Brand Communication for Public Libraries - EUROLIS · Brand Communication for Public Libraries ......

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Brand Communication for Public LibrariesS.O.S selling our services. International Seminar on Library Marketingorganized by EUROLIS .Thursday, November 18, 2010. Goethe-Institute London

Prof. Frauke SchadeHochschule für Angewandte Wissenschaften Hamburg

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Theses

Public libraries in Germany have the potential to play a significant role in regionaleconomic policy – as a cultural and educational facility, as a multimedia learninglocation, or as a venue for social communication and exchange of opinions. Theirpotential, however, is often underestimated by local politics and by the generalpublic.

Public libraries that are aware of their competitive environment, their target groupsand their own strengths and are able to locate and monitor socio-political ortechnological trends have a distinct advantage when it comes to facing actualchallenges, using available resources efficiently, and positioning themselvesoffensively and with an unmistakable profile as a brand name in the cultural andeducational landscape.

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Agenda

Opportunities and risks of Public Libraries in Germany

Essentials of Brand Development, and why it is so difficult for libraries to develop brand names!

Brand name development for Public Libraries using the example of Hoeb4U

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Chancen und Risiken Öffentlicher Bibliotheken in Deutschland

ThesisPublic libraries in Germany could play a central role in regional andlocal economic policy – as cultural and/or educational facilities, as

multimedia learning facilities or as a venue for social encounters andexchange of opinions. Their significance, however, is quite often

being underestimated both by local politics and by the general public.

Opportunities and risks of Public Libraries in Germany

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Strengths of Public Libraries

Chances of Public Libraries

Knowledge society`sgravitational centres

Access to knowledge and information

Information and media competence,cultivating reading

Social engagement

Places of contemplation and the exchangeof cultures and opinions

Most frequented cultural institutions withlow-threshold offers

...

Lifelong learning

Information as a driving force for the creation of value

Technology and media development

Demographic change

Individualization

Increasing significance of migration

Increasing significance oflocal matters

....

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Weaknesses of Public Libraries

Risks of Public Libraries

No legal protection

Insufficient financial endowment(staff, media, access, technology, space)

Usually little marketing and lobbying

Little charismatic aura

...

Fragmentation of society into milieus

Fast change of technology and mediadevelopment

Swift development of fashion and trends

Networking culture and internationalisation

Competition by commercial providers

Little lobbying and negative image

Fiscal and economic crisis

....

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The Fiscal and Economic Crisis in Germany leads to high pressure for legitimationwithin the cultural and educational areas of German communities.

Government is covering up to 90 percent of all cultural expenditure.source: actori-study 2010

Diagram 1: Development of tax revenue and publicexpenditure on cultue 2000-2011 in Mio. €

Federal, state and local Tax renues

Public expenditure on culture

actori-estimates (figures for 2008 and 2009 not available)source: Federal treasury and cultural finance reports

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Which offers are still affordable for communities in the current fiscal situation?

Theater

libra

ry

thea

tre

mus

eum

publ

ic p

oolrevenue

Outsidefunding1 percentsponsoring/donations

supportingbody

average financing ofa public library 2009 Under financial competition, it is essential to communicate

your cultural, socio-political and/or economic added value.

s: My own survey, based on dbs 2010

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Two thirds of local libraries have been hit by budget cuts.

59 percent of all local libraries are affected bybudget consolidation now or within the comingmonths.

20 percent of all libraries have been forced tooperate under a comprehensive budget stopsince the spring of 2010.

38 percent of local libraries are facing temporaryor permanent cuts of their acquisition budgets.

8 percent of libraries have to shorten theiropening hours.

23 percent of libraries have to reduce events andother offers.

13 percent have to call off planned projects likeconstruction.

s: DBV - Bibliotheksverband Deutschland e.V.: Ergebnis der dbv-Befragung zur Finanzlage der Öffentlichen Bibliotheken in Deutschland. Berlin, 2010und Pressemeldung am 14. 09.2010

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Public Libraries (in Germany) have not been able so far to create a positiveimage and to communicate it clearly.

The critical view from within

„The public's general image of the profession and practice oflibrarianship is poor. The reputation of the profession is low and asa consequence the status of workers in it is also low. The situationis not exactly the same all over the world but it does existeverywhere to varying degrees, and the picture is a fairly accurateone for the most countries.“ Hans Prins, Wilco de Gier

„The perception is still wide-spread that the role of libraries islimited to storing books and pushing them across the counter.“Claudia Lux, director, Central State Library of Berlin

„We are still considered to be institutions for children andhousewives who have plenty of time for the reading of novels.“Horst Neisser, former director of Cologne City Library

s: Library bitch, Blog, accessed 18th October 2010

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Essentials der Markenentwicklung und warum es so schwierig fürBibliotheken ist, Marken zu entwickeln!

