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Het resultaat

\n

Een vernieuwde en creatieve zomercampagne Een zomer vol verhalen wist Bibliotheek Kennemerwaard zich te onderscheiden van de landelijke zomerleescampagne. De combinatie van een creatieve campagne, een aantrekkelijk zomerabonnement en een geïntegreerde media-aanpak zorgde ervoor dat t.o.v. 2025 meer inwoners kennismaakten met het brede aanbod van de bibliotheek.

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Marsha verscheen terwijl onze collega van haar zwangerschapsverlof genoot. Marsha zorgde ervoor dat alles op het gebied van online marketing doorliep. Ook werkte zij mee aan een nieuwe campagne. Alsof ze al maanden bij ons werkzaam was! Met veel zelfstandigheid en eigenaarschap pakte zij de opdrachten op en met haar enthousiaste kijk op zaken hebben we een mooie campagne gedraaid. We gaan haar missen!

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De uitdaging

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Iedere zomer sluiten bibliotheken aan bij de landelijke campagne Zomerlezen. Bibliotheek Kennemerwaard wilde deze campagne op een eigen manier invullen. Niet alleen met de focus op lezen, maar door de bibliotheek te positioneren als een plek waar inwoners ook in de zomer terecht kunnen voor inspiratie, ontspanning en ontdekking.

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De campagne had twee duidelijke doelstellingen:

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• Nieuwe leden aantrekken met een laagdrempelig zomerabonnement.
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• Kinderen stimuleren om tijdens de zomervakantie te blijven lezen en zo de zomerdip te voorkomen.
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De aanpak

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Om de campagne gedurende de hele zomer zichtbaar te maken, ontwikkelden we een geïntegreerde campagne waarin online en offline middelen elkaar versterkten.

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Voor volwassenen introduceerden we een zomerabonnement, waarmee nieuwe leden de eerste twee maanden gratis toegang kregen tot boeken, e-books, luisterboeken en tijdschriften. Voor kinderen van 3 tot 12 jaar ontwierpen we een vakantierugtas met zomerse illustraties, zodat zij hun geleende boeken eenvoudig mee konden nemen op vakantie.

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Om beide proposities onder de aandacht te brengen, zetten we Google Display en Meta Ads in. Met gerichte targeting bereikten we gezinnen met jonge kinderen, ouders, recreatieve lezers en potentiële nieuwe leden.

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Naast de online campagne zorgden ook offline middelen voor extra zichtbaarheid. We verspreidden flyers via lokale gelegenheden en plaatsten twee opvallende out-of-home-signs op strategische locaties in de belangrijkste gemeenten binnen het verzorgingsgebied van Bibliotheek Kennemerwaard.

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Door online en offline slim te combineren, ontstond een herkenbare campagne die inwoners op meerdere momenten bereikte.

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Waar ik trots op ben

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Het leuke aan Bibliotheek Kennemerwaard als opdrachtgever is dat er ruimte is voor eigen initiatief, voor het gebruiken van mijn creativiteit in campagnes en voor het testen van verschillende uitingen. Daarnaast vond ik het inspirerend om voor een organisatie met een maatschappelijke rol te werken. Het gaf mij veel voldoening om met mijn kennis en creativiteit bij te kunnen dragen aan campagnes die mensen stimuleren om te lezen, zich te ontwikkelen en deel te nemen aan activiteiten.

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