Connect With A Classic

I love this.

Four literary themed trucks are part of a new ad campaign for the Johnson County Library. Officials hope the trucks will spark interest and bring even more readers to their doors. Barkley Advertising Agency, a locally based business, offered its service — valued at $33,000 — free of charge. Company vice-president Tom Demetriou offered the pro bono work because he wanted to remind people of the sanctuary found at libraries, where the community is intrinsically bound by stories. “It’s a quiet place, where you can have your thoughts to yourself,” Demetriou said. “That is hard to find these days.”

Case study:

Problem Statement

Libraries do not have a history of utilizing their local advertising agencies on a pro bono basis to assist in the development of a brand identity or to promote a specific program. Johnson County Library wanted to make a concerted effort to brand Johnson County Library and anchor the brand within the core identity of libraries: books.

Innovation

In 2009, Johnson County Library obtained $150,000 in pro bono work from Barkley Advertising Agency in Kansas City, Missouri. Communications Manager Kasey Riley met with the Vice President and Creative Director of Barkley advertising to complete a Creative Brief on Johnson County Library. Together, they established some concepts that would become the basis for campaign, utilizing the library’s four courier trucks as media. The library spent just $5,000 to wrap the trucks with Barkley’s concepts and designs. The innovation of this program is twofold: working with an advertising agency on a pro bono basis and developing a campaign that focuses on the core identity of libraries, i.e. books.

Progress

The result of the campaign was print and broadcast publicity on the local and national level. The trucks hit the streets of Johnson County in June 2009 and received a great deal of media attention. Stories ran on local television news and in newspapers. The campaign was mentioned on NPR’s Blog of the Nation and Creativity.com. Read what the national public thinks about the campaign at: http://www.npr.org/blogs/talk/2009/07/_source_getty_images.html The campaign Barkley developed is clever, charming, anchored in books, and has been so well received that the library offers the images as downloadable computer “wallpaper” from its site.

In addition to media coverage, the trucks received attention from patrons, who immediately began e-mailing and tweeting their delight with the tongue-in-cheek literary references. Simultaneously, courier truck drivers were met with questions such as, “What kind of fish is Captain Ahab selling?” and “Where is Dr. Hyde’s pharmacy?”

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