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Semelhante a How to Establish Your Library's Identity Through Branding, Merchandising & WordThink
Semelhante a How to Establish Your Library's Identity Through Branding, Merchandising & WordThink (20)
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How to Establish Your Library's Identity Through Branding, Merchandising & WordThink
- 1. Working With WordThink, Brand Power & Merchandising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
- 2. The 21st Century Library • Branding: establishing our identity Library as the third place: -Distinct from home or work -Liberating environment -Encourages people to stay and to return -Playful atmosphere -A place of discovery and transformational experiences
- 3. Finding Our Identity • Establish the personality of the 21st Century library • Evolve from institutional to organic • Focus on customer service and transformative experiences What is Anythink?
- 4. • Our Mission Statement: we open doors for curious minds • Descriptive words: Imaginative, progressive, creative, distinctive, intuitive, adaptable
- 5. • Why the name? Anythink is the experience that anything is possible. • Why the doodle? A doodle is the start of any idea.
- 6. Identity Dictates Action Customer-centered identity means: • designing architecture and furnishings • for comfort and easy traffic flow • Mapping the space and the collection • For ease of use: Wordthink, signage, merchandising • Providing exciting programs, products and personalized services
- 7. Customer-Centered • Staff guided by shared values • Understand and empower our customers • Collaborate with customers to meet their needs
- 8. These Are Our People
- 9. Welcome to Anythink! • Brand rollout: a process Getting staff and community comfortable with the brand through subtle use of brand colors and fonts in pre-rollout print materials Jam sessions and elevator statements prime staff for brand buy-in
- 10. Brand: Consistent & Comprehensive • Visual Consistency Fonts color palette logo
- 11. Brand Consistency • In Print
- 12. Brand Consistency • In Display
- 13. Comprehensive Application • Brand style and attitude pervades all customer touchpoints: Customer Greetings Event Signage Nametags Website Design Phone Messages Press Releases E-mail signatures Flyers & Notices Interior & Exterior Signs All print materials
- 14. Comprehensive Application advertising promotion name tags exterior signageexterior signage
- 15. Mapping the Space • Floor plan • Wordthink • Signage • Merchandising
- 16. Ease of Use • Traffic flow-open floor plan • Clearly identified neighborhoods • Autonomy: self-check, digital catalog, website • Choices: quiet spaces, sociable spaces
- 17. You are here. Welcome; make yourself at home.
- 18. Working With WordThink From Conversion to the Frontlines
- 19. Design Wordthink • Collection Development team visited Maricopa County • Used BISAC as a model • Created grids that better classified our collections WordThink Conversion
- 20. WordThink Grid Music MUSIC MUSIC How-to HOW TO MUSIC Songbooks SONGS Nature NATURE NATURE Animals ANIMALS NATURE Animals ANIMALS Birds BIRDS NATURE Animals ANIMALS Insects INSECTS NATURE Animals ANIMALS Land LAND NATURE Animals ANIMALS Ocean OCEAN NATURE Dinosaurs DINOS NATURE Plants PLANTS Parenting PARENT PARENT Baby Names NAMES PARENT Pregnancy PREGNANC
- 23. Working with Vendors • Communication and Timeline for the project • Plan for collecting –Branch closures timeline –Continuing to order Dewey while ordering WordThink • Translation grid – BISAC to WordThink • Ongoing feedback • Yearly updates and retro-fitting
- 24. MARC Display
- 25. WordThink Translation PSY009000 PSYCHOLOGY / Psychopathology / Compulsive Behavior MEDICAL MENTAL PSY010000 PSYCHOLOGY / Psychotherapy / Counseling SOC SCI PSYCH PSY011000 PSYCHOLOGY / Psychopathology / Eating Disorders MEDICAL EAT DIS PSY012000 PSYCHOLOGY / Education & Training SOC SCI PSYCH PSY013000 PSYCHOLOGY / Emotions SOC SCI PSYCH PSY014000 PSYCHOLOGY / Forensic Psychology SOC SCI PSYCH PSY015000 PSYCHOLOGY / History SOC SCI PSYCH PSY016000 PSYCHOLOGY / Human Sexuality RELATION SEX PSY017000 PSYCHOLOGY / Interpersonal Relations SOC SCI PSYCH PSY018000 PSYCHOLOGY / Mental Illness MEDICAL MENTAL PSY020000 PSYCHOLOGY / Neuropsychology SOC SCI PSYCH PSY021000 PSYCHOLOGY / Industrial & Organizational Psychology SOC SCI PSYCH
- 26. Physical Transformation • Spine Label examples: DVD HOME DIY BIOGRAPH FAMOUS TRUMP HISTORY MILITARY WW2 MEDICAL HRT DIS COOKING INTNTL J PLACES US TEEN RELATION TEEN GRAPHIC SPIDER-M
- 27. Converting the Catalog • Split up collection – 4 staff members change item records for Dewey ranges Example: 636.7 = PETS DOGS – go through item by item • Every NF collection converted LP, Books on CD, J & E, Teen • Change catalog display
- 28. Converting the Branch • Group “like” materials – Map out new locations of materials using collection statistics • Close the branch – fastest, easiest, cleanest – 35,000 item collection = 1 week closure – 12 FTE complete the project • New signs, maps of location • Orienting all staff
- 33. Changes to Shelving • Broken down into smaller groups of shelving – Collection is not linear, no beginning or end – Emphasizes subject- specific groupings – Varying height and sizes – Freedom to reconfigure sections – Empty shelves and endcap displays
- 38. Customer Experience • Many are indifferent – Come in looking for a book, leave with a book – Come in to browse, go to section • Some come in ready to challenge Wordthink • Different from Bookstores – Catalog gives specific location of every book.
