Along with resolutions of less belly bulge and more quality time with family, the new year always brings an opportunity to reflect on the past year’s accomplishments. Here at Brunet-García, we are proud of all the successes we’ve had this year, but a highlight of ’09 would definitely be our continued partnership with the Jacksonville Public Library and the launch of their library card awareness campaign.
Recently named one of America’s star libraries, the Jacksonville Public Library offers a plethora of online, entertainment and community services available free to the public. As an institution whose resources are increasingly in demand in this bargain-hunting, coupon-clipping economy, they wanted help getting the word out about their services and programs as well as renew public interest in owning a library card.
Our research indicated that the general public was not aware of the modern services being offered by the library. My personal favorites have always been the online hold system and DVD rentals, but they also provide a surprising range of services such as online tutoring, movie nights, MP3 downloads—even guitar lessons!
Our creative solution was to re-design the library card, along with an ad campaign touting the new card as “Your Ticket to _____,” filling in the blank with various phrases that characterized the library’s services. This allowed us to promote the wide range of services available while retaining a consistent look and feel for the campaign.
Donations by generous local artists helped us fill out the campaign with custom artwork inspired by what the library meant to them. This helped us stay within budget while ramping up community interest in the project. In addition to our media buy, the campaign was supported through an Art Walk kick-off event, PR efforts and a robust social media plan.
Not only did we have fantastic feedback from the client and the public, but in the six months since the campaign launched the number of new cards issued has increased by 50%. Now that’s the ticket to a successful campaign!
