Re-writing the Library of Birmingham

Esther Mtetwa

Re-writing the Library of Birmingham

Birmingham Library Profile PR Objectives Publics Messages and strategies Tactical Programs Measurement Event execution

Agenda

Europe’s largest Library

Officially opened on September 3 by Malala Yousefizi

Birmingham Library

Highlights include: Prime location Cover’s 31, 000 square

feet 300 seated capacity

studio theatre Outdoor garden terraces Amphitheatre Rare archives 400,000 books readily

available

Birmingham Library

Cementing the Library of Birmingham’s within the city and Europe

Increasing membership by 10% by the end of the campaign

Silence sceptics criticisms of the new library Highlight discovery month Highlight brand new facilities

Objectives

Target Audiences – the public and ethnic minorities

Media – local media outlets

Sceptics – persuade them that the library is positive

Publics

‘12 Reasons to love your library’ – year long campaign focusing on new library services and facilities

‘Heroes season’ – celebrating ethnic heroes past and present

Strong online strategy highlighting special collections, facilities, and the discovery season

Key Messages

Consumers - using online and print mediums to target consumers

Media – press releases, and articles

Industry – to gain credibility within the marketplace

Tactical Programs

January 2014 – December 2015 Year long campaign competition

ending with event entitled Birmingham LPA Awards

Budget for all campaign strategies £100, 000

Event will be held at the Library of Birmingham

500 invitations

Event execution

12 month campaign entitled ‘12reasons to love your library’

Priority of campaign to drive public engagement

3 of the 12 months ‘Heroes Season’ campaign

Celebrating ethnic heroes of past and present

Event execution

Thank you

Re-Writing the Birmingham Library