CAMPAIGN PROPOSAL€¦ · CAMPAIGN PROPOSAL Prepared for: Library of Birmingham and Birmingham City...

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18 FEBRUARY 2013

CAMPAIGN PROPOSAL

Prepared for: Library of Birmingham and Birmingham City Council

OBJECTIVE

x To create an interactive PR campaign for the year 2013-14 that shows that the Library of Birmingham is a representation of the success of the Big City Plan.

x Encouraging 46.8% of Birmingham’s ethnic minorities to visit the library whilst fulfilling other client objectives.


CONTENTS

1. Other Objectives 3 2. Market Research: 4

a) SWOT 4 b) PEST 5

3. Stakeholder analysis 6 4. Communication Audit 7 5. Target Audience 8 6. Messages and Strategies 9 7. Planning Process 10 8. Time Sheet 13 9. Budgeting 14 10. Media Coverage 17 11. Evaluation of Campaign 18 12. Sample Press Releases 19 13. Social Media Marketing: 20

a) Sample Facebook Layout (Discovery Season) 20 b) Sample Twitter Layout (Discovery Season) 21 c) Sample Promotional Account on Twitter (IQ(UIZ) 22

14. Other Marketing Strategies: 23 a) Sample Billboard artwork 23 b) Sample Emailer 24 c) Sample Flyer for IQ(UIZ) 25 d) Sample advertisement for the newspaper and billboards (IQ(UIZ)) 26 e) Building a sample Case study for Library of Birmingham campaign 27

15. Appendix 1 28 16. Appendix 2 29


other objectives:

1. To encourage the locals of Birmingham to increase participation levels with the library

2. To create an impression that Birmingham is a modern city and could be UK’s leading educational capital

3. To be able to rectify the negative attitude public have towards the architecture of the Library and the government expenditure towards it.


market research:

1. SWOT Analysis Strengths:

- Library is a representation of 21st century modern art. - Biggest library in Europe. - Is a hub for Birmingham’s cultural diversity and challenges other cities that are

referred to as the “learning led capitals” of UK. - Provides resources to the society that other libraries in the community cannot

access, such as the archives, special collections, BFI mediatheque. - The library is spacious and does not look like a typical library hence making it less

intimidating for those who might be intimidated by libraries. - Located at Broadstreet, which is an accessible location through any means of

transportation. - Accessible to audience of any age group.

Opportunities:

- Special collection, archives etc. can open opportunities for researcher to partner with the Library of Birmingham.

- The BFI mediatheque can help members participate in film festivals through the Library.

- The amphitheater gives the library a chance to hold events and plays and increase user interaction and news coverage.

Weakness:

- The architecture of the building is not appreciated by many of the locals or critics. - Many users may visit the library for its beautiful recreational gardens rather than

for its collection. - The fact that the Library of Birmingham is Europe’s biggest library may

overwhelm the people, which may result in them not visiting the library. - Members do not have an incentive to visit the library. - Technological advancement may result in fewer older people visiting the library. - People of ethnic minorities may deprive themselves of visiting public spaces,

hence resulting in lack of participation Threats:

- The presence of local libraries in Birmingham may result in people’s lack of interest

- It is located near pubs, clubs and bars which could make people uncomfortable.


2. PEST Analysis Political:

- Fulfills the environmental legislations by fulfilling the criteria’s put forth by BREEAM, to reduce carbon emissions

- The development of this project has benefitted LOB from popularity as it is claimed to be Europe’s biggest library.

Economical: - Increase in the number of

international students in Birmingham and UK. Overall contribution of approximately 10.2 billion pounds is made to the economy.

- Government cut funding for libraries across UK

- Due to recession across UK, LOB gives a great opportunity to increase the employment levels within Birmingham and an increase in disposable income.

- Encouraging world business by employing Dutch architect “Meccanoo” for the project.

- Birmingham Council’s effort to increase tourism in Birmingham by introducing modern architecture, thereby increasing economic conditions of the city.

Social: - 46.8% of Birmingham’s population

is of other ethnic minorities. The LOB hence becomes symbolic of various cultures within Birmingham and encourages people to participate in the versatility.

