August 1 UPDATE
Thanks for your input. We had 341 votes plus a great conversation! Looks like we’ll be going with treatment one! If you want to keep up with ongoing news about this campaign make sure you sign up for our listserv. If you’d like to get involved there are lots of ways.
Again, thanks for participating! This is only the beginning … 
-Nancy
NJLA and the State Library are partnering to create a new marketing campaign. We wanted to share the two designs that we are considering for the first stage of the campaign to get an idea of which you think would be most effective to get our message out to the public. After you’ve read an overview of the campaign, take a look at the two treatments and vote for your favorite. If you’d like to add your thoughts please feel free to either add it as a comment or email it directly to me at ndowd@njstatelib.org. Thanks!
OVERVIEW
The two year campaign, Solving Life’s Little Problems, will use authentic and compelling stories characterizing the full spectrum of the NJ library experience that will be used in a statewide campaign to promote libraries. During the first segment our libraries will engage their community customers, businesses and students in telling authentic stories of their library experiences. Then libraries will turn the experiences into moving stories that we can share through traditional and new media outlets to create powerful word of mouth marketing.
CREATING THE STORIES
This segment of the campaign which will be launched in October, will be directed at library customers to encourage them to share a story about their library experience with you. You’ll then be able to take one or a combination of the stories to create a digital story or video that your library can enter in the statewide contest. (NJLA’s IT Section will be providing lots of training opportunities during the year to help you learn how to make both video and digital stories- more about that and the specific instruction about the contest later!) After the contest, we’ll show you how you can use these stories to advocate for your library and will use them ourselves to promote all NJ libraries.
TARGET AUDIENCES
We’ve designated three audiences to target: families, seniors, and YA’s. Libraries will receive promotional materials designed specifically for each target audience that centers around a general story meant to start people thinking about how they use the library and then encourage them to share that story with you.
DESIGNS
The two designs that follow utilize two different approaches to get that message across. Remember, each treatment will be used to create three different posters, each with their own story. So you are choosing the best DESIGN, not the best story.
TREATMENT ONE
The first presents a visual experience centering on an object with a large headline that grabs the reader’s attention. It also includes text outlining some ways the specific target audience uses the library then asks them to share how they use their library.
SAMPLE TEXT: Seniors in some libraries are experiencing the enjoyment of real bowling without having to worry about throwing out their backs by using Nintendo’s Wii to compete in virtual bowling tournaments. It’s just one of the many ways those looking for personal fulfillment and a long life have turned to their local library to develop healthy lifestyle habit of exercise, activities and strong social support. They are participating in free library sponsored programs like tai chi, yoga and Qi Gong. Instead of paying for expensive health club memberships they are heading out to their local library where they meet up with friends for a brisk walk before relaxing inside with the morning newspaper and newest novel. How do you use your library> Help us tell out stories by sharing the way your library is helping you lead a fulfilling life.
Tell us your story! Visit njstatelib.org for more details.
TREATMENT 2
The second design is a minimalist approach that uses symbolism to draw attention then pushes the reader directly to the website for further information. We would also provide a post card that will give more details about the contest so people get the details without having to go to the web site.
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I like the Dramatic approach but think the third line with the link to the library (We found a solution…) might be too small. AND — depending on your audience target — consider adjusting the font size and font type. So — large and clear for seniors — more jazzy for YAs.
I’m sorry to say, I am not crazy about either of the designs.
First one is excellent! The second one, minimalist/symbolism approach, seems like so many ads I’ve seen both in print and on tv, i.e., crying babies seem like a dime a dozen, image-wise. It may be that the minimalist approach would work with just different images and text.
Also, typo? in first one…”Help us tell ‘our’ stories rather than ‘out’ stories?
I like the first one because it will attract everyone with the headline, even those who would not be attracted to anything to do with libraries.
I don’t automatically connect the first image with a library. Without stopping to read the story I would think it was about an exercise program, and not necessarily one at the library.
