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Presentation by Wyong Library at Library Innovations, SLNSW, 28 November 2008
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Adam Holland
Branch Manager, Tuggerah Public Library, Wyong Shire
Cowboys fan base and profitability• #1 in revenue ratings• All home games sold out for 22 years• Highest TV ratings for games• Team valued at $1.8 billion; $300 milllion
profit in 2007• #1 in merchandise sales
Demographic Marketing• Business executives• Construction workers• Women in their 20s and 30s• People who are interested in sports cars• College students
Relevance and Desire
2008 Programs• Autism• Vegetable Gardening • Solar Electricity• Mystery Fiction• Inspiring Biographies• Mind, Body, Spirit• Gay, Lesbian, Bi-sexual and Transgender
Apples and Oranges?
2008 Successes• Regular event attendees – ‘Library
Groupies’• Circulation statistics significantly up• New memberships up• Key areas of the collection better utilised• Positive evaluation feedback• Intangibles of renewed interest and ‘being
on peoples radar’
Effective targeted programming builds ongoing passion for libraries
Some questions• Does targeting specific groups of the
community in any way betray the inherent openness of a public library?
• What marketing and implementation tools are valuable and worthwhile to investigate from the for-profit business world?