Introduction

Andrea Ellison

Library and Information Manager

Health and Wellbeing

2

Oldham Library

3

The Performance Space

Our communications approach

Charlotte Parker

Communications Business Partner

Health and Wellbeing

5

ROSIE

R – research

O – objectives

S – strategy

I – implementation

E- evaluation

6

Research

ACORN research told us:

• Oldham is made up of very diverse communities

22.5% belong to ethnic groups

• 42% of our residents are unemployed

• 69% of our residents use the internet daily

• 31% of our residents do not own a car

Our staff:

• We employ nearly 2100 staff

• 71% of these are Oldham residents

7

Objectives

• To raise the profile of the library, as a resource not only for

learning, personal and social development but as a place to

access live performance

• To establish out of borough tourism through establishing the

Performance Space in Oldham Library as a recognised venue

for arts and community engagement

• To be a viable endorsement of Oldham Council’s commitment to

developing high quality services for its residents

• To grow the membership base of the service attracting

audiences between 1,500 to 2,000 per season and up to 50 new

memberships.

8

Strategy

Budget - £6,000

Audience:

• Library customers/lapsed library customers

• Families

• Staff

• Arts and theatre enthusiasts

• Wider community who have not engaged before

9

ChannelsOnline:

Social Media

10

E-newsletters

11

Online advertising

Adverts appeared:

- Arts marketing sites

- Parenting sites

- Oldham Council website

- Tourism websites

12

Offline

Season brochure

13

Media

- Trade (The Stage, The MJ)

- Local (Oldham Chronicle)

- Regional (BBC Manchester, MEN)

- Ethnic minority (Probash Bangla, The Asian Leader)

14

Internal communications

• Team brief

• Staff offers

• Intranet advert

15

Engagement

16

Implementation

Element Timeframe Key Metric Responsibility Spend Progress

Family Life article Beginning July Web traffic, enquiries CP Free Sent out

7.7.15

Write copy for

design of marketing

materials

July Web traffic, enquiries CP/RH Free Done

Design of marketing

materials:

- Brochure

- Poster

- Online adverts

(facebook, web

banner, parent

sites)

- Vinyl for

window

- Theatre

programme ads

- E-invites

- Team brief

banner

- Newsletter ads

(Go See This)

July n/a CP/Design £660 Brochure,

poster – at

print

Big town

centre

posters

£130.55

Facebook

ads – live

Vinyl for

window – AE

to ask Annie

O’Neill – Not

allowed

E-invite –

Done

17

Evaluation

Quantitative research

78 new members

1,973 audience members

Qualitative research:

• We have helped people learn, develop socially and

personally:

• I was inspired: 64%

• I enjoyed spending time with others: 29%

• I learned something new: 86%

18

Lessons learnt

38% of web hits were from social media

31% of web hits were from search engines

14% of web hits were direct

The weblink set up to track an advert in a theatre

programme had a very limited number of visits