Bridgend library service wins national marketing award

A campaign to promote the wide range of online resources available to library users in Bridgend County Borough has scooped a national prize at the prestigious Marketing Excellence Awards. ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​

Bridgend Library and Information Service, which is managed in partnership with Bridgend County Borough Council by Awen Cultural Trust, a new not-for-profit organisation, was selected from over 40 entries from libraries, museums and archive services across Wales for their successful ‘e-Promo’ campaign. ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​

The aim of the marketing campaign was to raise awareness of the wide range of eResources available, including online books, magazines and photograph collections, and highlight their benefits, relevance and value to library users of all ages. ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​

By using a wide range of marketing tools, from fully informed staff speaking directly to library members, running social media campaigns and targeted promotional events and activities, there has been a notable increase in membership and use of the online resources. ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​

Richard Hughes, Awen Chief Executive said: “This is a fantastic achievement for everyone involved in our library services across Bridgend, at the start of Awen’s journey as a cultural trust. I congratulate the staff’s creativity and innovation in finding a low budget yet high impact means of improving the use of some excellent resources which we have available online.” ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​

The Marketing Excellence Awards are part of the Welsh Government’s ‘Attracting the Audience’ programme for museums, archives and libraries, and Deputy Minister for Culture, Sport and Tourism, Ken Skates, said: “We want to see as many people as possible using our excellent library, museum and archive services across Wales so that they can benefit from what’s available. Marketing plays an important role in encouraging people to use these facilities and I’m pleased we are recognising the positive work being done across the sector, despite the challenges.” ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​

All entries were judged by Jonathan Deacon, Professor of Marketing at the University of South Wales and Trustee (former Chair) of the Chartered Institute of Marketing Cymru. Winners received a trophy, certificate and a variety of prizes including marketing workshops and specialised equipment. ‌​‌​‌​​​‍‌​‌​​‌‌‌‍‌​‌‌​​‌​‍‌​‌‌‌​‌‌‍‌​‌‌‌‌​​