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Organization 

Houston Public Library
500 McKinney St. | Houston, TX 77002 | 832 393-1300
Director: Dr. Rhea Brown Lawson

Contact          

Marjorie D. Gonzalez, Marketing & PR Manager                                                     
832 393-1381 | marjorie.gonzalez@houstontx.gov

Donna Jackson, Brand Manager                                   
832 393-1320 | donna.jackson@houstontx.gov

Submissions:

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.

Campaign Goals

  • 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.


All HPL Library Card Campaign :30 TV commercials

 

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.

CATEGORY: COLLATERAL

Each piece was designed to represent the City of Houston diverse community including images of customers from varying demographics (age, ethnicity, cultural grouping)

Download all HPL Library Card Campaign collateral

 

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
  • Video/Photography
  • Posters and Banners
  • Gift Give-aways 

View Photos of Events and event elements
Download all HPL Library Card Campaign Kickoff Collateral


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.

Program Goals

  • 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.

Program Details

Date: Sunday, February 8, 2015 | 6:30PM
Location: Wortham Center’s Cullen Theater | 500 Texas Avenue, Houston, TX 77002

Printed Collateral:           

Digital Marketing:            

  • Web page dedicated to author and event
  • Electronic invitations to City of Houston Council
  • Scheduled social media posts on event

View Photos of Events and event elements
View web and social media visual elements

Media Coverage: