Brandmark Project, Phase II: STRATEGIC PROMOTION PLAN

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How the best mix of branding, communications, PR,
media relations and advertising can all tie
together to enhance the image and visibility of
your resources and services with exciting
results!
www.kcls.org
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www.kcls.org
IMAGE
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Why?
www.kcls.org
IMAGE
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Branding
www.kcls.org
IDENTITY
IMAGE
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• Branding

www.kcls.org
IDENTITY
IDENTITY
IMAGE
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What is a Brand?
www.kcls.org
IDENTITY
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Why Brand First?
www.kcls.org
Branding provides the foundation for developing a
cohesive marketing strategy
IDENTITY
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Benefits of Branding
www.kcls.org
Effective use of resources
Internal clarity
IDENTITY
Distinct identity
Effective education tool
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We dont offer a product, we offer a brand
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Where to Start
Assessment of Public Perception

• High name recognition

• Low usage of website

• Little knowledge of resources other than books

• Least awareness by low-income who could greatly
  benefit from free resources

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Graphic Identity Assessment
www.kcls.org

• Outdated

• Inconsistently used

• Did not accurately reflect our identity

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Positioning Assessment
Establishes the feel, the essence of how you want
your consumers to understand you, relate to you,
and want to do business with you
www.kcls.org
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Key Steps in Getting Started
? Staff Involvement
? Defining goals and objectives
? The Brand Quest
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The Brand Quest
Target Audiences
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The Brand Quest
What the Brand Means

Define your personality
How do we want to be perceived?
What are our personality attributes?
What is the one thing we want to be known for?
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The Brand Quest
Positioning Statement the CUSTOMIZE THE
RESOURCES To communities in King County, King
County Library System is the public agency that
provides free, open and equal access to
information resources in a way that is both
relevant and essential to the quality of
individual users lives.
www.kcls.org
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The Brand Quest
Bringing the Brand to Life
Logos
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The Brand Quest
Bringing the Brand to Life
Logos
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The Brand Quest
Bringing the Brand to Life
Logos
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• ? focus on system
• ? contemporary
• ? inspiring
• ? surprising
• ? innovative
• ? world-class

www.kcls.org
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The Brand Quest
Bringing the Brand to Life
Imagery
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The Brand Quest
Bringing the Brand to Life
Messaging
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Implementation of the Brand
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PRIOR Marketing Materials
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NEW Marketing Materials
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Newsletters
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Library Signage
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Developing a Strategic Marketing Plan
Demand Creation
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Developing a Strategic Marketing Plan
Marketing Materials and Tools
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Developing a Strategic Marketing Plan
Public Relations
Communicate a favorable image and promote good
will
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Developing a Strategic Marketing Plan
Advertising
Effective way to gain exposure, yet expensive
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Developing a Strategic Marketing Plan
Creating a Campaign
Designed to educate audiences, differentiate
products and services, or to inform key audiences
of changes, upgrades, and/or additional features
and benefits
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KCLS Library Card Campaign

• OBJECTIVES
• Bring in 50,000 new cardholders to KCLS
• Sign up 32,000 new student cardholders
• Log 10 million hits to the KCLS Website
• Increase outreach to children and teens
• Increase use of electronic resources
• Increase effectiveness of public relations

www.kcls.org
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Library Card Campaign
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Library Card Campaign
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8 strategic locations, rotated monthly 60.5
reach, 4.9x frequency, 3.7 million impressions -
per month
Postcard drop to 450,000 households
80 queen signs - 84.2 reach, 5.6x frequency, 5.9
million impressions - per month.
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Library Card Campaign
www.kcls.org
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Library Card Campaign
www.kcls.org
Turn to us. The choices will surprise you.
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Library Card Campaign
www.kcls.org
Seattle Mariners NW Bookfest KCLS Techlab School
visits/assemblies
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Library Card Campaign Results!
www.kcls.org
25,000 youth with 1st time cards
121,818 traded in old card for new
of remote online users increased from 46-61
10.8 million hits to website in 2000 (up 500
over 1999)
70,000 new patrons
Circulation up 6
In print media 88x
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The Impact
www.kcls.org
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QUESTIONS?
Julie Wallace 425.369.3273 jwallace_at_kcls.org