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The IFLA Section on Management and Marketing in collaboration with Emerald is pleased to announce the winners of the 7th IFLA International Marketing Award for 2009.

First place was awarded to National Library Board (NLB), Singapore, represented by Sharon Koh. The slogan for the winning campaign is "Go Library". The GLP is a multi-platform project which aims to entice customers to the library. Significant inroads were made in outreach efforts, e.g. to schools, institutes and organisations, where there is increasing need to make the library relevant to those technologically-inclined who may receive information from online search engines or other non-conventional mediums. Through specially targeted programmes the needs of various demographic groups were addressed. To achieve maximum impact, these programmes are marketed under the "Go Library" project.

The first-place winner receives airfare, lodging, and registration for the 2009 IFLA General Conference and Council to be held this year in Milan, Italy, and a cash award of $1,000 (U.S.) to further the marketing efforts of the library.

Second place was awarded to Wrexham County Borough Council, Wales, United Kingdom, represented by Jane Purdie. The second place winning slogan is "Happy Days/Take a Fresh Look at Your Library".

Third place was awarded to the Alberta Library, Edmonton, Canada represented by Janis Galloway and Bill Rice. The third place winning slogan is "The Alberta Campaign/Books and Beyond".

More details about these winning campaigns are available from Christie Koontz, Information Coordinator for the jury.

The first place winner will be announced officially at the IFLA press conference, time and place to be announced. Second and third place winners will be announced also and awarded with distinctions.

Criteria and Applications

For this seventh award, applications were available on the IFLA website. Altogether there were 22 applicants from 17 countries including Australia, Bulgaria, Canada, Colombia, France, Jamaica, Netherlands, New Zealand, Republic of Kyrgyzstan, Russia, Senegal, Singapore, Spain, Sri Lanka, Tanzania, United Kingdom and the USA.

Any library, agency, or association in the world that promotes library service was eligible to receive the award. The IFLA Iinternational Marketing Award is to honor organizations that implement creative, results-oriented marketing projects or campaigns.

Objectives of the

  • Reward the best library marketing project
    worldwide each year
  • Encourage marketing in libraries
  • Give libraries the opportunity to share
    marketing experiences

This year’s applicants were carefully judged on the following:

  1. Strategic approach to marketing;
  2. Creativity, originality, innovation and social value;
  3. Potential for generating widespread public visibility and support
    for libraries;
  4. Effectiveness of communication;
  5. Commitment to ongoing marketing activities;
  6. Expression of emotion, sustainability and ethical aspects.

The Jury revised the criteria to facilitate increased understanding
of marketing, and participation by a broader range of countries. A new
goal that was reached was to recognize marketing efforts by developing
countries with fewer resources.

For more information contact the following representatives of the
Jury of the IFLA International Marketing Award:

About Emerald

Emerald Group Publishing Ltd.

Established in 1967, Emerald Group Publishing Limited is the world’s
leading publisher of management research. In total, Emerald publishes
over 700 titles, comprising 200 journals, over 300 books and more than
200 book series as well as an extensive range of online products and
services. Emerald is COUNTER-compliant, meeting the international code
of practice for reports that measure usage of online information
products and services consistently.

Emerald’s publishing philosophy is "Research you can use",
which means that our content is both rigorous and relevant, connecting
the academic world with the world of management practice.

The Emerald online collection of journals, abstracts and resources,
Emerald Management Xtra Plus, serves business schools and management
departments world-wide. For managers in corporate and public
organizations, Emerald Management First provides fast access to applied
research, ideas, insights and interviews from the world’s best
management thinkers.