Picture This
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This document outlines the promotional objectives and strategy for a summer creative arts program called "Picture This" that is a collaboration between Shropshire Libraries, Ignition CIC, and Scrappies. The objectives are to work with schools to promote the program to students, produce an eye-catching promotional item for students to take home to parents about the summer workshops, and use various marketing techniques including social media, press releases, and posters. The document also discusses measuring the impact of the promotional activities and workshops, as well as incorporating the program into the library's wider marketing strategy going forward.
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Picture This
- 1. Picture This Creative arts programme A collaboration between Shropshire Libraries & Ignition CIC & Scrappies ACE Funded
- 3. Promotional Objectives • To work with schools to promote to the captive audience • To produce something attractive to young people to take away to inform parents and carers about the summer workshops • To produce an eye catching image for posters, social media and general press release • To use social media and on-line resources to promote the workshops within main stream education, special schools and home educated networks as well as more generally • To issue a press release supported by Shropshire Council member for libraries
- 6. To produce something for young people to take away to inform parents and carers about the summer workshops – not a leaflet!
- 7. Posters
- 9. The impact of “Picture This”
- 10. Impact of Promotion Techniques • Schools tour of “bookface” • Summer Creative Arts workshops • Longer Term impact of project
- 11. Wider Marketing Strategy • New library strategy, event and casestudy recording • Infographics • New logo • User experience surveys • Diverse partnership working • Creative use of library spaces
Hinweis der Redaktion
- Collaboration between Ignition CIC and Shropshire Libraries and scrappies - recyling Partnership working absolutely key to this project. Working with artists who are not and would never be librarians is key to stretching our ideas beyond the library walls! This partnership is thriving and we have recently submitted another bid to build on this project, as well as working together as part of Shropshire’s CEP
- ACE Funded Aimed at 11-14yrs ( Years 7 and 8) 2 day workshops in the 6 main libraries in Shropshire with a wide range of creative activities – set building, visual arts, drama – working with professional artists. Work was shared at the end of the 2 day workshop and became part of an exhibition which toured libraries during autumn 2016 This age group notoriously difficult to engage with – nos drop away after primary, Most creative activities are aimed at primiary SRC type and are very much within the Children’s library area, rather than the main building.
- pretty self explanatory! One more I would add was the urge to create a mess within the library – there is still the sense that activities must not interfere with the quiet day to day running. This project most definitely interfered and took over the library spaces
- Quite a challenge to create an eye-catching image that would appeal to 11-14s without being proscriptive about what would happen within the workshops as they were to be completely responsive to the group of YP An hour spent using my kids as models within Shrewsbury library enabled Hannah to produce this image which we thought striking and engaging enough to be used for all media.
- A piece of forum theatre “Bookface” was produced to explore and challenge the perception of libraries held by young people. – funny & interactive – feedback recorded as part of performance (creative evaluation!) – positive response from teachers and students We had worked with schools to collect YP’s perception of the barriers that exist between them and libraries to feed into this production – luggage tags to collect anonymous responses in response to 3 basic questions Professional playwright wrote Bookface responding to these answers which toured the 6 main schools in our 6 main market towns Although this was tour originally devised as a marketing tool– it was so successfully received that we have included the device as a main element in our next project. A main success of this project was to have made contacts within the main secondary schools in the county – making the initial contact increased the nos. of grey hair Now – they respond straightaway, positively, and are happy to promote what we ask in newsletters, websites etc. – due to formal education course from Arts Connect
- How to avoid leaflets? – raw material for paper aeroplanes in my experience These business cards were printed on light card and laid out on each chair for the school productions Bookface also included these as part of the interactive forum theatre piece and they were left around in libraries, schools. It was an alternative to leaflets. We are not sure how successful they were in recruiting for the library workshops We were all very excited about the QR codes – Online booking was used which - captured the immediate responses instead of being something else to remember to do.
- Recognisable image and strong colour made this something that would be noticed Large Sandwich board – although it annoyed the library van drivers - ensured prominence to the poster – rather in your face but we need to be more obvious about what we do. Press Release – any good news about libraries was noteworthy – news that year was mainly about cuts and restructures - some did carry the image too. Some direct negative responses due to supposed library cuts and using money for this rather than keeping librarys open – but at least people were reading them!
