Off the Page: Programming as Marketing Kate Hansen & Roslyn Quin, Yarra Plenty Regional Library Yarra Plenty Regional Library (YPRL) curates a picture book exhibition at Eltham Library Community Gallery as part of the annual Summer Reading Club Program. The exhibition marketing campaign extends traditional library promotions to reach beyond the library walls and activate new networks. This presentation shares knowledge, challenges and successes experienced through hosting the exhibition and focuses on the evolving strategic promotion to engage audiences. www.yprl.vic.gov.au/theboywhodrewdragons www.yprl.vic.gov.au/adventures https://littlebigreads.com/2017/02/07/words-and-windows-exhibition/

1. Off the Page:
Library Programming
as Marketing
Kate Hansen & Roslyn Quin

2. “Stories are a
communal currency
of humanity”
- Tahir Shah (Arabian Nights)

4. 1. What
➔ Exhibition and Public Program
➔ Activation of community space
➔ Local stories and artwork
➔ Partnership delivery
➔ Multi-faceted marketing
approach

5. 2. Why
➔ Reflect contemporary library
programs and collections
➔ Showcase picture book
development and publishing
practice
➔ Offer diverse audience
engagement and participation
opportunities

6. 3. How
➔ Establish strong identity
➔ Diversify marketing collateral
➔ Select highly marketable
program content
➔ Leverage network capacities
➔ Extend marketing and
programming beyond branch

8. Event Exhibition

10. “It was so immersive!”
“Very moving and
wonderful!”
“It’s a place I can always
go to be inspired.”
“Exhibition storytime is
great!”

11. LAUNCH VISITS
250 - 300 attendees at exhibition launches
GALLERY VISITS
100+ exhibition visitors
per day
ACTIVITIES
Diverse engagement
with exhibition and
program by all ages.
Activities run by
community and
partners, increasing
marketing reach
PUBLIC PROGRAM
Public program across
library branches,
attracting diverse
participation and
advocacy
SOCIAL MEDIA
Diverse engagement with
exhibition and program online by
network and community
COMMUNITY
LED EVENTS
Drop in workshops,
community tours

15. “Take the drive to beautiful Eltham
and enjoy original artwork …
and of course, make sure you
explore the library
and taste the chai at the cafe…”
- Sue Lawson, Australian author

16. What we have learned...
Strong Brand
Identity
=
Increased Social
Media Sharing and
Engagement
Strategic
Partnerships
=
Increased Marketing
Network
Strategic Program
Placement
=
Increased Marketing
Opportunities to
Diverse Audiences

17. What we have learned...
Creative
Opportunities
=
Participation and
Storytelling
Inspiring
Content
=
Community as
Advocates
Diverse
Engagement Options
=
Increased Access and
Participation

18. What we have learned...
Programming as
Marketing
=
Library Advocacy
Effective Project
Delivery
=
Stakeholders as
Library Advocates
Comprehensive
Evaluation
=
Responsive
Programming

19. The Future
➔ Pop Up Exhibitions
➔ Digital Engagement
➔ Sharing of exhibition content and
programs across library sector
➔ Collaborative advocacy
#librarieschangelives

20. Kate Hansen
Arts & Culture Coordinator
khansen@yprl.vic.gov.au
Roslyn Quin
Library Officer & Storyteller
rquin@yprl.vic.gov.au