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A  Campaign  Proposal     By  Laura  Bartholomew   S12774889  

 


Introduction       After   studying   and   unpacking   the   brief   I   was   given   for   The   Library   of   Birmingham   I   have   put   together   a   campaign   which   meets   their   requirements   to   keep   the   new   library  in  the  public  eye  and  highlight  all  the  different  and  new  resources  they  offer.  I   plan  to  do  this  in  a  number  of  ways  (see  objectives).  The  client  has  expectations  of  a   campaign   that   raises   the   library’s   profile   and   brings   in   new   audiences   from   the   culturally   diverse   city   that   is   Birmingham.   The   library   is   spearheading   the   city’s   renovation  as  a  new  world-­‐class  city  with  its  innovative  design;  I  have  incorporated   this  forward  thinking  in  my  campaign  strategy  and  ideas.     The  Library  of  Birmingham  –  it’s  background     The  first  version  of  The  Library  of  Birmingham  opened  on  September  6th  1865,  the   Reference   Library   opened   on   26th   October   1866.   A   Shakespeare   memorial   room   opened   within   the   library   in   1868,   in   1879   a   devastating   fire   broke   out   and   the   library  had  to  be  re-­‐built  opening  again  in  1882.  In  1974  the  library  was  demolished   and   a   new   one   was   built   in   its   stead.   Now   in   its   fourth   version,   the   latest   library   needs   a   strong   promotional   campaign   that   highlights   its   latest,   innovative   and   state-­‐ of-­‐the-­‐art  features  and  combats  the  perception  that  it  is  an  unnecessary  expense  in   the  current  economic  downturn.     SMART  PR  Objectives:       1. Increase   the   amount   of   young   boys   aged   8-­‐10   from   at   least   30   primary   schools  in  Birmingham  area  visiting  and  taking  books  out  from  the  library.   2. Through  a  number  of  fun  activities  change  the  opinion  that  many  young  boys   have   of   reading   so   that   it   is   positive   and   makes   them   want   to   take   part   in   reading  more  often.   3. Become   known   for   its   scholar   collections   in   the   world   of   academia.   Aim   to   get   recommendations   in   at   least   5   print   publications   within   the   12-­‐month   period  and  on  different  universities  documents.     4. Regularly   have   a   total   of   20   teenagers   attending   weekly   Shakespeare   workshops,  where  they  click  attending  on  Facebook  event.     5. Feature   in   4   local   publications   advertising   services   that   are   more   unexpected   such   as   BFI   Mediatheque   and   photography   collections   to   general   public   to   encourage  visitors  and  a  more  positive  general  opinion  of  the  new  library.     SWOT       Strengths:     -­‐ A  huge  place  with  many  different  services  and  sections  that  people  can  take   part  in.   -­‐ Unique   in   the   sense   that   people   can   read   and   relax   traditionally   inside   the   library  but  they  can  also  do  that  outside  on  the  balcony  areas.   -­‐ Section  for  everyone  –  fiction,  non-­‐fiction,  children’s,  music  section  and  many   more      

 


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Offers  a  huge  amount  of  books  for  free.  This  is  more  than  any  bookshops  or   other  libraries  in  Birmingham.   It   has   unique   rooms   such   as   the   contemplation   room   where   people   can   go   and   think   quietly.   Not   many   other   libraries   would   have   similar   feature,   especially  in  immediate  area.    

  Weaknesses:   -­‐ It  is  so  big  that  people  might  think  it  is  too  much  effort  to  explore  it  all  and   find  books  they  want.   -­‐ Not  likely  to  have  many  academic  books  that  cater  for  university  students  so   they  may  prefer  to  use  their  university  libraries  instead  of  going  out  their  way   to  use  The  Library  of  Birmingham.     -­‐ Recent   news   stories   about   failings   of   Birmingham   Social   Services   may   put   people  off  visiting  and  interacting  with  the  new  library  out  of  displeasure  and   resentment   at   how   so   much   time   and   money   is   being   spent   on   a   building   where  it  could  be  spent  arguably,  on  more  important  matters  such  as  saving   children’s  lives.     Opportunities:   -­‐ Because  it  is  a  new  place  to  visit  in  Birmingham  it  is  getting  a  lot  more  visitors   than   the   previous   library,   it   needs   to   continue   this   and   stay   as   ‘a   top   place   to   visit’  in  Birmingham.     -­‐ With   amenities   such   as   a   Café,   tourist   shop,   connecting   theatre   and   bar   as   well  as  a  tourist  shop  –  the  library  can  become  a  well-­‐known  multi-­‐purpose   venue  where  people  will  visit  not  just  for  the  books.       Threats:   -­‐ A  lot  of  public  spending  is  being  cut  back  on,  so  potential  funding  issues  for   library.   -­‐ With   the   ease   and   relatively   cheapness   of   Kindle   format   books   on   Amazon,   people  may  not  see  the  need  to  get  books  out  from  the  library  anymore.     -­‐ If   new   facilities   such   as   performance   spaces   and   conference   rooms   aren’t   advertised,   new   aspects   of   the   library   could   remain   unused   and   companies/artists  will  use  different  venues  instead.       Competitor  Analysis     • Amazon  –  Kindle.  Very  popular  way  of  reading  books  as  people  can  download   hundreds/thousands  of  books  onto  a  small,  easily  transportable  device.  Also   there   are   lots   of   free   books   available   or   books   written   by   self-­‐published   authors  for  under  £1.  The  library  doesn’t  offer  self-­‐published  books  so  fans  of   those  sorts  of  books  won’t  be  inclined  to  the  library.     • Illegal   downloading   sites   –   with   the   development   of   the   Internet   there   are   now  sites  where  people  can  download  books  for  free  that  they  would  usually   have  to  pay  for.  They  won’t  see  the  need  to  go  to  the  library  if  they  are  using   the  website.      

