Communicating that library support goes beyond the book
The brief
Project aim: Show how Sefton Libraries’ support goes “beyond the book”. They deliver a varied community programme of engagement and support. This engages new audiences who may be unfamiliar with the full library offering.
Project objectives: To produce a creative marketing campaign to promote activities and services at Sefton Libraries. It was generously funded by Library On.
Impact
Engaging local talent
We involved a local videographer (Kieran Irvine) and sound artist (Dialect) to support the project. This not only enhanced the quality of the At The Library project but also had a significant positive social impact.
Team empowerment
We equipped the library team with evergreen content for promoting the service. This ensured sustainability and continued engagement with the community. By empowering library staff with resources to effectively communicate.
300k+ impressions
We created a paid media campaign which provided a visual reminder of the library’s commitment to providing valuable resources to the community. 11 billboards over 8 different locations.
Campaign assets
We carefully crafted engaging video and graphic content tailored for digital billboards and screens within libraries and the wider Merseyside area. An important aspect of this was the creation of three concise yet impactful 2-minute videos designed for social media. These videos strategically showcased the diverse library services, with a particular emphasis on engaging activities for children and families, along with the Sefton Libraries Digital Offer.
Spot illustrations
We created a suite of illustrations for the campaign. By combining video and illustration, the campaign drove increased interaction while effectively showcasing the Libraries’ three key offerings: family activities, digital services, and the Arts Council-funded programme “At The Library”.
Media placement
11 billboards were placed over 8 different locations. The advertisements were placed in high footfall areas with the opportunity of 313,000+ impressions over a fortnight.
Above: bus stop advertisement outside The Strand Shopping Centre.
Above: advertisements at Liverpool Central and Aintree. Photography by Open Media.
The results
The end result was a visually compelling marketing campaign that not only spotlighted the library’s services but also fostered a sense of community engagement.
Buttercrumble is honoured to have been part of this endeavour, contributing our creative expertise to amplify the outreach and impact of Sefton Libraries within the community.