BEYOND BOOKS CAMPAIGN
Organization: Houston Public Library
CATEGORY:
MULTI-CHANNEL CAMPAIGN - CITIZEN FACING
CAMPAIGN:
BEYOND BOOKS CAMPAIGN
CONCEPT:
Visual and interactive campaign to promote the library's vast resources and services for the 2.1+ million, highly diverse Houston population.
SCOPE:
The Houston Public Library (HPL) has a large selection of resources and services that are aimed to enrich the lives of Houstonians – whether in culture, arts and music, job readiness, education, community and/or technology.
The simple message of “Beyond Books” billboards combined with the bright visuals transmits that HPL is more than just books. The library takes a person “beyond” their everyday experience through variety of resources, which are vastly unknown to a large portion of the Houston population.
The visuals on the billboards will be incorporated in a variety of media including social media advertisements and posts, library posters and art, and evergreen library marketing material.
EFFECTIVENESS:
We will track website traffic for the specific resources promoted in the campaign during specific time spans to see if there any inflection in visits and then ultimately usage in the resources. We will also track library location visits to see if there an increase for those locations within a 10 to 20-mile radius of the billboards and placements of exterior billboards.
It is imperative to relay this message as a large portion of the Houston population are unaware of the vast resources the library provides. It is particularly dedicated towards communities who have limited resources, whereas the library's services are readily available to help them succeed in life - whether in self enrichment, career or academics.
