FREE LIBRARY OF PHILADELPHIA

The Challenge

The core challenge was to create a campaign that would enhance the Free Library's reputation and boost visitor and user numbers when the Library’s own operating struggles had damaged its reputation, led to failures in service delivery and reduced morale and optimism for both employees and users. And how could we meet that challenge in a way that spoke to how FLP had evolved beyond most people’s out-dated understanding of what a library system does?

What We Did

To connect with people, we needed to execute the campaign in a way that allowed people to see themselves, their children, and others in their personal sphere, growing through a deeper relationship with their library. In order to do that, we needed to understand the concerns, aspirations and needs of those communities and then reflect them back in a way that resonated, that was culturally and contextually appropriate, and that positioned us as a safe, reliable partner focused on supporting people. After only two months of intense online and in-person research, interviews and creative thinking — the You Can Take It From Here campaign was launched.

What We Achieved

By its close, the Free Library of Philadelphia’s You Can Take It From Here had generated some impressive results. For instance, our SEM campaign generated an enormous 16.5% Click Through Rate, and our digital campaign overall boosted New User visits to library’s website by more than 15%. Along with other key results and data points, we proved that a combination of fresh, strategic creative and targeted advertising placement could break through the noise and clutter of a crowded Philadelphia summer marketplace.