Stellar Libraries - more bang for your buck

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Andy Ryan's presentation at 2012 CILIP PPRG Marketing Excellence Event, Birmingham.

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Stellar Libraries - more bang for your buck

  1. 1. more bang for your buck
  2. 2. Cityread London 2012• 1 book – Oliver Twist• 1 month• 33 London library services• 900+ events
  3. 3. Mission, Vision, ValuesMissionTo raise the profile of libraries in London, by helping them bringreading to life for London’s citizens, visitors and students.VisionBy 2015 Cityread London will become an internationally recognisedannual literature festival with libraries at its heart. Cityread will workwith partners to engage new and diverse audiences year on year.ValuesCityread London works collaboratively and openly with libraries andpartners. We value teamwork and inclusivity, and are innovative,creative and passionate in our approach.
  4. 4. Timeline2008 Initial discussions about a big city-wide read for London2009 First heard of Dickens 2012 (but year spent mostly onmaternity leave…)March 2010 London Libraries scoping meetingAugust 2010 London Libraries closedAugust 2010 – April 2011 project developmentApril 2011 presentation to heads of serviceAugust 2011 encouraged to submit ACE applicationOctober 2011 submitted Arts Council application (and hadbaby number two…)December 2011 Arts Council funding confirmedFebruary 2012 Cityread marketing activity startedApril 2012 Cityread London 2012 launched
  5. 5. The programmeCentral idea – bringing reading to lifeThree key strands allowed libraries to play totheir strengths: – Children & Family – Local history, family history, archives – Creating new workAll underpinned by a strong digital offer
  6. 6. Bringing reading to life• Free books for libraries as part of publishing partnership• All library reading groups encouraged to take part• Centrally funded ten one-man Dickens performances by actor Laurence Foster• Hosted tea and Dickens readings in Queen Victoria’s bedroom, Kensington Palace• Threw a very Victorian dinner party in the heart of Artful Dodger’s Clerkenwell
  7. 7. Children & Family• All boroughs had a programme of children’s events - reworked Easter craft sessions/tagged existing events – eg Victorian rhyme times• Cityread funding covered the Dodgy Dickens Family Day at V&A Museum of Childhood• Free cinema screenings• Comic workshops & hip hop Dickens workshops were centrally funded• Printed resource
  8. 8. Gruel Lady,Dodgy Dickens Family Day
  9. 9. Local history & archives• All boroughs ran at least one local history event, some hosted walks and pub crawls• Some ran family history workshops – Discover your Victorian Ancestors• Birkbeck lectures• Claire Tomalin author event• Dickens’ London Trails app
  10. 10. New writing• Young Writer in Residence at The Charles Dickens Museum• Birkbeck workshop• Hip hop Dickens• Twisted London comic workshops• Children’s short story competitions
  11. 11. Cityread Digital• Website www.cityreadlondon.org.uk• Facebook www.facebook.com/cityreadlondon• Online book group led by Dr Holly Furneaux• Twitter @cityreadlondon• Cityread blogger Aoife Mannix• Dickens London Trails app
  12. 12. Cityread Marketing• Leaflets• Posters• Launch at St Pancras International• Window displays at Foyles bookshops• Hip hop Dickens part of World Book Night programme at Southbank Centre• MP mailshot• Radisson Edwardian partnership• PR campaign
  13. 13. Our audience• Wanted to appeal to as wide an audience as possible• Identified some key groups within that spectrum – Children and young people – Prisons – Developed translation packs with the Asian Librarians Advisory Group (ALAG) – Encouraged libraries to work on a local level
  14. 14. The ones that got away…
  15. 15. Proposed first instalment of Twist graphicnovel serialisation for the Evening Standard
  16. 16. Cityread 2012 Finance• £400 contribution per borough = £13,200• £86,000 Arts Council funding for 2012/13• £1,500 contribution – Oliver! The Musical• Final budget £231,000 (in cash and in kind)• Average return £7,000 per borough
  17. 17. Cityread 2012 Finance• £400 contribution• 20 x free books = £160• Design, print & delivery of marketing material = £150• 3 x places at marketing training = £180• 1 x Cityread event = £200• £690 return
  18. 18. Cityread 2012 – how we did it• Build it and they will come• Amazing steering group and ALCL support• Arts Council funding• Staff training essential• Face-to-face meetings• Following up every lead• Shameless self-promotion• Spent big on marketing and PR• Talk to EVERYONE – you’ll be surprised what happens…
  19. 19. Must try harder…• No editorial coverage or TV• Failed to secure other funding/sponsor• Belated start to evaluation• Confusion between Dickens 2012 & Cityread brands• Communication through all levels of staff
  20. 20. What makes it all worthwhile “I saw all the programmes and adverts about Charles Dickens on the BBC but now I understand what this is all about”Verbal feedback from the Urdu event at Ealing Road Library (Brent)
  21. 21. Cityread London 2013 Project Team
  22. 22. Cityread London 2013 Partners
  23. 23. Thank youAndy Ryan, Director andy.ryan@stellarlibraries.co.ukStellar Libraries CIC 07787 43121927 Rokeby Road Facebook/stellarlibraries Twitter @stellarlibraryLondon SE4 1DE

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