MARKETING LIBRARY COMPUTERS TO YOUNG CHILDREN USING MULTIMEDIA

Abstract

This article describes the use of computer games for marketing library services to young children by Library and Information Services in The Royal Borough of Windsor and Maidenhead, specifically as a way of encouraging young children to use computers in libraries. The project attempted to demonstrate games as a serious marketing tool for very young children, based on their appeal as a cultural medium accepted by the target audience. The project operated with no dedicated budget and no significant models within the library domain. The programme development is described over a two-year period (August 2002–August 2004) from the early stages, driven by belief and enthusiasm, to a developing strategy for impact on the target audience. Planned future developments are discussed, based upon practical and technical lessons learnt, with reference to relevant research. The use of games on library personal computers has proven to be very popular among the intended audience, and there is a growing body of evidence to demonstrate that the intended objectives were achieved. It is hoped that lessons learnt in this project will be of practical use to others.