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Industry: Library, Education and Culture
Services: Full-scale Rebranding, Creative Strategy and Execution
The Edmonton Public Library (EPL) needed a new brand to reflect their services and relevance to the community beyond books on shelves. The new brand would focus on telling the story of their modern reality and grow public awareness of the wide range of digital media collections, programs, services and events offered across 18 branches.
We launched the brand with an integrated campaign involving TV, bus kings, interactive ads and a host of collateral and signage. We developed a new website that was tied into a robust online catalogue and linked to social media channels so library users could share their interests.
EPL's new membership cards featured slogans and colours which customers could choose from, and an ongoing customer engagement strategy let the public invent new slogans that would be applied to future cards.
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Response to the new brand was overwhelmingly positive and raised EPL's profile across Canada, the United States and Europe through award shows. The rebrand and marketing campaign won three Summit International Awards for creative excellence, four International Davey Awards, one Getting Attention Tagline Award and the "Oscar" in the world of library marketing: the John Cotton Dana Library Public Relations Award.
Within the first six months of launching the new brand, EPL memberships increased over 200%.
EPL circulation increased 13%.
EPL membership renewals increased by 18%.
Program attendance increased by 25%.
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