Essentials of Brand Development, and why it is so difficlut for libraries to develop brand names!

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„A Brand is the costumer‘s idea of a product“ (Ogilvy)

acceptancebrand identitybrand image

customers corporationmarket

Esch 2005

brand awarenessassociationssympathyconfidenceloyalty

Who are we?What do we offer?

For whom are we useful?What is our effect?

How is our appearance?

statements

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The core of brands is a brand model.

emotionalrational

Kompetenz derMarke

Wer bin ich?

Tonalität derMarke

Wie bin ich?

Markenbild

Wie trete ich auf?

Benefit & ReasonWhy?

Was biete ich an?

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Mental Convenience - (Cognitive) Relief in Decisive Situations – is a CoreElement of Strong Brands.

Brand Success

Brand name

Brand associations

Brand sympathy

Brand confidence

Brand loyalty

s: Esch 2005, p. 27, 63

Esch 2005

Strong brands...

... have a differentiating potential andare unique,

... are communicating emotionally andrationally at the same time,

... generate identification,

... show consistency and continuity intheir brand communication,

... in case of expansion of the brandportfolio, they preserve a clear brandimage.

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Why it is so Difficult for Libraries to Develop Brand Names:

A clear and specific brand communication is often impossiblebecause supporting bodies favour the brand architecturemodel of “Branded House”.

It is almost impossible to visualize brand name and brandadvantage of library products and services.

Customers are rarely able to evaluate quality and usefulnessof library products and services.

As non-profit institutions, public libraries have a wider targetand target group portfolio than private sector corporations.

Markenhierarchie

CorporateBrand

Company Brands orSBU-Brands

Product and Service Brands

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Markenentwicklung für Öffentliche Bibliotheken am Beispiel der Hoeb4U

Thesis

Public libraries that know their competitive environment, their targetgroups and their own strengths, that recognize and monitor societalor technological trends have a distinct advantage when it comes to

facing current challenges, using their resources efficiently andposition themselves as a distinctive brand in the cultural and

educational landscape.

Brand name development for Public Libraries using the example of Hoeb4U

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Hoeb4U: Trend Library in Hamburg

Hoeb4U is a central institution andexperimental laboratory for Hamburgpublic libraries. The library opened 2005and is located in the midst of culturalcentres in Hamburg Altona, next tomedia companies and cafés. It is alibrary with a very special profile,designed to appeal to teenagers andyoung adults aged 14 to 24. The mediastocks at Hoeb4U are focused onleisure activities – they are multimedia,and right up-to-date. Young people candevelop their creative potential in directuse of all kinds of media. Interactive andvirtual events are provided to promotereading and media skills or participants,who take part in these campaigns withenthusiasm and enjoyment.

s: Website Hoeb4U (http://www.buecherhallen.de/aw/~fbw/hoebu/ accessed 13th September 2010)

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Brand model of Trend Library Hoeb4U in Hamburg

emotionalrational

Brandcompetence

Who am I?

Brand tonality

How am I?

Brand image

How is myappearance?

Benefit & ReasonWhy?

What do I offer?

young,

innovative

multi media

interactive

intercultural

right up-to-date

Trend library for teenagersand young adults

multi-media centre

Experimental Lab

Leisure focoused media

media-based event concept;Interactive and virtual events

reading and media skills

individual Internet portal

...

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The Brand has to be implemented systematically through marketing management.

Market analysis

Strategic marketing

Operative marketing and marketing mix

Marketingcontrolling

How is the market put together?

Who are we and how do we position ourselves inthe market?

How do we enter into an exchange with themarket, how do we distinguish ourselves, whatare we offering?

How do we check marketing success?

Marketing management refers to analysis, strategic planning and operative implementation of marketinggoals in an operative marketing mix and subsequent efficiency control.

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Analysis of Demand

Market analysis

Strategic marketing

Marketing mix

Marketing controlling

Which are the library`s target groups?

Customers

Stakeholder

Local politics

Sponsors

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Analysis of the surrounding environment

Market analysis

Strategic marketing

Marketing mix


How is the library`s micro environment?

How does the library positionitself in the cultural and

educational landscape ...

Communal location factor?

Leisure competition?

Fiscal competition?

Cooperations/Network?

Communal discourse?

How is the library`smacro environment?

What answers does the library offer to ...

... demographic change?