- The image was widely used on library social media – both the general library twitter account and all the separate individual libraries’ facebook and twitter accounts. These all linked back to the library website where more information was held, with guidance on how to book. Example figures for all Shropshire Libraries social media: Twitter reach 179,800Twitter followers 12,400 Facebook reach 2,300Facebook likes 1764 The library service e-bulletin was used to send an email out to all 43,000 members with the poster image and full information Library website and Ignition website held full project information, dates and booking information Ignition used their links with Special Schools and the Home Educated networks to advertise the workshops Our S.M. is now much more coordinated due to a new and fresh team and we now keep track of #tags and campaigns Social Media important for general library presence but on this and other events, word of mouth and enthusiasm of front line staff is key to good attendance figures. CPD for staff incorporated as part of the project – opp to take part in activity to be able to enthuse and to get them on board more generally
- THE IMPACT OF THE “PICTURE THIS” PROJECT: “Picture This” in numbers 6 artists employed 960 students watched “bookface” forum theatre piece 60 young people took part in the summer creative arts workshops, performing to 150 live audience 31 members of staff benefitted from CPD in Creativity within Work Settings sessions 21,222 people viewed the exhibition during the library tour 40,000+ viewed the Picture This video online from social media and e-bulletin https://vimeo.com/191042704 Making a mess, a noise, taking over the main area for a performance was a really good chance to challenge our more traditional users! (and staff) to change ideas of how libraries can be used.
- We reached 2/3rd s of our expected numbers in the summer creative arts workshops. The high levels of pupil engagement during the interactive forum theatre piece within schools was noted as part of the evaluation process School staff gave us positive feedback “thank you very much indeed for providing our students such marvellous opportunities – for free! “Seeing a live production – just brilliant!” “Thank you again for inviting us to take part!” School staff have responded immediately to further invitations to work with libraries on future projects! – a major hurdle overcome! Impact of Summer Creative Arts Workshops High quality creative performances at each library were produced after only 2 days of work together Plenty of evidence of all young people being actively involved and feeling included in the whole project, supporting and inspiring each other, friendships formed The young people’s confidence and wellbeing were improved by taking part in these collaborative artistic activities. The library is beginning to be viewed as a creative space - & YP would like to do more within it The Young people taking part were very likely to use the library more often in the future. Longer Term impact of the project A strong partnership has been forged between libraries and the artistic partner Ignition which is helping us develop our Cultural Offer within the library service, and CCS Our links with schools are more firmly developed The evidence from this project has enabled us to approach Public Health with a firm proposal to work together in the area of teenage mental health. Picture This was created and delivered at a time of great transition and change for Shropshire Libraries. The project triggered creative and positive thinking at a time of fluidity, helping to build our new team and extending the local offer from libraries to young people in this difficult to reach age group.
- Marketing always been on agenda but now is taking more of a priority New logo – very lucky to have extremely capable IT expert who created our new logo – this allows us to have our own identity within Shropshire Council – as can be seen with our Swoosh! After restructuring and a new team - the marketing strategy sits alongside a new library strategy workplan which ensures our more limited resources are focused on where they are needed. Recording of our events, facts, figures etc. now is tailored to our new strategy so that we are not trying to squeeze what we need now out of something recording data needed 10 years ago! All the feedback locally but also in national summaries like “shining a light” – CarnegieUK trust – highlights that we need to get better at shouting about what we do - the surprise of people when they hear that we have free WIFI is no longer surprising. as well as using the data captured in more focused advocacy using Casestudies and infographics to illustrate the impact of our work. This is working and we knew it when Public Health called us and asked us for a meeting to discuss how we can work together. User Experience surveys - finding out what people what from us is much easier when we ask them rather than guess! We will be doing more county wide surveys – eg. a short survey when people log into the WIFI to find out what they are using Creative use of library spaces – means partnership working – bringing other and different ideas into our libraries to sum up – it is fairly straight forward to promote an exciting project like this but our focus also needs to be on promoting our basic service that we may be taking for granted.