Table of Contents 01 Introduction 03 Background 05 Research 19 Analysis 29 Solutions 31 Contact
Introduction
The beginning of this project, I choose
I started the project by doing primary and
organizations that I found interesting. I narrowed
secondary research. This part of the process
that list down and settled on the Kurt Vonnegut
involved interviews, maps, picture, and
Memorial Library. The main purpose of the project
researching the 4 P’s of the Kurt Vonnegut
was to research and analyze that information to
Memorial Library. I analyzed all of the research
find out what opportunities exist and how to take
by doing a SWOT analysis, a brand evaluation,
advantage of them, or what weaknesses exist
customer impression, marketing aesthetics,
and how to fix them. After figuring out all of that,
perceived benefits, and personas. Finally, I
I recommend the strategies to do those things.
found out the solutions and how that could be
The organization can choose to take my advice
implemented. Then, I figured out the possibili-
or not. I just show my research for why I believe
ties for the KVML’s future if the solutions I
the strategies will help them in the long run.â€
suggest are put into action.
01
Background
Mission
Vision
The KVML is a public-benefit, nonprofit orga-
We believe that writing is important.
nization championing the literary, artistic, and cul-
Great humorists, such as Kurt Vonnegut,
tural contributions of the late writer, artist, and
compel us to see our world more clearly. The
Indianapolis native Kurt Vonnegut. The library
KVML aims to inspire and promote insightful
serves as a cultural and educational resource facil-
writing, extolling the greatness and exposing
ity, museum, art gallery, and reading room. It sup-
the foibles of the human condition. We seek
ports language and visual arts education through
to engage people, especially young people in
programs and outreach activities with other local
Indianapolis, in thinking about and expressing
arts organizations to foster a strong arts network
themselves with the written word. We believe
for both the local and national community.
that writers are made, not born.
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“I’ve worried some about, you know, why write books... why are we teaching people to write books when presidents and senators do not read them . And it’s been the university experience that taught me that there is a very good reason , that you catch people before they become generals and presidents and so forth and you poison their minds with ... humanity, and however you want to poison their minds, it’s presumably to encourage them to make a better world. ”
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Research
The research I did was focused on primary
I gathered more information in by looking
and secondary research. Firstly, I started on the
at the 4 P’s. Those are property, products, pre-
Internet with the Kurt Vonnegut Memorial Library
sentation, and publications. For each “p” there
website. That gave me a lot of my basic informa-
is a continuum that is based on style complexity,
tion about the library, but the most important
representation, movement, and potency. I then
information came from the interview. A lot of
did a competitor analysis where I looked at who
that information, I could not find anywhere else,
I though were the biggest “competitors”, to see
so it was really helpful. After the interview, I
what they did well. This information was very
made a systems map to show all the different
helpful as well. It shows what a similar organiza-
aspects of the KVML.
tion does to attract customers and to be profit-
able enough to stay open.
Interview The Kurt Vonnegut Memorial Library offers
for themselves if they like it or not. Since this
tours, an art gallery, museum, and a reconstruc-
ban has taken place and the KVML has taken
tion of Vonnegut’s writing space. There are
part in providing books, there have been thou-
various events, such as Teaching Teachers to
sands of new donors. Even though all those
Teach Vonnegut, which is a “program to teach
new donors were added, most of them are from
high school teachers to incorporate Vonnegut’s
out of state. People in Indianapolis still do not
works into their curriculum”. Other events
know about the organization. Most of the “cus-
include book clubs, events celebrating
tomers” are visitors from other states and
Vonnegut and the issues he advocated or wrote
countries. Occasionally, Hoosiers come in. All
about, concerts, events about banned books,
ages come in to the organization, but it is primar-
among many more. The KVML is also involved
ily high school and university students and baby
in an outreach with Short Ridge High School
boomers. You mentioned wanted to expand the
to help fund their newspaper. Since Vonnegut
target to the 30-50 age group.
was involved with journalism, it fits that you
would support that as well. After the war and
but the advertising you do use is through the
bombing at Dresden that Vonnegut was a
Indianapolis Convention and Visitors
prisoner of, he noticed that the bombing was
Association, Nuvo, and you have a strong
not very well known about in America. One of
Facebook presence and you were recently
his missions was to expose Americans to what
awarded the Bullion PR grant.
is really happening in the world.
