Over the next few months, people who live in and around Lake Villa District Library will see some interesting newspaper ads and a large billboard and will receive a postcard at their home address. While this type of media plan is far from remarkable ----some might even consider it dated as Reels, Tik Tok and YouTube are all the rage ---but that's the idea. LVDL is launching a print advertising campaign aimed at non- library users and those who feel a library has nothing to offer.
To self-proclaimed library super-fans, libraries are wonderful. Books are plentiful. Storytimes, programs and workshops are engaging and library services are top-notch. But to non-users, libraries are only about books and in their minds, have been replaced by search engines, smartphones and subscription services. LVDL aims to change that.
Using the positioning statement Books Are Just The Beginning, LVDL's campaign features familiar items but not necessarily associated with libraries. Simply written, minimal text invites people to "Think again."
The campaign runs February – May and encompasses a series of 4 print ads, each running 3 times over 4 months in the Daily Herald Neighborhood Section; a 12-week run on a billboard on a busy thoroughfare; postcards mailed to every household and business in the library district.
"We're excited about this campaign," said LVDL Director Mick Jacobsen. "Raising awareness of the library and the many services we provide has never been more important."
To track the impact of the initiative, the library will watch specific metrics such as building and website visits, business center usage, and notary transactions.
Lake Villa District Library enriches life by connecting people to resources, services, spaces and each other.