The second image states clearly that the message is about libraries and would apply to many people with babies at home or unruly roommates or any other element that made studying/being at home difficult.
On a personal note, it’s what sent me to my local library in the first place. Family chaos makes studying or even thinking very difficult; libraries are a safe quiet space to study or read or just relax.
The library was my sanctuary in the past and, with enough funding, will be there for me in the future too.
In the first one, it takes a while to find out you’re talking about using your library. In the second, it’s wham, in your face. I like the second one…gets your attention quickly and gives you the message.
While I understand that we are to respond to the treatment, not the story, i feel I must respond to the second story line.
Because I have fielded several complaints in the past few weeks about lack of quiet and “proper library behavior” in our library, I would be most reluctant to promise something I cannot in honesty deliver such as that blue sky peace next to the crying baby.
****From Nancy Dowd: Jan, good point but don’t worry , the final ad will have a different focus.
The first design has a powerful closeup of the object mentioned in the title and the text.
But the second design has an image that doesn’t match the text. A crying baby is not rambunctious. Children playing tag can be rambunctious. And I have qualms about the text for the second half of the design, seeking sanctuary in a library. Sanctuary has a religious connotation.
The “sanctuary” image is negative, and the religious and escapist connotations of that word are not what we should be promoting. Our library is quiter than the home environment but it is by no means a “sanctuary. The bowling imagery is not the best but it is certainly better than the sanctuary. If you use the bowling image, you really need to make a clear connection between the bowling ball and your message.
Not wild about either, although the first does have stronger impact. I think I need to see some more before I vote…are you using professional ad designers?…
**** From Nancy Dowd- Yes we are using professional ad designers.
I feel the first one is the best as the headline is a great attention grabber.
I know this is just a sample but I noticed New Jersey State Libraries on the ad. No one calls us New Jersey State. Most people even drop the New. Could this be New Jersey’s Libraries or New Jersey’s Public Libraries or the public libraries of New Jersey?
***From Nancy Dowd- Yes, we’d be using NJ Libraries.
I am thinking this Marketing Campaign is primarily for public libraries. If so, if I was to vote, #1 to me has a broader appeal-i.e. the Library and librarians as problem solvers. Love it. And the graphics are very attractive.
I think #2 limits the message to to ‘library as place.’ For me it brings to mind issues SLA president, Steve Abram talks about extensively in his publications and with some special libraries going virtual.
Just an FYI for the reader– I do not think either marketing message works for the special library, especially business or health sciences- But that is OK. This campaign is for other library types. Is that correct?
Thanks for asking for feedback. Great idea.
Kudos to the campaign and those involved! Reflects a lot of thought and hard work. And a new marketing effort for public libraries is wonderful. We are all in it together.
*** From Nancy Dowd- Michelle- great point! Special libraries can participate in the contest and create a story. It would be great to have stories that cover all of our libraries. When libraries create those stories for the contest, we’ll have a huge section to use for the big publicity push.
Thank you for these comments! To me, this is what web 2.0 is all about and I am absolutely thrilled to have these conversations taking place.
The second one is grammatically incorrect. If you want to end a sentence with a preposition, which you don’t, what you really mean is, “Our house is too rambunctious to study in.” As written, however, it states that the house itself is too rambunctious to be the object of study, which don’t make sense. (Correct grammar would require, “Our house is too rambunctious in which to study.”)
Also, who is watching the screaming kid while “we” study at the library? Does a library have some magical powers to stop a kid from crying since “we” probably have to take him with us? Or is the library providing child care?
That being said, I do like the visual impact of the dramatic image better, but its copy is not really any better. Are seniors your target audience? They won’t be able to ready the text printed as tiny as it it.
Grammatically, too I’d switch the “We need to exercise” headline with the “Bowling balls are too heavy” headline while keeping their font sizes. It makes more sense and doesn’t require a transitional word like ‘but’ or ‘however’ to make it clear …(My brain wanted to read, “Bowling balls are too heavy, but we need to exercise.”)