 


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Waterstones   and   WH   Smith   in   high   street   near   the   library,   people   could   choose  to  go  buy  books  from  shops  instead  of  getting  books  on  loan.     Charity   shops   who   sell   second-­‐hand   books,   sometimes   of   good   quality   for   very  cheap  prices.     University  and  school  libraries.   Other   libraries   in   Birmingham   area   –   people   may   decide   it   is   easier   or   are   already  happy  with  their  nearest  library.    

    Key  Messages     -­‐ There  is  a  book  for  everyone.     -­‐ A  maze  of  discovery   -­‐ Don’t  just  lose  yourself  in  a  book,  lose  yourself  in  the  library.   -­‐ All  tastes  welcome   -­‐ Reading  is  your  oyster  or  the  library  is  your  oyster.   -­‐ A  library  with  a  cityscape  view   -­‐ Work,  play  and  relax.     -­‐ A  time  warp   -­‐ Grow  with  the  library     -­‐ Only  the  best  books  for  Birmingham  or     -­‐ A  space  for  everyone                                                        

 


Target  audiences     Young  boys  8-­‐10  with  particular  focus  on  those  from  deprived  backgrounds.       As   this   graph   shows   from   a   National   Statistics   study   girls   enjoy   reading   the   most,   much   more   so   than   boys.   The   library   could   help   to   change   this.   Birmingham   has   some  of  the  most  deprived  areas  in  the  country,  with  13  regions  of  the  city  ‘ranked   as  the  most  deprived  for  child  poverty’  (Library  of  Birmingham  Business  Case,  page   26).   As   a   result   of   the   negative   figures   regarding   young   boys   and   reading   the   library,   as   a   public   institute   needs   to   be   seen   to   be   helping   a   significant   disadvantaged   group.   My   research   has   also   found   that   32.4%   of   pupils   from   over   346   primary   schools   are   eligible   for   free   school   meals,   this   is   a   considerable   percentage   of   children  for  the  area.  This  does  suggest  that  if  parents  are  unable  to  provide  a  basic   need   such   as   food   because   of   poverty   then   skills   like   reading   also   could   be   lacking   hence  the  need  for  schools  and  the  library  to  work  together  to  target  the  problem.     http://www.findaschool.info/LA_map.php#!Birmingham        

 

                      Academics   studying   masters   and   PHD’s,   lecturers   and   Professors   from   Birmingham   City  University,  Aston  and  University  of  Birmingham.       Plus   could   also   aim   to   other   nearby   universities   such   as   University   of  Warwick   and   Coventry.   Being   based   in   a   city   with   so   many   universities   and   colleges,   the   library   needs  to  pursue  the  thousands  of  students  who  study  here  and  build  relationships   with  rising  scholars  and  the  universities  themselves.  There  are  over  65,000  students   in  the  city  at  the  different  institutions,  which  is  a  massive  potential  audience.  Could   become   mutually   beneficial   relationship   as   they   may   have   some   books/documents/journals/references/collections   that   are   of   interest   to   the   wider   public  and  library.     Teenagers  13-­‐18      It  is  widely  known  that  teenagers  of  this  generation  have  been  raised  alongside  the   growth  of  technology  and  the  decline  in  traditional  and  more  old-­‐fashioned  hobbies.      

 


An   MTV   Insights   study   into   ‘Millennials’   revealed   that   when   stressed   the   most   popular   outlet   people   seek   is   Television,   as   well   as   listening   to   music   and   playing   video  games  (The  Next  Normal:  Viacom).   http://www.beviacom.de/uuid/0e2cc267775941fcabcbfffd96517d50   Reading   didn’t   make   it   onto   the   short   list   of   most   popular   results   for   the   question   that  highlights  how  unfashionable  reading  has  become  to  13-­‐24  year  olds  and  how  it   is  important  for  the  library  to  play  its  part  in  making  it  popular  again.  Also  could  be   promoted  as  new  exterior  so  needs  youth  on  the  interior  too.       General  public   General  increase  in  getting  people  of  various  ages  from  numerous  cultures  who  live   in   Birmingham   to   attend   library.   Particular   focus   on   people   in   20s   and   30s.   People   who  use  technology  a  lot,  television  most  popular  leisure  activity  in  free-­‐time,  library   could  re-­‐introduce  reading  as  ‘cool  and  fun’  because  people  can  read  in  a  modern,   relaxing   and   interesting   space   (funky   seating).   Have   BFI   Mediatheque   so   could   get   fans  of  technology  and  films  to  access  the  library  to  see  that.      

