After winning first place in the IFLA PressReader International Marketing Award 2024, Catherine Leonard, Auckland Council’s Head of Library and Learning Services, shares the secret to the success of their membership campaign ‘100 reasons to have a library card’.
“Going to the library changed my life. It may even have saved it” Billy Connolly.
For those of us who understand the importance of libraries and the difference they can make in people’s lives, there’s no need to convince us to get a library card. But how do we make sure communities know how much their library card can offer them?
In 2020, Auckland Council Libraries completed a large-scale research project to identify opportunities to increase library memberships due to a decline in new and active members (those who have used their library card in the last 12 months).
The research showed general goodwill towards libraries, with most Aucklanders knowing about and valuing them, but not about the wide variety of collections and services available with a library card.
There was also a traditional perception of libraries as “just books and quiet spaces” and “like a semi-distant relative that you love but don’t make it a priority to visit”.
Our job was to change that perception and reposition libraries in Aucklanders' minds. We wanted to raise awareness of our incredible collections and services and grow the number of Aucklanders with a library card in their back pocket.
“Going to the library changed my life. It may even have saved it” Billy Connolly.
For those of us who understand the importance of libraries and the difference they can make in people’s lives, there’s no need to convince us to get a library card. But how do we make sure communities know how much their library card can offer them?
In 2020, Auckland Council Libraries completed a large-scale research project to identify opportunities to increase library memberships due to a decline in new and active members (those who have used their library card in the last 12 months).
The research showed general goodwill towards libraries, with most Aucklanders knowing about and valuing them, but not about the wide variety of collections and services available with a library card.
There was also a traditional perception of libraries as “just books and quiet spaces” and “like a semi-distant relative that you love but don’t make it a priority to visit”.
Our job was to change that perception and reposition libraries in Aucklanders' minds. We wanted to raise awareness of our incredible collections and services and grow the number of Aucklanders with a library card in their back pocket.
Image credit Auckland Libraries.
YOUR STORY STARTS HERE
We benefitted from some fortuitous timing. Out of disruption and disaster, good things can come and thanks to the New Zealand Libraries Partnership Programme funding and initiatives, we could redirect some operational budget savings. Working closely with the council’s marketing and communications specialists, we utilised some savings to engage a creative agency to give us a fresh outside-in view and a new way to connect with Aucklanders.
This investment meant we could commit to a three-year strategic marketing approach that could build, grow and adapt over time. This enabled a much more ambitious programme than we’d been able to have previously, with enthusiastic and sustained support from external and internal stakeholders.
After a series of collaborative workshops with library leaders, Auckland Council marketing specialists and agency experts, our ‘Your story starts here’ positioning statement, a communications guide and a three-year marketing plan were developed to align with the wider Auckland Council marketing goals and strategy.
Each phase of the plan targeted key audiences who could be convinced to get a library card and explore the breadth and depth of their library service.
We benefitted from some fortuitous timing. Out of disruption and disaster, good things can come and thanks to the New Zealand Libraries Partnership Programme funding and initiatives, we could redirect some operational budget savings. Working closely with the council’s marketing and communications specialists, we utilised some savings to engage a creative agency to give us a fresh outside-in view and a new way to connect with Aucklanders.
This investment meant we could commit to a three-year strategic marketing approach that could build, grow and adapt over time. This enabled a much more ambitious programme than we’d been able to have previously, with enthusiastic and sustained support from external and internal stakeholders.
After a series of collaborative workshops with library leaders, Auckland Council marketing specialists and agency experts, our ‘Your story starts here’ positioning statement, a communications guide and a three-year marketing plan were developed to align with the wider Auckland Council marketing goals and strategy.
Each phase of the plan targeted key audiences who could be convinced to get a library card and explore the breadth and depth of their library service.
 |  |  |  |
After going fines-free in 2021, an initiative aimed at removing barriers that stopped people from accessing their library service, the ‘100 reasons to have a library card’ campaign was designed to give Aucklanders 100 reasons (some sillier than others) to come along and start their story at the library.
The eye-catching and vibrant campaign artwork featured services with high appeal, and the light-hearted copy re-framed libraries as a fun friend you can’t wait to hang out with.
We ran paid ads on various channels, including Stuff.co.nz, YouTube, social media and radio.
Our series of high-quality short videos for social media created an emotional connection with relatable examples of Aucklanders sharing their reasons for having an Auckland Council Libraries card. In addition, we featured the campaign on our regional and local library channels and Auckland Council channels.
This mix of creative and channels allowed us to run many tactical executions cheaply and effectively. Having multiple ‘reasons’ meant we could adapt messaging quickly if unplanned disruptions to service forced us to pivot - a skill we’ve all mastered over the last few years!
100 REASONS TO KEEP THE MOMENTUM GOING
We are thrilled to have won first place in the IFLA PressReader International Marketing Award 2024, among over 100 submissions from libraries worldwide.
Receiving this award was the perfect way to mark the final year of our three-year marketing plan and look ahead to our strategy and priorities for the coming years.
By taking this strategic approach, we went on a real journey ourselves. We knew that the problem we were facing wasn’t unique, and we wanted to share an approach that is cost-effective and adaptable by other libraries for the benefit of their own communities.
Comment from the judges
“We loved how the top campaign by Auckland Council Libraries embraced marketing with their “100 reasons to have a library card” campaign. The campaign was based on clear insight and defined audiences and objectives. Not only did this campaign deliver on its aims of recruiting new members, with 61% of recent members joining directly as a result of seeing the marketing campaign – it also did a brilliant job of bringing to life the full breadth of library activities, using the community as advocates and delivering this in a fun and eye-catching way”.
The eye-catching and vibrant campaign artwork featured services with high appeal, and the light-hearted copy re-framed libraries as a fun friend you can’t wait to hang out with.
We ran paid ads on various channels, including Stuff.co.nz, YouTube, social media and radio.
Our series of high-quality short videos for social media created an emotional connection with relatable examples of Aucklanders sharing their reasons for having an Auckland Council Libraries card. In addition, we featured the campaign on our regional and local library channels and Auckland Council channels.
This mix of creative and channels allowed us to run many tactical executions cheaply and effectively. Having multiple ‘reasons’ meant we could adapt messaging quickly if unplanned disruptions to service forced us to pivot - a skill we’ve all mastered over the last few years!
100 REASONS TO KEEP THE MOMENTUM GOING
We are thrilled to have won first place in the IFLA PressReader International Marketing Award 2024, among over 100 submissions from libraries worldwide.
Receiving this award was the perfect way to mark the final year of our three-year marketing plan and look ahead to our strategy and priorities for the coming years.
By taking this strategic approach, we went on a real journey ourselves. We knew that the problem we were facing wasn’t unique, and we wanted to share an approach that is cost-effective and adaptable by other libraries for the benefit of their own communities.
Comment from the judges
“We loved how the top campaign by Auckland Council Libraries embraced marketing with their “100 reasons to have a library card” campaign. The campaign was based on clear insight and defined audiences and objectives. Not only did this campaign deliver on its aims of recruiting new members, with 61% of recent members joining directly as a result of seeing the marketing campaign – it also did a brilliant job of bringing to life the full breadth of library activities, using the community as advocates and delivering this in a fun and eye-catching way”.
RSS Feed