G3.02 Meeting Room, Vicnet, State Library of Victoria, 328 Swanston St. Melbourne

MINUTES

Statewide Marketing Project Monday 5 April, 9.30am – 12.30pm G3.02 Meeting Room, Vicnet, State Library of Victoria, 328 Swanston St. Melbourne

Attendance: Statewide Marketing Project Advisory Committee Lorraine Seeger (LS) Community Liaison Manager, Eastern Regional Libraries Corporation (Chair) Michael Byrne (MB) Coordinator Library Operations, Monash Public Library Michael Hogan (MH) Client Services Librarian, Mildura Rural City Council Library Service Christine (CM) Library Operations Manager, West Gippsland Regional Library McLaren Corporation Pru Menzies (PM) Customer Service Manager, Casey-Cardinia Library Corporation Michelle Wallace (MW) Corporate Programs Manager, Whitehorse Manningham Regional Library Corporation Lesley Fell (LF) Marketing & Program Librarian, Monash Public Library Public Libraries Unit Nicole Lowndes (NL) Project Officer, Public Libraries Unit, SLV (Minutes) The Marketing Bank Lisa Naphtali (LN) Account Manager, Bristow, Prentice, Lambaart, Budd (Items 1-4, 6) Apologies Marlo Branagh (MBr) Account Director, Bristow, Prentice, Lambaart, Budd Samantha (SH) Partner, Bristow, Prentice, Lambaart, Budd Houston Anne-Marie Otley (AMO) Community Relations Coord., Yarra-Melbourne Regional Library Corporation Larissa Oldham (LO) Ararat Branch Librarian, Central Highlands Regional Library Corporation Wendy O’Hara (WO) Customer Services Librarian, Campaspe Regional Library Christine Denis (CD) Service Librarian, Hume Global Learning Village Library Service Annie Opray (AO) Marketing Coordinator, Bayside Library Service

Agenda: 1) Finance Report: NL 2) Progress Report: NL/ LN 3) Additional PR proposal: LN 4) Marketing Project Proposal 2004-2007: LS/ CM 5) Marketing Seminar 6) The Big Ask AGENDA ITEMS ACTION

Welcome and Business Arising

LN requested Item 6 follow Item 2. This was agreed.

Actions from last minutes: . ALIA and library schools requested to send information to all libraries. NL to email . Roster for mural forwarded to Unique Creatures Champions re . Champions notified of media coverage. Committee suggested template and Champions be emailed a reminder to use media release template and posters posters from CD-ROM. . Quotes for additional media release and remainder of printing received. Committee noted that it is now too late for an additional Holiday Fun media release. LN said the quote would stand for further media releases . One Umbrella sponsorship proposal template sent to Champions. PM reported that she had requested material for a careers event, and One Umbrella supplied calendars, and information about resumes and interviews. . The Big Ask sponsorship requested and question preparation scheduled 1 Finance Report

NL tabled a report of current expenditure and committed project funds. She noted that printing for the July Doing Business campaign was included, as printing would be done in June.

2 Progress Report

NL reported that there had been a strong response to both the media campaign and Careers Expo stall for the Your Future campaign. Coverage appeared in: . The Age, My Careers section 13/3/04 . The Age, Expo liftout section 16/3/04 . Herald-Sun, Learn section, 16/3/04 . The Weekly Times, 31/3/04 . SBS radio interview (date TBC) The Sunday Herald Sun also ran a story on the top ten books in libraries, 4/4/04, p34.

NL has received a number of inquiries and even CVs, which have been responded to and forwarded to the Professional Development working group of library managers (Karen Ward-Smith, Anne Holmes, Elisabeth Jackson, Chris Kelly).

NL said the Your Future website received 763 hits in March, and the atyourlibrary/search site received 3829 hits. NL commented that the Expo was great value for money as a promotion, and had attracted a record crowd of over 14,000 people. Library staff who helped out enjoyed themselves and sent great feedback on the stall’s look and the level of interest. Staff from Monash University were present for most of the Expo. Karen Ward-Smith, Patti Manolis, Christine Denis, Brad Cooper and another CGD staff member presented a half-hour talk on library careers on Detailed the Sunday afternoon. 2004-2007 Marketing The stall was dressed in bright silk to match the postcards. A new yellow Project AGENDA ITEMS ACTION kayak was borrowed from Canoes Plus, and a surfboard from Denise Marshall Proposal to (Stonnington). Lots of postcards were handed out, as well as information include a from ALIA and most library schools. Left over material has been distributed range of Expo to Champions. activities PM suggested that an ongoing Marketing Project should organise other expo stalls rather than attending the Royal Melbourne Show.