And why are both seniors white?
**** From Nancy Dowd- Thanks for the comments. In regard to diversity, this was just a mock up, if we went with that design we’d definitely make sure the photos reflect our diverse population.
The first one with the bowling balls is a little better than the crying baby. I think that most people who look at the crying baby will be turned off & not read the poster.
The bowling balls make that poster seem more like a “health” poster than one for a library.
Suggestion – Use a picture of several generations of people (maybe 3 gens.) in a library – maybe one sitting at a carol (or at a library computer) and the other 2 standing or sitting nearby (with magazines, books, or holding DVDs that they presumably will use there) with bookshelves in the background. Slogan – We found a solution …
Another suggestion – Show someone using a library computer and have a fix-it video on the screen – Solving life’s …
I love the idea behind the first treatment but it doesn’t function as well as the second. The second treatment clearly shows a problem AND a solution. The first treatment doesn’t show the solution as well, and the solution is really what should be highlighted.
I prefer the first design. Although it is hard to separate the design from the message, I like the first specifically because the image in not something one normally associates with libraries but is paired with text that makes the connection. So the unspoken message is “Your library is not what you think.” I agree with Cherly O’Connor that it would be a good idea to adjust the font style and size for different target audiences. Congratulations to Karen Kilpatrick for catching the typo. (I can’t believe I didn’t notice it!)
As to the second design, I don’t mind the juxtaposed images themselves. And, unlike Pat McDermott and Jane Crocker, I don’t have a problem with the word “sanctuary.” I am glad that the library IS a sanctuary for some of our customers. However, I strongly agree with Jan Johnson. The more we attract teens and families with young children, the less we can promise the level of peace and quiet implied by the second ad.
I like the idea of librarians as problem solvers – only the text gets lost. How about deleting “We need to exercise” (It’s not really needed) and replacing it with “We found a solution at our local library.”
Sorry, I’m not crazy about either design.
In the first, the problem is the biggest part of the page, not the solution. The solution should be the larger part of the ad. At first glance, one does not realize that the ad is about libraries. It appears to be a sports ad and non-librarians might easily skip over it the way it is presented. The print is too small for seniors. The slogan- “Solving life’s little problems: New Jersey State Libraries” is great!
The crying baby is too annoying in the second ad. Another hectic family life picture (with pictures of people of all ages engaged in activities) would be more palatable. Then perhaps use the slogan from the first ad! Or “We seek ’solutions’ at the library” instead of “sanctuary” would be a much better slogan to use with the second ad.
I like promoting the library as a “community center” – the bowling balls caught my attention because I didn’t see how the library applied to bowling – so I was drawn in to read on.
Larger print for the message would be helpful.
I did like the sky/grass picture on the second card, but suggest changing the other side to: rock musicians, or
kids jumping around (we also have a few too many crying babies in our public library).
I also like the first treatment better than the second, but think there should be a multi-generational approach. All ages are getting involved with Wii, so why not have three different aged faces by the bowling ball or three different
Wii activities.
I’m not crazy about either one of these. My reaction to the first one is that you emphasize services that seniors can get at their municipal seniors programs. I would rather see an emphasis on computer classes for seniors, programs for children, job seeking assistance, audiobooks etc. etc. How about “need to exercise –your mind”
With severe budget cuts looming in my library’s future, we will struggle to stay open. I’d love to provide the basics.
The designs, overall, are okay. But remember there are libraries of various sizes which offer various services. Don’t advertise things we don’t ALL do. Maybe a campaign about the positives of having a professional, certified, librarian answering your questions and selecting your books would point out to the general population the education and training a person needs to go through to become a librarian.
