Kasim Ali s11760374

Apollo Pr Solutions Library Of Birmingham

Client: Library Of Birmingham

£189 million pound building. Revolutionary Mecanoo design. Special Collections such as

Shakespeare and Warwickshire Photographic Survey.

Discovery Season produced by Capsule.

Free Legal advice

Objectives

  To help drive public engagement with the library’s

range of facilities and events with particular emphasis on the Discovery Season.

To position the library as being at the heart of the cultural and learning-led regeneration of the city.

To address the issue of potential criticism of the library as ugly, out of place and a waste of public money when spending is being cut on other vital services.

To raise awareness of library’s special collections. To use the library as a platform for encouraging young

boys to read more books

Our Aim

Using the Objectives of the Library the aims of this campaign are to change or reaffirm the position of the public, that the library is essential to Birmingham. We aim to portray the opinion that library is key to many aspects in Birmingham such as the economy, education and the future. We also aim to create a long lasting result rather than a short term fix. Through our methods all of the Library’s needs will be met.

Audience

Public Students Guardians Tourists

Methods

“yourBirmingham” Free Comic Book Day The reading league table Time Capsule Garden Party Bookworm Hunt

Key Message

What can the Library Of Birmingham do for the city.

“what can the Library Of Birmingham do for you?”

“ Your Birmingham”

Free Magazine Reviews, News, “what’s on” Q&A Work Experience (discovery season

attendance) Cheap Advertising Potential Sponsorship and partnerships One issue doesn’t mean one reader Two days editing per month

Potential Objectives met

Potential objectives met; To help drive public engagement with the library’s

range of facilities and events with particular emphasis on the Discovery Season.

To position the library as being at the heart of the cultural and learning-led regeneration of the city.

To address the issue of potential criticism of the library as ugly, out of place and a waste of public money when spending is being cut on other vital services.

To raise awareness of library’s special collections. To use the library as a platform for encouraging young

boys to read more books

Sample Pages

Free Comic Book Day

3rd of May Marvel Accessible reading Rise Of The Guardians & Spiderman

Property of Marvel

Potential Objectives met

To position the library as being at the heart of the cultural and learning-led regeneration of the city.

To use the library as a platform for encouraging young boys to read more books

Reading League Table

Encouraging young boys to read without neglecting young girls.

Schools from around the city participating

Premier League Type system Rewards for schools and library Reinforcing positive behaviour

Potential Objectives met

To help drive public engagement with the library’s range of facilities and events.

To position the library as being at the heart of the cultural and learning-led regeneration of the city.

To address the issue of potential criticism of the library as ugly, out of place and a waste of public money when spending is being cut on other vital services.

To use the library as a platform for encouraging young boys to read more books

Time Capsule

Media Opportunity Investment into the future Reinforcing Positive Behaviour Children's favourite books and library

publications. Library Branded

Time capsulesuk

Potential Objectives met

To help drive public engagement with the library’s range of facilities and events.

To position the library as being at the heart of the cultural and learning-led regeneration of the city.

To address the issue of potential criticism of the library as ugly, out of place and a waste of public money when spending is being cut on other vital services.

Garden Party

Media Opportunity Reinforcing Positive Behaviour After Time Capsule Event Top 3 Schools Parents, teachers, Children

Potential Objectives Met

To help drive public engagement with the library’s range of facilities and events.

To position the library as being at the heart of the cultural and learning-led regeneration of the city.

To address the issue of potential criticism of the library as ugly, out of place and a waste of public money when spending is being cut on other vital services.

“Bookworm” Hunt

Hunt for prizes Through Social Media Only Library card holders Discovery Season events and library

rentals Allow people to see the uses and

benefits of the library

Potential Objectives Met

To help drive public engagement with the library’s range of facilities and events with particular emphasis on the Discovery Season.

Timing

Magazine – Nov 2013 to Sep 2014 Free comic book day- May 2014 Reading table – October to July 2014 Time Capsule – August 2014 Garden Party – August 2014 Bookworm Hunt – Oct 2013 – Dec 2013

Timing

September 2013 is used for contacting schools and arranging work experience.

It will also allow for social media users to follow the library pages.

To Analyse press and media

Budget

£100,000 allowance Consultancy/ Labour Fee - £30,000 Operational Costs - £57,142 Total budget used - £87,142 Contingency Fund - £12,858

Media opportunities

Press releases Campaign Benefits Not just mainstream Media

Evaluation

Reviews Days Using Systems already in place Analyse how quick “your Birmingham”

needs to be replenished Analyse media releases about the

library To conduct a survey 6 months into the

campaign to see if the library is seen as a “world class Institution” and how it is viewed.