Libraries cinema advertising presentation - 2016-10-20

Wyndham City Libraries - Cinema Advertising Elizabeth Arkles and Jenny Cogo

A snapshot of Wyndham…WHO IS MOVING HERE?

194 new residents per week 1

• Wyndham’s population grew by approximately 10,072 person from 2015 to 2016.

Top 5 languages other than English spoken at home in Wyndham include.3

• Hindi (4%)• Mandarin (3%)• Punjabi (2%)• Filipino/Tagalog (2%)• Italian (2%)

HOW OLD ARE WE?The largest age group is 35 to 49 years, with a population of 49,949 people. This is followed by 25 to 34 years with 39,264 persons.1

There are 12 babies born each day in Wyndham (based on 2015 birth records).2

Sources: 1 Population and Household forecasts, 2011 to 2036, prepared by .id, the population experts, September 2016; 2 Material Child and Health, Wyndham City Council; Department of Health 2014; 3 Wyndham Household Survey, 2015

Start of the journeyChess Tournament

Baby Time

Library marketing strategy• Membership Drive• Cinema advertising for various departments • Marketing Campaign brief and guidelines• Objectives of advertisement • Visit to cinema

Considerations:• Who is our audience?• What are our key messages? • Is the script appropriate?• Budget restrictions eg. one location • Representative of local communities and user

groups

Organising the shoot• Stakeholders• Planning• Running sheet• Photo consent

Plaza Library

Mother and Child 8am Libraries to organise

Plaza Library Group of Students

8.30am Libraries to organise

Plaza Library Older couple4 x Older people (50's +)

9am Libraries to organise

Plaza Library Young Woman

9.30am PR to organise

Plaza Library Families

10am Libraries to organise

Plaza Library Staff Member computer help

10.30am Staff member (libraries)

Plaza Library Staff Member with kids

11.00am Staff member (libraries)

On the Day• Direct traffic around production once library

opened• Ensure no non-consenting patrons were filmed• Be aware of Copyright• Be aware of not having same people in every shot• Quick decision making • Be flexible – it’s different on day to planning • Be mindful of cultural mix in most shots• Be mindful of location of shots

After filming• Several drafts – voiceovers, music, onscreen text• Best time to screen?• Special screening at cinema for those involved• Unexpected consequences

Library Advertisement4 weeks screening:• Boxing Day (School Holidays)• 10 April (School Holidays)• 19-Jun   • 26-Jun  

Wyndham City Libraries - YouTube

Evaluation and Learnings• Track new memberships after screening• Importance of early planning• Get back to people featured in advertisement