               

                                     

 


Creative  Platform  and  Communications  Channels     Young  boys  aged  8-­‐10     What  can  the  library  do?   -­‐ Sample   of   20   schools   from   local   Birmingham   area,   particularly   those   from   severely   disadvantaged   areas   such   as   Handsworth   to   try   out   weekly   school   trips/visits   to   the   library.   These   trips   will   have   the   class’s   teachers   and   library   volunteers  on  hand  to  read  with  the  boys  and  help  them  to  understand  any   books.   -­‐ Creepiest  story  competition.  The  boys  are  set  the  challenge  to  write  a  creepy   story   for   example   on   spiders   and   other   insects;   whoever   has   the   creepiest   story  wins  a  trophy  and  a  brand  new  copy  of  their  favourite  book.       -­‐ Re-­‐creating   the   famous   Charlie   and   The   Chocolate   Factory   glass   lift   scene.   The   glass   lift   in   the   new   library   reminds   many   of   the   popular   film.   A   competition   between   the   schools   the   library   associates   with   could   run.   The   library’s   staff   and   schoolteachers   will   film   the   different   children   reenacting   the  scene,  whoever  is  most  creative  and  the  best  quality  wins.   -­‐ Create   world-­‐attempt   at   biggest   reading   den   that   would   be   made   up   of   various   sheets   and   cushions   and   be   a   comfy,   almost   concealed   area   where   kids  imaginations  can  go  wild  as  they  read  and  play.     -­‐ ‘Draw  Your  Story’  –  run  sessions  where  you  kids  get  to  draw  a  storyboard  or   just  a  simple  picture  of  their  favourite  book,  or  scene  to  help  them  connect   Literacy,  reading  and  art.  Every  month  have  a  different  theme  such  as  ‘Rhyme   Your   Story’,   ‘Act   Your   Story’,   ‘Dance   Your   Story’,   ‘Play   Your   Story’,   and   ‘Write   Your  Story’.  Will  run  for  a  six-­‐month  period  to  show  children  how  books  don’t   just  have  to  be  written  in  books.       Tactics   -­‐ Large   batch   email   sent   out   to   the   selected   20   schools   inviting   them   to   link   with  library  and  inform  them  about  school  trip  opportunities.  The  letter  can   then  be  forwarded  onto  parents.   -­‐ Print   50   flyers   advertising   creepiest   story   competition   sending   some   to   schools,   family   venues   such   as   Star   City,   play   centres,   Scouts   Clubs   etc.   Another   tactic   is   to   send   a   press   release   detailing   the   competition   to   10   print   outlets  and  10  online  blogs/forums  such  as  ‘Mum’s  Net’.   -­‐ Before   the   Charlie   and   The   Chocolate   Factory   competition   starts   gain   publicity   by   sending   a   press   release   to   local   newspapers,   magazines   and   online   blog/magazines.   Also   email   invites   to   schools.   After   the   competition   has  run  and  a  winner  is  announced  send  post-­‐press  release  out  to  same  print   and  online  publications  also  sending  it  to  local  broadcast  media  shows  such   as  West  Midlands  news  on  ITV  and  BBC.     -­‐ Biggest  ‘den’  world  record  attempt  will  be  promoted  by  posters,  print  50  and   place   them   at   strategic   locations   throughout   the   city   (schools,   children’s   stores,   play   centres).   Send   press   releases   to   5   local   print   media   outlets   and   5   national   print   media.   When   it   is   finished   and   first   revealed   send   another   press  release  to  local  TV  news  programmes  and  to  national  news  shows  (ITV      

 


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News,  BBC  News,  Channel  4).  Strong  social  media  campaign  too,  to  promote   the   attempt   on   Library’s   Twitter   and   Facebook   accounts   to   create   as   much   hype  as  possible.   Monthly   themed   sessions   that   bring   different   approaches   to   reading   and   books   such   as   ‘Draw   Your   Story’   and   ‘Act   Your   Story’.   Every   month   for   new   themed  sessions  email  newsletter  to  all  schools  in  the  area  detailing  what  the   sessions   will   consist   of   also   when   and   where   they   are   held   (One   held   fortnightly).   20   monthly   posters   will   be   put   up   around   the   city   in   places   where  children  and  parents  frequent.      

