TDC’s Library market is powered by a dedicated team of community builders. Whether their programs are implemented in small public libraries, or available throughout a particular state, they always promote librarians as agents of change and advocates of literacy. Libraries aren’t just about books - they are hubs of information where teen (as well as adult) learners can utilize resources, receive guidance, and feel motivated to succeed.
I worked closely with them throughout my time with TDC on aligning strategic marketing plans with messaging and visual support. Some of the most enjoyable work came from brainstorming fun and compelling campaigns that helped librarians and YSLs to increase opportunities for community engagement, thus helping students reach their academic goals.
I RESOLVE TO…
One such campaign was built around the concept of “Resolutions.” A 6th-10th grade student would sign a promissory agreement with library staff to complete a series of activities: from doing their homework, to participating in class, to organizing a study group. A librarian would promote TDC to help with task completion, and then conduct regular check-ins.
The hands-on component involved each student being given a set of medallions that indicated their resolutions, and then assembling a hanging mobile using instructions we provided. It could be done at a DIY maker space in the library, or crafted at home for display. They could also receive a special set of medallions for completing specific items on a punch card.
Librarians also “pledged” to foster usage of TDC during BTS months and after winter break to encourage kids to finish the year strong.
Staff downloaded campaign materials, organized events, and engaged with their community in a unique and creative way.
GET BACK TO YOUR LIFE
To increase program usage and renewals, the team developed a campaign to engage librarians and encourage implementation of promotional materials.
We focused on an aspect of life that every student has to contend with: Homework and studying take away from what’s really important to a teen – hanging out with friends, playing sports, enjoying video games, etc.
I decided a good way to visual this was to erase a portion of an image and have the student see themselves in its place - missing out on an activity they really love because of the drudgery of school work. They should “get back in the picture.” TDC helps you get through your assignments easier so you can get on with your life.
It was then spun out to adult learners, who have their own set of goals and concerns. For them, it’s about being motivated to get a GED, prep for an interview, become a U.S. citizen. Don’t delay. Your life is waiting.
STUDENTS <3 TUTOR.COM
A vast majority of library patrons have a very passionate, positive response to the TDC program available in their community, and we wanted to leverage that good will. This campaign was built on comments left by users - 60,000 of them collected through email, social media, live events, etc. - that included the word LOVE and the texting symbol used for a heart. We decided to utilize a heavy typographic design featuring the comments themselves as the artwork, produced in bright and bold colors that symbolized love as a more joyous, rather than a romantic, expression of praise. I offered creative direction to our designer, Cardine Caffery, who applied the concept to print, web, and promotional assets.
