SWOT notes

Have been working on the SWOT, these are just notes so far and will be narrowed down and more targeted at the issue of 20-29 year olds in the final version.

Strengths 

• Extensive range of resources and services, available both online and in the library branches. 
• Present on Facebook, Pinterest, Tumblr, and Twitter. Has eight blogs, linked to through the website. All are regularly updated.
• 12 branches. Easy for people to access. Visible. Ability to have a different focus for different branches depending on the area. 
• Long history, established, familiar. Wellington City Council established the council owned public library in 1893.
• Multicultural/Accessible; WCL offers collections of books and newspapers in multiple languages. They have a Multicultural Community Customer Specialist works to improve WCL services to speakers of other languages. The library guide is translated into 30 different languages. WCC service users can request a translator, this includes WCL.  WCL recognises Wellington is a diverse place and is aiming to be accessible to migrants. WCL also offers English Language Conversations classes at three of their branches.
• WCL holds many events, attracting over 2,800 adults and 48,000 children. These events include talks, presentations, game nights, film nights, book groups, story times, and Baby Rock n Rhyme.
• Accessible; Newtown branch is currently closed for four months for maintenance and upgrades. While closed WCL is providing a free shuttle between Newtown and Kilbirnie library and has arranged for reserves to be picked up at an alternative location in Newtown. Newtown has a high social deprivation index (1024.00) meaning it may be harder for residents to access other library branches without these measures.
• Free wifi access. Computers with free internet to access New Zealand websites, selected information sites, library database.
• If users can not find the item they are looking for in the library they can request that the library buys it. 
• Library Elf service helps people keep track of the library items they have on loan by sending reminders when they are due or almost due. 
• WCL offers a free service for people who are permanently housebound. Talking books are available for free for people who are unable to use printed material because of a disability. People with sight impairments (that qualify them for Royal New Zealand Foundation of the Blind can borrow CDs and DVDs are no cost. WCC has large print collections at all sites and magnifying glasses at Johnsonville and Central. Oticon assisted hearing system at several branches. Free DVD rental for members of the Deaf Association. All branches are wheelchair accessible.
• DVDs are half-price with a community services card.

Weaknesses 

• Resources can be hard to find both online and in the library. And there is a lack of promotion about available resources (and the library in general).
• The WCL website holds an extensive amount of information but is difficult to navigate due to poor categorization, hierarchy, and layout. The events page is particularly hard to navigate, and some events did not have complete information for example their film screening events did not list what films would be screened (nor was I able to find this information on their Facebook page). The website is likely to be overwhelming to many users who are likely to just give up. WCL users miss out on discovering different services/resources WCL offer due to content about them being too many clicks from the homepage and/or unclear descriptions and links. 
• Way finding at WCL central is poor and though they have a selection of way finding guides named ‘Pathfinder’ these are not visible upon entering the building.
• WCL central is visually cluttered, not very inviting, it lacks comfortable places to sit.
• WCL events are not catering to the needs of 20-29 year olds. A majority of events offered at WCL target children and most of the events aimed at adults are unlikely to appeal to 20-29 year olds.
• WCL lacks a clear visual identity, and the logo that appears on social media does not feature anywhere on their website. The logo featured on social media is bland and lifeless. 

Opportunities

• If WCL offered more events that appealed to 20-29 year olds this would likely attract more 20-29 year olds to WCL, make WCL more relevant to this age group and in turn increase issues. 
• An increase in visibility of events and services would likely lead to an increased uptake of services and attendance at events. Many people are just not aware that WCL offers much more than just books. 
• A more cohesive website would help people to understand what WCL offers and reduce  frustration. The 20-29 year old age group expects websites to be interactive, quick, easy to navigate, and accessible across devices.
• If the environment was more comfortable users will have a better experience and are more likely to return. They are also more likely to browse for books for longer and get absorbed in reading them which is likely to lead to increased issues. 
• The logo should reflect the best parts of the library experience and the vibrant community that WCL plays an important part in. 

Threats

• Risk of alienating younger and older demographics if WCL targets 20-29 year old demographic too much.