  Teenagers  13-­‐18     What  can  the  library  do?   -­‐ ‘Homework  Help  Club’  –  5  days  a  week  the  library  will  reserve  a  part  of  the   building   with   computers   from   4-­‐6   where   teenagers   can   go   and   study   with   two  volunteers  on  hand  to  help  with  any  queries.  The  club  will  also  provide   support  from  other  teenagers  as  it  enables  them  to  help  each  other  out  and   work  together.   -­‐ ‘Bringing   Back   Classics’   or   ‘Getting   In   Touch   With   Your   Classic   Side’   –   to   mark   Shakespeare’s  450th  birthday  in  April  2014.  The  library  can  run  acting  master   classes  for  teenagers  working  on  different  Shakespeare  plays.  A  different  play   will  be  the  theme  each  month  for  the  classes  (Romeo  &  Juliet,  Midsummer’s   Night   Dream,   Henry   V).   The   sessions   will   run   all   day   on   a   Saturday   for   example  where  actors  and  staff  from  the  REP  theatre  will  lead  the  teenagers,   teaching   them   how   to   act,   studying   the   plays   and   the   language.   A   staff   member  from  the  Shakespeare  memorial  room  will  run  part  of  the  day  where   attendees  look  into  the  educational  side  of  the  writer’s  work,  for  example  the   historical   relevance.   The   acting   classes   work   as   a   way   of   educating   teenagers   of  work  that  is  losing  precedence  in  youngster’s  lives  and  it  also  promotes  the   memorial   room.   On   the   actual   anniversary   of  Shakespeare’s   birthday   a   play   could   be   performed   at   the   adjoined   theatre   by   the   teenagers   that   have   been   attending  the  classes.   -­‐ Carrying   on   with   the   ‘Classics’   theme   a   book   club   will   be   run   weekly   where   teenagers   can   read   classic   books   such   as   those   by   Jane   Austen,   Charles   Dickens  and  Charlotte  Bronte.  They  can  discuss  the  classic  stories  as  well  as   those  that  are  modern  versions  of  the  originals  to  bring  back  the  classics  into   fashion.   -­‐ Working  with  a  local  music  studio  producer  and  team  for  when  the  Soundbox   Studios   open   in   Spring   of   2014,   music   students   from   10   secondary   schools   and  colleges  in  the  area  will  be  invited  for  a  day  every  week  to  make  music  in   the  libraries  studios.       Tactics:   -­‐ Homework  Club  –  Email  flyer’s  to  all  78  secondary  school  in  the  Birmingham   area   and   to   the   9   colleges   that   are   located   in   the   city.   They   will   then   be   forwarded   onto   students   via   email   and   put   up   around   schools/colleges.   Another   way   of   promoting   the   club   is   by   using   the   Library   of   Birmingham’s      

 


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-­‐

Facebook  and  Twitter  pages,  which  is  a  fun  and  interactive  method  of  getting   teenagers  attention  on  a  medium  that  they  regularly  use.     Classics  classes  and  classics  book  club  –  Newsletter  sent  out  to  100  secondary   schools   in   the   area.   Email   posters   with   details   of   the   classes   to   local   theatre/drama   groups,   schools,   and   local   cafes.   Again   social   media   will   play   a   big  part  in  promoting  this  aspect  of  the  campaign.     Letter   sent   to   10   schools/colleges   in   the   area   who   run   music   production   courses/lessons   for   their   students   who   then   will   send   out   the   letter   to   appropriate  students.  A  YouTube  video  could  also  be  produced  documenting   the   music   producer   and   others   using   the   studios   to   make   songs.   The   video   would   then   give   details   of   when   they   can   come   in   and   use   the   rooms   –   to   be   promoted  on  social  media  sites  such  as  Facebook  and  Twitter.    

  Academics  –  Undergraduates,  Post-­‐graduates,  PHD  and  Lecturers/Professors     What  can  the  library  do?   -­‐ ‘Academic  Day’  –  one  day  a  week  where  all  special  collections/books  will  be   open   to   students/lecturers   with   valid   student   card   instead   of   having   to   get   special  permission  before  being  able  to  access  the  contents.   -­‐ Guided   tours   of   library   with   particular   focus   on   academic,   archives   and   research   offered   to   university   students   for   a   two   month   period   in   September   and  October  so  they  can  familiarise  themselves  with  the  services  that  will  be   beneficial  to  their  work.     -­‐ ‘Research   Supporters’   –   train   or   provide   5   volunteers/workers   who   are   trained  in  researching  and  working  on  academic  work  to  help  students  with   dissertation  and  thesis  research.       Tactics:   -­‐ Press  release  sent  to  all  university  newspapers/magazines  and  radio  stations   in   the   Birmingham   area   (7   universities)   that   reveals   ‘Academic   Day’.   Also   print   14   posters   promoting   the   day   most   appropriate   or   easy   access   for   academics   to   use.   These   will   be   put   up   on   student   union   notice   boards   for   example.   -­‐ Newsletter   sent   to   all   local   universities   that   contains   details   of   ‘Academic   Day’,  the  guided  tours  and  the  ‘Research  Supporters’  service.  It  will  also  give   examples   of   certain   books/collections   that   may   be   of   interest   to   students   from  certain  subject  areas.   -­‐ Conference   held   in   the   library’s   studio   theatre   that   gives   details   about   the   new   service   to   assist   academics.   University   lecturers   and   students   to   be   invited  to  attend  by  email.  The  service  can  also  be  promoted  on  the  library’s   social  media  websites  as  well  as  notifying  universities  to  promote  it  on  their   Facebook  and  Twitter  pages  too.                