... multi-optionality of society?

... integration of socially deprived milieus?

... information and media development?

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Analysis of potential

Market analysis

Strategic marketing

Marketing mix


What are strengths / weaknesses; chances and risks for the library?

Portfolio of product andservices?

Employees?

Infrastructure?

Available funds?

Technical equipment?

Premises?

...

Evaluationbad middle good

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Strategic Marketing

Market analysis

StategicMarketing

Marketing mix

Marketing controlling

Profile developmentWho are we, and how do we position ourselves in the market?

Mission Statement Brand(brand model according to icon brand navigation)

Multimedia trend library andplayground for young personsbetween 14 and 24 years with aleisure oriented offer: Developmentof reading and media competencethrough active handling of all kindsof media.

Brandcompetence

Who am I?

Brandtonality

How am I?

Brand image

How is myappearance?

Benefit &ReasonWhy?

What do Ioffer?

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Strategic Marketing

Market analysis

Strategic marketing

Marketing mix


Profile developmentWho are we?

Goals/strategiesHow do we position ourselves in the market?

General goals

Goals for strategic activity areas

Marketing goals

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Marketing mixIn a Marketing mix, socially relevant offers for custmers are being implemented through profile-oriented arrangement of all exchange relations between customer and library.

Product

Price

Distribution

Communication

Employees

Media, digital resources,counselling, events ...

Fees, discounts,opportunity costs ...

Locations, branches, openinghours, website ...

Advertising, press and publicrelations ...

Human resources policy,training ...

Market analysis

Strategic marketing

Marketing mix

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Distribution policy

Trend Library Hoeb4U, Hamburg

Its own location as a youth library.Modern and innovative store atmosphere.

Proximity to the creative scene of Ottensen/Altona district: some 27.000young people live in Altona (Hamburg total: some 205.000), of whom justunder 20 percent have foreign roots.

In the Zeisehallen, coupled with a cafeteria, a movie theatre and mediaindustry offers.

Opening hours: Tue – Fri 2-8 p.m.

Relevance of marketing

Brand Environment

© Bücherhallen Hamburg


Source: Website Hoeb4U (http://www.buecherhallen.de/aw/~fbw/hoebu/ accessed: 13th September2010)

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Program policy

Total stock: 15.000 ME50 percent print media + 50 percent AV media

Media species: board games, books, CDs, DVDs, audio books,magazines, games for: Nintendo DS, PC, PS2, PS3, PSP, Wii,Xbox 360

Main topical focus: Adventure, action, comics, English languagemedia, books for young people, games, love & sex, lifestyle,mystery, politics & history, spotlight, stress, addiction, scene

No school relevant media.


S: Website Hoeb4U (http://www.buecherhallen.de/aw/~fbw/hoebu/ accessed: 13th September 2010)

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Program policy

Classic author readings featuring young authors from Hamburg

Workshops with multimedia content (Computer games, Mangas, etc.)

Wii events

Bookcrossing

Geocaching

Cosplay events


Participatory Culture

Edutainment

Experience Marketing



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Communication policy


Branding: Brand name+ Corporate Design

Conventional mix ofcommunication

Image brochure for aprofessional audience

Search engine optimization



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Web2.0-Marketing

Viral Marketing

Crossmedia Marketing

Relationship-Marketing



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Community of Interest

Web 2.0-Marketing

Storytelling

S: Hoeb4U Profile on Facebook accessed: 13th September 2010

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S: Hoeb4U Twitter-Account. accessed: 13th Sep.2010)

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Employee policy

Modell der Juniorfirma

Bibliothekare + Auszubildende

Auszubildende bringen Insiderwissen bei Medienauswahl, Beratung,Veranstaltungen ... mit ein

Corporate Behavior: Einheitliche Kleidung, wording

Essen/Trinken/Handy erlaubt.


Diversity Management



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Conclusion

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Literature

Günter Bassen: Aus der Defensive in die Offensive. »Bibliotheksprofile in der Kommune« in Niedersachsen /Demografische Analysen. In: BuB 59 (7/8) 2007, Seite 538 – 539

Bibliotheksdrachen. Blog. http://bibliotheksdrache.twoday.net/. Abruf: 18. Oktober 2010

BID - Bibliothek & Information Deutschland (Hrsg.): 21 gute Gründe für gute Bibliotheken. Berlin, 2008

BID - Bibliothek & Information Deutschland (Hrsg): Gute Ideen für gute Bibliotheken. Supplement zu der Broschüre»21 gute Gründe für gute Bibliotheken«. Berlin, 2008

Bibliothek 2007. Strategiekonzept. Gabriele Beger ; Albert Bilo ; Birgit Dankert u.a. Hrsg. Bertelsmann Stiftung,Bundesvereinigung Deutscher Bibliotheksverbände e.V. 2. Aufl. Gütersloh: Bertelsmann Stiftung 2004 . – 40 S.