You don’t rely on advertising very much,
The KVML tries to get people interested
The KVML has also taken initiative in giving
in Vonnegut’s teachings: war, public education,
copies of Slaughterhouse-Five to students in
the environment, public discourse, amount many
Republic, Missouri’s high school. The school
other issues Vonnegut talked and wrote about.
banned the book from their curriculum. The
It’s not just about Vonnegut, but about the
KVML takes donations that help provide the
things he believed in and that is what is sup-
books. People should read the book and decide
ported by the KVML.
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Systems Map Who Kurt Vonnegut Memorial Library Property
What Library, art museum, museum, gift shop,education, events, workshops Products
When Started in January 2011
Presentation
Where Emelie Building 340 N Senate Historic bulding in downtown Indianapolis
Publications Why To support literary, artistic, and cultural contributions of the late writer, artist, and Indianapolis native Kurt Vonnegut
Commercial space in building Downtown
First floor
Two main rooms
Busy area
Foot traffic
Variety of books to check out
Kurt Vonnegut
Books
Art
By, about, and for Vonnegut
Teaching Teachers to Teach Vonnegut
Classes
Gift shop items
Writing programs
Mugs, keychains, mouse pads, stickers, Vonnegut shirts, books
Events Celebrating Vonnegut
Logo
Kurt Vonnegut
Drawing of “KVML� text Vonnegut
Topics he wrote about
Business card Event ads Donor brochure
Concerts Lectures Book Signings
Topics he supported
White Contact background information
Info about event
Postcard
What KVML does
Info about why to donate
Historic
4 P’s Property - The property of the Vonnegut Memorial Library is very minimal. There is art on the walls, items on display, and a small area with books and a replication of Vonnegut’s writing space. Even though there are all of these, it seems very minimal. The space is concrete and static. There are no moving pieces or interactive parts. The potency of the property is strong. It is modern and inviting.
Property
Presentation
Style Complexity Minimal
Style Comple Ornamental
Representation Real/ Concrete
Representati Abstract
Movement Static
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Products
Real/ Concrete
Movement Dynamic
Potency Soft/ weak
Minimal
Static
Potency Strong/ powerful
Soft/ weak
Publications
Real/ Concrete
Abstract
Real/ Concrete
Movement Static
Movement Dynamic
Static
Potency Products - The products are minimal. The items in the gift shop all say
Potency
either Vonnegut Memorial Library and/or have the logo. It is between concrete
Soft/Actual products are offered but others are moreStrong/ and abstract. intangible (ex-
Soft/ weak
weak powerful periences). The focus is on teaching what Vonnegut wrote about, which are beliefs and education. They are mostly dynamic, the services/experience offered engages “customers” to look and think. The products are powerful. They have the ability to change peoples’ views or to make them question those issues.
Products
Publication
Style Comple
Style Complexity Minimal
Ornamental
Minimal
Representatio
Representation Real/ Concrete
Abstract
Real/ Concrete
Movement
Movement Static
Dynamic
Static
Potency
Potency Soft/ weak
Strong/ powerful
Soft/ weak
10
Presentation - The presentation of the KVML is minimal. There are no uniforms or anything specific for the product. The overall presentation would be minimal and modern. It is a concrete presentation. It is tangible and can be seen, touched, heard. It is dynamic because is very inviting. The presentation makes the customer want to learn and makes them feel. The potency is between soft and strong. It is relatively subtle, yet it is still noticeable when seeing the
Presentation
products or experiencing the product.
