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2011 CILIP PPRG Marketing Excellence Award winners (Silver) Cardiff Central Library - Marketing & Events Programme presentation.
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Cardiff Central Library
Marketing & Events Programme
Marketing & Events Team
• Voluntary Membership
• Grade not barrier to joining
• Individual members of team
take lead on specific events
• Non-team members get
involved also
Programme Objectives
• To challenge people’s perceptions of what a library is
• To encourage visits to the library by non-members
• To focus on achieving generic social and learning
outcomes e.g. building relationships/ helping people
progress/ having fun
• To maximise the Library/Service profile
• To generate PR
• Advocacy gains within the Council
• Advocacy gains within the wider city context
• Increased Membership
• Issue stock – pushing the product
• To achieve this on minimum or zero budget
New Year! New You!
Speed Dating
St David’s Day
Fete of the Earth
History Day
Laughing Matters
Poetry & Pints
Vibe: One City, Many
Cultures
The Picture so far……..
The Picture so far……..
Glitter – Fashion Show
Psychic Night
Careers Fairs
Author talks
Battle of the Bands
Europe Day
Music Programme
Chinese New Year
Wine Tasting for beginners
Jazz and Cocktails
Dance Around the World
Psychic Night
Speed Dating
Glitter – Fashion Show
Chinese New Year
Stock Promotions
Laughing Matters: Objectives
• To attract more young people into the library
• To associate the library with something fun, exciting and relevant to young people
• Generic Learning Outcomes for young people
– Participation
– Presentation skills
– Communication skills
– Confidence gains
– Theatrical skills
– Storytelling skills
– Comedy timing
– How to make the audience relate to you
– How to tell a joke
– How to find your own style
• To empower young people
• To promote relevant core library resources i.e. books and AV materials
Laughing Matters!
Vibe: One City, Many Cultures
Objectives
• To market the library to ethnic communities and present it as a library for all
• To generate understanding of different cultures
• To bring aspects of diverse cultures in Cardiff to new audiences
• Learning Outcomes
- To improve knowledge and understanding
- To encourage families to have fun in the library
- To embrace tolerance and have a positive effect on the values on the people attending the event
• To feature the Community Languages Department at Central Library
• To promote relevant core library resources i.e. books, AV materials, newspapers and electronic resources such as Life in the UK
Poetry & Pints: Objectives
• To make poetry accessible and available to all
• To achieve Generic Learning Outcomes for participating poets/audience
– Development of Skills
• Public Speaking
• Presentation Skills
• Confidence
• Creative Writing
• Communication
• Listening Skills
– Enjoyment, inspiration and creativity
• For everyone to have fun
• To encourage creativity
• For people to be surprised e.g. you can get a pint in your local library
– Knowledge and understanding
• To deepen understanding of poetry and creative processes
• To promote relevant library core resources i.e. books and AV materials
Poetry & Pints
How do we do it?
From Concept to Delivery and beyond
• Idea
• Setting of Objectives e.g. who
are we targeting?
• Research
• Networking
• Formation of Partnerships
• Creation of Promotional
materials
• Distribution
• Delivery
• Evaluation
Research• What groups are there in our
community?
– Academic sector
– Businesses
– Community / voluntary organisations
– Societies / Clubs
– National organisations
– Health sector
– Government
– Charities
– Festival groups
• Potential contacts – people who can help us achieve our objectives
• Who do we know in the Council?
Networking
• Phone – cold calling
• In person
• Referrals / introductions
Formation of Partnerships
What can we offer our partners?
• Promotion of their
business/organisation
• Raising their profile in the
community
• Access to potential customers
through our visitors/library
members
What can’t we offer?
• Payment!
Promotional Activities: Print
• Cardiff Libraries
• Cardiff Leisure Centres
• Offices
• Adult & Community Education Centres
• Youth centres / Play centres
• Our partners
• Voluntary organisations e.g. Women Connect First
• Glamorgan Records Office
• Tourist Information Centres in the surrounding region
• Temples and religious buildings
• Universities and Colleges
• Cardiff Museum
• Retail establishments
• Coffee Shops
• Cafes and Restaurants
• Cardiff Visitors Centre
• Cinemas and Theatres
Promotional Activities: Electronic• Cardiff Libraries website
• iBistro
• Your Inbox staff e-letter
• Cardiff Council Intranet
• Cardiff Council e-noticeboard
• What’s on Wales website
• Library Wales Org Website
• The Sprout
• ClicOnline
• Big Cardiff
• netCardiff
• The Best of Cardiff
• Cardiff Gumtree
• What’s On 2Day?
• Where Can We Go
• South Wales Argus website
• The Reading Agency website
• Capital FM local radio station website
• Real Radio local radio station website
• Blog
• Email shots to Community language contacts
• And many more…
Evaluation
• Visitor figures – Highest number of visits and issues in Wales. Also rank sixth highest in the UK for issues (CIPFA 2010/11)
• Percentage of non-library members who attend – 33% are non-members
• Quality assessment of event – 90-100% customer satisfaction
• Establishment of sustainable partnerships – partners continue to want to work with us after events
• Press coverage – consistently featured in local press
• Award winning – Welsh Libraries Marketing Innovation Champions 2011, PPRG Silver Award 2011
• Positive customer comments:– “Brilliant – I really enjoyed experiencing and learning
about other cultures”
– “Colourful music and dance in the library – wonderful!”
What’s Next?
• Detox
• Erotic Storytelling and Burlesque
• Opera Unmasked
• Bhangra Night
• Promenade Play
• Mardi Gras (LGBT) event – Jazz n Jive
• St. David’s Day
• Communities Film Festival
• Comedy Gig
• Japanese culture – sushi making
• Tea Dance
• London 2012
To find out more:
Laura Wood [email protected]
Nicola Richards [email protected]
http://www.facebook.com/cardiff.central.library
http://twitter.com/cdflibraries
http://cardifflibraries.blogspot.com/