READY
Anythink
Innovation Synopsis
Anythink created the READY campaign to reach Adams County residents wherever they are in their lives post-pandemic and to welcome them back to the library. READY raises awareness about how the library can be people’s partner in their next phase of life, whether that’s in changing careers, building friendships or finding balance.
Challenge/Opportunity
Anythink was tasked with developing an awareness campaign that would encourage local community members to re-engage with the library. The challenge was to convince Adams County residents impacted by the pandemic that by connecting Anythink’s programs and services, they will feel more equipped to face the distinct challenges of the moment. The library is a trusted community resource that builds resilience, helping people to persevere and thrive.
Key Elements of Innovation
In a shift from Anythink’s typical advertising, READY is widely implemented across Adams County. Public transportation services have expanded in the region in recent years and now include a light rail that travels through the community. Anythink is one of the first to have an advertising presence on the exterior and interior of the light rail, in partnership with Lamar Advertising. Anythink seized the opportunity to engage in a multi-year campaign to reach commuters in the area on trains, buses and at RTD stations.
Achieved Outcomes
In addition to the successes mentioned above, this campaign is continuing in 2023. Additional touchpoints include:
- Rocky Mountain PBS, reaching 61k people to date
- Comcast ads on cable and streaming services, reaching 103k people to date
- Billboard on Highway 7 in Brighton, Colo. that engages commuters who drive cars
- QR codes added to light rail, bus and station ads to track engagement
- Asking new library cardholders if they found Anythink through READY to measure campaign success
