Entry received from: Auckland Council
Category: The BERL Award for Excellence in Collaborating for Results
Libraries are about more than books on shelves, but do our communities know what that really means?
A collaboration across internal departments and external media agencies has been ongoing over the past two years to create and deliver a strategic marketing approach to increase active library membership across Tāmaki Makaurau. Led by Auckland Council Libraries and Auckland Council Marketing and Communications teams, and partnering with an external advertising agency, content marketing agency and media agency, the work created and delivered an engaging campaign able to build, grow and adapt over a three-year period. The results have proved successful, and a highlight in challenging and disrupted times.
Focus throughout has been on the depth and extent of library services, aimed at driving new library member sign-ups and growing active library membership. Targeting people who use library spaces but don’t have a membership, it featured the many reasons (some sillier than others) to get a library card.
Part of a three-year customer engagement strategy to drive greater use of library services, the 100 reasons to have a library card campaign highlighted the benefits of joining the library to access a world of learning, relaxation and entertainment, for free.
Thank you to our category sponsor