#whatsyourstoryMarketing Campaign

Alison MillarReader and Culture Development Manager

Leeds Library and Information Service

Overall objectivesTo engage new and existing customers through targeted communications, which raise awareness of libraries in Leeds, develop brand recognition, change perceptions of what libraries can offer.

Campaign objectives• To raise awareness of the library service

to new audiences• To raise awareness of the library service

to our own LCC internal audience• To increase the number of e-loans• To increase the number of app

downloads

• The #whatsyourstory campaign was launched in late June 2015.

• Designed to be fun and appealing to adults living in Leeds to inspire them to engage with the library service.

• The campaign features real people telling their personal stories about the positive impact Leeds Libraries has had on their lives.

• A maximum budget of £10k was allocated to the initial stages of this campaign. This included concept, design and plan execution.

• Lamppost banners, a billboard, press and TV coverage, a website, blog posts and print flyers all accompanied a comprehensive social media campaign.

Meet Ma

Meet Wayne

Headline statistics• 20 pieces of media coverage have been secured during launch• Media coverage included broadcast with Made in Leeds TV• Launch tweet generated 23 interactions• Tweets about Ma’s billboard generated 82 interactions• Facebook activity generated over 150 interactions with a reach

of over 47,000• A total of 365 social interactions have been documented for

#whatsyourstory activity so far (RT’s/favourites/likes/shares/ comments)• The two #whatsyourstory Leeds Reads blog posts received 120 shares in total

Local press coverage

Highlights

Meet Bill

Meet Jean

What’s Next?

Full-time mum Kim Wood, from Oakwood, moved to Leeds six years ago. With her husband working long hours and a new baby to look after, Kim felt isolated when she first moved to Leeds. The library has proved a real lifeline for her and her three daughters. Kim loves the variety of events happening at her local library and the chance to meet other parents and have some grown-up conversations! From storytimes to tea parties to food festivals, there’s always something fun going on that she can bring the family to.

Meet Kim?

Molly is 90 years old and lives alone in Bramley since her husband died. Only this year her health has meant she’s unable to walk the mile uphill to Bramley library.She learnt how to use a laptop several years ago but hardly used it.She quickly took to the iPad and used it for reading eBooks, playing solitaire, searching the internet and watching iPlayer.Her favourite thing was using FaceTime to speak to her granddaughter in Australia.

Meet Molly?