10 October 2014

Integrated Marketing Design Collaterals for Library Literacy Learning Conference

PowerPoint welcome image.

Event promotional 8.5x11 sign

The Alachua County Library District Literacy Office will host a conference event in Gainesville, Florida. It will be preceded by a breakfast for tutors and students, then open to the public for the rest of the conference.

To help promote the conference to both invited guests as well as the public, a set of promotional collaterals was needed to be designed and printed. A few months earlier, I redesigned an new integrated identity and set of marketing collaterals for the office

( http://librarygraphicdesign.blogspot.com/2014/08/integrated-library-literacy-collateral.html ), so I used these as the basis for designing the conference event collaterals too. Maintaining a consistent use of the design sensibilities created earlier during the redesign helped to further reinforce brand recognition of the ACLD Literacy Office.


Design collaterals (and quantities delivered) for this conference event included:

Breakfast Invitation to learners & tutors in English language (42)
Breakfast Invitation to learners & tutors in Spanish language (10)
Conference Invitation to general public (20+)
E-mail announcement invitation image (1)
4.5x3.5 inch folding invitation schedule insert (62)
4.25x8.5 inch two-sided event program (100)
8.5x11 inch PowerPoint Welcome image (1)
8.5x11 inch PowerPoint Thank You image (1)
8.5x11 inch award certificate (1)
8.5x11 inch promotional sign (520)
22x28 inch promotional poster (10)
Library website banner advertisement (1)

Folding invitation exteriors (printed two-up on 8.5x11 inch card stock then folded and trimmed to size).
Folding invitation interiors (two versions: one for learning teams and one for public.
Invitation insert page.
Program front / back.
Certificate award concept (to be used later in conjunction at year-end event).

PowerPoint thank you image for closing the event.

22 September 2014

Integrated POP Marketing Signage Designed to Raise Literacy Office Awareness, Donations, and to Thank Community

The desire to generate a little fundraising turned into an opportunity to thank the commuity for their support. This design for a 7x5 inch laminated coutertop jug label paved the way.

Vertical banner.
The Alachua County Library District Literacy Office approached me to develop marketing materials that could bring attention to their literacy efforts and to assist in fundraising. The items would be used during book sale events at the local Friends of the Library book house. The initial brief asked me to explore solutions for a free-standing dimensional floor display to promote the Literacy Office, and to design adhesive labels for donation jugs that would be placed on point-of-purchase counter tops to ask for spare change. 

A few months earlier, I had provided design services to rebrand the ACLD Literacy Office, ( http://librarygraphicdesign.blogspot.com/2014/08/integrated-library-literacy-collateral.html ) so I was fortunate to already have established design standards I could use to extend to this project. I also had photos taken from previous book sale events to refer to and used these to assess the book house retail environment space while I generated ideas about presentation opportunities. 

I knew from past experience that the book sale environment was a pretty chaotic place; crowded wall-to-wall with people and book shelving. At the check-out area, a long, stagnate line of customers would often form which would provide a perfect location to get and hold their attention, but sight lines would be blocked from around shoulder height down to the floor. I knew that the best bet for catching people's eyes would have to have visuals be at least waist-height and higher, so I developed and presented an eight foot free-standing floor display concept in the shape of an open book that would require construction with wooden building materials, PVC piping and fabric, or other solutions. I also presented a series of mid- and large-format vinyl wall-mounted and beam-suspended banners that were sure to not be overlooked. To help demonstrate how effective the banners would appear, I photoshoppped the concept banners into the existing event photos for a before-and-after comparison.

Proposed, canceled floor display.
During my on-site visit to the Friends of the Library book house, my floor display concept was presented and well-received, but a second concept was put forth by the Friends that they were willing to explore and construct themselves: a stack of books piled up neatly, high enough to become a waist-high cube of books. The top surface could be then used to set up additional books and marketing materials. We all thought it a plausible idea and encouraged Friends of the Library volunteers to develop that. A large, two-sided sandwich board was also  offered at that time to use for additional marketing, so I added that to my list of banners to design for and during subsequent meetings presented concepts that utilized the banner design styling.