Style Complexity Ornamental
Minimal
Ornamental
Representation Abstract
Real/ Concrete
Abstract
Movement Dynamic
Static
Dynamic
Potency Strong/ powerful
Soft/ weak
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Publications
Strong/ powerful
Abstract
Real/ Concrete
Abstract
Movement Dynamic
Static
Dynamic
Potency Publications - The publications are minimal. There is a standard branding Strong/ powerful
and the information that is important to who/what the publication is for. The
Soft/
Strong/
publications are between real and abstract. The physical materials are real, but weak powerful the ideas, teachings, etc. in them are abstract. They are also in between static and dynamic. If someone reads it, they will get engaged in the material. The potency is between soft and strong. It is powerful information, but it is subtle.
Publications Style Complexity Ornamental
Minimal
Ornamental
Representation Abstract
Real/ Concrete
Abstract
Movement Dynamic
Static
Dynamic
Potency Strong/ powerful
Soft/ weak
Strong/ powerful
12
“We are what we pretend to be, so we must be careful what we pretend to be.�
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Competitor Analysis Competitor Map Amazon Indianapolis-Marion County Public Library
The Art Institute of Chicago Barnes and Noble
Big Hat Books
The Writers Center of Indiana
Musee du Louvre
LOCAL GLOBAL
Half Priced Books
IMA
Henry Miller Memorial Library
Tate Modern
KURT VONNEGUT MEMORIAL LIBRARY
UCSD Geisel Library
MOCA
NATIONAL
The Kurt Vonnegut Society
The Writers’ Center
GLOBAL
It was hard to find “competitors” for the
Art, they have, on average, 2 events a day.
Kurt Vonnegut Memorial Library. There are
Compare this to the Kurt Vonnegut Memorial
really no places that do what you do. You are
Library with 3 events a month, on average. The
a library, art museum, museum, and educators.
IMA has a lot of interaction involved in their
There are places that do one part of that list
exhibits and they consistently offer new exhibits,
but not all four. Since that is the case, I looked
lectures, “treasure hunts”, meditation hikes, etc.
at the organizations that do at least a part of
They offer something for everybody.
what the KVML does.
This researched showed me what makes
local museum can operate to a wide audience
a place well known in their communities and
and keep them coming back. They show the
in some cases, known nationally or globally.
importance of having special events often, to
The important findings were that for an orga-
promote their organization and provide inter-
nization such as the Indianapolis Museum of
esting experiences for people to take part in.
The IMA is a prime example of how a
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Indianapolis Marion County Public Library
Mission: The Indianapolis-Marion County
Public Library is the community’s place to access essential information resources, technology, programs and services; foster reading
IMA
Mission: The Indianapolis Museum of Art
serves the creative interests of its communities by fostering exploration of art, design, and the natural environment. The IMA promotes these interests through the collection, presentation, interpretation and conservation of its artistic, historic, and environmental assets.
They have a large facility with a lot of inside
space and outside space. They frequently change out exhibits so this updating brings people back in. Their website says, “The Virginia B. Fairbanks Art & Nature Park provides an urban oasis with 100 acres of woodlands, wetlands, lake and meadows located adjacent to the Museum.� They offer a lot more than just artwork. Along with the wilderness around the museum, they have various artists and designer lectures, they host movie nights, classes, performances, and they also have a cafe on site.
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and learning and promote the social, economic, recreational and lifelong learning interests of its diverse population.
The library offers people to check out books,
movies and music, classes and workshops, movies, events (art, lectures, cultures, and performances). It is made up of the Central Library, 22 branches, and the Library Services Center. They have approximately 700 employees, 550,000 registered borrowers, 5.1 million visitors, and 16.6 million things in circulation.