- Increase in percentage of people pursuing at least first-degree level qualification or higher qualifications.

- The behavior and attitude of locals of Birmingham is very outgoing and engaging, this can encourage people to involve and participate in events and exhibitions held at the library.

Technological: - Investment in low carbon

technology for heating and cooling, to create an eco-friendly environment

- Latest technology for construction has helped recycle material and avoided possibilities of landfill.

- Introducing new technological advancement such as the BFI mediatheque, which allows people to access movies for free. BFI mediatheque sets new standards for the library space, and will attract people of cultural and ethnic backgrounds to participate.


stakeholder analysis

Meet their needs:

1. Birmingham City Council 2. Employees/ Volunteers at

the library 3. Media 4. Sponsors for event

Key Players:

1. Users/Members of the library – researchers, students, professionals

2. Local Community – visitors

3. Ethnic minorities

Least important:

1. Opposition/ Protestors

Show Consideration:

1. Opinion Leaders/Columnist

2. Competitors 3. Advertiser’s/Suppliers

Interest of stakeholders

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Communication Audit:

Quantitative Primary research was conducted on a sample of twenty people. The purpose of this research was to identify whether the clients objective match the opinion of the locals of Birmingham. The questions and answers of this survey are attached in Appendix 1 Research Method: The survey was conducted in person and recorded at different destinations in Birmingham to capture maximum information. Research Findings: We interviewed a random sample of 20 people out of which, 60% were students and the remaining 40% were professionals. This helped us towards our audience research to find out the target group we needed to incorporate. Out of a sample of twenty people, 14 people had already seen the library whilst, the remaining 6 people hadn’t. To bridge the gap between the client brief and the real life scenario we further questioned them about their opinions of the Library of Birmingham. Majority of the people said that it is a representation of Birmingham’s culture, however we also received some other answers as shown in figure1.1 in Appendix 2. Our survey helped us gain an overview of the kind and type of information people gain from various different type of media outlets. It provided us with an easier access to the marketing taken up by the library and evaluate the success of it. 90% people said that they learnt about the library from the newspaper. This helped us in finalizing our media outlet for the following campaigns that are to come.


target audience: The target audience for this campaign was finalized on multiple grounds. From the stakeholder analysis it was evident that the priority of this campaign is to target users or members of the library, visitors and ethnic minorities. It is the most important to finalize the age group of the audience. By taking an approximation of the minimum age of students that enroll into universities, it was confirmed the campaign was aimed at people who are 20 and above. Our research further looked into qualitative data uploaded by the City Council, which confirmed the demographics of the population of Birmingham. Figure 1.0 shows that majority of the population is young and between the age of 20 to 40. However our campaign is directed to involve people starting from the age of 20 and capped is at 35 years. Our campaign requires maximum involvement and we want the youth of Birmingham to participate, as the “world class city” of Birmingham will eventually be in their hands.


Messages and strategies:

1. Portray the Library as a sociable environment for locals and various ethnic minorities within Birmingham and to maximize interaction Partner with BEMA and hold events at library for public involvement and send emailers. The strategy focuses on encouraging people of various ethnic minorities, which is approximately 46.8% of Birmingham’s population to visit the library. Making them aware that there are library services that are suitable for them.

2. The Library of Birmingham is a fine example of modern architecture, and a representation of Birmingham’s educational and cultural needs Promote discovery season in a way that the locals are involved and excited about participating in the season, plus speak about the launch of a documentary, which is funded by the public

3. Library of Birmingham is a user friendly environment, plus the sources are useful to everyone Encourage readers to make use of the facilities provided by the library by speaking about their advantages on a chat show. The chat show will also change the public’s negative attitude about the architecture of the building and justify the council’s expenditure towards the library.