Before-and-after proposed banner solutions.
After all the initial concept and design production was completed, a vendor quote for producing the vinyl banners was acquired then presented for client approval. Unfortunately, financing for vendor-provided materials became an issue for the library, so I was asked to print and laminate as many of the smaller items in-house as I could for use at the event. Despite not using the largest, most prominent banners, the remaining smaller scale banners and donation jug labels were still beneficial for raising Literacy Office awareness and advocating for additional funding.

Left: available sandwich board. Middle two: concept sign designs for sandwich board use. Right: diagram indicating areas needed to cut out so that existing hooks on sandwich board could slide through

Projects designed (and delivered or canceled):

138x36 inch Banner / Literacy Office (canceled after development)
138x36 inch Banner / FOL (canceled after development)
138x36 inch Banner / ACLD (canceled after development)
20x40 Literacy Office Banner, Laminated and Mounted on Foam Core Board (2)
29x40 inch Sandwich Board Literacy Office Sign (1)
29x40 inch Sandwich Board Friends of the Library Sign (1)
7x5 inch Laminated Literacy Office Donation Jug Labels (14)

Three 138x36 inch vinyl banners not fabricated for use after design development.

17 September 2014

Promoting Library Event for Author Nickolas Butler

Library website banner advertisement

19x28 inch poster
The Alachua County Library District arranged to host a talk by author Nickolas Butler. He provided two good quality images for using on his publicity collaterals—a cover of his book and a portrait—which I used to arrange with essential library branding and event information. 

Because the formats of most of the marketing collaterals were nearly proportionate, I was able to conveniently repurpose the initial 8.5x11 inch sign design for use on a larger poster as well as smaller handbills and a newspaper print advertisement.

Projects included the following designs
(and deliverables):

Website page banner (1)
19x28 inch poster (3)
 8.5x11 inch sign (42)
Quarter-page handbill (300)
3.25x4 inch newspaper print advertisement (1)

8.5x11 inch sign
Quarter-page handbills
3.25x4 inch newspaper print advertisement

11 September 2014

Promoting the Public Library to Newly Relocated University Students

Broadcast television public service announcement advert
4x2 inch coupon book advertisement
Universities have their own libraries for students and faculty. But while they provide well for academic purposes, university libraries might not offer much in the way of what your typical community public library might.

This disparity in product and service offerings gives the community library an opportunity to promote itself without having to compete directly with the local university. Such was the case with our library and the resulting  advertising campaign I worked on for the Alachua Public Library District in Gainesville, Florida.

4x2 inch newspaper online advertisement
The campaign sought to inform students of available products that their local university library did not offer. It consisted of print, online and broadcast television advertising, as well as display signage at a university orientation event held for new students.

Design elements leveraged the library's colour palette and font family established in the corporate identity standards and used in on other integrated marketing materials. A royalty free image of age-appropriate people dressed in colours that complimented the corporate colour palette also helped to associate them with the library and its product offering.

Advertising collaterals included:
4x2 inch newspaper print advertisement

> Broadcast television public service announcement colour RGB advertisement 
> 4x2 inch coupon book colour CMYK print advertisement
> 4x2 inch colour RGB newspaper 
online advertisement
> 4x2 inch black/white newspaper 
print advertisement
> 72x24 inch event presentation table banner

72x24 inch laminated paper event banner

02 September 2014

Promoting Library Event for Author Annette Simon

8.5x11 inch sign and other collaterals utilized the author's unique illustrations

Quarter-page handbills
Author Annette Simon will speak at the Alachua County Library District in Gainesville, Florida on Tuesday 23, 2014. 

Simon's illustrations of robots that she created using the computer software application Quark XPress—which was actually created for multi-page layout design and publishing purposes—provides for simplistic, bold and colourful images that are perfect for attracting age-appropriate audiences to the children's books she writes. They also make for great visuals to help promote her speaker event at the library. I liked the simple and clean looking promotional marketing advertising that resulted from using her illustrations.

Public Service Announcement Ad
To help promote her visit, the following marketing collaterals were designed
(and printed for distribution):

8.5x11 Sign (12)
Quarter-page Handbill (100) 
Library Website Banner Ad (1)
4.938x4 inch Black/White Newspaper Print Ad (1)
Half-page Colour Publication Print Ad (1) 
Broadcast Television Public Service Announcement (1)

Newspaper print advertisement

Full-colour print advertisement

Library website banner ad.