“So it goes.” The Writers’ Center of Indiana Mission: To nurture a writing community,
about their events as well as other literary hap-
to support established and emerging writers,
penings, they promote the new work of Indiana
to improve written and verbal communication,
writers, they provide experiences for writers with
and to develop an audience for literature in
information and networking, and they provide
Indiana. Programs, services, and venue selec-
advice and information for writers to public and
tion reflect our commitment to nurturing the
market their work.
practice of writing and the appreciation of writ-
ten expression among diverse segments of our
located in the Indianapolis Art Center’s Cultural
community. More than ever before the Writers’
Complex in Broad Ripple. They have closed their
Center of Indiana is reaching out to forge new
print publication but are seeking options for
collaborative relationships with arts organiza-
publishing an online literacy magazine. They are
tions, schools and universities, community
also considering publications that include writing
organizations and social service providers, to
from some of Indiana’s best writers. They have
increase the economy, quality and impact of
many donors that help them operate: Anonymous
our programs and services.
Fund of the Indianapolis Foundation, Arts Council
They offer classes in poetry, fiction, memoir,
of Indianapolis supported by The Arts Council
nonfiction and more, that published writers teach.
and the City of Indianapolis, Efroymson Family
They have various events, such as, the annual
Fund, The Allen Whitehill Clowes Charitable
Gathering of Writers and Readers, which features
Foundation, Glick Family Foundation, Hoover
more than a dozen of Indiana’s best writers in a
Family Foundation, Indiana Retirement Home
day long event. Another event they have is the
Fund, W.C. Griffith Foundation Trust, Lilly
Be a Better Writer event. It brings insight to
Endowment, Sablosky Family Foundation, and
writers and readers through a cries of lectures
Summer Youth Program Fund.
They do not have their own building but are
on the craft of writing, done by published writers. They have E-newsletters that spread the word
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Analysis
After analyzing my research, it became
solutions made up of different pairings (for
evident that a lot of people do not know about
example: combining a weakness and a threat
the KVML. It may be due to only being open
to come up with the strategy to put up displays
since January 2011, lack of advertising, the lack
in coffee shops).
of involvement in general public with the com-
munity, or it could be that people either do not
aspects having to do with the KVML. Whether
know of Kurt Vonnegut or do not care for him.
it be the customers, their impressions, benefits,
Based on a brief survey I conducted, I con-
or any other compnents of the organization, it
cluded that about 60% of the people I surveyed
is important to analyze everything in order to
have not heard of the KVML. This is shown
get the best possible understanding. I also
through the comparison of the Kurt Vonnegut
analyzed the brand, which gave be a deeper
Memorial Library Facebook page, which has
understanding of the coherency of all the com-
8,824 “likes� and the Indianapolis Museum of
ponents of the Kurt Vonnegut Memorial Library
Art, which has 18,664*. These stats show how
as a brand. The customer impression contimum
a local museum could be.
made me think about the KVML through the
This section of the book shows the evi-
eyes of a customer. This part was more about
dence of the various ways that you could take
the feel of the space. The customer impression
advantage of opportunities, how to overcome
continua is closely related to perceived benefits
threats or weaknesses and use your strengths
chart, which describes why people go to the
as an organization. The important finding in this
library in the first place or what they get out of
section are evident in the SWOT analysis
going. The personas are representations of the
(shown on the next page). It clearly shows what
current visitors with a general description about
you are doing right and what things could be
them. This just gives a brief look at the kind of
done better. It also shows some possible
people who come and their situations in life.
