Libraries cinema advertising presentation - 2016-10-20
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Libraries cinema advertising presentation - 2016-10-20
- 1. Wyndham City Libraries - Cinema Advertising Elizabeth Arkles and Jenny Cogo
- 2. A snapshot of Wyndham… WHO IS MOVING HERE? 194 new residents per week 1 • Wyndham’s population grew by approximately 10,072 person from 2015 to 2016. Top 5 languages other than English spoken at home in Wyndham include.3 • Hindi (4%) • Mandarin (3%) • Punjabi (2%) • Filipino/Tagalog (2%) • Italian (2%) HOW OLD ARE WE? The largest age group is 35 to 49 years, with a population of 49,949 people. This is followed by 25 to 34 years with 39,264 persons.1 There are 12 babies born each day in Wyndham (based on 2015 birth records).2 Sources: 1 Population and Household forecasts, 2011 to 2036, prepared by .id, the population experts, September 2016; 2 Material Child and Health, Wyndham City Council; Department of Health 2014; 3 Wyndham Household Survey, 2015
- 3. Start of the journey Chess Tournament Baby Time
- 4. Library marketing strategy • Membership Drive • Cinema advertising for various departments • Marketing Campaign brief and guidelines • Objectives of advertisement • Visit to cinema
- 5. Considerations: • Who is our audience? • What are our key messages? • Is the script appropriate? • Budget restrictions eg. one location • Representative of local communities and user groups
- 6. Organising the shoot • Stakeholders • Planning • Running sheet • Photo consent
- 7. Plaza Library Mother and Child 8am Libraries to organise Plaza Library Group of Students 8.30am Libraries to organise Plaza Library Older couple 4 x Older people (50's +) 9am Libraries to organise Plaza Library Young Woman 9.30am PR to organise Plaza Library Families 10am Libraries to organise Plaza Library Staff Member computer help 10.30am Staff member (libraries) Plaza Library Staff Member with kids 11.00am Staff member (libraries)
- 8. On the Day • Direct traffic around production once library opened • Ensure no non-consenting patrons were filmed • Be aware of Copyright • Be aware of not having same people in every shot • Quick decision making • Be flexible – it’s different on day to planning • Be mindful of cultural mix in most shots • Be mindful of location of shots
- 9. After filming • Several drafts – voiceovers, music, onscreen text • Best time to screen? • Special screening at cinema for those involved • Unexpected consequences
- 10. Library Advertisement 4 weeks screening: • Boxing Day (School Holidays) • 10 April (School Holidays) • 19-Jun • 26-Jun Wyndham City Libraries - YouTube
- 11. Evaluation and Learnings • Track new memberships after screening • Importance of early planning • Get back to people featured in advertisement
Notas do Editor
- First video explaining Booking system to Chinese patrons Staff member with film degree and skills Idea of showcasing our events
- Worked with P.R. Talk about brief and guidelines – read out objectives and focus of advertisement Cinema statistics – average 11,000 people during week. School holidays up to 18,000pw
- Who is our audience? Key messages – Free for all, something for everyone, welcoming spaces, free programs, free wifi, public access computers, study spaces etc Read out initial script Talk about inviting producer in and consequences 1,000 to produce and $440 per week x 4. Determined filming at one location only Getting schools and youth on board – consent and opening
- Stakeholders – Library staff, PR staff, production crew, participants from Library programs such as Language Café, volunteers, local Resume Writing workshop facilitator, school students and their parents and teachers, people within the library on the day Working out which program would work best on the day to film. Consent issues. Running sheet next slide Photo consent was organised prior to the day of filming as saved time
- Jenny to explain schedule and how wasn’t detailed enough. Students were needed in more than 1 scene- so we needed to work out who was in which shot- need extra people for background – tried to match people in script
- Took a few takes Copyright - eg. DVDs shown in cinema Be mindful of location - eg youth in Large Print area
- It’s an opportunity to chat while filming and some people signed up on the day.
- Track increase in new members after boxing day Encourage staff to ask new members how they found out about the Library Invite people in to see pre-screening Realised needed more detailed schedule of allocation Let people know they may not be in the final cut Any Questions?