 


General  Public     What  can  the  library  do?   -­‐ The   balconies,   gardens   and   impressive   views   are   features   that   are   quite   distinctive   to   the   new   library   therefore   they   should   be   utilised   as   much   as   possible.  One  idea  is  to  run  a  competition  for  the  public  where  they  have  to   draw/paint   or   produce   any   other   artistic   creation   of   the   view   from   the   balconies.  Whoever’s  work  is  judged  the  best  will  have  their  work  on  display   in  the  gallery  of  the  REP  foyer  and  bar.     -­‐ A   section   in   the   secret   garden   can   be   for   public   gardening.   The   library   can   invite  the  public  to  contribute  to  gardening  in  the  specified  section  for  a  day   once  a  week.   -­‐ ‘Book   Hunt’   fun   activity   day   that   takes   place   on   a   monthly   basis   where   the   general  public  are  given  clues  and  a  map  of  the  library  and  have  to  work  out   what   the   book   is   and   hunt   for   it.   Different   books   would   be   hidden   for   different  age  groups.  Prize  available  for  winner.     -­‐ ‘Discover   Your   History’   –   running   from   January   to   April   the   library   will   hold   two   days   a   week   where   volunteers   and   historians   are   available   to   help   members   of   the   public   find   their   ancestors   using   special   collections   and   research  resources.     -­‐ ‘Putting   Your   Stamp   On   The   Library’,   this   activity   will   run   for   a   month   in   September   where   there   will   be   a   wall   in   the   building   that   is   protected   by   wood   or   another   white   material;   the   public   will   be   able   to   paint   or   stamp   their   handprints   and   names   on   it   for   example   to   give   the   library   a   more   community  feel.     Tactics:   -­‐ Press  release  distributed  to  all  local  print  papers  and  magazines  with  details   of  the  photo  competition  and  why  it  is  running.     -­‐ 50  Posters  with  details  of  the  public  gardening  section  can  be  put  up  in  the   library  itself,  in  the  garden,  in  other  government  buildings  in  the  city  also  in   local   supermarkets   and   cafes.   Also   informative   email/invitation   sent   out   to   local   elderly,   mental   health,   children’s   charities/organisations   as   gardening   has   proven   to   be   helpful   to   illnesses   such   as   mental   health   problems   and   is   a   good  way  to  get  older  people  out  of  their  houses  and  socialising.     -­‐ The   ‘Book   Hunt’   days   will   have   50   posters   distributed   with   the   details   for   each   month’s   hunt,   put   up   in   the   library,   local   schools,   community   centres,   and  churches.  It  will  also  be  promoted  on  all  the  social  media  sites  and  the   library’s  website.     -­‐ Press   release   sent   out   targeting   the   broadcast   media   such   as   local   news   programmes  angling  for  a  news  story  on  the  ‘Discover  Your  History’  season  to   promote   what   the   library   is   running   to   help   the   community   find   out   about   their   personal   histories.   A   separate   press   release   to   be   sent   out   to   local   print   media,   before   the   designated   days   begin   to   inform   the   public   about   the   opportunity.     -­‐ 100  flyers  for  the  ‘Stamp’  event  to  be  put  up  in  various  places  over  the  city   where   there   are   high   volumes   of   people.   Mainly   broadcast   radio   campaign      

 


for  this  so  a  press  release  will  be  sent  out  to  5  radio  stations  –  mainly  local   such  as  Absolute  and  Free  radio.  

  Discovery  Season       Tactics:   -­‐ Monthly   brochures   with   guide   to   Discovery   Season   events   for   each   month   (September-­‐  December)                                                                                    

 


Time  Schedule     August  2013   Young  boys  

w/c  5th  Aug  

w/c  12th    

w/c  19th     Research  schools   Email  20  schools    

w/c  26th    

Teenagers  

Details  put   together  and   finalised  for   ‘Homework   Club’.  

Flyer  designed   and  finished   ready  for   sending.  

Email  the  flyer  to   the  schools.  

Academics  

 

 

General  Public  

 

 

  September   w/c   2013   Sep  

2nd   w/c  9th    

in  most  deprived   to  organise   areas  of  B’ham   when  they  will   and  find  contact   visit.   details  for   selected  schools  

Young  boys   Trips  –  letter   First  lot  of   sent  out  to   parents   from   schools   when   children  are   back  from   summer.  

Teenagers  

   

Start  social   media   promotion   for  

schools   visiting   library.  Two   visit  am  and   two  pm   everyday   and  every   week  for   whole   school  year   (until  mid-­‐ July).   First  daily   homework   sessions   commence.  

Research  the   email  addresses   for  all  78   secondary   schools.   Press  release   written  for   ‘Academic  Day’,   acquire  quote   etc.     Design  flyer  for   ‘Stamp’  event   and  work  out   places  to  put   them  up.   Write  press   release  to  be   sent  to  radios   stations.  

Letter  wrote  for   parents  about   school  trips  to   the  library  and   emailed  to   schools.  

Put  together   distribution  list.  

Print  flyers  and   put  them  up   around  city.   Finish   distribution  list   and  email  press   release.   Book  Hunt   planning  begins.  

w/c  16th    

w/c  23rd    

w/c  30th    

Planning  begins  for   ‘Draw  Your  Story’.  