*As of November 30, 2011
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The rest of the section analyzes different
SWOT Opportunities Technology Increased concern for environment and social issues Connection to Vonnegut family
Strenghts
Large age group for a fan base of Vonnegut
Threats People don’t know about Vonnegut Items on display don’t change often (people may not come in multiple times) People stop donating
Support from the Vonnegut family Only Vonnegut organization
SO
ST
Interactivity involving Vonnegut
Only place that has Vonnegut’s art on display
Interactivity involving Vonnegut’s Art
Concerts, lectures, etc put on by KVML to spread the word
Unique possessions of Vonnegut’s on display
Events about environmental and social issues
Downtown Events
Family could allow KVML to display more things of Vonnegut’s Events for donors
Unique personal items of Vonnegut’s
Weaknesses
Knowledgable staff
Understaffed ( 1 full-time employee) Small space, not much room for growth Not self-sustaining Edge of downtown (not in high foot traffic area)
WO
WT
Interactive tours (digital or not)
More involvement in community
Interactivity (technology) to give people more things to do
Displays in coffee shops, stores, etc Change out a few things every once in a while
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Brand Evaluation Simple
Evironmental
Small space Organic
Intelligent
Modern
Reflection
Physique
Sharing
Intellegent
Approachable Loyalty
Sophisticated Personality
Relationship
Liberal
Trustworthy
Classic
Self-image
Confident Inspiring
Incouraging
Culture
Caring
Art Educated
Education Communicators
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Social
“Ideas or the lack of them can cause disease.�
This brand evaluation graphic provides
KVML. Just looking at everything and seeing
an evaluation of the coherence of the Kurt
what Vonnegut did in his life, it inspires people
Vonnegut Memorial Library brand. The six iden-
or makes them question things, among so many
tity components reinforce each other. Physique
more feelings and thoughts. It varies from per-
relates to the physical features of the library
son to person, which is the nature of art.
that are recognized by our senses. I saw it as
simple, small, organic, and modern. Personality
they form with customers. The library provides
of the library reflects the set of human charac-
what people who come are looking for when
teristics associated with it. I saw it as intelligent,
they visit. They educate about Vonnegut, show
sophisticated, liberal, and classic. It is a place
his art and others’ art and provide books for
to learn about Kurt Vonnegut but there is so
people to read. There are events where people
much more involved than that. All of his beliefs
can interact more with the library or take part
are expressed and they tend to be more liberal
in what the library does.
beliefs.
Brands thrive through the relationships
A brand provides a basis for the customer
Each brand comes from a unique culture.
reflecting externally something about them-
The culture of the library is very educational
selves to their peers through owning a brand.
and caring. Vonnegut was a caring man so it
The Kurt Vonnegut Memorial Library makes it
makes sense that the KVML would be as well.
easy for visitors to reflect themselves in the
Self-image relates to the way the library enables
library. Since the library involves expression, it
the visitors to make a private statement back
is easy for a visitor to share with other people
to themselves. This part is very evident at the
about their beliefs.
22
Customer Impression Time -Time The Kurt Vonnegut Memorial Library looks and feels like the past, yet it has a modern, future feel, as well. Time
Time
Past
Functional
Time
Past Past
Space Past
Present
Future
Present Present
Future Future
Present
Future
Space Space
SpaceCity- The space of the KVML looks and feels city. It is modern and feels like anCountry apartment in Spiritual the city.
Space
City City
Country Country
Functional Technology City
Country
Hand made
Technology Technology
Machine
Hand made
Machine
Mental Hand made Machine Hand made Technology Authenticity - The KVML is very authentic. It has a distinct look and the feeling Machine you get while Spiritual visiting isAuthenticity not like anywhere else I’ve been. Hand made Machine Functional Authenticity Authenticity Authentic Social
Derivited
Authenticity
Authentic Authentic
Mental
Derivited Derivited
Sophisticated
Authentic
Derivited
Sophisticated - They are closer to refined. The space feels and looks elegant and modern. Spiritual Sophisticated Sophisticated Cheap Refined Functional
Sophisticated
Cheap Cheap
Social
Refined Refined
Scale
Cheap
Refined
Mental Scale Scale ScaleLocal - The scale is between local and global, but a little closer to global. It feelsGlobal much bigger Spiritual than local, in the way that it is important to everyone. Local Global Local Scale
Local
Global
Functional
Social 23
Mental Spiritual
Global
Perceived Benefits Functional Functional I gave the Kurt Vonnegut Memorial Library 4 out of 5 because for people who are interested in Vonnegut, it teaches them all about him. People learn more about the author that draws them into
Functional Spiritual
coming to the KVML in the first place.
