Be Inspired
Milton Public Library, Ont.
Innovation Synopsis
Through its new brand identity, MPL significantly increased access among the increasingly diverse population of Milton. Following its inception in 2018, the rebranding efforts bore witness to the active cardholder rate increasing by 40% by the time it was fully implemented in 2019 — from 55,962 to 78,171 patrons from a population of 110,128.
Challenge/Opportunity
Between 2001 and 2018, Milton’s population increased by 350% from 31,471 to 110,128, transitioning from a rural, homogeneous community, lacking in university education to a younger, more ethnically diverse, highly-educated and affluent town.
- Average age: 34.
- Less than 10% are seniors.
- Over 75% hold at least a bachelor’s degree.
- Median income among highest in Canada.
- Number one language read in the home, other than English, is Urdu.
As a result, MPL needed to improve the way it was perceived in the community.
Key Elements of Innovation
MPL’s new chief librarian oversaw the creation of a new brand that supported organizational efforts to better meet the evolving needs of MPL’s increasingly diverse patrons. "Be Inspired" was selected as the brand’s driver and a complimentary "bee" logo was designed in order to symbolize MPL as a hive of activity, that provides ongoing opportunities to read, learn, create and connect in support of MPL’s mission. All physical and virtual channels were rebranded and a new url was created: beinspired.ca.
Achieved Outcomes
As well as increasing the active cardholder rate by 40% in under 18 months, MPL’s patrons continue to praise the new branding — particularly the redesign of MPL’s website and social media channels where engagement has increased by 2,000%. The new tote bags have been reordered four times, such is their popularity and our e-newsletter is emailed to over 45,000 patrons. We have installed beehives at our Beaty branch to support STEM programming and will be making organic "Bee-ty" branch honey available for sale in 2021.
