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
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.
• • • •
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
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
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 19th Research schools Email 20 schools
Details put together and finalised for ‘Homework Club’.
Flyer designed and finished ready for sending.
Email the flyer to the schools.
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.
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.
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
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.
w/c 7th Oct
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.
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.
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
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.
Second session of ‘Rhyme’ held – Sat am. Details ironed out for ‘Play Your Story’. Posters updated and newsletter written for schools.
Academics General Public
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
This month’s book hunt takes place.
Young boys This month’s First session ‘Your’ posters sent to printing and latest newsletter emailed and distributed in schools.
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.
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
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.
Launch of new academic service – ‘Research Supporters’
‘Dance Your Story’ posters printed, newsletter emailed and handed out to schools & kids.
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.
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.
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
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.
Monday: World’s biggest den unveiled to mark 6 month anniversary of library opening. First event of ‘Write Your Story’ held.
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.
w/c 7th April
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
Creepiest Story competition planning.
Creepiest Story competition planning.
Plan music production sessions.
Contact music producer and organise schedule of sessions.
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.
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
Academics General Public
Posters put up in city. Press releases for two different media’s written with distribution lists for discover your history.
Book Hunt takes place. Press releases sent out.
Write letter and collect schools & colleges contact details.
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.
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.
Winner of Creepiest Story announced.
Winner has small congratulatory ceremony at library.
Poster designed for this month’s
Poster sent to Posters for book printing as social hunt put up.
Teenagers Academics General Public
Press release emailed out.
Book Hunt event takes place.
Budget Press Releases
media promotion of event begins.
Discover Your History season comes to an end.
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
Total with my fee
£55 x 2 =
£8hr x 8hr £42,474 day x 52 =
£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.
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