Lorain Library
Case Study
An organization’s brand is defined by its public perception. The Lorain Public Library System was misperceived. In many cases and for many reasons, county residents did not recognize the branch libraries as part of a larger system with greater resources than a small, individual community library might have. To increase library use and lay the groundwork for fundraising and levy campaigns, Highland Public Relations conducted research, developed and implemented a comprehensive rebranding campaign for the library. Our goals were to increase awareness of and attendance at the library system’s branches and programs; establish a brand identity that distinguishes LPLS from other community libraries in Lorain County; and position the library system for continued passages of tax levies during election cycles.
Our research confirmed that libraries have high awareness in the community. But, to be seen as a truly valuable resource, one worthy of financial and tax support, awareness is not enough – it had to be converted to library use. Simply, someone who uses a library is more likely to vote for a tax levy than someone who doesn’t use it. To increase library use, we implemented the following tactics:
- The library logo and brand was completely recreated to convey a modern, exciting and integrated library system. All marketing materials – brochures, newsletters, advertisements, etc. – were redesigned to incorporate the new look and communicate key messages.
- A library newsletter was made the foundation of the direct marketing campaign based on research into its effectiveness. To increase reach, newsletters distribution and frequency were increased.
- Radio advertising was selected for cost/reach value to promote the new library brand and key messages.
- Advertising in the two Lorain County daily newspapers was chosen to promote specific programs and materials.
- A promotional video was produced for the library speakers bureau, and on-going public relations efforts were expanded.
In the first year of the new branding campaign, overall library visits and circulation increased more than 5 percent and attendance at library programs increased 27 percent. Library awareness is successfully being converted in library use. The translation of awareness and usage into votes was tested in 2009 when the North Ridgeville community voted on an operating levy to support their branch, and again in 2010 for the Columbia branch. They passed with significant support.
