#whatsyourstory Marketing Campaign by Alison Millar
•Download as PPT, PDF•
0 likes•448 views
The #whatsyourstory marketing campaign was launched by Leeds Library and Information Service in June 2015 to engage new and existing customers. The campaign objectives were to raise awareness of the library service, increase e-loans and app downloads, and change perceptions of what libraries offer. It featured real people telling their personal stories about how Leeds Libraries positively impacted their lives through various media. Initial results found 20 media placements, 365 social media interactions, and over 120 shares of two blog posts promoting the campaign.
Recommended
Recommended
More Related Content
What's hot
What's hot (17)
Viewers also liked
Viewers also liked (7)
Similar to #whatsyourstory Marketing Campaign by Alison Millar
Similar to #whatsyourstory Marketing Campaign by Alison Millar (20)
More from CILIP PPRG
More from CILIP PPRG (20)
Recently uploaded
Recently uploaded (20)
#whatsyourstory Marketing Campaign by Alison Millar
- 1. #whatsyourstory Marketing Campaign Alison Millar Reader and Culture Development Manager Leeds Library and Information Service
- 2. Overall objectives To engage new and existing customers through targeted communications, which raise awareness of libraries in Leeds, develop brand recognition, change perceptions of what libraries can offer. Campaign objectives • To raise awareness of the library service to new audiences • To raise awareness of the library service to our own LCC internal audience • To increase the number of e-loans • To increase the number of app downloads
- 3. • The #whatsyourstory campaign was launched in late June 2015. • Designed to be fun and appealing to adults living in Leeds to inspire them to engage with the library service. • The campaign features real people telling their personal stories about the positive impact Leeds Libraries has had on their lives. • A maximum budget of £10k was allocated to the initial stages of this campaign. This included concept, design and plan execution. • Lamppost banners, a billboard, press and TV coverage, a website, blog posts and print flyers all accompanied a comprehensive social media campaign.
- 4. Meet Ma
- 5. Meet Wayne
- 6. Headline statistics • 20 pieces of media coverage have been secured during launch • Media coverage included broadcast with Made in Leeds TV • Launch tweet generated 23 interactions • Tweets about Ma’s billboard generated 82 interactions • Facebook activity generated over 150 interactions with a reach of over 47,000 • A total of 365 social interactions have been documented for #whatsyourstory activity so far (RT’s/favourites/likes/shares/ comments) • The two #whatsyourstory Leeds Reads blog posts received 120 shares in total
- 8. Highlights
- 9. Meet Bill
- 10. Meet Jean
- 11. What’s Next? Full-time mum Kim Wood, from Oakwood, moved to Leeds six years ago. With her husband working long hours and a new baby to look after, Kim felt isolated when she first moved to Leeds. The library has proved a real lifeline for her and her three daughters. Kim loves the variety of events happening at her local library and the chance to meet other parents and have some grown-up conversations! From storytimes to tea parties to food festivals, there’s always something fun going on that she can bring the family to. Meet Kim?
- 12. Molly is 90 years old and lives alone in Bramley since her husband died. Only this year her health has meant she’s unable to walk the mile uphill to Bramley library. She learnt how to use a laptop several years ago but hardly used it. She quickly took to the iPad and used it for reading eBooks, playing solitaire, searching the internet and watching iPlayer. Her favourite thing was using FaceTime to speak to her granddaughter in Australia. Meet Molly?
Editor's Notes
- Main Goals for Campaign Overcome perceptions of the public, ensure there is seamless working between all libraries within Leeds Increase the usage of libraries, book issues, and also to increase general awareness of libraries Encourage the usage of books, Ebooks and IT facilities The public to gain an understanding of all Leeds Libraries offerings Address misconceptions the public may hold Reach non- users in a fun and engaging manner Make the libraries brand well known, and communicate with visitors in between visits to keep the public returning to libraries
- There was a real benefit for us in working with our internal council marketing team. They could really help us stretch our budget. They could identify under utilised council billboards and lamppost banners and were able to get a much reduced price for us to use them. We also worked in partnership with an external brand marketing company in Leeds, called Clearsilver. Clearsilver were delighted to be working with us, saying that normally they were starting from a much better position then they were normally as libraries themselves were such a good brand and well loved by the public – they were just building on that perception. Clearsilver were also able to offer social media training to us, to maximise the campaign through our library social media channels.