The Champions survey for Your Future has been reworded to include these centrally organised activities and sent out. The deadline is now 19th April, so feedback will be reported at the May meeting. LN to organise LN advised that Just Ask printed material will be sent out by next week. She translations requested advice on printing translated material for Just Ask and Doing of posters in Business. NL suggested the top six non-English languages in Victoria: 6 languages Vietnamese, Greek, Italian, Chinese, Arabic and Turkish. The committee agreed to have translated versions of the A4 colour poster on regular stock LN to send in these six languages, for each campaign month. Greater numbers of pdfs of all Chinese and Vietnamese posters should be ordered for Doing Business. PM printed suggested uploading pdfs of the translated posters to the website. NL material to requested LN provide pdfs of all printed material, which she will upload. NL for uploading to NL requested advice on printing for Doing Business. The committee website approved 3 A2 posters, 2 A3 posters, 6 A4 posters, and 2 counter displays per branch that has opted in, as well as the translations.

3& Additional PR Proposal/ The Big Ask 6

NL reported that Hasbro Australia have agreed to provide sponsorship NL to source for the quiz in the form of Genus 5 and Junior editions of Trivial Pursuit. further NL is waiting for numbers to be confirmed. sponsorship

David Flegg (SLV), Lynette Lewis (Yarra Plenty) and Anne-Marie Otley are meeting with NL today to begin preparing the questions.

The City Library was approached to host a publicity event, but have now decided against it. Shelley Roberts was provided with an event brief and asked to offer Channel Ten exclusive coverage in oreder to attract celebrities to participate. Other contacts have not yet been fruitful. LN noted that celebrities may be hired, but that many were happy to volunteer their time. The PR staff at The Marketing Bank may have useful contacts.

LN tabled a draft proposal from The Marketing Bank, for an additional PR campaign to support The Big Ask quiz and event, with the aim of promoting information services in public libraries. NL pointed out that the event will fall within Library and Information Week, and the LN to prepare Marketing Project has assigned a PR budget for LIW activities in detailed previous years. proposal for The Big Ask LS agreed that there was potential for good coverage in the concept. NL PR campaign, estimated that with the budget remaining, the entire promotion to be including PR would need to be capped at $16,000. The committee circulated by questioned whether good results could be achieved with that amount, email but agreed in principle to the proposal. NL suggested that Marketing AGENDA ITEMS ACTION

Bank could also assist with event planning. LN will prepare a more NL to email detailed proposal given the indicative budget. Champions about The Big The proposal will be circulated via email for consideration by the Ask committee.

PM suggested Champions be notified that we are planning The Big Ask promotion for Just Ask.

4 Marketing Project Proposal 2004-2007

Agenda item not covered in meeting.

5 Marketing Seminar NL recommended that the seminar be delayed to June, as there are a number of competing seminars close to May 10. The CAVAL marketing training day in Melbourne is also on that date. This may also open the possibility of using the Village Roadshow Theatrette which would make the seminar budget go further. The committee agreed.

Using the working title Day In Day Out- everyday promotion @ your library, NL has approached a number of potential speakers.

Fiona Vasic, HR Manager at the Sheraton, has agreed to present for half an hour on their international customer service motivational techniques. She has also organised a weekend for two at the Sheraton as a prize for the SPLAM Award for best library promotion. The committee agreed to award this by draw to a seminar attendee who votes in the People’s Choice award, as it cannot be awarded to a library service. NL usggested that if the budget permits, the SPLAM award to the library service could be a day of Kevin Hennah’s time.

Annie Opray has submitted a proposal for the Mystery Shopper segment at $2200 for 22 hours work. The committee agreed this seemed reasonable for the amount of work proposed. (AO not present at this meeting).

Kevin Hennah, presenter of the Visual Merchandising training, has quoted for a half-hour/ 45-minute presentation on Powerful Promotions. This would include handouts such as planning templates, equipment lists, etc. The quote is high and NL has requested a revised proposal.

The committee discussed the schedule for the day and suggested Marketing Bank could present a session. This would leave one session remaining. Topic suggestions were: NL to Technology marketing- Regis McKenna or Paul Harrison continue ‘Gone in 60 seconds’: Moment of Truth/ other service marketing theory, with planning Rhett Walker, LaTrobe Uni seminar The Greys- Peter Worthington

NL will continue working on the seminar. AGENDA ITEMS ACTION

Next Meeting

Monday 3 May, 9.30 – 11.30am, G4.02 Meeting Room, Vicnet, State Library of Victoria