MINUTES

Statewide Marketing Project

Monday 2 August, 9.45 – 11.30am

B3.23 Meeting Room, State Library of Victoria, 328 Swanston St.Melbourne

Attendance:
Statewide Marketing Project Advisory Committee
Christine Denis / (CD) / Service Librarian, Hume Global LearningVillage Library Service
Lesley Fell / (LF) / Marketing & Program Librarian, Monash Public Library
Michael Hogan / (MH) / Client Services Librarian, Mildura Rural City Council Library Service
Christine McLaren / (CM) / Library Operations Manager, West Gippsland Regional Library Corp.
Pru Menzies / (PM) / Customer Service Manager, Casey-Cardinia Library Corp.
Wendy O’Hara / (WO) / Customer Services Librarian, Campaspe Regional Library
Annie Opray / (AO) / Marketing Coordinator, Bayside Library Service
Anne-Marie Otley / (AMO) / Community Relations Coord., Yarra-Melbourne Regional Lib. Corp.
Lorraine Seeger / (LS) / Community Liaison Manager, Eastern Regional Libraries Corporation
Michael Byrne / (MB) / Coordinator Library Operations, Monash Public Library
Public Libraries Unit
Nicole Lowndes / (NL) / Project Officer, Public Libraries Unit, SLV
The Marketing Bank (Items 1-3)
Marlo Branagh / (MBr) / Account Director, Bristow, Prentice, Lambaart, Budd
Lisa Naphtali / (LN) / Account Manager, Bristow, Prentice, Lambaart, Budd
Apologies
Michelle Wallace / (MW) / Corporate Programs Manager, Whitehorse Manningham Reg. Lib. Corp
Larissa Oldham / (LO) / Ararat Branch Librarian, Central Highlands Regional Library Corp.
Debra Rosenfeldt / (DR) / Statewide Projects Manager, Public Libraries Unit, SLV

Agenda:

