Ready for the Next Chapter: re-defining relevance with a data-driven awareness campaign
In the ever-evolving landscape of information access, public libraries face a constant challenge: remaining relevant and resonating with diverse communities. Yarra Libraries in Melbourne, Australia, tackled this head-on with a strategic awareness campaign that embraced data-driven insights, bold creativity, and a deep understanding of their community. This campaign went on to win the prestigious IFLA PressReader Marketing Award in 2022, and its story holds valuable lessons for library professionals who want to rethink outreach and engagement or are considering their own application for this year’s award.
Understanding the Need
Yarra Libraries started by analyzing years of community consultation data. Over 4,000 pieces of feedback collected over 3–5 years were analysed. They discovered a disconnect between the valuable services they offered, like digital literacy classes and homework help, and the community’s awareness of them. This discrepancy became the campaign’s core focus: bridging the gap between perception and reality, and challenging outdated perceptions of library services.
The campaign was motivated by the development of Yarra Libraries’ next strategic plan which would guide service delivery and development over the coming years. To ensure a robust consultation, the campaign was rolled out approximately two months prior and sought to address misconceptions and update the community on what the library currently offered to progress the conversation into what the library could offer in the future once formal consultations began.
Phase one focussed on awareness. Phase two focussed on consultation.
A Visual Revolution
Yarra Libraries opted for an unconventional, vibrant visual identity for this campaign, swapping their usual, corporate branding with neon pink, yellow and blue. 300 large-scale posters were plastered across high-traffic areas throughout the municipality. Hundreds of playful guerrilla stickers added unexpected pops of colour to the urban landscape, while pop-up events at venues like skate parks and farmers’ markets challenged preconceived notions of the library as a static institution.
Speaking the Community’s Language
The campaign adopted a conversational tone, utilizing relatable humour and direct questions to pique interest. Messages like “Who has the patience to teach your mum how to use her phone? Our librarians do!” and “Who can deliver a stack of new books to your Dad? Our volunteers can!” resonated with the target audience, particularly the city’s youthful demographic (nearly half of residents are aged between 18–34). The motivation was to deliver a message about library services that cut through the reader’s preconceived idea about libraries; the brevity and casual tone helped get the message across.
Campaign materials were translated into five additional languages (Arabic, Chinese, Greek, Somali & Vietnamese — the most commonly spoken languages other than English in the municipality).
Multi-Channel Synergy
Targeted social media advertising reached residents beyond library walls, while engaging video testimonials from local figures helped spread the word. A strategically crafted online survey, incentivized with tablet prizes, garnered over 500 valuable responses for shaping the library’s future direction. Fridge magnets were given out as gifts and visually connected the campaign to the posters and stickers around town.
Quantifiable Success
The campaign’s impact wasn’t merely anecdotal. It surpassed its survey target by 61%, generating over 500 responses rich with actionable insights. Of these responses, fewer requests for existing services and fewer comments about not knowing what the library offered were noticed in comparison to previous consultations. Digital content consistently outperformed average engagement rates, with one video reaching over 3,700 views. Most notably, library memberships surged by a remarkable 72% in the months following the campaign, demonstrating its effectiveness in attracting new faces.
Beyond Numbers: Building Relevance and Redefining Roles
The true impact of this campaign extended beyond measurable statistics. Anecdotal feedback revealed a shift in perception, with residents expressing surprise and delight at the library’s vibrancy and humour. This campaign wasn’t just about attracting new members; it was about rebuilding trust and redefining the library’s role as a dynamic community hub offering valuable services and fostering connections.
Yarra Libraries’ success story is a testament to the power of data-driven insights, bold creativity, and authentic community engagement. It’s a reminder that libraries can not only remain relevant but also become vibrant centers of learning, connection, and possibility.
Inspired by Yarra’s winning campaign? Consider submitting your own innovative library marketing campaign for the 2024 IFLA PressReader Marketing Awards! Applications are open until 20 February 2024.
