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Kate hall words_on_the_street

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PPRG marketing excellence event

PPRG marketing excellence event

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  • Author Events in Leicestershire INTRODUCTION The concepts behind the re-branding of Author Events in Leicestershire (previously named ‘PageTurner’) were discussed after it was established that a small programme of author events would be running in the spring of 2011. This follows the successful event with Peter Robinson at Wigston Library in August 2010 (over 130 people attending) and the gathering interest of a forthcoming visit of Gervase Phinn. The intention is to have one event in each major library during 2011 - aiming to bring authors and readers together, to boost the standing of the libraries in their communities and to cement our relationships with publishers. Crime writer Sophie Hannah is potentially lined up for February/March 2011. There was a strong need to re-establish the profile of Author Events as the old ‘PageTurner’ branding was no longer being used and was regarded as ‘old-fashioned’ and ‘dull’. The request was to produce a catchy brand name, publicity for events, so that a recognisable style could be established, an identity that people would start to associate with Leicestershire Author Events .
  • Using a generic feel to the template artwork – but incorporating those elements that would best represent the varied genres of fiction
  • TITLE From the single key word associations it was arrived at: WORDS ON THE STREET as the title. Criteria - it needed to be memorable, readable, meaningful and simple also something that had not been over-used or already had copyright. The key word being: WORDS and the associated connection on the STREET giving the title that local feel that was modern but effective. It would appeal to the audiences it was aimed at. The additional option to incorporate addition key word elements to reinforce what it is all about: Reading: Books: Writing: Author
  • Words, Typefaces, Icons to be established by the input from Creative Services. Images Additional strong images that would cover the variety of genres of fiction, (e.g. Heart for romance, Castle for history, Handcuffs for Crime, ) Use of Typefaces and Fonts with specific words that represent different genres of fiction could also be considered so there is a written, typed representation, as well as images. Logos Consider all relevant logos ( Your Library, LCC) Colourways & Fonts Consider current Library branding and establish the new look with attractive, bright colours and strong fonts.
  • Transcript

    • 1. Words on the street Kate Hall (Marketing), John Martin (Development librarian, Library Service), Claire Pegg (Creative Services) Alex Scoppie (Media Team) Internal Comms Team
    • 2. Author Events in Leicestershire
      • Small programme of Author events planned for Spring 2011
      • Re-branding needed for Author Events in Leicestershire (previously named ‘PageTurner’ now outdated)
      • Historically – small numbers attended, limited publicity & awareness.
      • Long period of no authors until August 2010.
      • Capture and capitalise on audience demand after long absence of visits and grow the audience.
      • Budget allocated from Library Service – plus partnership agreement with the publishers and Authors
      • Lead designer – Claire – worked with department to re-design and deliver strong recognisable brand that would fit all Genres
    • 3. Literature out-dated
    • 4. Audience: Aims : Objectives
      • Aimed at individuals interested in meeting a visiting an author at L.C.C. sites – (Libraries, museums, schools and community venues). Target audience : adults and children.
      • Design a new look brand that fits the audience, an identity of its’ own with a new name, look and approach.
      • Images and Icons - using the current library branding as a guide and starting point.
      • Identifying different genres: e.g. crime, history romance.
      • Establish a webpage on the LCC website
      • Create support Resources for Library Staff on CIS
      • Increase visitor numbers to Author Events
    • 5. Mind mapping – ‘brain storming’
      • CONCEPT: ESTABLISH an AUTHOR PUBLICITY BRANDING
      • Words and titles
      • Wording
      • Single KEY word association
      • By the Book BOOK
      • Fully Booked PAGE
      • Booked Up CHAPTER
      • PageTurner END/ JACKET
      • Write On WORDS
      • Read On LETTER
      • Read all about it A-Z or INDEX
    • 6.  
    • 7.  
    • 8.  
    • 9.  
    • 10.  
    • 11.  
    • 12.  
    • 13. Support resources for Library staff
    • 14. Front web page coverage – WORLD BOOK DAY
    • 15. Employee News
    • 16. Thisisleicestershire.com
    • 17. Media
    • 18. Meet the experts
    • 19. Cost savings
      •  
      • Detail Distribution/cover
      • Previous cost of A5 PageTurner publicity £ 450 100 sites
      • From Spring 2011 –
      • Words on the Street A4/A3 posters £69.65 250 sites
      • CIS-Library Support Resources nil cost Library staff
      • Media coverage nil cost coalville times
      • Event feedback:
      • RJ Ellory – 5 March 45 attendees £ 67.50 (@ £1.50 a ticket)
      • Linda Page – 16 March 48 attendees £ 120.00 (@ £2.50 a ticket)
      • Glyn Iliffe – 17 March 20 attendees £ 40.00 (@ £2 a ticket)
      • Medieval Murderers – 23 March 33 attendees £ 66.00 (@ £2 a ticket)
      • Alison Weir – 24 March 70 attendees £ 210 (@ £3 a ticket)
      • Michael Wood – 30 March 101 attendees £252.50 (@ £2.50 a ticket)
      • Stephen Booth – 12 April 64 attendees £160 (@ £2.50 a ticket)
    • 20. Achievements/results
      • Aimed at individuals interested in visiting an author at L.C.C. sites – (Libraries, museums, schools and community venues). Target audience : adults and children.
      • Design a new look brand that fits the audience, an identity of its’ own with a new name, look and approach.
      • Images and Icons - using the current library branding as a guide and starting point.
      • Identifying different genres: e.g. crime, history romance.
      • Establish a webpage on the LCC website
      • Support Resources for Library Staff on CIS
      • Increase visitor numbers to Author Events
      www.leics.gov.uk/wordsonthestreet
    • 21.
      • Thank you

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