and values of the library community. User-centered evaluations are very important in collection development, e-books collections and books in print. The Reference Librarians are constantly checking the shelves and highlighting areas of the collection that need adjustments, improvement or other added additions. User-center assessment helps the librarians to keep up with what is popular and in demand for their user groups. For example, romance novels, westerns, inspirational books, science, fiction, mysteries, African American books and many more. The librarians need to know what is in the collection at all times. The value of CBL initiatives is to keep up-to-date, demonstrate value learning, and be involved with outreach and collaboration programs (OCLC Research, 2014). User-Centered assessment shows accountability, unified approach, defines outcomes, and develops systems to collect data on library user behavior. It helps libraries to improve student learning/ success and promotes professional development (OCLC Research, 2014). User-Center assessment help achieve action goals, acknowledge professional competencies, collaborative relationships, approaches, strategies, and practices. User-center assessment helps PL organization by answering questions such as “What do users/stakeholders want and need?” How can services programs meet the users need? Is what we are doing working? Could we do better? What are the problem areas? Librarians are called upon to value academics and uphold the library mission and goals (OCLC Research, 2014).


Connaway, L.S. (2014) OCLC Research: Academic Library Association of Ohio’s Assessment

Cordova, Tennessee – Wikipedia, the free encyclopedia, last modified on November 18, 2014 Retrieved from

Unit United States Census Bureau, 2014). Retrieve From:

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Contact K.C. Williams

451 Communications Building, 1345 Circle Park Drive, Knoxville, TN 37996-0341