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Melbourne Library Service: Marketing and promoting a capital city library service
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Melbourne Library Service
- Background- Snapshot of Melbourne Library Service- Library identity- Our purpose- Anchor points- Sustainability- Technology- People- Partnerships- Collateral- Coming up- Finito
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Click to edit Master subtitle styleBACKGROUND
• Yarra Melbourne Regional Library Corporation 1997-2007
• City Library Joint Venture 2004-2007
• Melbourne Library Service March 2007-
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Click to edit Master subtitle styleSNAPSHOT
• Five service points– City Library– North Melbourne Library– East Melbourne Library & Community Centre– Hub@Docklands Access point– www.mebournelibraryservice.com.au
• 47 EFT (65 people)• $6.5 million operating budget
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Click to edit Master subtitle styleSNAPSHOT
• Usage 2009-10– 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 204.5 hours per week.
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Click to edit Master subtitle styleIDENTITY
Many things to many people:– A place– A virtual world– A space– A partner– A source– A facilitator
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Click to edit Master subtitle styleIDENTITY
• 70% non-resident usage• 17-35 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
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Melbourne Library Service is not
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Click to edit Master subtitle stylePURPOSE
• Melbourne’s gateway to your past present and future– Access and opportunity– Reading and literacy – Information and information literacy– Creativity
• Melbourne Library Service Strategic Plan 2008-2018 http://www.melbourne.vic.gov.au/MelbourneLibraryService/aboutus/Documents/MLS_Strategy.pdf
Click to edit Master title style
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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
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Click to edit Master subtitle stylePURPOSE
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
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Click to edit Master subtitle styleANCHOR POINTS
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Click to edit Master subtitle styleANCHOR POINTS
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Click to edit Master subtitle styleSUSTAINABILITY
• 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
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• 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
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Click to edit Master subtitle styleTECHNOLOGY
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Click to edit Master subtitle styleTECHNOLOGY
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Click to edit Master subtitle styleTECHNOLOGY
Click to edit Master title style
Click to edit Master subtitle styleTECHNOLOGY
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Click to edit Master subtitle styleTECHNOLOGY
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Click to edit Master subtitle styleTECHNOLOGY
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Click to edit Master subtitle stylePEOPLE
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Click to edit Master subtitle stylePEOPLE
• From transaction to conversation• Library staff and library customers
– The best marketing tool for any library service http://www.publiclibrariesonline.org/magazines/featured-articles/targeted-marketing-utilizing-and-engaging-library-staff-0
– Frontline reader development
http://www.openingthebook.com/library-training/
• The 80/20 principle• The 20/80 principle
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Click to edit Master subtitle stylePARTNERSHIPS
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Click to edit Master subtitle styleCOLLATERAL
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Click to edit Master subtitle styleCOMING UP
• International student library needs research
• Southbank Library opens May 2012• Docklands Library decision pending• FRED son of Oi!• My Live Search• Discovery layer
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Click to edit Master subtitle styleFINAL WORDS
• Keep focussed• Take risks• Be responsive• Steal from others• Enjoy what you do.
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THANK YOU