Details   finalised   for  ‘Draw   your  Story’   month.   Posters   designed.  

Posters  sent   to  printing.   Newsletter   written  with   details  of   ‘Your  Story’   theme  for   the  month.  

 

Start     working   with  REP   theatre  and  

 


‘Homework   Club’   Academics  

General   Public  

Send  press   release  out   about   ‘Academic   Day’.   Public   gardening   days   logistics  are   organised.   Posters   designed  for   first  month’s   book  hunt.   Stamp  wall   is  installed   and  all   materials   need  are   bought.   Press   release  for   stamp  event   sent  to   radios.    

 

Design   posters  for   ‘Academic   Day’.  

Print  posters  and   hand  out  to   universities.  

actors  to   organise   class  plans.    

First   ‘Academic   Day’  to  start   running   until  July.   Book  Hunt   Any   First  ‘Book   Design   Posters  sent   equipment/changes   Hunt’  event   posters  for   for  printing.   etc  needed  for   takes  place.   gardening   Online  social   gardening  days   events.     media   acquired.   Planning  for   promotion   Posters  put  up  for   next   of  event   book  hunt.   month’s   starts.   Book  hunt     begins.   Stamp  event     begins.   Stamp   event  ends.  

October  2013  

w/c  7th  Oct  

w/c  14th    

w/c  21st    

w/c  28th    

Young  boys  

Posters  put  up.   Newsletter   emailed  to  all   local  primary   schools  and   handed  out  to   children.  

First  event  of   ‘Draw  Your   Story’  on  a   Saturday   morning.  

Next  month’s   ‘Rhyme  Your   Story’  planning   begins.  

Teenagers  

Finalise  details   Write  up   for  classics   newsletter  to  be   classes  and  club.   sent  out  to   schools  about   classics  classes   and  club.  Create  

Second  monthly   event  of  ‘Draw   Your  Story’  held   on  Saturday   morning.   Details   completed  for   ‘Rhyme  Your   Story’.  Posters   updated.   Newsletter   written  for   schools.   Start  promoting   classics  on  social   networking  sites.  

   

 

Classics  –   newsletter  and   poster  emailed   to  relevant   people.  


Academics  

General  Public  

  November   2013  

poster  for  the   acting  classes  to   be  sent  out.     Finalise  details   of  newsletter   about  academic   services.   Send  gardening   Gardening   posters  to   posters  put  up   printing.   around   Posters  designed   Birmingham.     for  this  month’s   Email/invitation   Book  Hunt.   for  local   charities  drafted   for  gardening   days.   Posters  sent  for   printing  &  start   of  social  media   promo.    

Arrange  dates   Write   for  guided  tours.     newsletters.  

Email/invitation   for  charities  sent   out  about   gardening  days.     Posters  for  book   hunt  put  up.  

First  public   gardening   session  held.   This  month’s   book  hunt  takes   place.     Planning  begins   for  next  month’s   book  hunt.  

w/c  4th  Nov  

w/c  11th    

w/c  18th    

w/c  25th    

Young  boys  

New  posters   sent  to  printing   for  ‘Rhyme  Your   Story’.  Latest   monthly   newsletter   emailed  to   schools  and   handed  out.  

First  event  of   ‘Rhyme  Your   Story’  held  at   same  time  as   before.  

Dec’s  ‘Play  Your   Story’  planning   begins.  

Teenagers  

 

Second  session   of  ‘Rhyme’  held   –  Sat  am.     Details  ironed   out  for  ‘Play   Your  Story’.   Posters  updated   and  newsletter   written  for   schools.    

Academics   General  Public  

  December   2013      

First  classics  club     and  acting  class   to  take  place.   TBC  until  end  of   August.   Email  newsletter     Organise   to  7  universities.     academic   conference.   Posters  for  this   Posters  sent  for   Posters  put  up   month’s  book   printing,  social   for  book  hunt.   hunt  designed.     media   promotion   starts.  

w/c  2nd  Dec   w/c  9th    

w/c  16th    

 

w/c  23rd    

 

This  month’s   book  hunt  takes   place.  

w/c  30th    


Young  boys   This  month’s   First  session   ‘Your’   posters  sent   to  printing   and  latest   newsletter   emailed  and   distributed  in   schools.  

Teenagers    

Academics    

General   Public  

Planning   of  ‘Play  Your   begins  for   Story’   ‘Act  Your   Story’.    

Plan  music   production   sessions.  

Contact     music   producer   and  organise   schedule  of   sessions.   Invite  certain     Conference   uni’s,   for  academic   lecturers  and   services  of   students  to   ‘Research   conference.     Supporters’   Planning  for   Poster   Posters  sent   next  book   designed  for   to  printing,   hunt  begins.   current  book   social  media.   hunt.  

  January  2014  

Second   session  of   ‘Play  Your   Story’  held.   Details   sorted  for   latest  ‘Story’   and   newsletter   completed.    

