Internal presentation for CILIP looking at the brand positioning of libraries for younger/aspirational consumers and older 'supporters'

1. Connecting with public library users
Concept for CILIP messaging/visual identity & campaigns
February 2018

2. Comprehensive research into public
attitudes to and perceptions of public
libraries in all jurisdictions of the UK
commissioned by Carnegie UK Trust

3. There are significantly more public
library supporters than active users.
More people believe in the social and
‘utility value’ of libraries than use
them personally.

4. Women are both more likely to be library users
at all and more likely to be frequent library
users than men in all jurisdictions.
Women are also more likely than men to say that
public libraries are important to the community
and to them personally.

5. 15-24 year olds top all age groups for
library use in the UK.
People aged 55+ are less likely to use
the library than any other age group
(but are more likely to say they’re
important for other people).
15-24 year olds are less likely to say
that libraries are important for
communities than any other age
group.

6. People in socio-economic group ABC1
significantly more likely to use the
library than those in C2DE, except in
Scotland.
However, use of libraries is declining
fastest among ABC1 since 2011.

7. Readers are more likely to use
libraries, but not all library users are
readers.
21-30% of people who rarely or never
read books say they use the library

8. Meet the new public library user….
Aged between
15-24
Relatively
affluent
Likely to be
female
Relatively
well-educated
Digitally-literate
Motivated by
personal benefit
With kids
Not working or
working part-time

9. What does the new public library user want…?
(Findings ranked according to improvements most likely to drive increased use)
Improvement %
Better information on what library services offer 56
Offering more events 53
Providing access to other Council services 53
A café or coffee shop 53
Improved range and quality of books 49
Being able to reserve books online 48
Improving the IT facilities 43
Longer opening hours 43
Access library services from other locations 42
Maker activities 38
Mobile services 33

10. Meet the public library supporter….
Aged over 55
Relatively
affluent
Likely to be
female
Relatively
well-educated
Digitally-literate
Motivated by
community
benefit
No kids at home
Either retired or
not working

11. Never use
Use all the time
Love
libraries
Hate
libraries
Library lovers
Already love what we do, so
need to be engaged, but not
actively targeted
Busy bees
Already love what we do, but
time-poor. Need to focus on
convenience and availability
24/7 (incl. online)
HatersAlways happy to welcome
them back, but we won’t waste
effort targeting or engaging
with them
Critics
Use libraries because they have
to, but hate the experience.
Focus on meeting their needs
through UX & convenience

12. Never use
Use all the time
Love
libraries
Hate
libraries
Ignore
Refresh
perceptions
Trigger repeat
use
Build
relationships

13. What do we know about our target demographic?*
Safety & security
Consumer confidence & spending continue to rise, but the aftermath of the
recession has left younger audiences making more considered consumer choices
Health & wellbeing
Young consumers are more likely to be actively engaged in their health and
wellbeing. Evidence suggests they want to moderate social media use and avoid
unhealthy behaviours like drinking and smoking
Technology
Young people have invested in their homes and upgraded their technology as it has
become more accessible in price. Technology has also changed the way that
consumers socialise, as more people use social media to catch up.
Cult of the Individual
Young people want new experiences and begin to value these in a higher regard
than products themselves. Social currency is created through peoples’ knowledge
and experience of all things new. Consumers seek products which are personalised
to them and express their individuality.
* Source: Carlsberg Consumer Insight (2016)
Social media
The average young person has 5 social media accounts and spends 1 hour and 40
minutes browsing these every day. Younger audiences now more likely to consume
video via YouTube than TV

23. • Aspirational
• Professional
• Confident
• Design-led
• Cross-platform
• Experience-based
• Backed by delivery
• Consistent
• About people, not politics
Our approach needs to be:

24. Our visual language and editorial focus must be consumer-driven
Discover
unique
experiences
The books
you love
Be with
friends
Great
customer
service
A place to
work & get
online
A place to
unwind &
recharge

25. “A place to unwind and recharge”
Using imagery and language which
convey a sense of:
• Peace, calm and serenity
• Wellbeing
• Time well spent
• Time spent being yourself

26. “The books you love”
Using imagery which connects to:
• The love of books and reading
• Reading for pleasure
• The book as an object
• A diverse and dynamic publishing sector

27. “Great customer service”
Using imagery which conveys a sense of:
• Friendly, welcoming staff
• A hospitable, safe environment
• Customer satisfaction
• Smiling and eye-contact

28. “A place to work and get online”
Using imagery which shows:
• Modern, flexible workspaces
• People using technology & wifi
• Successful enterprise

29. “Be with friends”
Using imagery and language which show the
customer that people like them use libraries:
• Young, diverse users
• Fashionable, tech-savvy users
• People socialising in the library
• Politically-engaged people
• Part of an overall aspirational lifestyle

30. “Discover unique experiences”
Using imagery and language which shows
people doing unexpected things in the
library space:
• Good coffee
• Gaming
• Civic action/public meetings
• Makerspaces
• Performance

31. What does this mean for CILIP?
We need to embrace a new, more confident and vibrant visual language across all of
our strategic priorities:
• Advocacy
• Member services
• Workforce development
• Standards and innovation
• Governance

32. Advocacy
Helping our stakeholders refresh their thinking about the sector
• Visualise the new library user
• Show young people using libraries
• Highlight beautiful design
• Be proud of business success
• Use facts & figures to “tell the new
story” about libraries
• Avoid “virtue signalling”
• Move away from the “deficit model
of library use”

33. Advocacy
Use our touchpoints to convey the message
• Libraries Week
• Annual Library & Information Awards
• Carnegie Greenaway Awards
• Posters & social media cards
• Media messaging
• A collection of ‘hero’ images & template slide deck
• Print collateral to support face-to-face meetings
• 5-6 ‘headline facts’ which tell the new story

34. Libraries Week
Key into:
• Books
• Reading
• Lifestyle
• Celebrity
• Wellbeing
• Libraries
• Humour
• Online media/video

35. Libraries Week – possible activities
• “Get Britain Reading” – celebrity-endorsed campaign
• “The Great British Bookface” – competition to find the UK’s best bookface photo
• “Books that changed my life” – vloggers & librarians recommending life-changing books
• Tie-in with BBC Editorial/celebrity champions
• Tie-in with National Literacy Trust & the Reading Agency
• Author/library videos – how to become an author

36. A new professional association
for a new generation of
Librarians and Information
Professionals
www.cilip.org.uk/join