Using stories of target audience needs met by libraries is a good approach. But the needs should be critical and felt by a large percentage of the audience (75%-90%). Though I can identify with a bad back bowling disability, I don’t consider it or the library’s solution either critical or worth my tax dollar. How about help cutting through the bureaucratic jungle to obtain benefits from public agencies? Or getting medical information that gave hope after a grim diagnosis?
The need for a quiet space may be widely felt and important, but libraries meet that need partially at best. Even if a library has the architectural luxury of a quiet study space separated from a community meeting place, the maintenance of quiet is inconsistent and viewed by some librarians as fostering an” unwelcoming, stereotypic image.” Whatever we decide to sell we have to be able to service, and service well.
Agree that “sanctuary” and the overall design of #2 leaves much to be desired. Thought it was a diaper commercial at first glance.
I didn’t vote for either graphic, though “NJ Libraries – Solving Life’s Little Problems” has great potential for a library marketing campaign. I think people should get the library message from the graphic. Most simply don’t read the text. Treatment 1 has better content but you’d have to read the small print to get a library connection. Larger large font would be better for seniors. Treatment 2, Blue Sky… “retreat” (instead of “seek sanctuary”)…sanctuary has a religious connotation. Most libraries are noisy places, not quiet sanctuaries…
Treatment one seems best to me, though I agree that the text should be adapted so Libraries is more prominent – it’s almost hidden as the much smaller third line of text.
Also Cheryl makes an important point – “New Jersey Libraries” would, I think, be a suitable way of describing us, and leaves open the possibility of school and special libs as well as publics.
Ruth Lufkin
When I saw “we seek sanctuary in the library”, I immediately thought of desperate immigrants seeking shelter from deportation, not people looking for a quiet room or study carrel.
Neither treatment thrills me, but perhaps I’d give #1 a spare for impact.
Not crazy about either but do prefer the first over the second in an approach. Whether it is bowling or yoga or gaming for YA’s I think the more obvious approach works a little better. If we want ourselves to be thought of as a center for community the less symbolism the better.
I prefer the first one as well. Perhaps put at your local library in bold caps. Also I agree with “New jersey’s Library’s.”
Okay, about the visuals. Git it Done! That’s what I think about bowling balls since Larry the Cable Guy does the commercials for Nutrasystems weight loss (on the other hand if we could show public libraries caused one to lose weight the lines to get in would rival Dark Knight). Secondly, I guess no one who developed the second visual has been in a public library in the last few decades. Everywhere from Dear Abby to newspapers to local patrons we hear complaints about how noisy libraries have become and how it is hard to find a quiet place to actually study or do work. In fact the second would be a perfect if what we wanted were stories of loud noises in libraries. Again I am sure the line of complaining patrons would be out the door.
That said I think the basic idea is good, but could we figure out a way to get people to talk to one another about their positive experiences in the library. Buttons that say “Ask me why I like my library” might get more positive input. And it would be LOCAL!
First, thank you for the work involved in preparing these ads, for the support you give NJ libraries and for the opportunity to comment.
I personally don’t think either treatment hits the nail exactly on the head, though. (But I do favor #1).
Both treatments seem to have narrow appeal as presented: #1 targeting seniors; #2 targeting young families with a crying baby and a need to study for something.
Treatment 2 has a few shortcomings, from the grammatical glitch noted above [#14] to the fact that the word “library,” which should be the focus of the ad, gets lost in the white-on-white of the clouds. Moreover, the word rambunctious is misused here. Rambunctious should be limited to describing the behavior of a person, not to an atmosphere in a dwelling. It’s just a nuance of the word. And while I appreciate the contrast that is being presented, I don’t think libraries would be well-served by an ad that starts off with an unpleasant emotion. It sets the wrong tone. Others are right, too: that public libraries are busy, active places that might not be able to promise the tranquility of a silent space.
