@Your Library Awareness Campaign

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We have been required to create an awareness campaign for the College Campus Library. During the Work Integrated Learning (WIL) activity, we performed an awareness campaign for the College Campus library on the theme of: “@ Your Library”.

The objective of the campaign was: to increase an awareness and support for the library; to bring the library message to more diverse audience; and to increase the library usage.

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@Your Library Awareness Campaign

  1. 1. @ YOUR LIBRARY @ Ad Campaign performed by ADVERPLUS ADVERPLUS May/2011 1
  2. 2. Introduction 3 4 1. Campaign Objectives 5 2. Target Audience 6 3. Research Results 7 4. Advertising strategy 8 5. Creative strategy 13 6. Media strategy 14 7. Implementation of Advertising strategy 22 8. BudgetConclusion & Suggestion 23 Team Members 24 Thank You 25 2
  3. 3.  Work Integrated Learning involves us carrying out skills in the form of a project. We have been required to create an awareness campaign for the College Campus Library. During this we were required to think about what we have learned and still have to learn, and then apply skills in different and creative waysWe have been required to create an awareness campaign for the CollegeCampus Library. During the Work Integrated Learning (WIL) activity,we performed an awareness campaign for the College Campus libraryon the theme of: “@ Your Library”.The objective of the campaign was: To increase an awareness and support for the library; To bring the library message to more diverse audience; To increase the library usage. ADVERPLUS May/2011 3
  4. 4. 1. Increasing an awareness and support for the library;2. Bringing the library messages to a more diverse audience;3. Increasing the library usage. ADVERPLUS May/2011 4
  5. 5.  All College Campus Students : Full time & Short learningDemographics Psychographics 17 to 30 years old (Male & Female)  Full access to services, R2000  Accessed internet 4 weeks. Urban areas, staying in some flats  Out going and spend a lot ADVERPLUS May/2011 5
  6. 6. 75% of students prefer to get The majority (91%) of studenthelped from College Campus wish to learn about useful Library and resource via College Campus resources via Message board SMS, Facebook & Email100% of students have at least 32% only use services such as an email address, and Cell interlibrary loans and onlinephone; 42% have Smart Phone article data base 84% suggest the improving of 65% are not aware about the Assistance with CV & Jobservice provided by the library seeking ADVERPLUS May/2011 6
  7. 7.  @ Your Library is incorporated on All the College Materials to Promote, create and increase an awareness for: Doing research, reading, using computer…Examples: Be Well informed @ your library Doing Your Business @ your library So Much to see, So much to do @ your library Assignment help @ your library ADVERPLUS May/2011 7
  8. 8. 5. Creative strategy ADVERPLUS May/2011 8
  9. 9. Different theme of @ Your Library ADVERPLUS May/2011 9
  10. 10. Different theme of @ Your Library ADVERPLUS May/2011 10
  11. 11. Different theme of @ Your Library ADVERPLUS May/2011 11
  12. 12. Different theme of @ Your Library ADVERPLUS May/2011 12
  13. 13.  Newsletter SMS E-mail Poster (at Lecture Rooms, Glass Doors level,Stairs, Ground Level Elevator, Canteen, Library) Internet/ Social Media (Facebook & Twitter) ADVERPLUS May/2011 13
  14. 14. 7. Implementation of Advertising Strategy 14 ADVERPLUS May/2011
  15. 15. 15ADVERPLUS May/2011
  16. 16. 16ADVERPLUS May/2011
  17. 17. 17ADVERPLUS May/2011
  18. 18. 18ADVERPLUS May/2011
  19. 19. 19ADVERPLUS May/2011
  20. 20. 20ADVERPLUS May/2011
  21. 21. 21ADVERPLUS May/2011
  22. 22.  The budget allocated for this campaign is R 14000 Personnel Budget Office R 2000 Ad agency R 2310 Agency employees R 2000 Operating Budget Poster R 2000 Frame R 1000 Delivery costs R 400 Telephone R 200 Taxes R 850 Total expenses Budget R 10760 R 14000 ADVERPLUS May/2011 22
  23. 23. The present study “@ Your Library” was carried out on 1500 students. Information was collected from student of college through questionnaire. College Campus library should provide its services constantlybecause overall 44% Students of College Campus are aware libraryservices provided in library. First year student are require orientation services like “how to use library”. It is suggested that the library extends modern information sources. It can be concluded that users are prime factors of library. Therefore, for full satisfaction of users, their requirements or needs should always be considered. ADVERPLUS May/2011 23
  24. 24. Manou M.,As an Account Director Silindokhule S., As an MediaTumelo S., DirectorAs a Research Director ADVERPLUS May/2011 24
  25. 25. ADVERPLUS The Corner Building, 305 York Avenue, FerdanleRandburg, 2194; Gauteng/Johannesburg/ South Africa Tel: +27 (0) 795 498 167 Fax: +27 (0) 732 781 032 Email: contact@adverplus.com Website: www.adverplus.com ADVERPLUS May/2011 25

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