Suffolk County Council

brief

method

results

The Client: SCC Libraries & Heritage

The Campaign objectives

To make existing library goers throughout Suffolk aware that all 43 regional libraries were to open on a Sunday and that they would provide a vibrant, informal service including live music, refreshments and conversation.

Attract a wide variety of new library goers, particularly families, young people and those whose use of the library has lapsed.

Change overall public perceptions of Suffolk's library service and its range of benefits.

Increase the volume of people visiting the library regularly and generate greater revenue from rental items.

The Campaign Duration – 2 years

The Method

A mixed media campaign saw the development of a strong brand identity that complemented existing Suffolk County Council design themes.

Posters and flyers were strategically displayed, promotional clothing was worn by all library staff and large purpose-built signage was positioned at all regional branches.

A radio campaign using a series of advertisements written and produced in-house targeted specific groups of library users and a content managed website encouraged visitors to opt in to a regular email newsletter.

To reinforce the message a comprehensive PR campaign was implemented and a series of live events and competitions were organised that both attracted and engaged visitors to many of the branch library Sunday opening days.

Media Utilised

Branding
Public Relations
Print
Internet
Email
Radio
Bus Advertising
Live Events

Results

Attracted mass Suffolk media coverage including Radio, TV and Press

20,000 per month regularly attending Suffolk libraries on a Sunday

Increased overall library attendance by 6%

“N8tiveMedia's creativity and attention to detail were consistently impressive”

Guenever Pachent Assistant Director (Libraries & Heritage)