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“Who are you and how do you make me feel?”
Identity and relevance at The John Rylands Library, The University of Manchester Library
Yvette Jeal, Engagement ManagerLaura Jewkes, Marketing and Communications Officer
Identity – How would your audience describe you?
• Putting the collections, building & visitors at the heart
• Connecting people
• Encourage discovery
Our vision
Audiences: do you understand yours?
Identifying audiences – our approach
Postcode and profiling survey
Segmentation
Ansoff Matrix
Strategic overview of audiences
Identify audience profiles
Growth strategy
Our audiences – profiles
Experience Seekers Commuterland Culturebuffs
Metroculturals
Interpretation
Do you know how your
audiences feel about you? Is
that important?
• What do you want the audience to take away? Message? Feeling? Perspective? Knowledge?
• What key message do we need to communicate? Linked to our vision.
What is an incunable?
Our character and style
• To be welcoming, engaging and inclusive
• To NOT be elitist, predictable and overwhelming
• Key messages – working library, fuelling today’s research, unique space with a world-wide reach
• Our language is friendly, inviting and empowering. Visitors to join us as we share expert information
What is your character?
Activities that will change and are changing
• Exhibitions• Programming• Saying no• Saying yes• Relationships• Partnerships• Marketing• Signage• Events• Team culture• Welcome• On-gallery support
How do your activities reflect your character?
Neon Sonnets
Impact and relevance
‘A mindful experience – you really are aware of your surroundings and in themoment rather than thinking about what’s for dinner.’
Challenges
• What is your identity?• Who are your audiences? Do you have a target
audience?• Do you know their characteristics?• Do you know how they feel about you?• What is your character?• How do your activities reflect your character?• Do you know your impact and relevance?• How do you tell those stories?
Questions
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