Re-writing the Library of Birmingham

1. Re-writing the Library of Birmingham Esther Mtetwa

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

3. Birmingham Library Europe’s largest Library Officially opened on September 3 by Malala Yousefizi

4. 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

5. Objectives 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

6. Publics Target Audiences – the public and ethnic minorities Media – local media outlets Sceptics – persuade them that the library is positive

7. Key Messages ‘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

8. Tactical Programs Consumers - using online and print mediums to target consumers Media – press releases, and articles Industry – to gain credibility within the marketplace

9. Event execution 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

10. 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

11. Re-Writing the Birmingham Library Thank you