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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