- When we were looking for the right person to launch our campaign Ma was an obvious choice. Ma had a tough childhood. Growing up with limited prospects, he always dreamed of something bigger. After a particularly bad day, Ma found himself walking past Leeds Central Library, where Jamie from Studio12 was handing out flyers. Attracted to Studio12’s free music production studio, Ma began to visit. He finally had a place to be himself, and do what he loved. Ma went from strength-to-strength, and now with a strong support network behind him in the form of Leeds Libraries and Studio12 – he has set up his own YouTube channel, BigOnRoadTV, that promotes the talents of local up-and-coming music stars. As this grew, so did his passion for music, and he developed BigOnRoad to form his own record label under the same name. Studio12 is an audio-visual media facility within our Central Library that provides FREE access to a production studio, training, accredited qualifications and an Industry Panel of creative professionals working in design, music, video and media arts. It is specifically for people aged 16 – 30 who are living in Leeds, with priority given to people not in education and employment. Ma’s story was brilliant in challenging the older perceptions of libraries and to highlight the technology that we can offer.
- Wayne had always been interested in his family history, but never had the computer skills to be able to access online archives, and didn’t realise how close the facilities for learning these skills are, right here in Leeds. Wayne enquired about the facilities available at Morley library, picking up information about basic computer tuition. From this, he found out about the Leeds Local and Family History library, based at Leeds Central Library. Wayne soon became a regular. Through these visits Wayne was able to trace his family tree back and made a ground-breaking discovery. He found that he was related to local war hero Arthur Louis Aaron, the only person in Leeds to win a Victoria Cross for his bravery in World War Two.
- These initial interactions were in the first couple of months after the launch of the campaign – and only include the first stage of the campaign with Ma and Wayne – the results are higher now. The stories gave us a much better ‘in’ to the media – and we had more success with newspapers than we have ever had. The stories also really seemed to capture peoples imaginations on social medi and we had a great deal of interactions through the project, which I will show in a bit more detail later on.
- These are images of some of the press coverage that we received. Here you can see articles about both Wayne and Ma, as well as an interview with our then Head of service.
- The interest in the project also gave us more to tweet about, and also helped with advocacy for the library service within the council. The lowest tweet shows Councillor Debra Coupar, Executive Member for Communities in Leeds, being interviewed for TV in our Local and Family History library.
- 72-year-old Bill Hyland, from Oakwood, invented his 4-in-1 de-burring tool for plastic pipes way back in 1976, but didn’t have the time or resources to put it into production until after he retired, he went to an exhibition at the Central Library. The library team put him in touch with Leeds Business & IP Centre. He then spent the next few years, using the library service to research the background of an invention and how to put the plan into action. Seven years on, Bill’s device, the Burrfect, is on the market and selling well. Proof that you’re never too old to start something new. Without Leeds Libraries, Bill said that he wouldn’t have known where to start. The Inventor’s Group helped him from beginning to end.
- Grandmother Jean Murgatroyd, from Armley, wanted to expand her social circle. So she joined the ‘knit-and-natter’ group that meets at her local library. She went on to learn how to knit and every week, Jean and her friends spend a happy afternoon knitting, chatting and relaxing over a cup of tea and a biscuit (or two). Although Jean admits she gets her stitches back-to-front sometimes, it’s a highlight of her week – and she’s always got a homemade gift for her beloved grandchildren. Whilst her husband has been poorly, Jean finds the library a great place to ‘be around friends’ as it takes her mind off things and she always feels welcome.
- Whats your story has changed the way that we think about things in Leeds. Rather than constantly reviewing our statistics, we are still doing the same excellent work, but our librarians are now constantly looking for ‘stories’ that they can tell to emphasise their great work. We have changed the format or our management and team meetings so that rather than lengthy reports about what teams are doing across the city, we tell each other stories, that include quotes and