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.
Strategic digital media placement on Google Display Network, Facebook, Twitter, Instagram and Youtube raised awareness and drove traffic to the Library campaign pages.
Post-Launch Campaign Results
$284,000
The economic impact over 3 months is $284,000 – over a 1,000% Return on Investment.
3,781,936
ads were seen. This is enough times to fill the Xcel Energy Center 184 times.
65,773
ads were clicked. This is enough times to fill the Xcel Energy Center 3.2 times.
9,100+
visits to the Dakota County Libraries as a result of the Google ads.
20%
For the first month of the campaign, DCL exceeded total iLAB reservations by 20%.
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)
