ACCESS Magazine Launch
Richland Library, S.C.
Innovation Synopsis
As part of their Content Marketing Strategy, the marketing team developed and launched a multi-media publication forged on the idea of community collaboration. The magazine aims to intrigue entrepreneurs, makers, artists and influencers. The launch was internal and external - distributing to coffee houses, apartment buildings and even sidewalk boxes.
Challenge/Opportunity
In the preceding 12 months, the library was "losing" two active GenX customers for every new one added. Further market research into the issue revealed that this customer segment (age 36-51) presented the largest opportunity for impact via a long-form content channel (magazine). Seizing the opportunity, "ACCESS Magazine" was developed as branding tool to better position the library within this customer segment - maximizing perceived relevancy and value.
Key Elements of Innovation
The magazine is intended to be a true partnership between individuals in the community, other organizations and the library. Each feature, blurb review or interview is a collaboration. The marketing department refines the content and folds in custom photography, videography and more. The result as a multi-media magazine with "ever-green" content suitable for use across all communication channels.
Achieved Outcomes
We've established a focused approach to the magazine and how, through it, we may best position our brand within the target market. Part of the focus is the development of our thematic pillars. Those are Early Literacy, Workforce Development, Community and something we're calling "Library Life."
