Executive Summary
Situation
As a team of four advanced PR students, we focused on communicating Beaverton City Library resources to college students. (”Resources” are defined as events, workshops, in-person support teams, various items for checkout, and work spaces.)
As a team of four advanced PR students, we focused on communicating Beaverton City Library resources to college students. (”Resources” are defined as events, workshops, in-person support teams, various items for checkout, and work spaces.)
Key Public
Present and potential library-card-holding college students.
Awareness Goal
Promote existing information about the Beaverton City Library to card-holding college students.
Objectives Statement:
To have an effect on the awareness of card-holding college students, creating attention towards resources available at the library, by 5% by December 5th,2018.
Action Strategy:
Bring card-holding college students—and library visitors who have an existing relationship with a college student(s)—into direct contact of information about the resources the library offers.
Owned Media Tactic
Fact Sheets for social media and website.
Evaluation Strategies
Post-campaign awareness survey and message exposure analysis.
Budget
$0. Using the library’s available resources.
Below: Handout of college student resources posted in the library, on their website, and on their social media platforms. Created on Adobe InDesign. Stylistic choices selected followed Beaverton City Library's brand style guide.
See Plan Book above for the results of the campaign.