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Celebrity Road Trip

» April 25th, 2007

My name is Julie O’Keeffe, and I want to share a mini-campaign that we at Marqutte University executed this semester – the goal of this campaign was to increase awareness about our databases.
Below you will find some pictures and a breakdown of the campaign.

If you have any questions about this campaign, feel free to email me: julie.okeeffe@marquette.edu

road_trip_2-1.jpg
Cut-out Poster Cut-out

The goals of the two-semester campaign are to:

  1. raise awareness among the student population of the variety of article databases available to them
  2. educate students on the costs and benefits of using article databases and search engines such as Google
  3. collect data regarding student views of the databases for future promotion efforts
  4. determine the maximum size campaign that is possible for the R&O Department to produce with the resources available to the Promotion Team (primarily our time and skill-sets)

Secondary goals are to:

  1. follow best practices as identified by ACRL
  2. incorporate the “@yourlibrary” logo from ACRL

The entire package of components consists of:

  1. a poster by turnstiles
  2. movie star cardboard cut-outs
  3. a dozen “highway signs”
  4. a banner that reinforces the idea
  5. web pages
  6. a “featured item” on
  7. a chance to win $20
  8. a running list of the students’ submissions
  9. a pre- and post-tests that measures students’ knowledge, use, and view of article databases
  10. incorporation of the “@your library” logo


by Julieokeeffe | Trackback
Tags: advertising_campaign, education, idea, Inspiration, Julie_O’Keeffe, Marketing, marketing_materials, Marquette_University, recycled_images, Tips, university

3 Comments

  1. Mary Evangeliste said on April 26, 2007:

    Julie,

    I am so glad that you posted these. I think they are so much much fun probally because they are so unexpected.
    I love the design that reinforce the road trip theme and the cut outs are so great!

    please update all of us as you use this campaign and continue to tell how it goes!!!

  2. brian said on May 20, 2007:

    How did you select the “celebrities” that you used? Did you choose people who were popular with youth culture, like from Family Guy, J Depp, Paris Hilton? I ask because Tim A is a bit dated… and having posters (etc) of has-beens might not be as attractive as people who are hot right now.

  3. Mary Evangeliste said on May 24, 2007:

    Julie and the folks at Marquette University chose Tim Allen etc. because they found a way to get “standies” from the film “Wild Hogs” starring John Travolta, Tim Allen, Martin Lawrence and William H. Macy.

    So I think another very important thing to remember in marketing is too simply take advantage of opportunities that surround you!

    I love the levity of their campaign and I know that Julie and Pat and company are having a great time putting it together and I am sure that is communicated to their students. Having fun is paramount to me!

    As I am always saying we must always “bring joy to librar-ness” and I know they are doing this.

    Thank you Julie for sharing your campaign with all of us.

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