Posters  printed   for  ‘Act  Your   Story’.   Newsletter   emailed  and   handed  out  at   schools.  

 

Start  hiring  and   training   staff/volunteers   as  ‘Research   Supporters’   This  month’s   book  hunt  held.   Planning  for   next  month’s   begins.  

 

Posters  put   up  around   Birmingham.  

w/c  6th  Jan  

w/c  13th    

w/c  20th    

w/c  27th    

Young  boys  

First  event  of   ‘Act  Your  Story’   –  Sat  am  again.  

Planning  for   ‘Dance  Your   Story’  begun.  

Second  event  of   ‘Act  Your  Story’.   Next  month’s   ‘Story’   newsletter   written.  

Teenagers  

 

Academics    

 

Launch  of  new     academic  service   –  ‘Research   Supporters’      

‘Dance  Your   Story’  posters   printed,   newsletter   emailed  and   handed  out  to   schools  &  kids.    

General  Public  

Organisation  of   view  artist   competition.     Poster  designed   for  book  hunt.  

  February  2014     w/c  3rd  Feb      

 

Book  hunt   posters  go  to   printing,  social   media  starts.  

Acquire  all   equipment   necessary  to   hold   competition.   Posters  go  up  in   B’ham.  

This  month’s   book  hunt  takes   place.  Planning   begins  for  next   months.    

w/c  10th    

w/c  17th    

w/c  24th    

 


Young  boys  

First  ‘Dance  Your   Planning  for   Story’  of  the   ‘Write  Your   month.   Story’  begins.  

Poster  and   newsletter   printed,  emailed   and  handed  out.   Press  release   emailed  out  to   relevant  outlets.  

 

Second  ‘Dance   Your  Story’  of   the  month.     Last  of  monthly   ‘Your  Story’   newsletters   written.   Press  release  for   biggest  den   event  written   and  distribution   list  completed.      

Teenagers  

 

Academics  

 

 

 

 

General  Public  

Write  press   release  and  put   together   distribution  list   for  scenic  comp.   Poster  for  book   hunt  designed.  

Email  press   release  to  local   media.   Poster  sent  to   printing  and   social  media   begins.  

Posters  put  up   Hold  first  day   advertising  book   where  people   hunt.   can   draw/paint/take   pictures.   Book  hunt  takes   place.  

  March  2014   w/c  3rd  Mar  

 

w/c  10th    

w/c  17th    

w/c  24th    

w/c  31st    

 

Second   ‘Write  Your   Story’.   Post-­‐press   release  for   biggest  den   written,   distribution   list  drawn  up.  

Post-­‐press   release   distributed   for  biggest   den  stunt.  

Plan  how   ‘Charlie  And   The   Chocolate   Factory’   competition   will  run  and   gather   necessary   equipment.  

Teenagers  

Monday:   World’s   biggest  den   unveiled  to   mark  6   month   anniversary   of  library   opening.   First  event  of   ‘Write  Your   Story’  held.    

 

 

 

 

Academics    

 

 

 

 

 

General   Public  

Second   Poster  is   opportunity   deigned  for   for   hunt.   competition   runners  to   work  on   masterpieces.   Planning   begins  for   next  book   hunt.  

Third   opportunity   for  balcony   comp.   Book  hunt   poster  sent   to  printing,   social  media   promotion.  

Posters  for   hunt  go  up  in   area.  

Fourth   opportunity.   This  month’s   book  hunt.   Planning   starts  for   next  month’s.  

Young  boys  

     

 


w/c  7th  April  

w/c  14th    

w/c  21st    

w/c  28th    

Email  schools   inviting  them  to   take  part  in   Charlie  lift   competition.   Start  promoting   Shakespeare   anniversary   performance.     Competition   deadline  for   pieces  of   Birmingham’s   skyline.   Poster’s   designed  for  this   month’s  book   hunt.  

Write  press   release  for   Charlie  school   competition  and   send  out.    

Spend  week   filming  the   scenes  with   different   schools.   Classics   performance.  

Post-­‐press   release  written   and  sent  out.  

  Poster  sent  to   printing  and   promotion  on   social  media   begins.  

  Work  to  be   judged  &  winner   decided.   Posters  for  hunt   are  put  up.  

  Winner   announced.   Event  for  book   hunt  takes  place.   Planning  for  next   month’s  begins.  

w/c  5th  May  

w/c  12th    

w/c  19th    

w/c  26th    

Young  boys  

Creepiest  Story   competition   planning.  

Creepiest  Story   competition   planning.  

Teenagers    

Plan  music   production   sessions.  

Contact  music   producer  and   organise   schedule  of   sessions.  

Academics    

 

 

Design  flyers  for   Research  best   the  competition.   places  to  put  up   flyers  and  hand   out  in  city  to   reach  audience   best.   Research  schools   Pre-­‐production   and  colleges   of  short   with  music   promotional   courses.   YouTube  video   for  the  music   sessions.      

General  Public  

Small  ceremony   held  for   displaying  of   winning  piece,   press  invited.     Poster  for  book   hunt  designed.   Discover  Your   History  season   planning  begins.    

Hunt  poster  sent   to  printing,   social  media   again.  

