Inspiration Lab - Winner IFLA Biblibre 2016 marketing award
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Transcript of Inspiration Lab - Winner IFLA Biblibre 2016 marketing award
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InspirationLab Launch CampaignSandra Singh, Chief [email protected] 17, 2016
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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
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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
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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
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the lab
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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
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marketing strategyand positioning
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Targeting:
We wanted broad reach (lab is for everyone)
Appeal to early adopterswho are familiar with tech but without it at home
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Small budget for advertising2,000 CAD plus staff time
Roughly 1,600 USD or €1,400
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Created an identity for the Inspiration Lab1
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Vancouver’s free digital media hub
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A place that combines traditional, digital and new media in a custom-built space.
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Dedicated to digital creativity, collaboration and storytelling.
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High-performance computers, analog-to-digital conversion, sound studios, video editing and self-publishing software.
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And all free to use with a library card.
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Built concept around activities in lab: Discover, Create, (Self) Publish, Learn, Design, Imagine, Record + Edit, Share
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Putting the identity and messaging to work with a limited budget.2
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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
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Media awareness began months ahead of launch
Every media interaction/interview reminded them that the lab was coming
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launch event and media relations
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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
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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
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Making our small budget do big, big work
Launch event Media Elected officials (City) Foundation and donors Staff and Friends
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Launch event live-tweeted and streamed live via Periscope
#Inspiration Lab trending regionally
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Launch event: Virtually every major news outlet in the city attended, including:Vancouver SunThe ProvinceCBC TV | CBC radioCityTVHuffington PostGeorgia StraightVancouver CourierWestenderCKNW radio
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“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
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“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
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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
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2.5millionimpressions
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advertising, promotional,social media
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Making our small budget do big, big work
Advertising Leveraged City of Vancouver’s access
to bus shelter ad space “ditto” for digital signage
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25 transit shelters around the city
digital signage at major intersection downtown
9.1millionimpressions
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Making our small budget do big, big work
Promotional materials Variety of take-aways for launch and
VPL branches
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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
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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
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Vancouverhas embracedthe lab
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Tours post-launch:
So popular, we had tours hourly for first two days
First month: tours (56) almost daily, with nearly 600 attendees
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First 8 months:300+ programs
1,850+ attendees
4,400+ studio bookings, with 7,300+ patrons
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“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
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Documentary filmmakers (sound and video)
Podcasts
Community groups for music recording
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What worked well?
Staff time on media relations
Leveraging relationship with City in lieu of ad buy
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What was challenging?
Promoting a space/facility that was unfamiliar to the public
(this was where media relations was vital)
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Do-over.
What would we do differently?
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Create supplemental materials that contain far greater detail
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VPL Marketing + CommunicationsAdrienne, Tina, Stephen, Maria, James (Stephanie, Marya not shown)
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VPL Marketing + CommunicationsIn a city far, far away (well, a little ways) from Columbus, Ohio
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Thank you