Library Plus was the brand name we chose for our "Search Offline" brief, as it demonstrates that while still the library, it can offer more than previously considered. The book in the logo is a traditional symbol with immediate associations, and contains a ‘half heart’ shape, in keeping with the aspect of the campaign that one can find their ‘perfect match’ at the library. The clean lines and shapes represent branding that epitomises the ‘new’ library.
The customer journey was developed around a series of discrete campaign elements that work together
funnelling different demographics towards the same goal of increasing library attendance. The social media
campaign targets a younger group unfamiliar with the library but who keenly engage with viral campaigns
like ‘Book Selfies’. This involves sharing pictures of themselves alongside a book through Instagram with
other followers. (This is a real campaign www.instagram.com/bookselfies).
The poster campaign aims at young professionals with a disposable income wanting to attend events to
share common interests. The posters tie together unusual pairings of reader and book with tag lines further
connecting this pairing with available events.
Finally the video teaser primarily targets an older group watching TV, but might also be seen on video
sharing sites. This connects viewers to the library as an institution with which they may have previously
engaged, but forgotten. The nostalgia of enjoying a good book entices the viewers to share this experience
with their young families by visiting the library.
The website and application provide a common end point for all target demographics, linking campaign
elements and providing valuable information about local libraries, events and facilities. Moreover, by utilising
additional technology outside the library setting, interactive book vending machines in strategic locations
would be attractive to members with busy schedules. This would be linked with the application and website
to show stock and popular selections made by other users.