Treatment 1, however, is too wordy. (You’re probably thinking the same thing about my feedback!) And for a new statewide campaign, I think it celebrates in too broad a way a very narrow (or nascent) aspect of library service, namely Wii tournaments. I don’t think enough libraries do this to make it the de facto focus of a statewide campaign. I think it would put unfair pressure on libraries that are not providing (or cannot provide) such game events (or other free exercise programs), not for lack of desire, but because of competing priorities, tight budgets or unavailable space. This could frustrate patrons in those towns and put their libraries in an unfavorable light.
If I may, I’d like to suggest an extension of Treatment 1 that uses the “solving life’s little problems” theme, but in a changing series of ads that, perhaps, holds wider audience appeal and broader inclusion of all libraries. In keeping with the “we need to exercise” theme, one ad could be about using the library to find books on exercise, nutrition and healthy cooking, and DVDs on yoga or aerobics. And meeting friends, going for a walk, etc… Four more ads in the series could show how people used libraries to do new (or used) car research, renovate their kitchen, improve their garden, or plan a trip.
Since people give about one second’s attention to ads (only a wild guesstimate there) the second approach might be better because it makes the link between a problem and the library as solution very quickly, as some people have already pointed out.
I am confused about what we are judging here though. How much variation will there be in the final products from the examples? Or, can you give two more examples of the two examples so we can see what the potential is?
For example in the second model, could it be used to say/show on the left:
I can’t afford five dollar coffee every time I want wifi.
On the right: wifi: free at your library! In other words, is it just the two panel format with anything at all in the panels that present first a problem, second the library as punchline?
Or as my mother used to say, I never knew you could do that in a library…
I am not a fan of either. Too much small text in the first one and a quick glance (which is all people are gonna give it) didn’t tell me it was for a library. The second is a little better although “rambunctious” doesn’t seem like quite the right word.
It’s me again. I just wanted to thank everyone again for their comments. What I love about this process is that we all get to participate in the conversation and hear what everyone else is thinking. Isn’t it amazing how varied our responses are?
I think this is an especially difficult process because the two treatments depict two different stories which makes it hard to concentrate on the treatment because we are naturally drawn to evaluate the story. If I were to do it again I would have asked the designer to use the same story for both stories. Hindsight is always best and I think everyone has done an amazing job so far.
We had originally thought the sanctuary idea would work but once we saw it, we knew right away it would send the wrong message. We are concentrating on creating a story line that better conveys how families are using our libraries.
Keep in mind that this segment of the campaign is geared to get your customers to tell you why they use their library so we’re looking for something that will spark their imagination a little bit and get them to think of an unusual story. When we conducted the “Tell us three reasons why you love your library” campaign it seemed everyone kept saying the same things over and over- borrow book, use the computers, etc. So we need something they can relate to but something besides the usual ways people think they use their library to flush out those stories that will translate into a compelling video or digital story.
The last segment of this campaign is really going to be up to you because your videos and stories are going to make up the campaign. So if you are getting any good ideas for a story, it may be perfect to use for your submission. Other answers- yes we are using a designer and will call ourselves NJ libraries for sure! We will be using many stories in the second stage of the campaign- these are just “teasers” so to speak to encourage your customers to share their experience with you.
Keep the discussion going- this is great! -Nancy
While I voted for the second treatment, maybe because we have so many very young kids in the library for summer activities, neither one really gets to the heart of what I think is important – showing the real value of public libraries. Superlibrarian was “cool” and may have attracted some teens (did not make any impression in our town at all), tough economic times.
Recent articles in the Asbury Park Press (kudos for great coverage of libraries) and on http://www.consumerist.com, show how libraries actually help people save money. When we have to appeal to any funding source for our budgets, that’s really the bottom line, how much does it cost? Not, how many programs, or what special populations we served, or anything else.
The Valuing Libraries workshops offered a few years ago were very helpful in actually showing the dollar amount of service provided. I frequently cite Jeff Kesper’s chart that showed the cost of online databases for individual subscriptions vs. what we save with a group rate. BCCLS is now producing a monthly spreadsheet of value to patrons and the numbers are astounding!
