Scottish Poetry Library 2002
| Organisation |
Scottish Poetry Library |
| Project |
Marketing review and development of a marketing strategy |
| Artform |
Literature |
| Location |
Edinburgh |
| Application type |
Project development |
| Date |
2002 |
| Status |
Completed |
| Grant |
£5,000 |
| Total project cost |
£6,650 |
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The Scottish Poetry Library (SPL) aims to make the poetry of Scotland in whatever language, and a selection of mainly modern poetry from other countries, visible and freely accessible to the general public.
The Library is based in an award-winning building in Edinburgh (completed with lottery funding in 1999) and has nine small branches across Scotland.
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Services include a borrowing and reference library; research assistance and information; and a travelling van service to schools and other institutions throughout Scotland. It also runs workshops for schools and the public in the Library in Edinburgh and holds readings throughout the year.
Individuals and organisations can become a Friend of the SPL, paying an annual subscription and receiving a range of membership benefits.
To undertake a marketing review of the SPL leading to the development of a marketing strategy undertaken by consultants. The review included research into the needs and expectations of current members and users and into ways of extending membership/usage and develop partnership/sponsorship opportunities.
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The aim of the project is to raise the profile of the SPL and through that, access to and enjoyment of the art of poetry, by increasing knowledge and usage of all the Library’s resources. The year 2004 marks the 20th anniversary of the founding of the Library and it wanted to make the year a break-through in knowledge of the SPL and its work and in usage of its resources. It has a range of ideas in mind but doesn’t want to go ahead with these without having first commissioned consultants to undertake audience research and develop a marketing strategy. |
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The objectives of the project development work are to:
- gather information about current members and users and their respective needs and expectations, and about the potential audience
- identify potential partners and sponsors
- explore how the SPL can work with the wider literature community to change the Scottish public’s attitude to poetry
- develop a marketing strategy and identify the resources required to implement it
The Edinburgh-based consultancy RGA was appointed to undertake the work which comprised:
- marketing audit (internal): analysis of in-house data and previous research, face-to-face interviews with staff and committee members, postal survey of current users and Friends (questionnaire circulated to 250 borrowers who are not Friends and to 650 on the Friends mailing list)
- marketing audit (external): desk research on operating environment, reading trends, competitor set, market research relating to potential users and partners
- marketing SWOT analysis
- marketing strategy – objectives, marketing mix, resources, budget indications.
The SPL has found the review process to be a very valuable exercise, helping it to realise that it is achieving a great deal but in a rather piecemeal and unco-ordinated manner and that it is not marketing itself proactively enough.
As a result of the review, it has been able to sharpen and focus its vision of what it wants to do and frame its priorities. It has gained a clearer sense of its target audiences and how best to reach them, and now has a map for activity for the next five years at least.
If it is to undertake this increased activity, increased human and financial resources are clearly needed. As well as an education officer and marketing officer, there is a need for increased funding. Only a limited amount of additional funding can be generated in the educational sphere but the SPL hopes that by enhancing its public profile, it will be able to access a wider range of funding sources than before.
Robyn Marsack
Director
Scottish Poetry Library
5 Crichton’s Close
Canongate
Edinburgh EH8 8DT
Tel: 0131 557 2876
Fax: 0131 557 8393
E-mail: inquiries@spl.org.uk
Web: www.spl.org.uk |