- 40. Challenges with Wordthink • Difficult for larger sections – Medical – Business • Shelved by title – Title on spine can differ from title in catalog – Books on same subject not right next to each other • Smaller NF collections
- 42. Visual Merchandising • Systemwide promotional merchandising • Branch-specific promotional merchandising • Everyday merchandise highlighting
- 43. Library Display Types • Tabletop displays • In-shelf display areas • End cap displays • Range-top displays • Power wall and case displays
- 44. Display Standards Display PrinciplesDisplay PrinciplesDisplay PrinciplesDisplay Principles • Balance • Emphasis • Proportion and scale • Rhythm • Harmony • Rule of 3 Rules of ThumbRules of ThumbRules of ThumbRules of Thumb • Activate key visual zones • Front up rows • Face out books • Fill gaps • Fluff
- 45. Enhancing • Use accessories sparingly: let the books be your décor • Stack multiples on tabletops and in-shelf • Add media and live demos • Incorporate staff picks
- 46. Display Do’s A well-balanced, open, attractively layered Power wall display. This one highlights new arrivals and items of seasonal interest. The table displays in front of the power wall draw customers in to browse the wall displays.
- 47. Display Do’s Examples of well-placed displays on lower rangetops. Books on easels atop another copy of the book alternate with books on easels alone. Note varied Placement of in-shelf displays. When kids see the library’s habit of arranging board books neatly by size in baskets, they can find what they want more easily. Who knows—perhaps some will take the lesson home.
- 48. Display Don’ts Too many books (above) poorly spaced on too many levels, plus a mismatched mix of wrinkled surface coverings make for a discon- nected, scattered-looking display unattractive to customers. A good idea poorly designed (above). Don’t let displayed books (right) block Wordthink signage! Use displayed books to illustrate what the Wordthink neighbor- hood contains.
- 49. Display Don’ts (Top left) Issues with height and spacing leave this dis- play less than compelling. (Bottom left) Bulletin boards and decorating of any kind detract from the clean, professional look of the 21st Century library, where the beauty in the setting is in the books themselves. (Right) Books removed from display easels must be re- placed promptly. Books on shelves must be fronted, and shifted to maintain a balanced look from shelf to shelf. Large gaps should be filled in with display books.
- 50. Just Don’t No, really: don’t.
- 51. Signage No-nos No day-glo. No tape. No dirty, dog-eared signs. No handmade signs. No tape. No day-glo. No clipart. No signage overkill. No sloppy placement. No tape. No unreadable, non-brand fonts. No daycare-bulletin-board styling. NO TAPE!
- 52. CAUTION: Use of tapes sets a very bad example!
- 53. Staff Merchandising Responsibilities • Designer create systemwide programs and promotional displays • Guides implement systemwide programs and displays create branch-specific promotional displays manage everyday merchandise highlighting • Concierges keep displays “fluffed” maintain inventory of display equipment • Wranglers shelve materials & keep shelved stock fronted, faced-out, filled up and dusted
- 54. • All Staff keep oriented to displays daily help keep shelves “fluffed” when you’re on the floor
- 55. Maintenance • Daily orientation to displayed materials: one- minute walkthrough • Fluff display areas and fill gaps: libraries that merchandise their materials see circ spike 30-40% immediately • Change out displays: if display does not draw interest in first day, be ready with back-up ideas
- 56. Equipment & Resources • Use approved display equipment • Provide sign templates and holders • List thematic idea-starters • List resource links and books • Keep examples of display dos and don’ts • Observe prohibited practices: avoid visual clutter do not use tape do not use handmade signs
- 57. Plan Your Merchandising Schedule • Schedule a training session at each branch -presentation of merchandising plan -dos and don’ts -provide handbook -provide merchandising equipment and hands-on demos -plan quarterly walkthroughs with branch managers
- 58. Merchandising: The Bottom Line • Welcome • Inspire • Engage • Make Comfortable
- 59. The WOW! Factor • Keeps ’em coming back • Always something new & exciting to explore • Community connections & transformative experiences
- 64. Mary Thelen Visual Arts Manager Anythink Libraries mthelen@anythinklibraries.org Rachel Fewell Collection Development Manager Anythink Libraries rfewell@anythinklibraries.org