who are you and how do you make me feel? how we are developing audiences at the john rylands...

“Who are you and how do you make me feel?”

Identity and relevance at The John Rylands Library, The University of Manchester Library

Yvette Jeal, Engagement ManagerLaura Jewkes, Marketing and Communications Officer

Identity – How would your audience describe you?

• Putting the collections, building & visitors at the heart

• Connecting people

• Encourage discovery

Our vision

Audiences: do you understand yours?

Identifying audiences – our approach

Postcode and profiling survey

Segmentation

Ansoff Matrix

Strategic overview of audiences

Identify audience profiles

Growth strategy

Our audiences – profiles

Experience Seekers Commuterland Culturebuffs

Metroculturals

Interpretation

Do you know how your

audiences feel about you? Is

that important?

• What do you want the audience to take away? Message? Feeling? Perspective? Knowledge?

• What key message do we need to communicate? Linked to our vision.

What is an incunable?

Our character and style

• To be welcoming, engaging and inclusive

• To NOT be elitist, predictable and overwhelming

• Key messages – working library, fuelling today’s research, unique space with a world-wide reach

• Our language is friendly, inviting and empowering. Visitors to join us as we share expert information

What is your character?

Activities that will change and are changing

• Exhibitions• Programming• Saying no• Saying yes• Relationships• Partnerships• Marketing• Signage• Events• Team culture• Welcome• On-gallery support

How do your activities reflect your character?

Neon Sonnets

Impact and relevance

‘A mindful experience – you really are aware of your surroundings and in themoment rather than thinking about what’s for dinner.’

Challenges

• What is your identity?• Who are your audiences? Do you have a target

audience?• Do you know their characteristics?• Do you know how they feel about you?• What is your character?• How do your activities reflect your character?• Do you know your impact and relevance?• How do you tell those stories?

Questions