Houston Public Library
500 McKinney St. | Houston, TX 77002 | 832 393-1300
Director: Dr. Rhea Brown Lawson
Marjorie D. Gonzalez, Marketing & PR Manager
832 393-1381 | firstname.lastname@example.org
Donna Jackson, Brand Manager
832 393-1320 | email@example.com
Activity 1: Library Card Campaign – 4 Categories (Broadcast Media, Print Media, Collateral, Special Events)
Activity 2: HPLQ – 1 Category (Special Events)
Activity 1: Library Card Campaign
The Library Card Campaign was designed to promote the the HPL MY Link Library Card and increase the awareness the Library’s services to the City of Houston community. The campaign made clear, through messaging, that HPL is a place for community to connect with each other and to link to the different things they like and love in their lives through print, outreach, social media and partnerships.
- Increase awareness of the benefits of Houston Public Library MY LINK card to the residents of Houston.
- Update 100% of current cardholders with the new MY LINK card.
- Increase the number of library cardholders by 300,000 by the end of September 2015.
- Increase awareness that the MYLINK card allows library resources to be accessed virtually from anywhere at any time
- Increase awareness that all library services are FREE.
CATEGORY: BROADCAST MEDIA ADVERTISEMENT
The TV advertisement campaign provided a call to action asking the Houston community if they had their My Link Library Card. Each commercial was designed to represent the City of Houston diverse community including images of customers from varying demographics (age, ethnicity, cultural grouping) and focused on a different service and benefit that the My Link Library Card provided.
CATEGORY: PRINT MEDIA ADVERTISEMENT
Each advertisement was designed to represent the City of Houston diverse community including images of customers from varying demographics (age, ethnicity, cultural grouping) and planned to be strategically placed in local newspapers and magazines relating to our customer demographics.
Each piece was designed to represent the City of Houston diverse community including images of customers from varying demographics (age, ethnicity, cultural grouping)
- Library Card Brochure
- Library Card Panel Card (English)
- Library Card Panel Card (Spanish)
- Library Card Panel Card - Amnesty Program (English)
- Library Card Posters (9 versions)
- Library Card Bookmark (English)
- Library Card Bookmark (Spanish)
- Library Card Stickers (2 versions)
- Library Card Button
CATEGORY: SPECIAL EVENT
The campaign kick-off was planned to hold multiple outreach opportunities to the Houston community. The event(s) included interactive activities for families to attend and enjoy as well as BEING introduced to the Library’s Mobile Express Unit and multiple services. The event(s) included the following collateral and activities:
- Press Conference
- Activity on Central Plaza
- H-E-B Truck
- HPL Mobile
- Friends of HPL book sale
- Outreach Table
- Balloons and Cookies
- Red-Shirt Day
- Posters and Banners
- Gift Give-aways
ACTIVITY 2: Houston Public Library Quarterly Series (HPLQ)
The HPLQ program series aims to highlight a notable book each season. The program launched in February 2015, in observance of African American History, with American icon and civil rights activist, Congressman John Lewis. HPL hosted a signature event presenting Congressman Lewis and co-author Andrew Aydin’s groundbreaking graphic novel, March: Book One. The event was held at a premier City of Houston’s theater, The Wortham Theater Center, with over a thousand (1,000+) attendees.
- Increase awareness of African American history within the Houston community particularly the youth
- Increase literacy by providing the Houston community to hear the personal stories from authors live
- Focus on expanding the Library’s services and availability to the Houston community beyond the Library’s walls.
Date: Sunday, February 8, 2015 | 6:30PM
Location: Wortham Center’s Cullen Theater | 500 Texas Avenue, Houston, TX 77002
- HPLQ Brochure
- African American History Month Brochure
- Front page article in Library’s newsletter, The Link
- Wayfinding Sign
- Day of Event Program
- Web page dedicated to author and event
- Electronic invitations to City of Houston Council
- Scheduled social media posts on event