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Click to edit Master title style Click to edit Master subtitle style Melbourne Library Service: Marketing and promoting a capital city library service.

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Presentation on theme: "Click to edit Master title style Click to edit Master subtitle style Melbourne Library Service: Marketing and promoting a capital city library service."— Presentation transcript:

1 Click to edit Master title style Click to edit Master subtitle style Melbourne Library Service: Marketing and promoting a capital city library service

2 Click to edit Master title style Click to edit Master subtitle style Melbourne Library Service - Background - Snapshot of Melbourne Library Service - Library identity - Our purpose - Anchor points - Sustainability - Technology - People - Partnerships - Collateral - Coming up - Finito

3 Click to edit Master title style Click to edit Master subtitle style BACKGROUND Yarra Melbourne Regional Library Corporation City Library Joint Venture Melbourne Library Service March 2007-

4 Click to edit Master title style Click to edit Master subtitle style SNAPSHOT Five service points –City Library –North Melbourne Library –East Melbourne Library & Community Centre Access point –www.mebournelibraryservice.com.auwww.mebournelibraryservice.com.au 47 EFT (65 people) $6.5 million operating budget

5 Click to edit Master title style Click to edit Master subtitle style SNAPSHOT

6 Click to edit Master title style Click to edit Master subtitle style SNAPSHOT Usage –79,964 members (45,000 active in 09-10) –27,000 new members –157,000 items in collection –1,269,951 loans –1,096,775 visits –2,732,318 web page views (12 million+ hits) –185,624 computer bookings –28,000 database searches –Open hours per week.

7 Click to edit Master title style Click to edit Master subtitle style IDENTITY Many things to many people: –A place –A virtual world –A space –A partner –A source –A facilitator

8 Click to edit Master title style Click to edit Master subtitle style IDENTITY 70% non-resident usage years – largest users City Library – busiest public library in Victoria International student usage 8%+ increase in usage per annum Serving the fastest growing capital city in Australia Knowledge City role Vertical communities CAE FASA Edgy built environment Attract people who are traditionally non-users Both community and CBD library service

9 Click to edit Master title style Click to edit Master subtitle style IDENTITY Melbourne Library Service is not

10 Click to edit Master title style Click to edit Master subtitle style PURPOSE Melbournes gateway to your past present and future –Access and opportunity –Reading and literacy –Information and information literacy –Creativity Melbourne Library Service Strategic Plan Documents/MLS_Strategy.pdf Documents/MLS_Strategy.pdf

11 Click to edit Master title style Click to edit Master subtitle style PURPOSE Target audience Everyone and anyone who needs or wants us, including- –Residents of City of Melbourne –CBD workers and visitors –City of Melbourne –CAE community –Other educational service providers in CoM

12 Click to edit Master title style Click to edit Master subtitle style PURPOSE Target audience (cont.) –Communities in need Public housing tenants Homeless People with low literacy skills Unskilled and unemployed Physical and intellectual disability Refugees Disengaged youth

13 Click to edit Master title style Click to edit Master subtitle style ANCHOR POINTS

14 Click to edit Master title style Click to edit Master subtitle style ANCHOR POINTS

15 Click to edit Master title style Click to edit Master subtitle style SUSTAINABILITY Program sustainability –One off events v ongoing programs –The focus is reading, literacy and information literacy Ecological sustainability –Print on demand collateral –Web-based information

16 Click to edit Master title style Click to edit Master subtitle style TECHNOLOGY Facilitates and improves access and service delivery Used as a means to an outcome NOT because it looks sexy Does not replace people May reach new customer groups

17 Click to edit Master title style Click to edit Master subtitle style TECHNOLOGY

18 Click to edit Master title style Click to edit Master subtitle style TECHNOLOGY

19 Click to edit Master title style Click to edit Master subtitle style TECHNOLOGY

20 Click to edit Master title style Click to edit Master subtitle style TECHNOLOGY

21 Click to edit Master title style Click to edit Master subtitle style TECHNOLOGY

22 Click to edit Master title style Click to edit Master subtitle style TECHNOLOGY

23 Click to edit Master title style Click to edit Master subtitle style TECHNOLOGY

24 Click to edit Master title style Click to edit Master subtitle style PEOPLE

25 Click to edit Master title style Click to edit Master subtitle style PEOPLE From transaction to conversation Library staff and library customers –The best marketing tool for any library service atured-articles/targeted-marketing-utilizing-and- engaging-library-staff-0 atured-articles/targeted-marketing-utilizing-and- engaging-library-staff-0 –Frontline reader development The 80/20 principle The 20/80 principle

26 Click to edit Master title style Click to edit Master subtitle style PARTNERSHIPS

27 Click to edit Master title style Click to edit Master subtitle style COLLATERAL

28 Click to edit Master title style Click to edit Master subtitle style COMING UP International student library needs research Southbank Library opens May 2012 Docklands Library decision pending FRED son of Oi! My Live Search Discovery layer

29 Click to edit Master title style Click to edit Master subtitle style FINAL WORDS Keep focussed Take risks Be responsive Steal from others Enjoy what you do.

30 Click to edit Master title style Click to edit Master subtitle style THANK YOU


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