April  2014   Young  boys  

Teenagers    

Academics     General  Public  

    May  2014  

  June  2014      

w/c  2nd    

w/c  9th    

Posters  put  up  in   city.   Press  releases   for  two  different   media’s  written   with  distribution   lists  for  discover   your  history.  

w/c  16th      

w/c  23rd    

 

Book  Hunt  takes   place.   Press  releases   sent  out.  

w/c  30th    


Young  boys  

 

Teenagers  

Write  letter   and  collect   schools  &   colleges   contact   details.  

Academics    

 

 

General   Public  

Book  Hunt   planning  for   this  month   starts.    

Poster  is   designed  for   hunt.   Discover  Your   History   season   begins   running  until   end  of  Aug.  

  July  2014   Young  boys  

Press  release   for  Creepiest   Story  written   and   distribution   list  finished.   Send  letter   out  to   schools.   YouTube   video  filmed.  

 

Competition   for  Creepiest   Story   commences.    

Post-­‐ production   for  YouTube   video.   Letters  go   home  to   students.    

Start   promoting   video  and   sessions  on   social  media.  

First  Music   session  to  be   held,  carrying   on  until  the   end  of   August.    

 

 

Poster  sent   to  printing,   social  media   promotion   starts.  

Posters  put   up  for  hunt.  

This  month’s   book  hunt   goes  ahead.   Book  Hunt   planning   begins.  

w/c  21st    

w/c  28th    

First  round  of   Creepiest   competition   over.           Posters  designed   Posters  for  book   for  ‘Book  Hunt’.   hunt  sent  for   printing.  Online   social  media   advertising  of   event  starts.  

 

Second  round  of   competition.  

    Posters  put  up   for  Book  Hunt.  

    First  ‘Book  Hunt’   activity  held.   Next  month’s   book  hunt   planning  starts.  

w/c  4th    

w/c  11th    

w/c  18th    

w/c  25th    

Young  boys  

Winner  of   Creepiest  Story   announced.  

 

 

Teenagers  

 

Winner  has   small   congratulatory   ceremony  at   library.    

 

 

Academics    

 

 

 

 

General  Public  

Poster  designed   for  this  month’s  

Poster  sent  to   Posters  for  book   printing  as  social   hunt  put  up.  

Teenagers     Academics     General  Public  

  August  2014  

   

w/c  7th    

Press  release   emailed  out.    

w/c  14th    

 

 

Book  Hunt  event   takes  place.    


book  hunt.  

  Budget     Press   Releases  

media   promotion  of   event  begins.  

Discover  Your   History  season   comes  to  an   end.  

Posters    

Newsletters   Letters  

Materials,   Video   miscellaneous     Production  

£800  x  9  =  

£16  x  334=  

£80  x  7  =    

£2  x  10  =  

£200  +  £800  +   £5,500  x  1  =   £2,000   +   £1,000   +   £2,500  +  £600  

£7,200  

£5,344  

£560  

£20  

£7,100  

Invitations  

Staff  

Total  

My  Fee  

Total  with  my     fee  

£55  x  2  =  

£8hr   x   8hr   £42,474   day  x  52  =    

£50,474  

£92,  948  

 

£110   £16,640             Evaluation     Press  cuttings:  how  many  publications  managed  to  be  in.     Surveys  on  usefulness  of  new  services  and  opinion  of  library.   Focus  groups  with  each  target  audience  to  measure  effectiveness.                                          

 

   

 

£5,500  


Research   PEST:  Political:  The  political  situation  of  Birmingham  and  the  council  is  that  Labour   are  the  elected  party  in  the  2010  General  Election,  this  suggests  that  Birmingham  is   very  much  a  working  class  city.  In  terms  of  my  target  audience  it  also  helps  to  reveal   how   I   may   need   to   be   targeting   young   boys   from   working   class   families   the   most.   Economic  situation   of   target   audience:   looking   at   national   statistics   children   living   in   the  Birmingham  area  are  mostly  labeled  as  Most  Deprived  with  the  map  highlighting   that   there   are   many   children   who   most   likely   miss   out   on   a   great   amount   due   to   their  economic  status.     Social:     Topical:   Families   and   locals   of   Birmingham   are   said   to   have   not   been   wholly   supportive   of   the   £189   million   spent   on   the   new   library   in   times   of   recession.   This   could  put  off  parents  from  taking  their  children  to  visit  the  library.  Especially  those   who   may   have   had   benefit   cuts   and   maybe   can’t   read   or   write;   they   will   not   see   the   library  as  beneficial  to  little  boys.  

  How  can  I  reach  my  audience?   Posters  at  school,  on  kids  websites  such  as  CBBC,  adverts  on  TV,  billboards,  adverts   on   Public   Transport.   Letters/notices   brought   home.   Newspapers   and   magazines   (local),  kids  magazines.       Between  2005/06  and  2009/10  the  proportion  of  adults  aged  16  and  over  visiting  a   public   library   in   England   fell   from   48   per   cent   to   39  per  cent                

 


Library Of Birmingham: PR Campaign Proposal