The Everything You’re Into “Feet” Campaign – Phase One
Using a multi-layered targeted marketing strategy, this campaign was designed to show Calgarians that the Library indeed has everything they are into. Marketing depicted this by creating diverse “personalities” and what they were into using the Library’s iconic purple bag. What was in someone’s bag defined what they were into, which promoted every part of our extensive collections.
Ads, such as the examples shown below, were visible on billboards, Calgary transit platforms and buses. In addition, they were placed in various targeted print media including Broadway Across Canada, Calgary Opera and Alberta Ballet program guides, Avenue, Impact, Calgary’s Child, City Palette, Calgary Herald, Apple, Swerve, Wedding Bells and others.
The Everything You’re Into “Feet” Campaign – Phase Two
For the next phase of the campaign, Marketing focused on the Library’s relevance in pop culture as well as special niche interests. Some of the ad “personalities” reflected current pop culture sensations. For example, the specially produced creative for Cineplex Theatres was timed with blockbuster releases such as Rock of Ages, The Dark Knight Rises and Breaking Dawn Part II. The remainder of the personalities reflected many customers’ specialized interests and hobbies, including gardening, wedding information, running, cooking and others.
The ads below were visible on Calgary transit platforms and billboards. They were also placed in various targeted print media including Broadway Across Canada and Alberta Ballet programs, Avenue, Impact, Calgary’s Child, City Palette, Calgary Bridal Guide, Luxe, Apple and many others.
The Advocacy Campaign
Taking a more active role in reaching key decision makers and leaders in our community, Marketing launched a unique advocacy campaign. This print campaign took the key defining functions of the Library and presented them like dictionary definitions. This played not only on the literary leadership of the Library, but also promoted the Library’s relevance as a social network, partner, equalizer, muse, dream maker and educator.
These print ads were run in specialized magazines including Alberta Oil, Alberta Venture, Municipal World, Avenue, Alberta Views and Business in Calgary.
As a secondary component to this campaign, Marketing created commercials that would translate the messages of the campaign into tangible scenarios that illustrated the emotional connection that many customers have with the Calgary Public Library. These commercials run on targeted networks such as KSPS and CTV during targeted programming, to reach the right audience of the Library’s passion players, influencers, funders and loyal customers.
Marketing proudly presents: Calgary Public Library’s 2013 Advocacy Commercial Campaign
The Growing Readers Campaign
One of the Library’s greatest resources is its “Growing Readers” programs for babies, pre-schoolers and toddlers. These services develop the five areas that are essential to fostering pre-reading skills – talking, singing, reading, writing and playing. As a strong promoter of early literacy, the Library has many interactive and fun Storytime programs for parents and their children that will prepare them to learn how to read, set the foundation for lifelong learning and foster a love of reading at an early age. To promote this exciting resource, we created a series of exclusive Growing Readers commercials that demonstrate the importance of developing a toddler’s pre-reading skills.
Click on the links below to view the Calgary Public Library Growing Readers PSA series as seen on our YouTube channel.