Click to edit Master title style Click to edit Master subtitle style Melbourne Library Service:...

Click to edit Master title style

Click to edit Master subtitle style

Melbourne Library Service: Marketing and promoting a capital city library service



Melbourne Library Service

- Background- Snapshot of Melbourne Library Service- Library identity- Our purpose- Anchor points- Sustainability- Technology- People- Partnerships- Collateral- Coming up- Finito


Click to edit Master subtitle styleBACKGROUND

• Yarra Melbourne Regional Library Corporation 1997-2007

• City Library Joint Venture 2004-2007

• Melbourne Library Service March 2007-


Click to edit Master subtitle styleSNAPSHOT

• Five service points– City Library– North Melbourne Library– East Melbourne Library & Community Centre– Hub@Docklands Access point– www.mebournelibraryservice.com.au

• 47 EFT (65 people)• $6.5 million operating budget

http://www.mebournelibraryservice.com.au/



• Usage 2009-10– 79,964 members (45,000 active in 09-10)– 27,000 new members– 157,000 items in collection– 1,269,951 loans – 1,096,775 visits– 2,732,318 web page views (12 million+ hits)– 185,624 computer bookings– 28,000 database searches– Open 204.5 hours per week.


Click to edit Master subtitle styleIDENTITY

Many things to many people:– A place– A virtual world– A space– A partner– A source– A facilitator



• 70% non-resident usage• 17-35 years – largest users• City Library – busiest public library in Victoria• International student usage• 8%+ increase in usage per annum• Serving the fastest growing capital city in Australia• Knowledge City role• Vertical communities• CAE FASA• Edgy built environment • Attract people who are traditionally non-users• Both community and CBD library service



Melbourne Library Service is not


Click to edit Master subtitle stylePURPOSE

• Melbourne’s gateway to your past present and future– Access and opportunity– Reading and literacy – Information and information literacy– Creativity

• Melbourne Library Service Strategic Plan 2008-2018 http://www.melbourne.vic.gov.au/MelbourneLibraryService/aboutus/Documents/MLS_Strategy.pdf

http://www.melbourne.vic.gov.au/MelbourneLibraryService/aboutus/Documents/MLS_Strategy.pdf

http://www.melbourne.vic.gov.au/MelbourneLibraryService/aboutus/Documents/MLS_Strategy.pdf



Target audience

Everyone and anyone who needs or wants us, including-– Residents of City of Melbourne– CBD workers and visitors– City of Melbourne– CAE community– Other educational service providers in CoM



Target audience (cont.)– Communities in need

• Public housing tenants• Homeless• People with low literacy skills• Unskilled and unemployed• Physical and intellectual disability• Refugees• Disengaged youth


Click to edit Master subtitle styleANCHOR POINTS


Click to edit Master subtitle styleSUSTAINABILITY

• Program sustainability– One off events v ongoing programs– The focus is reading, literacy and information

literacy

• Ecological sustainability– Print on demand collateral– Web-based information


Click to edit Master subtitle styleTECHNOLOGY

• Facilitates and improves access and service delivery

• Used as a means to an outcome NOT because it looks sexy

• Does not replace people• May reach new customer groups


Click to edit Master subtitle styleTECHNOLOGY


Click to edit Master subtitle stylePEOPLE


Click to edit Master subtitle stylePEOPLE

• From transaction to conversation• Library staff and library customers

– The best marketing tool for any library service http://www.publiclibrariesonline.org/magazines/featured-articles/targeted-marketing-utilizing-and-engaging-library-staff-0

– Frontline reader development

http://www.openingthebook.com/library-training/

• The 80/20 principle• The 20/80 principle

http://www.publiclibrariesonline.org/magazines/featured-articles/targeted-marketing-utilizing-and-engaging-library-staff-0



http://www.openingthebook.com/library-training/


Click to edit Master subtitle stylePARTNERSHIPS


Click to edit Master subtitle styleCOLLATERAL


Click to edit Master subtitle styleCOMING UP

• International student library needs research

• Southbank Library opens May 2012• Docklands Library decision pending• FRED son of Oi!• My Live Search• Discovery layer


Click to edit Master subtitle styleFINAL WORDS

• Keep focussed• Take risks• Be responsive• Steal from others• Enjoy what you do.



THANK YOU

Click to edit Master title style Click to edit Master subtitle style Melbourne Library Service:...

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