I would really like to see a very down-to-earth publicity campaign to show the value a public library provides to its community. The Potomac study had lots of great information – why not use it in a marketing campaign?
Slick and colorful marketing is great, it is eye-catching and memorable. It gets a message of the usefulness of libraries out to the public, but we need more that shows dollars and cents.
As for cents, that’s my 2cents worth!
***From Nancy Dowd- John, I think I hear an idea for your library’s video or digital story forming! There are so many great ideas being expressed about what our libraries are doing in our communities- these are the stories we hope to hear when you create your videos, this is going to be a very exciting contest.
Treatment #2 works best for a print ad – few words & large symbolic images to convey an idea in the nanosecond the average person spends viewing an ad. Treatment #1 would translate better to video, with voiceovers eliminating the need to “read” small text. I really like the concept of using an image that doesn’t automatically lead the viewer to think “library” mostly because what the average person thinks a modern library is, really isn’t what it is.
From a purely graphic art perspective, the first image is stronger. However, I think we are asking a lot of our public to connect the image with public library services, esp. in the few seconds you have to grab someone’s interest in an ad. The “story” is a geat one, however, and although not available in many libraries yet, may be eye opening for the general public–wow, libraries do that?
If you want to go with the wii bowling theme you may have to hit folks over the head and make it easier for them to interpret what is going on. Tell the story in fewer words. Show a graphic of a senior actually in action using the wii. Make the slogan about libraries–solving life’s little problems and use “your local library” instead of NJ State Libraries–larger so it is easy to see this is about libraries.
I really like the slogan and the concept of telling stories. It does not bother me if they are available in all libraries or not–the purpose may be to show that libraries are happening places to be, with unique services that everyone does not know about.
I would do a series of ads with different stories.
I don’t care for the second concept because we certainly can’t promise peaceful bliss in any of OUR branches–and it is a bit stereotypical of what people think libraries are, anyway.
Both concepts, for different reasons, puzzle me.
Most ads initially attract a glancing sort of reading style. The “bowling ball” concept suggests an exercise class. It’s a roundabout way to get to the notion of a library. Also, the smaller type may be difficult for some readers to take in.
The “baby/grass” concept does come across as a negative premise that needs a positive action to generate a desired result. This approach disqualifies patrons who have satisfactory home/work environoments, or who live/work in quiet, non-rambunctious ones and who want to get out into the world. The large type is a good way to go.
I’m torn. Overall I really enjoy the first design. Very eye catching…the first statement really grabs your attention.
Yet at the same time, I think the second design would be better for teens. It’s simple and to the point….something I’ve noticed that teens really respond to.
From a graphic design standpoint, the first image has more impact due to the colors. However, I don’t think that something that wordy will be read by most people. Everyone wants their information in small bites; they want to be informed instantly.
I believe the message in the first image is very positive but I don’t know of many libraries that function like a senior center. It would be great if many of our public libraries had recreation facilities, course offerings and Wiis, but budgets don’t really allow for it. Also, knowing how grumpy some taxpayers can be, they might see that ad and say “why is the library wasting money on this stuff?”
The second ad, while not perfect, doesn’t promise as much.
A perfect ad would fuse the two – take a minimalist approach but focus on the idea of the library as a warm & inviting place. In today’s budget-conscious times I think a good approach would be to use minimalist posters/web banners/etc. to point out that people don’t need to spend hundreds in bookstores or on DVD rentals, when they can obtain those items at the library.
Hello:
I perfer the second ad but neither of them addresses a segment of the population that is underserve by the public library system the disable. I hope in the future this will be a consideration of the public library system.