4. Gain local, national and international coverage for the library By writing press releases, sending invitation to events, pitching to opinion leaders to organize meetings with the library committee, pitching for feature articles in newspapers and magazines constantly staying on the good side of the media. Also pitching to international magazine such as budget travel. The strategy to gain international news coverage is by joining hands with UNICEF and holding events in the library for fund raising towards their charity.


planning process

1. Introduction to Discovery Season: one of the most important launches that will be made by the library. Between 3rd September to 31st December 2013 i) The first step is to advertise on billboards and newspaper to get people’s

attention. ii) Introduce outdoor event starting one month prior to 3rd September.

(1) Create jingle for Discovery season (2) Train volunteers from BOA dance to jingle. (3) Create question mark mascots and make them stand at places in the city to

intrigue people, the mascots can dance to the jingle. iii) Will be done at various destinations within the city, to grab people’s attention. iv) Purpose of this campaign – to get maximum people to attend discovery season

and create awareness about the newly launched library. Once people start attending events they will see what the library has to offer on cultural and educational grounds

v) Social Media: (1) Facebook – Discovery Season. With the launch of the advertisement (2) Twitter – 1st day of the outdoor event (3) Instagram - 1st day of the outdoor event

vi) Submit press release for discovery season (about campaign, the response from visitors)

vii) Prepare case study for evaluation of campaign to upload to Afaqs.com. adweek, or warc

2. Partnering the Library of Birmingham with BEMA (Birmingham Ethnic Minority Association). This is to encourage the society to hold future events organized for ethnic minorities at the Library of Birmingham. This reduces the association’s cost of renting venues and gives them access to a larger demographic of audiences. It also increases comfort level within a few minority groups to visit the library. i) Submit press release about the partnership.

3. Emailer with Video: Sending out an email with an attached video of the success

of the discovery season, the big city plans agenda, and many thanks to the members/ users of the Library of Birmingham. The video will also include wishes for the New Year. This way the members will feel more attached to the library. It will also update the members of the partnership between the library and BEMA and encourage members to participate, as there is no better place than a library to celebrate culture. The emailer will be sent out in January 2014


4. Pitching to “The Review Show” on BBC four to invite three figures from the board

of directors of the library of Birmingham on the chat show to speak about, what the library has to offer the city and the country, talk about the city councils expenditure, the facilities provided by the library, the special collection, the architecture of the building and how many other public libraries in the world have adapted to the same style of architecture and to tackle other negative responses. This will happen towards October, but the chat show will be organized for a date during December.

5. Organizing meetings with various universities across Birmingham to hold a

seminar for the students and to talk about the library’s idea of a “documentary” for the Library of Birmingham. The documentary will be funded via kick starter. i) The seminar is a way of creating awareness in society about why this

documentary is important to Birmingham. ii) The documentary would include the big city plan, construction process, views

and opinions of other architects, modern structures, 21st century skyscrapers art, design and culture, and how all of this will contribute to the development of Birmingham

iii) Submit press release for documentary and kick starter funding

6. Building warm relations with Tourism magazines such as BRITAIN and BUDGET TRAVEL. Pitch to the magazine on behalf of the Library of Birmingham and finalize dates to conduct a review and interview feature with the library.

7. Send press release to enlighten researchers to combine their study with the library of Birmingham and to use their special collection for their research.

8. An IQ Quiz at the Library of Birmingham amongst 20 to 35 year olds. Partnership

with show on BBC one called QI. The point of this quiz competition is to encourage young minds to study and create an inclination towards education. The quiz will happen in September 2014. The partnership is an incentive for participation.

i) Create an online questionnaire link, and add to all social media websites that will be created for the IQ(UIZ)

ii) Send flyers across student halls, university campus, residents etc. iii) Start advertising on billboards and newspapers two months before the event,

plus social media promotions and trends will be created. This will be a form of invitation and registration

iv) Send press release about IQ(UIZ) v) Online questionnaire link will help finalize candidates for the IQ(UIZ)


vi) Final round will take place in September at the Library of Birmingham vii) The winner will then be allowed a chance to play on a real platform on BBC

one’s QI viii) Evaluate the success of the IQ(UIZ) campaign and share to afaqs


Time sheet:


Budgeting:

