Marketing strategy is a lot like a never-ending story. While it might have similar key characters or the core values and vision stay the same, it continues to evolve and change over time based on what the readers (audience, consumers) want.
Over the years, we have partnered with the Clark County Public Library (CCPL) to tell their story with comprehensive marketing strategies.
Before you dive into their story, keep in mind that while this version has certain chapters, it is by no means all of the chapters that exist in the world of marketing strategy, but rather the ones that make the most sense to tell CCPL’s story.
Chapter 1: 2013
While the CCPL and Holmes Marketing Services have a long history of consistent print work before 2013, we consider that to be a prequel to this story (think of the Hobbit to the Lord of the Rings).
In 2013, our teams began discussing how the CCPL was struggling to decide on consistent themes and messaging. They felt that the library offered a plethora of services, but could not figure out how to let the community know.
This is when the Holmes Sales Team had the first conversation with the CCPL team to discuss a partnership on their marketing and communications efforts.
Chapter 2: 2014-2015
In 2014, we began to develop two different campaigns: “Know Your Library” and “Do What at the Library?”
You might remember some of these billboards that were up around Springfield and the Clark County area.
This is also where we began to create a yearly marketing strategy ranging in pieces like billboards, emails, graphics, messaging, and more.
Chapter 3: 2016
As we continued to see ROI from the billboards and targeted email, it became
apparent that the CCPL’s current website was struggling to keep up with the revitalized demand.
We continued to promote via the other channels while discussing what the best options were for the CCPL’s online presence.
Since a website is one of your most versatile and important marketing tools in today’s world, we were very particular when it came to the planning, strategizing, and execution of the CCPL website.
Chapter 4: 2017
After constant conversation and strategizing in 2016, we were excited to get into the thick of building the website in 2017. By the end of January, both teams agreed on a concept, and the build could begin!
Chapter 5: 2018
2018 has been an exciting and impactful year for the CCPL and Holmes so far. We successfully introduced our newest campaign, “Find your inner……at the library.” Over the months we have received positive feedback about the new billboards and the targeted email campaigns.
By sending targeted emails to specific segments of the library’s audience, we were able to see the Gale Courses signups double in one week!
Chapter 6: Future
Moving forward, we are so excited for what the future holds in this partnership between the CCPL and Holmes. Be sure to keep an eye out for the next chapter!
Are you interested in telling your story with Holmes Marketing Services? Send me an email at firstname.lastname@example.org.