The tpl: opens doors campaign addresses two common problem faced by public libraries: low awareness of our varied & surprising offerings; and a broad and varied range of users. Using TPL and third party data, we could strategically segment and target different audiences, delivering customized content through the most relevant and appropriate channels, based on data-driven insights.

• Promoted select service offerings that would surprise & delight audiences; used data-driven insights to segment and target audiences
• Aligned custom messaging with audience & channel
• Worked with data and web teams + media buyer to establish & build measurement methodology
• Built and monitored a dashboard measuring quantitative data (engagement and awareness across audiences & channel segments) + qualitative data
• Established processes, strengthened partnerships, maximized tools, and built expertise for future campaigns.

• Multi-channel campaign raised broad awareness and engagement across all channels drove strong traffic to the website, with 57k pageviews, 17k clicks on page to date
• Working with internal & external partners helped marketing team develop key skills and insights, especially into which channels and marketing strategies were most successful with key audience segments
• Set up tools and processes that can be used for future campaigns
• Built TPL's brand and customer goodwill.