Turning the page on limited brand engagement strategies.
Like most nonprofits, KCPL has a big mission to fulfill but limited resources with which to do it. The county library’s four-person marketing team was charged with getting the word out about events, print and digital resources, and hidden gems, all while supporting stakeholders at the library’s three branches.
THE ASK
KCPL engaged TMC to:
- Conduct brand research and gain consumer insights
- Develop a visual and verbal brand boost
- Assist with developing collateral
- Devise strategies for extending the marketing team’s reach
OUR SOLUTION
Our research revealed opportunities for improving engagement by streamlining the library’s brand identity. In response, we developed a visual and verbal boost to elevate and better represent the library and its service to the community.
As part of this effort, we used visual identity strategies to make it easier for patrons to find what they need. Every department now has a unique color and icon, which is carried across digital and physical assets. In addition, an app refresh provides library users with a clean, updated, and engaging design for searching catalogs, placing holds, renewing items, finding locations, and exploring library programs. A verbal boost helped the client refocus and reframe how they talk about themselves.
TMC built on this work with collateral, programmatic materials, and even the graphics for vehicle wraps. We also provided a robust set of templates that enabled the marketing team to lend more support to branch staff without overtaxing their resources. Built in Word and PowerPoint, the templates empower non-marketing team members to share news, events, and other information while keeping the KCPL brand locked down.
THE OUTCOME
The library’s small marketing team has improved public engagement and reinforced the library’s position as a valuable resource for the community.
The challenge.
KCPL’s four-person marketing team wanted to elevate the library’s brand and expand their public outreach while finding better ways to manage their day-to-day marketing demands. A limited budget, however, presented a hurdle to their efforts.
The strategy.
- Visual/Verbal Brand Refresh
- Client/Market Research
- Graphic Design
- Template Development
- Video
The results.
TMC refreshed the library’s brand, helping the marketing team streamline KCPL’s visual identity to improve public engagement and rewrite the book on what they could achieve with limited resources.
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