20 September 2016

Integrated Promotional Advertising Campaign for Freegal Online Music Service

13x2 foot banners.

Project: Freegal Music Service

Creative brief: Create an integrated advertising campaign comprised of print and digital materials to promote Freegal online music service which provides five free music song downloads per week to subscribers. The campaign seeks to increase public awareness and generate greater subscriber traffic results by being visible in more locations and with greater frequency and duration. The design should provide a new look that captures people's attention and communicates the key points of the service.

Content messagingMultiple language options were provided, each lacking engaging or inspiring direction. Additional content marketing that advertising was to support was not yet in process, created nor in place, and/or had details still in flux with no reliable completion date in sight.

Number of integrated items requested at outset: Between 16 and 38 unique items.

Number of integrated items requested as opportunities were reassessed and re-imagined: 29 unique items.

Requested turn around time: 15 days. (+ additional deadlines created as adjustments to initial and additional project opportunities were realized and requested). Good luck!

Production challenge note: 27 other unrelated projects with a varying range of their own completion deadlines were also being worked on simultaneously during this same initial time frame. 27 + 16/38 projects = 43/65 projects in 88 hours. No problem!

Sets of PSAs 34x22 inch posters and 11x8.5 inch signs
Website banner advertisement which links to blog.
Website banner advertisement which links to blog.

Children's publication print advertisement.
Projects produced  (+quantities delivered)
Marketing Campaign Concepts 
(33 Integrated Page Designs)
Web blog icon #1 Cool (1)
Web blog icon #2 Soul (1)
Web blog icon #3 Workout (1)
Web banner #1 Cool (1)
Web banner #2 Soul (1)
Web banner #3 Workout (1)
Broadcast TV PSA #1 Cool (1)
Broadcast TV
PSA #2 Soul (1)
Broadcast TV
PSA #3 Workout (1)
Quarter page Handbill of album covers (400)

Quarter page handbill front (top) and back (bottom).
5.5x3.5 inch Shelf Promo Sign Template (1)
5.5x3.5 inch Shelf Promo Sign #1 Cool (1)
5.5x3.5 inch Shelf Promo Sign #2 Soul (1)
5.5x3.5 inch Shelf Promo Sign #3 Workout (1)

5.75x4.5 inch Print Publication Ad (1)
8.5x11 inch Sign for Airport Users (4)
11x8 inch Sign #1 Cool (45)
11x8 inch Sign #2 Soul (45)
11x8 inch Sign #3 Workout (45)
21x28 inch Poster
#1 Cool (6)
21x28 inch Poster
#2 Soul (6)
21x28 inch Poster #3 Workout (1) 
34.75x22.125 inch Banner #1 Cool (3) 
34.75x22.125 inch Banner #2 Soul (2) 
34.75x22.125 inch Banner #3 Workout (1)
45x45 inch Poster (1)
13ftx2ft Banner
#1 Cool (2)
13ftx2ft Banner
#2 Soul (2)
13ftx2ft Banner Workout (1)
1.5 inch Circular Ear Bud Case Adhesive Labels (100)

8.5x11 inch airport user sign

5.5x3.25 inch "shelf talker" cards mount to front of book shelves.

Compare to 2015 collaterals: poster & flyer (left), PSA (center), web ads (top, middle right) and wallet card (bottom right).

Compare to 2013 collaterals: poster & flyer (left), wallet card (center top), print ad (top right) and PSA (bottom right).

06 September 2016

Autumn issue cover.

The library's free, 12-page autumn edition of THINK... newsletter arrived in September. This issue cover featured "Peacock," a vibrant painting by Miranda Walters, one of the library's 2015 Fall Teen Art Show winners. The quarterly newsletter covers over 800 scheduled events from September through November. A printed edition of 2,750 copies is delivered not only to all twelve library branch locations but also to select non-library businesses to extend its reach further into the community. Online copies are also available on the library's website at, http://aclib.us/news.  

Development of the newsletter begins with library staff entering their planned quarterly events into the library's electronic calendar system during a 30-day period prior to beginning the editorial production process, which in turn takes an additional 30 days of feature writing, design, and printing production prior to delivery of the publication to the public. Printing services are outsourced to a local printer, taking five to seven days before receipt of the printed product back to the design department for separating and shipping different quantities to the 12 district libraries and local businesses.

Library website blog icon
Events published in the newsletter are the same as seen on the library's website calendar of events. Due to limited space in the newsletter, complete descriptive information about the events are not published, however. Those additional details remain available on the branch calendars online.

Project collaterals created in association with publication of THINK... include (+ quantities):

12-page print edition (2,750)
Library website digital edition (1)
Library website blog icon (1)
Television broadcast public service announcement advertisement (1) 

Broadcast television public service announcement (PSA)