The changing image of Birmingham libraries: marketing strategy into action

Authors: Gambles B.; Schuster H.

Source: New Library World, Volume 104, Number 9, 2003 , pp. 361-371(11)

Publisher: Emerald Group Publishing Limited

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Abstract:

In 2002 Birmingham libraries launched a marketing campaign to change their image and introduce a new branding. An integrated approach to strategic planning, performance measurement and marketing techniques enabled the campaign to achieve its objectives. The example of Birmingham libraries illustrates the various stages of a marketing campaign through planning, market research, defining objectives, target groups and messages, media planning, implementation and evaluation. It emphasises the link between the libraries' strategy and concrete marketing targets. Birmingham libraries' image campaign was awarded the CILIP and Emerald Public Relations and Publicity Award in 2002. The judges described the work as "a textbook example of a job done properly with serious professional support ... this level of marketing for libraries should be encouraged".

Keywords: Libraries; Public Libraries; Marketing; Market Research; Performance Monitoring

Document Type: Research article

DOI: http://dx.doi.org/10.1108/03074800310493189

Publication date: 2003-09-17

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