Consultancy Fees Retainer fees (Company and client discussed billable hours at a constant rate of £55.7 per hour, assuming the maximum hours per month being 160hrs) Inclusive of :

1) Auditing and Benchmarking 2) Writing releases 3) Meetings and pitching 4) Event planning and support 5) Taxes

£55.7 x 80hrs x 17 months

£75,752.00 (NEGOTIATBLE)

As a part of company policy we provide 25% to 35% discount to charities on the sum total

35% of £55.7 =36.20 x 80hrs x 17 months

£49,232.00

Discovery Season 2 Research specialists for two months 2 x £10.10 x

344hrs £8,324.00

As a part of company policy we provide 15% to 25% discount to charities on the sum total

25% of £10.10 =2 x £7.57 x 344hrs

£5,208.16

Hiring studio to record jingle at park side for 2 days

£6.25 x 16hrs £100.00

Hiring producer for studio (Payment according to the length of track)

£400 per track £400.00

Hiring Male or female vocalist for 2 days (Track must last for less than 5 mins)

2 x £15.65 x 16hrs £500.80

Hiring music producer for 2 days £8.94 x 16hrs £143.00 8 customized mascots 8 x £92.38 £739.04 Volunteers for mascots and dancers No cost - 2 spaces in Birmingham Post news for discovery season (50.23inches per

2 x £12.4per week x £299

£7,415.20


week) color print per week

Outsourcing all printing to Directional Media 6 Billboard advertisements (3ft x 6ft) for 6 months

6 x £1,200 £7,200.00

Organic promotion on Facebook for 6 months

£6.2 per day x 184 days

£1,288.00

SUM TOTAL £22,994.20

Emailer for New Year’s Eve/Social Media Upload Outsourcing the production and editing of video and hiring equipment

Hiring 3 graduates to make a film for 9 weeks

3 x £8.90 x 360hrs

£9,612.00

Sony HVR (Full day) for 6 weeks 6 x £40 x 5days a week

£1,200.00

Kinoflo Divalight (full day) for 6 weeks 6 x £50 x 5 days a week

£1,500.00

2 Portable sound recorders (full day) for 6 weeks

6 x 2 x £10 x 5 days a week

£600.00

Boom Pole dougal (full day) for 6 weeks

6 x £10 x 5 days a week

£300.00

Vinten Protouch 6 Tripod (full day) for 6 days a week

6 x £25 x 5 days a week

£750.00

SUM TOTAL £13,962

Documentary for Library Kick starter pledge

Production of documentary £91,000

IQ(UIZ) at Library of Birmingham 6 Billboard advertisements (6'6ft x 10ft) for 3 months

6 x £1,125 £6,750

4 color print advertisements in the guardian (8cm x 10columns)

4 x £4000 £16,000 (OPTIONAL)

4 color print advertisements in the guardian (18cm x 4 columns)

4 x £3,158 £12,632 (OPTIONAL)


2 loose inserts color print advertisement in the guardian (18cm x 4 columns)

2 x £3,158 + 2 x £50 per loose insert

£6,416.00

Organic Promotion on Facebook for 4 months

£6.20 x 123 days £762.60

Promoted account on Twitter (Promoted Tweets)

Set Budget £1,700.00

Promoted Trends about the competitions

Set Budget £1,700.00

Press Pack: 1) 20 LOB Magnet 2) Press Release 3) LOB envelope

20 x £3.72

£74.40 including VAT

Hiring website for printing 1000 flyers £0.75 x 1500 £1,125 including VAT Production of the competition:

1) Hiring 3 graduates to make a film for 16 hrs.

2) 3 Sony HVR (Full day) for 16hrs 3) Kinoflo Divalight (full day) for

16 hours 4) 6 Portable sound recorders (full

day) for 16hrs 5) 6 Portable sound recorders (full

day) for 16hrs

3 x £13.5 x 18hrs 3 x 2days x £40 2days x £50 6 x 2days x £10 2 x 2days x £25

£729.00 £240.00 £100.00 £120.00 £100.00 +___________ 1,289.00

SUM TOTAL £19,817.00

TOTAL BUDGET = £106,005 BIRMINGHAM CITY UNIVERSITY HIRE FEE: £20,219 As Library of Birmingham and Birmingham City University are partners, they may be able to provide a discount on the fee of £20,219. If Birmingham City University does give us a discount of let’s say 10% (NEGOTIABLE), which is equivalent to £2021.90. This can be used for better contingency planning of the events.


