The Project

Dakota County Library Awareness Campaign

The Challenge

Develop, design and launch a campaign that reaches Dakota County’s diverse community, increases in-store visits and library card signups, and informs people about the iLAB and other services unknown to most people.

The Solution

Engage Dakota County residents using a robust organic and paid digital advertising campaign to promote the various programs and services offered by DCL. Changing the messaging and tone around libraries, etc. Video spots. GDP, Youtube, Facebook,
Instagram, Campaign Pages. Engage Dakota County residents using a robust organic and paid digital advertising campaign to promote the various programs and services offered by DCL. Changing the messaging and tone around libraries, etc. Video spots. GDP, Youtube, Facebook, Instagram, Campaign Pages.

Awards

AdFed The Show – Bronze Award – Pro Bono Online Film, Video & Sound

Strategic digital media placement on Google Display Network, Facebook, Twitter, Instagram and Youtube raised awareness and drove traffic to the Library campaign pages.

3 Month Post-launch Campaign Results

• $248,000 in economic impact over 3 months – over a 1,000% return on investment
• 9,100+ visits to the Dakota County Libraries as a result of the Google ads
• 3,781,936 ads were seen – enough times to fill the Xcel Energy Center 184 times
• 20% increase in iLAB reservations for the first month of the campaign
• 65,773 ads were clicked – enough times to fill the Xcel Energy Center 3.2 times
• 1/3 users interacted with an ad visited a DCL

Increase in New Users

Paid media played a hand in directing 18,500 users to the site via Google and Facebook.
Of these, 98% were new users.

Increase in iLab Reservations

Total 2019 reservations are now expected to exceed 2018 total by 80% (3,412 total).

“If you want to do something bold and different, you should go with 5IVE. It became very clear how creative the team is and that by working with them we would stand out in a way that was positive and that we were comfortable with. They are great listeners and that builds trust.”

Jennifer Simpson, Deputy Director, Dakota County Library