Branding the library service

East Lothian Library Services

• 12 local libraries• Local History Centre• 2 mobile libraries• Administrative HQ

and Record Store

Our aimsThe Library Service is a major community and educational facility whose purpose is to safeguard, promote and improve the social, economic, environmental and democratic well-being of the people of East Lothian through enabling them to gain unbiased access to books, information, knowledge and works of creative imagination which will:•Encourage their active participation in cultural, democratic and economic activities•Enable them to participate in educational development through formal and informal programmes•Assist them to make positive use of their leisure time•Promote reading and literacy•Encourage the use of information and an awareness of its value

Rebranding – what to consider

• Devising a marketing strategy• Involving staff• Designing the brand• What written material is required?• Signage – internal and external• Branding on vehicles• Promotional material for outreach work• Promotion on the web

Devise a Marketing strategy – Marketing

Objectives• To increase library membership and attract new people• To seek ways to better engage with the teenage community to increase

teen library usage and membership• To ensure understanding of customer needs and be customer focused

and responsive• To make marketing a priority service• To motivate staff to identify with the aims of the marketing strategy

and library brand• To stimulate greater awareness of the breadth of library services and

information opportunities within East Lothian Library Services• To encourage the loyalty of customers and potential customers• To make our libraries visible and attractive

Steps to branding the service

Signage – internal and external

Branding on vehicles

Promoting the brand outside the library

A place for everyone

Promoting the brand• Read  Case Histories by Kate Atkinson –

re-reading before I give it away for World Book Night!

• Click on www.worldbooknight.org • Listen Loud by Rihanna• Discover our libraries at

www.eastlothian.gov.uk/libraries

Use of the strap line

Marketing the service to children

“The moment we persuade a child, any child, to cross that threshold into a library, we've changed their lives forever, and for the better.”Barack Obama

Marketing - Library Mascot• Lennox the Library Lion launched at Lennoxlove Book Festival • Lennox certificates, stickers and junior library card

Lennox blog

Lennox membership drive with free soft toy resulting in 244 extra children registering during February/March 2010 compared to the previous year

14th November 2009

Date: 6th May 2011

EstoniaLennox loves…

We hope you havea grrreat time atyour conference