View
423
Download
0
Embed Size (px)
Citation preview
InspirationLab Launch CampaignSandra Singh, Chief [email protected] 17, 2016
About Vancouver
First Peoples: Three Coast Salish First NationsIncorporated as city in 1886
115 square km / 605,000 people (2011)52% residents w/ first language other than English
Economy: Port Metro Vancouver, HQs for resource industry companies
Tech and digital sectorFilm and television industry
Biggest challenge:Housing affordability
About VPL (2015)
21 branches, including Central Library6.8 million in-person visits
6.4 million digital visits257,832 active cardholders
74,063 only used tech and digital resources9.4 million collection items used (physical and digital)
9,700 free programs277,000 program attendees
Inspiration Lab: A Brief History
2013-2015 Strategic Plan Consultation Asked staff to start thinking about a digital media
lab Met with Tech/Digital sector leaders to get
feedback Set budget: $600,000 and space: 7,500 sq ft Dec 2013-Feb 2014: Finalised components Fall 2015 - May 2015: (De)Construction May 2015: Launch event
the lab
CREATION STATIONS12 high-performance desktop computers providing: Microsoft Photo Gallery, Adobe Photoshop, Microsoft Movie Maker, Adobe PremierePro, Audacity, Reaper, Sigil, Adobe InDesign
DIGITIZATION STATIONSFlatbed photo/negative/slide scanner station; 8mm Video Cassette Walkman; VHS video tape-to-digital conversion station; Audiotape-to-digital conversion station;A/V Hook-up Stations
RECORDING STUDIOSSound Booths 1, 2 & 4 (1-2 people max.)Mixer; USB tabletop microphone; webcam; headphones
Live Room (4-6 people max.)Mixer; studio monitors; Pro-con; USB tabletop microphone; webcam
The Terry McBride Recording Studio (2 min. to 8 people max.)Studio Mixer; studio monitors; Pocket Cinema Camera (35 lens and short condenser shotgun microphone); dual LED light kit; Daylight LED Video Light with Remote; green screen; headphone distribution amplifier
Additional Bookable Studio EquipmentStudio Condenser Microphones: C-3 & C-1; ULTRA-DI DI100 box
marketing strategyand positioning
Targeting:
We wanted broad reach (lab is for everyone)
Appeal to early adopterswho are familiar with tech but without it at home
Small budget for advertising2,000 CAD plus staff time
Roughly 1,600 USD or €1,400
Created an identity for the Inspiration Lab1
Vancouver’s free digital media hub
A place that combines traditional, digital and new media in a custom-built space.
Dedicated to digital creativity, collaboration and storytelling.
High-performance computers, analog-to-digital conversion, sound studios, video editing and self-publishing software.
And all free to use with a library card.
Built concept around activities in lab: Discover, Create, (Self) Publish, Learn, Design, Imagine, Record + Edit, Share
Putting the identity and messaging to work with a limited budget.2
Making our small budget do big, big work
Fall 2014: Media advance (early media feed)
Launch Campaign (1st week of May 2015) Media relations Launch event Advertising and promotional materials Social Media
Media awareness began months ahead of launch
Every media interaction/interview reminded them that the lab was coming
launch event and media relations
Making our small budget do big, big work
Media relations and launch Media advisory of launch – 5 days in
advance of launch event Called each major outlet with a more
detailed pitch
Worked with online and weekly media in advance
Facilitated their stories ahead of time, with them publishing day-of
Gave a few media outlets a preview of space
Making our small budget do big, big work
Launch event Media Elected officials (City) Foundation and donors Staff and Friends
Launch event live-tweeted and streamed live via Periscope
#Inspiration Lab trending regionally
Launch event: Virtually every major news outlet in the city attended, including:Vancouver SunThe ProvinceCBC TV | CBC radioCityTVHuffington PostGeorgia StraightVancouver CourierWestenderCKNW radio
“This is kind of a creative playground where anyone can experiment with cooltechnology, without having to buy their own – and that is very enabling.”
—Sam Chandola, Founder and CEO of Victory Square Games
“If you aspire to be an artist, a publisher, a videographer, an author, a musician, a game developer – these tools are as important as a smartphone is to a journalist.”
—Andrea Reimer, Deputy Mayor
Earned media coverage
Vancouver Sun, Ottawa Citizen (syndicated use of the Sun’s piece), The Province, CBC TV, CBC radio, Société Radio-Canada (CBC French), CityTV (Toronto), Huffington Post, Georgia Straight, Vancouver Courier, Westender, CKNW radio (news coverage and a talk show), AM730, Vancity Buzz, 604 Now, DJ Magazine, Vancouver 24 Hours, Metro News, Jack FM radio, American Libraries Magazine, Sing Tao, Ming Pao, Fairchild TV (Chinese-language), reddit r/Vancouver, Asian Pacific Post
25 outlets and some of the content was picked up on syndication
2.5millionimpressions
advertising, promotional,social media
Making our small budget do big, big work
Advertising Leveraged City of Vancouver’s access
to bus shelter ad space “ditto” for digital signage
25 transit shelters around the city
digital signage at major intersection downtown
9.1millionimpressions
Making our small budget do big, big work
Promotional materials Variety of take-aways for launch and
VPL branches
Making our small budget do big, big work
Social media Re-skinned our Twitter and Facebook
pages using the Inspiration Lab identity for the launch
Making our small budget do big, big work
Total Cost of launch Promotional materials and posters: $2,000 Launch event: $1,200
Results Impressions: 11.6 million Trended on twitter
Vancouverhas embracedthe lab
Tours post-launch:
So popular, we had tours hourly for first two days
First month: tours (56) almost daily, with nearly 600 attendees
First 8 months:300+ programs
1,850+ attendees
4,400+ studio bookings, with 7,300+ patrons
“I don’t have money to pay to record an album. But I’ve recorded more than 20 songs already. I made a CD from the library that I’m selling now.”
—Alfredo Flores, musician
Documentary filmmakers (sound and video)
Podcasts
Community groups for music recording
What worked well?
Staff time on media relations
Leveraging relationship with City in lieu of ad buy
What was challenging?
Promoting a space/facility that was unfamiliar to the public
(this was where media relations was vital)
Do-over.
What would we do differently?
Create supplemental materials that contain far greater detail
VPL Marketing + CommunicationsAdrienne, Tina, Stephen, Maria, James (Stephanie, Marya not shown)
VPL Marketing + CommunicationsIn a city far, far away (well, a little ways) from Columbus, Ohio
Thank you