Bruhn, Manfred ; Esch, Franz-Rudolf ; Langner, Tobias (Hrsg.) : Handbuch Kommunikation: Grundlagen -Innovative Ansätze - Praktische Umsetzungen . Wiesbaden: Gabler, 2008

Bruhn, Manfred: Kommunikationspolitik : Systematischer Einsatz der Kommunikation für Unternehmen. -6. Aufl. -München : Vahlen, Franz, 2010

Bürger, Stephanie: Neue Wege in der Jugendbibliotheksarbeit : die freizeitorientierte Konzeption der HamburgerJugendbibliothek HOEB4U, Hochschule für Angewandte Wissenschaften Hamburg, Fakultät Design, Medien,Information, Diplom-Arbeit, 2007

Dbv - Bibliotheksverband Deutschland e.V. : Bibliotheksverband schlägt Alarm: zwei Drittel aller kommunalenBibliotheken von Einsparungen betroffen. Pressemeldung 14.09.2010.

DBV - Bibliotheksverband Deutschland e.V.: Ergebnis der dbv-Befragung zur Finanzlage der ÖffentlichenBibliotheken in Deutschland. Berlin, 2010

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Literature II

Esch, Franz-Rudolf: Strategie und Technik der Markenführung . 6., vollständig überarb. und erw. Aufl. - München :Vahlen, 2010

Göschel, Albrecht: Bibliotheken im urbanen Wandel . Megatrends, Zukunftssicherheit, Nachhaltigkeit: Zur Zukunft dereuropäischen Stadt . In: BuB 61(2009) 06, S. 432 – 440

Happe, Guido: Demografischer Wandel in der unternehmerischen Praxis : mit Best-Practice-Berichten. 2., überarb.und erw. Aufl. - Wiesbaden : Gabler, 2010

Hoeb4U: Website

Langner, Sascha: Viral Marketing : wie Sie Mundpropaganda gezielt auslösen und Gewinn bringend nutzen. - 3.,erweiterte Auflage. [Online-Ausg.]. - Wiesbaden : Gabler Verlag / GWV Fachverlage GmbH, Wiesbaden, 2009

Meffert, Heribert: Marketing : Grundlagen marktorientierter Unternehmensführung ; Konzepte - Instrumente –Praxisbeispiele. 10., vollständig überarbeitete und erweiterte Auflage. [Online-Ausg.]. - Wiesbaden :Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden, 2008

Meffert, Heribert: Markenmanagement : identitätsorientierte Markenführung und praktische Umsetzung ; mit BestPractice-Fallstudien. 2., vollst. überarb. und erw. Aufl. - Wiesbaden : Gabler, 2005

Meffert, Heribert: Dienstleistungsmarketing : Grundlagen, Konzepte, Methoden. 6., vollst. neubearb. Aufl. -Wiesbaden : Gabler, 2009

Motzko, Meinhardt: Abschied von der Lebenslüge der „Bibliothek für alle“. In: BuB 60 (2008) 1, S. 50 – 55

Rohrssen, Carolin: Kommunikation gestalten – Zielgruppenspezifische Öffentlichkeitsarbeit für die JugendbibliothekHoeb4U, Diplomarbeit, 2008

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Literature III

Prins, Hans, de Gier, Wilco: The Image of the Library and Information Profession. A report of an empirical studyundertaken on behalf of IFLA´s Round Table for the Management of Library Associations. Saur: München, 1995, S.11

Umlauf, Konrad: Zentrale Anlaufstelle der Bürger- und Informationsgesellschaft. Die Öffentliche Bibliothek alsInformationsvermittlerin . In: BuB 61(2009)06, S. 441 - 446

Weinberg, Tamar: Social Media Marketing : Strategien für Twitter, Facebook & Co. - Beijing [u.a.] : O'Reilly, 2010

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Prof. Frauke Schade

Hochschule für Angewandte Wissenschaften HamburgFakultät Design, Medien und InformationDepartment InformationFinkenau 3522081 Hamburg

Tel.: +49 (0)40 4 28 75 3646Mobil: +176 / 43 00 66 28

E-Mail: [email protected]: www.bui.haw-hamburg.de/schade.htm

Brand Communication for Public Libraries - EUROLIS · Brand Communication for Public Libraries ......

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