Promotional Purpose
The aim of our promotional plan is to increase new registrations between the ages between 18 to 44 years old.
Our aim is to highlight our collections, services, and programs to support them in their education, professional pursuits and recreational interests.
Our anticipated impact will reflect in an increase in our:
- new member registrations
- event attendance
- use of online resources
- website visits
- social media followers
- community presence
- support and funding from local government
Our goal is to be the lifelong support of our community members in all stages of their life. We hope to achieve this by continually providing relevant resources, programming and meet the needs of our clients.
Colour Scheme
Inspired by urban nature, we chose five colours representing the dynamic urban community and the strong natural landscape of Rouge River community.
White is our main background for clean and high contrast.
Charcoal (#101820) and Bright Yellow (#FEE715) were chosen to capture the attention due to its high contrast and energetic mood. This pair of colours are used in many design agencies, dynamic urban lifestyle brands.
In addition, Seafoam Green (#C4DFE6) and Light Blue (#66A5AD) are included to balance the high energy of charcoal and yellow while reflecting the natural landscape of Rouge River community. The blues offers a refreshing, serene calming mood. This pair of colours are found in many wellness, travel, education and water-based brands.
Promotional Methods
To reach our target audience, we have chosen to use print campaign on local trains and buses, Instagram, Twitter, TikTok, and in-house campaigns.
Overview
Our print campaign will focus on local bus signs, bus shelters, nearby train stations to be noticed by commuters and drivers. Short and funny messages to be noticeable and easy to remember.
Our social media campaign will focus on announcing services, events, and important updates. Instagram and TikTok will be launched weekly as a way of reminding our patrons of upcoming events and available services.
Our in-house campaign is to engage our current members and attract potential members. By having clear signage, relevant displays and attractive exhibits, we hope that more of our members will be attracted to different collections and areas of our library.
Print Strategy
The initial print campaign is set for 3 months between January and March. We hope to relieve anyone having post-holidays expenses looking for free things to do. Based on registration numbers after 45 days, we will reassess whether to continue the print campaign on local transit.
Many members of our community travel by car and some use Public Transit. Using this information, we decided to focus on a print campaign visible to drivers and commuters.
Instagram Strategy
Our Instagram campaign will complement our print campaign by highlighting the various services our users can access from their devices and home.
The “don’t need to come in campaign” will showcase online library card registrations, resources available online, streaming services free as part of their library membership, and skills training.
By focusing on the services that help students and professionals in their career and recreational needs, we hope that we can attract more patrons to the library.
Our aim is to add new posts every week. Each of our 4 branches will create one Instagram post once a month. Both librarians and library technicians are welcome to come up with various contents. A campaign schedule and cloud database is made available to all our staff members to share. The promotions director will be in charge of posting the content based on the content schedule.
Blog/Event Post
Our blog posts will focus on describing events and programming at the library. Each post will reflect when, where and what the event is about. We will also list instructions if registration is required and links to registration and online event access.
Sunday Movies blog post.
TikTok Strategy
Our Tik Tok campaign will aim to promote our different events and different parts of the library with references to meme and trending humour. The campaign will focus on the “show off your” series.
Both librarians and library technicians are able to create short funny videos for postings. Some super short videos can be looped back to back which is attractive to younger audiences. Each branch is responsible to create content once a month.
To promote the board games night, our short Tik Tok video will reflect someone Snoop doing a victory dance and a table flip memes to reflect the moods of our participants at board game night. For example, to promote our board game night – we can target show off your victory dance, game face, etc. type of postings.
By combining the print, Instagram, and Tik Tok campaigns, we hope to refresh the concept of library for our target audience to something that they can relate to and is relevant to their needs.
Promotion Examples
In-house Promotions
While some of our in-house displays and exhibits will support our online promotions, we hope to dedicate the central displays and exhibits for other aspects of the library. Most of our inspiration for in-house are based on book stores carrying books and other merchandise. As our library collection also now includes other resources besides conventional reading and recreational materials (movies, music, audiobooks, games, etc).
Our exhibits will be refreshed seasonally and focus on highlighting special items in our collection. Our monthly displays will feature materials on diversity topics of the month e.g. Black History month in February, Women’s History month in March, etc.
We will also have a “new” display area for all newly added resources to the library. This will be visible upon entry of the library. Librarians and library technicians must ensure that the front and core displays are maintained daily.
Here is an inspiration image for our sound corner – music & audiobooks:
Promotions and website
Our promotions are designed to lead current and potential clients to various sections of our website. Our Instagram and TikTok will focus on the services and events sections. Our print campaign is designed to introduce the features of our library. All promotions are intended to bring people to our website. Learn more about our website plan.
Using the same logo in all our materials and similar colour schemes, we hope to create a new brand identify for our library.
We will also include links to our social accounts at the bottom of our website for patrons to follow us.
Promotional Plan Evaluation
Social media analytics will inform us how each of our postings, campaigns are responding online through likes and visits. While our social media tools will give insights on traffic, clicks, and likes, we will still use new member registrations or account renewals, and event registrations as indicators of our promotion success.
Another key measure is any circulation statistics for material and service usage. Website traffic will also be monitored on a week by week basis to inspect the effectiveness of our social postings. We will also provide feedback forms on our website and surveys after each event for interested participants.
At the moment our target is to increase by 5% of our target age range of 18 to 44 years old after 3 months. We hope to review the effectiveness of our promotions every month to make qualitative changes to our plan.
Let Rouge River Public Library be your “life-rary,” become a member.