26 August 2014

Logo Design for Library Summer Palooza Event

After 25 years of hosting a Literary Festival event in October, the Alachua County Library District decided the time had come to integrate it into the Summer Reading Program and rebrand the newly appointed August event as the "Summer Reader Palooza," that celebrated the end of the Summer Reading program and kicked off the back-to-school season.

To initiate branding of this new event, the library required a new event identity. I wanted the mark to appeal to the age-appropriate audience of children, so I selected a playful yet easy to read display font and cheerful colour scheme. I also created the icon of a book and inset it into a modified clip art sun icon to provide an easily recognizable association to books and summer. 

I developed a few logo variations until I came up with four that worked well, then selected the one that looked like it would have the highest technical reproduction integrity, as well as what I hoped would have strongest potential for remaining fresh and have staying power — perhaps one that could last for another 25 years! The final mark is shown here in its two options, full colour and black/white. 

Final logo files were passed to the client for using on documents and publicity that they created. The only application of the new identity I used it on was a web banner posted on the library website, seen below.

Web banner ad used for library website.

06 August 2014

Integrated Library Literacy Collateral Re-Design

A variety of new and redesigned integrated marketing collateral materials for the Literacy
 office include 8.5x11 signs, quarter page handbills, recruitment cards and utility bill insert,
 a tri-fold brochure, a six-page tutor handbook, and a 24-page PowerPoint presentation.

In 2013 the Alachua County Library District hired a new literacy coordinator. I felt this was an opportune time to tackle the job of updating the literacy office's array of materials with a redesign so all collaterals were better integrated with one another. 

Previously designed items borrowed from each other but lost a sense of continuity when seen as a whole. This redesign would take the opportunity to maximize use of its primary visual image of a globe, simplify the colour palette from red, white and blue to shades of green with white, refine the typographical fonts and treatments, and to broaden the use of a simplified corporate brandmark.

I started with the most pressing of items needed, quarter page handbills that advertised the service to patrons in need, then additional ones used to recruit potential tutors. While the both the fronts and backs of these two-sided card stock items would look very similar, both would utilize different headlines geared toward their appropriate audience. Similarly, contact information on the backs of each would be adjusted to suit the appropriate reader. The response was so tremendous that I had to order second and third printings of the cards to keep up with demand as they disappeared from where they were distributed in libraries and around the county.

Next up was a redesign of the existing Literacy Office brochure. Both updated and new information were provided, so a new layout was created to arrange and display sections of text into shorter blocks for easy reading. About the same time that the brochure was being developed, a website blog icon was created based on the cover of the brochure which used a green band of colour with white text reversing out of it overlaid the green globe.

The same design solution for the Literacy Office brochure and blog icon was then employed in development of aTutor Handbook design. A fresh re-write of the six-page document text was matched with an equally refreshed new look and that would maintain the same typographical treatment from the brochure for strengthening brand continuity.

For tutor training, a 24-page PowerPoint presentation was created utilizing the same design elements and sensibilities. 

While tutor training was underway, agreements with existing and new tutoring sites required advertising of their locations and dates. One quarter-page handbill design was used both as a handbill as well as a utility bill insert. Other single and two-sided handbills and associated 8.5x11 inch signs for posting were produced in both English and Spanish language to better serve both speaking populations. 

Lastly (for the time-being), a point of purchase sign was created to for fundraising during one of the local friends of the library book sales. Placement of the sign at a location outside of the library where book lovers and supporters of the library mission congregated was a great idea and hopefully produced measurable results for the library's literacy program.

Projects included:
200 internally printed tutor recruitment cards 
+ a revised printing of 200
400 internally printed reading help cards 
+ additional reprints of 400, 600, & 5000
55 internally printed literacy office brochures 
2500 vendor printed literacy office brochures
150 internally printed six-page tutor handbooks
One local utility bill insert advert .pdf
One library Website Blog Icon .jpg
24-page tutor training PowerPoint presentation
40 Two-sided English / Spanish quarter-page handbills
11 New classes 8.5x11 inch Spanish version sign
11 New classes 8.5x11 inch English version sign
One "Help Promote Literacy" 8.5x11 inch sign .pdf

Stay tuned, because more marketing opportunities are continually being explored, and along with them, additional design projects.