***From Nancy Dowd- Alfred, thanks for mentioning this. Remember, this is only the first segment of the campaign- the story gathering phase. When our libraries make their videos or digital stories we are hoping we’ll have enough participants that we’ll have videos that address ALL the populations we serve and cover a massive array of services. You’ll pick the content for your video, but the key is to talk to your patrons and hear what they are saying about your library then incorporate their stories into your video so it truly reflects the patron’s point of view…. not ours. After the contest is over, we will be using THOSE stories to promote NJ libraries to the general public. So we’ll essentially be using your customers’ stories to reach new customers…
I dislike both of the ads as the copy and the visuals / layout are not conveying a clear message. Overall the ads are not eye-catching
I think #1 works better for a print ad, #2 for web.
I like the bowling balls (image and caption) but I would skip the second line (“We need exercise” is really pedestrian and obvious) and replace it with the smaller one about libraries.
The second treatment doesn’t work because jamming the crying baby right up against the grass spoils the peaceful ambiance. Also, can a house be “rambunctious?” While I’m nitpicking, the word “study” is also used incorrectly. (I am too tired/distracted, etc. to study; my house doesn’t even try!)
I have grave reservations about using the word “little” in connection with anything we do in the present economic climate. If we diminish ourselves, we are open to even more attacks from the legislature. Perhaps instead, we could go short and bold. “Our Libraries: Solving Problems.” Put a little outline of the state cuddled up the “O” to keep it local. Use “Your” instead, if that makes it more personal. Don’t be sweet – we can’t afford it right now.
I’m not wild about either design, but the first could work if it were simplified. We are probably the only people left who read that much print! A 2-second impact window is the standard. The library tagline needs to be much bigger. My concerns about promising the moon have been well addressed in prior comments. There are plenty of things people can’t afford right now which their librarian could find advice about!
The number of errors in the second design sets my teeth on edge. As commented above, that baby is not rambunctious, it’s angry, and both screaming babies and rambunctious children are the norm in today’s libraries. The wording on panel #2 is sloppy – if “we” escaped to the library, who the heck is minding the kids? Call me suspicious, but I’m reading a fabulous book on choice architecture called “Nudge” (Thaler & Sunstein, 2008). It sounds as if the design firm threw together choice number two to nudge the decision toward the option that actually required some work. Two may even be a stock default they offer every client, with some slapdash word changes. A request for a more viable second option would not be out of line, in light of the careless execution shown. I could see the dual-photo scenario working well by pairing black & white and color photos of a hard times-helpful library scenario. I just don’t know how they’d deliver the story; a postcard would get totally lost.
I apologize for being so negative – a bad habit I hear about frequently – but everything we do will be under microscopic scrutiny right now. We are extremely vulnerable at a time when people need us most. Thinking outside the box is good; just don’t give the box away.
Ok, I’m going to dump my left brain reactions into the mix.
First, thanks for asking. I really appreciate that we get some input here.
Second, I absolutely *adore* the concept — Solving Life’s Little Problems. That is exactly what we do and how we want people to view us. I just worry about how the concept translates into the actual promotions. I also loved the concept of the last campaign, “connecting your world to the world” but didn’t like how that got translated.
In terms of the two designs, I responded to the first one, i.e., between the quirky short text and the off-center graphic, it would warrant a second look from me. If there was somewhere on the page where Libraries stood out I would probably take the time to glance at it. I like the idea of one graphic that provides a twist on traditional library service.
And although I do like the *idea* of the second treatment, pane one, state the problem, pane two, show how the library solved it, (it appeals to my love of symmetry) neither of those graphics pulled me in.
You already have me thinking about our library’s stories!
Lastly, I am really concerned about a campaign that focuses on things my library cannot deliver as several commentors already brought up. We are already being compared to several of the bigger (and better funded) libraries in our neighborhood and I would therefore hate to fuel any more “library envy”.
The second marketing approach will grab all those people who only glance at the large print in an ad and give them something that is easy to recall.
Unfortunatlely, I don’t like either of the two designs. The first marketing approach is dramatic, but doesn’t communicate today’s LIBRARY. The second marketing approach is cute, but communicates a negative connotation of babies. In addition, libraries aren’t necessarily “sanctuaries” these days. They are busy, bustling places with people of all ages enjoying programs and other library services. Perhaps emphasize new communication technologies or innovative programs in another campaign?
