Reopening Strategies for Libraries in Summer 2020
Crafting a targeted and flexible communication approach is key to reopening libraries successfully in the summer of 2020. With a focus on engaging existing readers and emphasizing the value of users, libraries aim to provide access to collections while ensuring safety and patience during the process. Learnings from the reopening day suggest the importance of embracing core purpose, honesty with users, and the challenges of inter-organizational collaboration.
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Reopening the Library Summer 2020
To provide access to our collection for researchers www.bl.uk 3
1. Tone of voice Who we re talking to Our Readers familiar with the Library, existing connection. They have love for the Library Who we are persona Agile, responsive, caring, trustworthy and clear, younger tone than normal, less expansive Sentence length and standard tells Short sentences with clear actions. Couplets. Occasional longer sentences to convey warmth and humanity. www.bl.uk 4
2. Key messages We're doing everything we can so you can continue your research while keeping everyone safe You are a valued user (our users are what make us tick) our collections and spaces are nothing without you We re working really hard to give you access to the collection and spaces you love But we re human - we might not get it right straight away. Please be patient and kind. 5 www.bl.uk
3. Strategy Gradual, targeted communications using owned channels Prioritised messaging, signage and key assets Get the processes right Be flexible 7 www.bl.uk
8 www.bl.uk
On the day It was great to be back Users were thrilled, well behaved, wore masks and were respectful of our staff We didn t expect to get everything right straight away, and we didn t, but that s ok. 9 www.bl.uk
The learnings Don t deny it it s a big project, and you can t do everything It s an opportunity to remember and embrace your core purpose Inter-organisation working: it s hard, but it s rewarding Be honest with your users, and be prepared for tough questions but it s ok to go away and think about the answer And it s really, really hard to take nice pictures of signage and a one-way system: answers on a postcard please. 10 www.bl.uk
Whats next? 11 www.bl.uk
Helen Young Marketing Manager helen.young@bl.uk www.bl.uk 12
