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“It’s Not What You Think”: Chicago Public Library Launches New Awareness Campaign
The Chicago Public Library will launch a new marketing campaign to get 20- and 30-somethings to give the library and its free music downloads, movies, Wi-Fi and events another look. Campaign designed by All Terrain/Chicago, funded by CPL Foundation.
Go into one of Chicago’s 79 public libraries these days – or log on 24/7 at http://www.chipublib.org -- and you might think you’ve wandered into a big-box book and music retailer – except everything is free.
While circulation is up an astonishing 28% over 2007 and more than 1.1 million people visit a library location each month, the Library is reaching out to an elusive audience, the single, post-college, pre-children crowd, to encourage them to take a fresh look at the library and all it has to offer to them. Starting November 17, 2008, the Chicago Public Library will launch a new ad campaign designed to remind these folks how much has changed at the library. The campaign, themed “It’s Not What You Think” will start with print, transit and online advertising, and expand in 2009 to include viral video and experiential marketing strategies. The campaign was developed by All Terrain, an integrated marketing agency based in Chicago, and is being undertaken without the use of any City of Chicago funds. The marketing investment comes from private contributions made through the Chicago Public Library Foundation.
“Smart people are looking for lower-cost alternatives for entertainment and information,”
“Library stereotypes are just that, stereotypes,”
The campaign will launch on CTA trains, buses and street kiosks in mid-November. Ads will feature humorous, arresting images of things you wouldn’t expect at the public library. One ad features an older woman DJ at a turntable. Another features one of CPL’s younger, tattooed librarians. A third features a young entrepreneur wearing a “money suit” stuffed with dollar bills. Each ad lists some of the “surprise”
“Every time I bring a friend to the library or send them the library’s website they are surprised at what they discover,” said Dempsey. “We hope people give the library another look. Come in for free bestsellers, free movie DVDs, free music downloads, free Internet access, or free ‘date night’ author events. You’ll be surprised … it’s not what you think!”
Chicago Public Library
The Chicago Public Library is comprised of the Harold Washington Library Center, two regional libraries and 76 neighborhood branches. All locations provide free access to a rich collection of books, DVDs, audio books and music; the Internet and Wi-Fi; sophisticated research databases, many of which can be accessed from a home or office computer; newspapers and magazines; and continue to serve as cultural centers, presenting the highest quality author discussions, exhibits and programs for children, teens and adults.
The Harold Washington Library Center, Carter G. Woodson Regional Library and Conrad Sulzer Regional Library are open 7 days a week, the remaining 76 branch libraries are open 6 days a week and patrons can access all of the libraries’ collections online 24 hours a day. For more information, please visit the website at http://www.chipublib.org or call the Chicago Public Library Press Office at (312) 747-4050.
Chicago Public Library Foundation
Created in 1986 by visionary civic leaders who shared a conviction that private resources are essential to keeping the outstanding Chicago Public Library truly world-class, the Chicago Public Library Foundation supports collection development, program and technology initiatives that connect Library users to their community and the world. An independent, non-profit organization established in the spirit of public/private partnership with the City of Chicago, the Foundation has provided almost $30 million in support to the Library since its founding 22 years ago.
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All Terrain Public Relations is a division of All Terrain, a full-service marketing agency. We support client brands through innovative activities that achieve visibility, stakeholder loyalty, customer evangelism. Visit us online at AllTerrain.net.