Treatment # 1 gets my vote. Granted, it needs some work, but it is eye-catching and communicates the message in an unexpected way. Bowling balls as a lead-in to libraries? I love that. It presents the library as a dynamic resource for the community. It begins to open people’s eyes to the many different ways in which libraries can help solve life’s problems.
I agree that the print needs to be larger, the word library featured more prominently, and that it would be good to have the faces reflect a bit of NJ’s ethnic & racial diversity.
I’m afraid #2’s “seeking sanctuary” concept underscores the old stereotype (myth, actually) of the library as a solid, quiet institution for serious seekers of knowledge. Nothing wrong with a reasonable dose of that -when you can get it- but we are so much more.
I just want to say how impressed I am by this discussion. I hope that these ideas can be merged into a coherent campaign. But one further idea. Are we preaching to the choir or are we looking for outreach? Even though I work in a library most of the people in my life (family, friends, neighbors) are NOT library users nor do they support their public library. The reasons they give range from not understanding how the libary is arranged (many librarians could not give a understandable explanation of Dewey) to unhelpful staff or librarians unable to answer simple questions in plain English. Finally, libraries often are miles behind the curve. We got into videos long after there was a video store on every corner. Wii has been around for a while. If we are going to be relevant in today’s world we need to demonstrate cutting edge habits. If the library was the FIRST place to find new ideas and technology instead of the LAST people would be more inclined to support their local library. Finally, I would like to get to the heart of the problem that a number of people have commented on. A very smart librarian who now teaches at Rutgers once made the comment that there is no such thing as an average library in New Jersey. Even here in Middlesex County libraries range from the sprawling (Old Bridge, Monroe, etc.) to the very small. To try to offer the services that the large libraries with their multiple meeting rooms can in a library that could almost fit into one of those meeting rooms is physically impossible. Thus if we are going to push activities like Wii bowling are we going to condemn small libraries to eventual death? Right now is not the time to try to get communities to build new buildings.
I can visualize big dollar signs instead of bowling balls in the first ad!
John Sitnik’s comments really resonate with what I perceive here in Nutley.
I also like Cheryl’s note about using New Jersey Libraries rather than New Jersey State Libraries.
Thanks for the opportunity to comment. This is a great process.
The designs both “feel” familiar to me, resembling something I have seen in other ad campaigns. I prefer the second treatment as I am attracted to the split screen layout and angle bracket. It’s funny how something like an angle bracket can make or break a design decision.
Personal testimony is a powerful marketing tool. The stories to be shared by library users across New Jersey should draw attention to the value of libraries.
I also do not care for either design. Elaine Gaber and Joanne Kares both pretty much summed up my feelings about these two ad ideas.
Thank you very much for asking for our input.
I chose the first for its clarity relative to the symbolic ad. On the other hand, regarding clarity, we’re still left wanting. The visual is *so* overpowering… We’re not selling bowling balls! The reader needs to understand that the ad is about the LIBRARY. I don’t mind the tagline, “Solving Life’s Little Problems” because people usually go to places of last resort (i.e., library) for big problems. NJLA is selling libraries as *the* place to go. Period.
Really appreciate being included.
Just returned from a week with grandchildren, so found I could not warm to #2. Escaping from children is not our first priority.
#1 with some tweeking is on the right track. Graphic caught my eye, but less text, and MUCH larger would be better.
I do not have a problem with the word “little”–aren’t those little problems that the public really needs help with?! We’ve got lots of Medical, Investment, and other highly visible professionals out there to help with the big problems; sometimes it’s the little ones that are the ones pushing us all over the edge. Often, in my experience, it’s the “I don’t have any idea where to turn” questions that we are best suited to answer–and for which we receive the most praise.