Functional Spiritual Spiritual Mental Functional
I gave it 4 out of 5 because the KVML can inspire people to make changes or take care of the world/environment. They adapt Vonnegut’s “teachings” and try to implement them in present time.
Spiritual Mental Social Spiritual
These teachings vary from environmental to anti-war to education.
Mental Mental Social I gave it 3 out of 5 because, for some people, seeing everything at the KVML can inspire them. Mental They could get inspired to write, make art, or to express themselves.
Social Social Social I gave social 2 out of 5 because some people go because their friends/family go. They might not know much about Vonnegut but the person they go with may be a big fan.
24
Personas Rob 22 years of age Photography Major at Herron Democrat Upper Middle Class Rob is in his final year of college. He majored in photography but has always tried to take as many fine art classes he could. In his free time he likes to go to local restaurants and bars. Likes: Art Indie rock 50s-70s Eras Classic literature Biking Foreign films Thrift stores Going to art galleries Camping
25
Kelsey 21 years of age Creative Writing Student at IU No political stance Middle Class Kelsey enjoys writing at the local coffee shop on Kirkwood, called Soma. She spends her free time playing bike polo and going to concerts. She is a vegetarian. Likes: Art Indie rock Writing 50s-70s Eras Literature Biking Coffee Foreign films Thrift stores Crocheting Performance Art
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Allen
61 years of age Retired 3 children: 34, 30, 26 Democrat Middle class Allen is recently retired, since his youngest child has finished college. He enjoys traveling with his wife and being active. He and his wife live in Carmel in a one story house. He cares for the environment: he drives a Toyota Prius, tries to use as little electricity as possible, and tries to conserve water. Likes: Art Theater Bicycling Traveling Sports Literature Music from the 50s-70s
27
Jennifer 55 years of age Works at Goodwill 2 children: 26, 21 Democrat Middle class Jennifer got a job to help pay for her youngest child to go to college. In her free time she like to go canoeing with family, travel, spend time with her grandchildren, read, go to art galleries, among many other things. She lives in Fishers with her husband of 29 years. Likes: Art Theater Traveling Literature Canoeing Going to art Galleries Being with family Music from the 50s-70s
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Solutions
“ If this isn’t nice, I d
After the analysis of everything, one main
Another part of the solution, that goes
threat stuck out to me. A lot of people do not
along with events, is to change up the pieces
know about the KVML. It seems to me that the
on exhibit. A change in those items on display
main reason is because, unless the person is
will keep the visiting experience fresh for
looking for it or is a fan of Kurt Vonnegut, the
returning customers. Museums, such as the
few advertisements or the Facebook page are
IMA, has a storage area full of art and they
not going to catch their eye. The solution
also have special exhibits of certain artist or
involves multiple parts but they all help solve
themes. This will help to keep people coming
this one problem. You already put on events but
back to the library.
you could have a lot more, even if it is just small
ones that focus on various issues or special
tant to bring in the people who are not Vonnegut
exhibits. By hosting more events, you can cover
fans. If you show your support for certain issues,
a variety of events that people will find interest-
people who have the same beliefs will come in
ing and want to take part in. Another part of the
since they know you support similar issues as
solution is to increase the amount of advertising.
them. You could also get people coming in who
You already run ads in Nuvo and the Indianapolis
oppose what you believe in, which is also good.
Convention and Visitors Association the but
You have the potential to share with them about
not everybody reads Nuvo and usually only
Kurt Vonnegut and what he supported. No only
visitors look at the Indianapolis Convention and
will involvement in the community show people
Visitors Association. These are still great places
what you support, but it is also what Vonnegut,
to advertise but there are more opportunities
himself, would do. It shows you are caring.
to expose the library to more people.
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Involvement in the community is very impor-
don’t know what is.”
Contact Research and design by: Darren Johnson drobjohn@gmail.com
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