1. Public Libraries SA Marketing Update March 2010

2. Secondary focus To increase… Library membership levels across the public Perceived importance of libraries in eyes of funders Business objectives for marketing to help achieve: Primary focus To increase… Perceived relevance (not just seen as for ‘some people’) Usage of resources Visitation levels

3. Increasing visitation/usage by infrequent users 23% of SA adult population visit only 3 to 4 times per year or less  increase frequency of communication (face to face, electronic, on-site messages) Libraries seem to change faster than we can get the message out about those changes. Marketing opportunities

4. Building a ‘buzz’ about libraries Likely to increase usage from current users (particularly infrequent visitors/users) Likely to increase membership levels (convert ‘fence sitters’) Marketing opportunities

5. Libraries have a very complex offer…hard to ‘sell’ effectively via occasional messages Diversity of product/services ‘Messages’ will only take us so far… we also need ‘conversations’

6. Too much message focus on just one aspect (e.g. books) can reinforce a stereotype and alienate. … but we have to be careful when communicating new areas e.g. ‘Libraries have DVDs’ ‘Messages’ will only take us so far… we also need ‘conversations’

7. One answer: Create ‘relationships’ to build understanding…via regular streams of information (sometimes two-way). ‘Messages’ will only take us so far… we also need ‘conversations’

8. Marketing areas identified for further development Media/communication/PR Media release strategy to proactively seek media coverage Communication plan for online resources LGA’s “Out of the Ordinary” series Develop a generic e-newsletter template/functionality for libraries currently without one

9. Marketing areas identified for further development Develop high profile annual library design poster competition (like Fringe poster competition) that could also be used for library card designs Develop key messages and ‘brand positioning’ for the Public Library Network

10. Marketing areas identified for further development Staff development Best practice customer service standards (e.g. “Would you like fries with that?”) Intranet -Promotional kits (e.g. PressDisplay), badges -Marketing techniques/templates Training courses delivered online

11. Marketing areas identified for further development Funders/research Treat funders like customers – are we meeting their needs? (i.e. conduct research with funders) Branding logo for all libraries…would this be supported? i.e. logo would function in similar way that the Australia Post ‘P’ logo identifies post offices

12. Marketing areas identified for further development Programs Develop major life transitions packs (e.g. new retirees packs) Develop lifestyle program based on library card that allows us to: -build a buzz about libraries -build relationships -deliver steady stream of info to help build understanding

13. Lifestyle program It’s about connecting the library world to the world outside of libraries. Leverages private and govt sector partnerships. ‘Over 50% of SA population are library members’ – very attractive to partners.

14. Lifestyle program We don’t partner with just anyone…we choose those organisations that have products/services that people are excited about (buzz)…that we can then link to libraries.

15. Lifestyle program e.g. Cinemas Alice in Wonderland – this week show your library card to get $6 off a ticket  Did you know libraries have movies too? Find out here  Want to read Alice in Wonderland? Reserve it here

16. Lifestyle program e.g. Music iTunes vouchers – this week show your library card to get 10% off  Reserve a ‘top 10’ CD here  XYZ Library is hosting a free concert. Details here Lady GaGa concert tix – $20 off with your library card  Read her biography? Reserve it here

17. Lifestyle program e.g. Jamie Oliver Cooking Show Save $15 on a ticket with your library card  Reserve one of Jamie’s books here  See all cooking books in libraries here

18. Lifestyle program e.g. Hardware Save 5% at Bunnings with your library card this weekend  Reserve DIY books from your library here  What else are blokes reading in libraries? See here

19. Lifestyle program How we get our communication ‘out there’ Email Facebook Twitter In library

20. Lifestyle program Public library membership: 900,000+ Advertiser Readership (Mon-Fri): approx. 468,000 Channel 7/9 news audience: approx. 100,000-150,000