Re-writing the Library of Birmingham
description
Transcript of Re-writing the Library of Birmingham
Esther Mtetwa
Re-writing the Library of Birmingham
Birmingham Library Profile PR Objectives Publics Messages and strategies Tactical Programs Measurement Event execution
Agenda
Europe’s largest Library
Officially opened on September 3 by Malala Yousefizi
Birmingham Library
Highlights include: Prime location Cover’s 31, 000 square
feet 300 seated capacity
studio theatre Outdoor garden terraces Amphitheatre Rare archives 400,000 books readily
available
Birmingham Library
Cementing the Library of Birmingham’s within the city and Europe
Increasing membership by 10% by the end of the campaign
Silence sceptics criticisms of the new library Highlight discovery month Highlight brand new facilities
Objectives
Target Audiences – the public and ethnic minorities
Media – local media outlets
Sceptics – persuade them that the library is positive
Publics
‘12 Reasons to love your library’ – year long campaign focusing on new library services and facilities
‘Heroes season’ – celebrating ethnic heroes past and present
Strong online strategy highlighting special collections, facilities, and the discovery season
Key Messages
Consumers - using online and print mediums to target consumers
Media – press releases, and articles
Industry – to gain credibility within the marketplace
Tactical Programs
January 2014 – December 2015 Year long campaign competition
ending with event entitled Birmingham LPA Awards
Budget for all campaign strategies £100, 000
Event will be held at the Library of Birmingham
500 invitations
Event execution
12 month campaign entitled ‘12reasons to love your library’
Priority of campaign to drive public engagement
3 of the 12 months ‘Heroes Season’ campaign
Celebrating ethnic heroes of past and present
Event execution
Thank you
Re-Writing the Birmingham Library