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Amanda Matheson, Events and Programming Officer
Aberdeen City Libraries
Prior to 2014
Events and Programming Officer role
Current marketing activity
How it all Began
• Wild in Art
• Wild Dolphins Trail
• Partner Charities
• Sponsorship
The Dolphin Trail
Aims & Objectives
Increase visitor figures by 5% in participating libraries
Encourage at least 250 children to visit five libraries
Encourage 50 participants to visit all ten libraries on
the trail
Increase children’s membership registrations by 5%
Promotional
Strategies
Advertising
Raring 2 Go Magazine
Audience: Parents of schoolchildren,
families, teachers
Cost: £364.50
Digital Screens
Audience: Aberdeen City Council
customers and employees
Cost: Free
Online Promotion
 Social Media
 Event Listings
 Aberdeen City
Libraries
website
 Wild Dolphins
App
Direct Marketing
Newsletters
Community Radio
Local Press
Press
Promotional Material
Maps
Commemorative Postcard
Commemorative Booklet
Trail Leaflets
Stamp Cards
Goodie Bags
Dolphin Madness!
OUTCOMES
Aims
5% increase compared
to 2013
250 children visiting 5
libraries
5% rise in children’s
memberships
Outcomes
29% increase compared
to 2013
1250 children visiting 5
libraries
18% rise in children’s
memberships
Visits
Participants
Members
Visitors & Members
29% increase in visitors
Nearly 2500 new members
Libraries each received 15-48% more visits than
2013
Children’s Workshops
Purpose: To raise awareness of the environmental and conservation
issues relating to whales and dolphins
Aim: Minimum attendance figures of 10 at each workshop
Result:
•229 children and 144 adults attended 11 events in total
•Highest attendance: Central Children’s Library (50)
•Lowest attendance: Kincorth Library (15)
Commemorative Booklet
Public Feedback
“We came to the library doing the dolphin trail
and ended up joining. Since then using the
library has become a weekly thing and my 8
year old has become far more interested in
reading and has completed the Summer
Reading Challenge. It has been really positive
for us.”
“The dolphins were great and
got my kids into the library for
the first time to join so I’ll get
them reading.”
Partners
“Aberdeen’s younger generation played a hugely important
part in making Wild Dolphins such a success. Over 30
schools in and around the City participated in the event,
and their mini sculptures well-deserved their place on the
trail. We loved seeing the pupils’ enthusiasm for what they
had learnt and how they were inspired to create their
wonderful pieces of art.”
Jess Feghali-Brown
Education Co-ordinator
Whale and Dolphin Conservation
Staff Feedback “We joined several new borrowers.
Everyone old and young
commented on how much they
enjoyed the project and how good
they felt it was for promoting the
city. It was good to see whole
families from grandparents to
grandchildren all doing the trail.”
“It would have been
easier if it had taken place
at a different time from the
Summer Reading Challenge
because of the
pressure on staff.”
“The main problem
was keeping up with
the prizes and
stationery to go
with it.”
“The dolphin trail was excellent
this year for encouraging
people, particularly children, to
visit the library. We now have
many members of the library
that joined after visiting to see
the dolphins.”
Impact
Event Planning
Events and Programming Working Group
Communication
Partnerships
ARCHIE, Whale and Dolphin Conservation
Future Plans…
?
Fin
(the dolphin)
Thanks for listening!
ammatheson@aberdeencity.gov.uk

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Aberdeen City Libraries - A School of Dolphins

  • 1. Amanda Matheson, Events and Programming Officer
  • 2. Aberdeen City Libraries Prior to 2014 Events and Programming Officer role Current marketing activity
  • 3. How it all Began • Wild in Art • Wild Dolphins Trail • Partner Charities • Sponsorship
  • 5. Aims & Objectives Increase visitor figures by 5% in participating libraries Encourage at least 250 children to visit five libraries Encourage 50 participants to visit all ten libraries on the trail Increase children’s membership registrations by 5%
  • 7. Advertising Raring 2 Go Magazine Audience: Parents of schoolchildren, families, teachers Cost: £364.50 Digital Screens Audience: Aberdeen City Council customers and employees Cost: Free
  • 8. Online Promotion  Social Media  Event Listings  Aberdeen City Libraries website  Wild Dolphins App
  • 10. Promotional Material Maps Commemorative Postcard Commemorative Booklet Trail Leaflets Stamp Cards Goodie Bags
  • 12. OUTCOMES Aims 5% increase compared to 2013 250 children visiting 5 libraries 5% rise in children’s memberships Outcomes 29% increase compared to 2013 1250 children visiting 5 libraries 18% rise in children’s memberships Visits Participants Members
  • 13. Visitors & Members 29% increase in visitors Nearly 2500 new members Libraries each received 15-48% more visits than 2013
  • 14. Children’s Workshops Purpose: To raise awareness of the environmental and conservation issues relating to whales and dolphins Aim: Minimum attendance figures of 10 at each workshop Result: •229 children and 144 adults attended 11 events in total •Highest attendance: Central Children’s Library (50) •Lowest attendance: Kincorth Library (15)
  • 16. Public Feedback “We came to the library doing the dolphin trail and ended up joining. Since then using the library has become a weekly thing and my 8 year old has become far more interested in reading and has completed the Summer Reading Challenge. It has been really positive for us.” “The dolphins were great and got my kids into the library for the first time to join so I’ll get them reading.”
  • 17. Partners “Aberdeen’s younger generation played a hugely important part in making Wild Dolphins such a success. Over 30 schools in and around the City participated in the event, and their mini sculptures well-deserved their place on the trail. We loved seeing the pupils’ enthusiasm for what they had learnt and how they were inspired to create their wonderful pieces of art.” Jess Feghali-Brown Education Co-ordinator Whale and Dolphin Conservation
  • 18. Staff Feedback “We joined several new borrowers. Everyone old and young commented on how much they enjoyed the project and how good they felt it was for promoting the city. It was good to see whole families from grandparents to grandchildren all doing the trail.” “It would have been easier if it had taken place at a different time from the Summer Reading Challenge because of the pressure on staff.” “The main problem was keeping up with the prizes and stationery to go with it.” “The dolphin trail was excellent this year for encouraging people, particularly children, to visit the library. We now have many members of the library that joined after visiting to see the dolphins.”
  • 19. Impact Event Planning Events and Programming Working Group Communication Partnerships ARCHIE, Whale and Dolphin Conservation Future Plans… ?
  • 20. Fin (the dolphin) Thanks for listening! ammatheson@aberdeencity.gov.uk