State Library of Kansas: Talking Books
To assist those with difficulty reading traditional books, the State Library of Kansas offers free reading materials, equipment and personalized services in an accessible format through its Talking Books program.
In this second collaboration with SLK, New Boston launched a comprehensive multimedia campaign to maximize awareness and utilization of the program among eligible Kansans in both rural and urban areas.
Because potential patrons of the Talking Books program might consume media in different ways, we extended our audience beyond eligible Kansans to include those who can refer them to the program, such as educators and healthcare providers.
The Results
We were thrilled with these stellar outcomes!
- Facebook and Instagram ads reached a total of 301,468 Kansans.
- The social media and Google Ads portion of the campaign together generated 2,116,310 impressions and 1,957 website clicks.
- The campaign resulted in 369 new signups for the Talking Books program — 141 more than the program received over the same time period in the previous year.
DIGITAL AD CAMPAIGN
Ad content was created and placed on Facebook, Instagram and Google Ads (YouTube) based on key messaging, target audience and budget.
Ads and Video
- One animated, one-and-a-half-minute video for use in paid media advertising on Facebook, Instagram and YouTube.
- Two additional 15-second videos, each geared toward separate audience segments and placed as YouTube ads.
- Three static ads for placement on Facebook and Instagram.
Throughout the campaign, we monitored the ad performance metrics to determine if adjustments were needed to achieve the desired results.
Accessibility
Our ads used high-contrast, simple images for easy visibility and each included an image description that could be read aloud by a screen reader. The video had on-screen text, an audio voiceover and optional captions. All the ads included a link as well as a phone number.
PRINT COLLATERAL
A printable poster, flyer and sign-up form were created for potential referrers to display in offices, waiting rooms and other public areas.
The half-page flyer highlighted key messaging and was designed to fit the campaign's look and feel, whether printed in color or black and white.
The poster featured the same messaging in a format ideal for schools or offices.
MESSAGING AND PRESS RELEASE
NBCG wrote a press release with key messaging and instructions for referrals. We modified and distributed the release through many channels, along with an accompanying graphic.
Our content marketers reached out to various associations in Kansas and provided them with pre-written copy they could include in enewsletters or other communications to stakeholders.
