This campaign was created to promote the library, attract new library card holders, and provide customers and future customers with a sense of ownership of the library. As with many library systems, Broward County Libraries has a limited marketing budget. By offering free downloadable, printable posters in color and black and white, as well as English and Spanish, the library could achieve multiple purposes: raising awareness of the library in a low-cost, effective way; increasing the number of library card holders; and offer a fun, interactive way for customers to get involved by sharing their love for the library.

This campaign invited customers to download and print an Unlimited Possibilities @ Your Library sign (accessible via a link on the library’s website and Facebook page), then post it anywhere and everywhere permissible and legal. This was done in conjunction with the 2015 National Library Week theme. Customers who signed up for cards and either mentioned the poster or brought in a tear-off tab from the poster would receive a prize.

The Unlimited Possibilities @ Your Library marketing campaign’s impact on new library card registrations was significant. There were 149 more new applications for cards in April 2015 than in April 2014. While it is difficult to measure the impact on public awareness, there were approximately 1,000 additional overall visitors to Broward County Library locations in April 2015 than in March 2015.