SFPL was limited in how it traditionally defined its 28 service areas, using anecdotal and minimal data evidence to allocate and split census tracts into defined service areas. The challenge was in removing assumption and historical anecdote from the traditional definition of service area. The opportunity was to use new analytical tools such as Orangeboy and Tableau to mine already collected library data to definitively prove, based on geography, at which branch(es) patrons were circulating materials.

The innovation accomplished several things: 1) it used threshold analysis to right-size branch service areas based on actual patron usage patterns (some became larger; some smaller); 2) it revealed new patterns of geographic usage that were previously unknown b/c of limitations of census tract assignation; 3) it exposed overlap geographic areas of usage where service areas share space (e.g., as many as 5 branches in a block group); 4) it removed assumption from the analysis by letting patrons "vote with their feet."

The achieved outcomes from this analysis allow SFPL to better perform targeted outreach and marketing to branch communities based on their redefined service areas. By knowing exactly where patrons identify their local branch, it provides opportunity to tailor messaging, collections and services to them and saves valuable staff time and resources. Anticipated outcomes also include strategic and capital planning to promote equity based on newly defined service areas.