Libraries today offer a wide range of programs and services that go far beyond what the general public generally think of as traditional library services and Orange County Library System regularly adds innovative services and programs to better serve our growing and evolving community. OCLS’ FY 25/26 strategic plan tasked the marketing team with fostering higher engagement rates, engaging customers with library services and raising library visibility in the community. To help meet those goals, the team created a program- and service-focused advertising campaign designed to be clear and memorable with imagery repeating across our marketing collateral inside our locations, on our website and social channels and out in the community.

The marketing team brainstormed the simple phrasing, One Card, Unlimited Value, and produced a series of engaging photos of employees and customers holding our library card and demonstrating some lesser-known programs and services like fiber arts classes, language learning, college test prep, painting classes and more. We used a large, illustrated cutout map to highlight the accessibility of 15 locations across the county. A wide variety of employees and their families participated in photos and video for the campaign, allowing us to better represent the diverse age, race and ethnic demographics of our community in the campaign.
The result was an easy-to-read campaign with multiple touchpoints that educates the community about our free services and programs that extend far beyond books. We produced an in-market TV commercial (delivered via broadcast and streaming services), radio ads, billboards, print and digital advertising as well as assets for our own website, socials and magazine.

Anecdotally, from advertisers to community and team members, the marketing campaign has been well received for its clarity, simplicity and engaging style.
Our commercial on Twitch has well outperformed the standard with a video completion rate of more than 93%. Across our advertisers, our online ads began seeing increased engagement and click-throughs.
Our services and programs are more relevant now than ever and by keeping our overall look simple and consistent across all mediums, we hope more members of the community will recognize our library system and connect to the services and programs that bring them unlimited value.