The innovation addressed both the challenge of promoting the library’s new logo and the opportunity of allowing users to learn extensively about each branch. The project also gave participants the opportunity to explore services of interest, all while increasing the number of library card holders. The challenge allowed Alexandria Library to kickstart its new marketing plan and created community interest in multiple ways.

Participants received a “passport,” and upon each visit to any of Alexandria Library’s six locations, they earned a sticker to place over an image of the respective branch. After visiting four of the six locations, participants were entered in a grand prize raffle. To promote the library’s new logo and branding, branches offered free giveaways (including pens, flash drives, tote bags) during customers’ visits. Customers were simultaneously introduced to a free, newly designed library card.

As a pilot program, the anticipation was to receive minimum two to three submissions per branch (12 total). The program resulted in 40+ submissions. The library increased library card holders by 170 percent and hundreds of users switched to the new card design. Due to overwhelming success, the library decided to make this an annual event during Library Card Sign-Up Month. The program enabled users to experience each branch’s services while being introduced to the library’s new brand.