1)Progress Report: MB/LN/NL

2)Life is Learning radio promotion

3)@ your library campaign

4)My Favourite Book

5)Visual Merchandising Tool Kit

6)First Impressions Strategy

7)Councillor-Library Introductions

8)Transition Strategy

AGENDA ITEMS / ACTION
Minutes and Business Arising
Minutes of the previous meeting were accepted.
Actions:
  • LN has informed mailing house of poster damage. They are investigating alternative methods at the same cost.
  • NL circulated the Mystery Shopper report on the libmark list. It was agreed to circulate the report on Viclink, with a cover note describing the positive responses to date.
  • LS circulated survey reports from Just Ask and Your Future to committee
  • Alternate artwork for Life is Learning not available, so material went to print as purchased. NL requested that if redesign work was required for Treasures @ your library, that this be raised now.
  • 3AW radio ad production quote received and approved by email
  • EOI for PR and marketing support revised and distributed to 10 selected companies, due 13 August
  • Yaclink requested to support Holiday Fun, have asked for some PR support in return, such as inclusion in media releases
  • First Impressions Request for Quote is still being developed
/ LS to email Viclink about Mystery Shopper report
1 / Progress Report
LN reported:
Life is Learning
  • 42 library services have opted in
  • NL, MBr and LN met met with script writer on Friday to brief them for the radio ad
  • ACE radio have offered a short interview on the John Laws program. LN requested that the committee assist in finding a spokesperson. NL added that Information Victoria have also offered an interview syndicated on regional radio stations, to be aired on September 4, and would like a spokesperson for that.
  • The suggested schedule of radio ads is from 1 September to 7 September, during Adult Learners Week, which is Wednesday to Tuesday. This was agreed.
  • Printing is currently at the printers and should be distributed next week
  • NL had requested quote for additional media release
Leader Newspaper
  • MBr and LN met Leader CEO Sylvia Bradshaw, who is a keen supporter of libraries
  • She is reminding all Chiefs of Staff to support the campaign, and will provide a list of these to Champions
  • All Leader Newspapers are being reformatted
  • They may request that the @ your library ads be resized
  • They have also requested that newly printed material include the new logo
NL will ask Champions to provide feedback on how often the ads have been run in local papers. / Committee to help find a media spokesperson for two radio interviews
LN to circulate schedule of radio ads to Champions
LN to circulate list of Leader Chiefs of Staffto Champions
NL to request feedback from Champions
2 / Life is Learning radio promotion
(See also item 1)
NL suggested that a media release should be prepared to support the radio promotion, for circulation to Champions and distribution. She requested assistance with this from the committee.
3 / @ your library campaign
NL reported that an EOI had been requested from a number of companies, and she had met with one company on Friday who seemed capable and keen to respond. Annie Opray is one of those invited to submit an EOI. The Marketing Bank (BPLB) have declined to respond as the brief emphasizes PR services more than marketing services.
The closing date for submissions is August 11, and the selection process and contracting is intended to be completed by the end of August.
NL asked the committee to consider what state-wide support they would like for the Treasures campaign, and what activities libraries were intending to run.
AO described a Bayside promotion, ‘Bayside Living Treasures’, which will invite the community to nominate living treasures. NL requested AO to circulate a description on the Champions list, and encouraged the others to use the list to circulate good ideas.
AO suggested that a survey of Champions be conducted to assess how useful the printed promotional material is, especially translations.NL asked whether libraries were just using the material internally, or were sending it to local shopping centres, neighborhood houses, etc. This could be re-emphasized.
AMO asked that the plan to extend the @ your library campaign into 2005, and the 3 campaign month themes, should also be sent to Champions.
The committee agreed to set dates for the two Champions workshops, on Monday 6 December, and Friday 18 February. / AO requested to describe Bayside Living Treasures on Champions list
NL to conduct survey of Champions to assess printing needs
NL to include 2005 plans in Champions update
4 / My Favourite Book
NL has contacted the ABC about libraries promoting My Favourite Book in return for celebrity support for the Read @ your library campaign, and is waiting for a response.
5 / Visual Merchandising Tool Kit
Following the last meeting, this was revised to become a Guide rather than a tool kit. A request for quote has been circulated to a number of consultants including Kevin Hennah.
6 / First Impressions Strategy
NL requested suggestions for outstanding Customer Service trainers who could provide advice on the guidelines for joining new members.
The committee felt that part of this work should be done by someone internal to libraries, and that two separate elements of external support are required:
  • a motivational trainer to communicate the strategy to managers responsible for customer service in libraries (eg Customer Services Managers, Community Liaison Managers, branch coordinators), via six workshops in various metro/ non-metro locations
  • an expert in customer services to assist in developing the guidelines
CM pointed out that not all libraries have internal managers responsible for Customer Services training; at West Gippsland this function is outsourced.
The strategy could also be presented at the December Champions workshop. NL will continue work on the strategy.
NL had suggested that the effect of this project activity be evaluated by a formal mystery shopping survey before and after implementation.
The committee agreed that Annie’s report was sufficient as an initial assessment, so agreed to conduct a more extensive evaluation towards the end of the financial year (May-June). NL recommended that the intention to conduct more mystery shopping should be communicated to library staff and managers.
7 / Councillor-Library Introductions
Discussion was deferred to the next meeting, following election of new committee members.
Transition Strategy
NL asked the committee to consider models for ongoing support of marketing activities outside the Statewide Projects, as funding support beyond June 2005 is unlikely.
AO said that Ford Australia had a successful model in which each dealership paid a subscription, and suggested that the Gulliver funding model could be used. LF noted that the Summer Reading Club had also continued successfully beyond Statewide Projects funding.
The committee discussed other options. It was agreed that seeking sponsorship or philanthropic support is unlikely to succeed. A membership drive would attract attention, but could also stretch the available services beyond capacity.
NL asked the committee to consider further options for the next meeting.
Other Business
The date for the Marketing seminar was set forMonday 18 April 2005. The theme will be “The Way Forward”, and the program will include a review of what has been achieved by the Statewide Marketing Project since 1998.
The committee expressed their warm thanks to those members who have decided not to renominate for 2004-05: Christine McLaren, Michael Byrne, Michael Hogan, and Anne-Marie Otley.
Next Meeting
Monday 6 September, 9.30 – 11.30am, B3.23Dome Meeting Room, State Library of Victoria