When: Thursday, Jan 31 | 10:45 am - 12:00 pm

Location: TBD

Days: Thursday. Event Types: Session. Sectors: Governance. Subjects: Community Led, Marketing, and Public Service.


Description:

Goal
To provide an overview into the people-powered process around how libraries can use brand to modernize customer experiences and meet the changing needs of their communities.

Learning Objectives
#1: How your brand informs your customer experience
#2: How you can use your brand to engage with your customers and staff in meaningful ways that inform better customer experience
#3: How libraries can do a similar engagement process on a smaller scale to modernize customer experience

Details
Your library’s brand is more than just a logo. It’s also about:
• How customers discover, use and personalize their library experiences;
• How your staff engage customers and support your library’s services, initiatives and programs;
• How customers experience library services, whether in your branches, online, over the phone or on mobile devices, on a bookmobile or in your community; and
• How the role and identity of the library are communicated across various channels.

As part of Toronto Public Library’s brand modernization, it undertook an innovative approach to engaging partners, library peers, staff and customers and asked them: “What does a great library experience look like today and/or in the future?”

The project, called Toronto Public Library Experience 360, entailed interviews with internal and external stakeholders, a series of “experience lab” workshops that produced collaborative discussions with partners and staff, an online engagement platform for staff and the public, a comprehensive promotional campaign as well as documentation of the process. This engagement process was also fundamental in raising awareness and educating staff, the public, stakeholders and non-library users about library transformation and modernized library experience.

This panel discussion explores how TPL used a brand identity opportunity as a way to improve customer experience, modernize their brand, and engage their city in an innovative, thoughtful and transparent process to better meet the changing needs of Torontonians.

Panel participants include TPL Directors, a representative from Trajectory (the agency TPL worked with on this project) and will involve a q-and-a with the audience.