Media coverage:

LOCAL NEWS MEDIA: Birmingham Post (Largest readership in Birmingham) Midland Daily News NATIONAL NEWS MEDIA: The Guardian (Largest Readership in UK) Britain Magazine The Review show INTERNATIONAL NEWS MEDIA: Budget Travel


Evaluation of campaign:

Methodologies used to evaluate campaign: 1) Conduct Qualitative research analysis on the readership and circulation figures to

understand whether the news release targeted up to 30,000 or more people per day hence evaluating the choice of media relation used for the campaigns (newspapers, magazines, chat show etc.)

2) Conduct primary research at, at least 5 BEMA events held at the library to analyze the extent to which the partnership has resulted in an increase in the level of ethnic minority membership. Sort Library figures from before and after the event.

3) Qualitative study to understand whether the campaign has helped the library meet its target of 3.5 million visitors or provided a possible increase or decrease in the figure

4) Set a target of increasing the number of visitors by 5% per month. 5) Analyze the articles published about the Library of Birmingham from August 2013

to September 2014 to evaluate whether the campaign has brought about positive, negative or neutral outcomes.

6) Conduct quantitative study of tourism figures, to understand whether the campaign has encouraged people to perceive Birmingham as a “World-class city”

7) Observe social media, other than the ones used by the campaign, such as YouTube to understand the participation levels of the locals and monitor the increase in views, the comments and the number of likes and dislikes

8) Use barcodes on flyers, billboards, newspaper advertisements, and social media to monitor whether the campaign has met its target of creating awareness amongst 50,000 or more people every fortnight.

9) Observe Twitter on daily basis to monitor the number of tweets made about “Library of Birmingham, campaign, Discovery Season, Competition etc.” to review peoples behavioral and attitude change towards library and the city, such as to believe that the library is a representation of culture.

10) Measure the extent to which public sees the building as a piece of art and design instead of ugly, by monitoring the news feed of twitter, and from the views and opinions people make from “The Review Show”

11) Use Tweet Xtractor on quarterly basis as a method to calculate the number of tweets people make about the library of Birmingham.

12) Upload a case study of a qualitative and qualitative study on websites such as Warc, Adweek, and Afaqs to understand the success of the campaign.


Sample press releases:

x Joining hands with UNICEF/charity organization x Discovery Season x Partnership with BEMA and ethnic minority approach taken by LOB x Press release on kick starter news and documentary x Encouraging researchers to work with LOB x Review on kick starter pledge and launch dates for documentary x IQ(UIZ) registration and information x Celebrity figure Jamie Laing to host IQ(UIZ) x Success of campaign


social media marketing:

Sample Facebook Layout (Discovery Season)


Sample Twitter (Discovery Season)


Sample Promotional Account on Twitter (IQ (UIZ)


other marketing strategies:

Sample Billboard Artwork:


Sample Emailer:


Sample Flyer for IQ(UIZ)


Sample advertisement for the newspaper and billboards (IQ(UIZ)):


Building a sample Case study for Library of Birmingham campaign:


appendix 1:

1. Are you a student studying in Birmingham? A) Yes – 60% B) No – 40%

2. Have you noticed the new library of Birmingham?

A) Yes – 70% B) No – 30%

3. What according to you is the library’s contribution to the city? (justify)

A) Cultural B) Educational C) Tourism D) Design E) Art

4. Do you believe that the Library of Birmingham is symbolic of art culture and history?

A) Yes – 80% B) No – 20%

5. Are you aware of the facilities provided by the LOB?

A) Yes -25% B) No – 75%

6. Where did you first hear about the library of Birmingham?

A) Newspaper -90% B) Radio C) Magazine D) Television E) Social Media -10%


appendix 2:

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