Gale, part of Cengage Learning and a leading publisher of research and reference resources for libraries, schools and businesses, today announced that Auraria Library in Denver, Colorado is the winner of the Out-of-the-Box Marketing Contest, launched in September at R-Squared – The Risk and Reward Conference.
Auraria Library will receive $5,000 from Gale to make its marketing idea a reality.
“At Cengage Learning we took a risk by supporting a radically different type of conference and our reward has been seeing all of these amazing ideas developed,” said Nader Qaimari, senior vice president of marketing, Cengage Learning. “We were impressed with all of the submissions, but we felt that Auraria Library’s campaign really connected with its core audience in a unique way.”
In line with the immersive spirit of the R-Squared Conference, where librarians learned how to reinvent themselves and strengthen their role as vital parts of their communities, Gale asked conference attendees to develop out-of-the-box marketing ideas for their library. Submissions were evaluated on their originality, whether they were exciting, different and risky, as well as the actionability of the idea. Auraria Library’s campaign “Books and Boards” was selected as the winner.
Auraria Library, a tri-institutional library serving three separate institutions of higher education in downtown Denver, wanted to create a campaign that would resonate with their active urban students. The “Books and Boards” campaign does that by leveraging Colorado’s action sports culture, specifically skateboarding - it’s one of the top three states for skateboard parks per capita and the sport has exploded on the Auraria campus. Using the money from Gale, the library will purchase 200-300 professionally-built skateboards. The skateboard graphic will be determined through a graphic design contest, which will create a buzz about the project well before the boards arrive on campus. The boards will be given away to high school students, incoming freshman and at other campus events.
“We are so excited that Gale has recognized our innovative campaign – to use skateboarding as an opportunity to rebrand and reconnect with our active students,” said Joseph Sanchez, instructional designer who wrote, directed and skateboarded in “Books and Boards.” “We wanted to promote a radically different image of the library and with this contest money we’re going to be able to do that.”
Five finalists were also recognized for their unique and risky campaigns including:
For more information on the winning campaign or any of the finalists, visit the contest website here or contact Kristina Massari at firstname.lastname@example.org.
About Cengage Learning and Gale
Cengage Learning is a leading provider of innovative teaching, learning and research solutions for the academic, professional and library markets worldwide. Gale, part of Cengage Learning, serves the world's information and education needs through its vast and dynamic content pools, which are used by students and consumers in their libraries, schools and on the Internet. It is best known for the accuracy, breadth and convenience of its data, addressing all types of information needs – from homework help to health questions to business profiles – in a variety of formats. For more information, visit www.cengage.com or www.gale.cengage.com.