Valley Library
Enhancing Awareness: Course Reserves Marketing at Valley Library
Project Detail
Valley Library Digital Marketing
Role
Graphic Designer
Social Media Specialist
Duration
November 2024
(2 weeks)
Tools
Illustrator
Procreate
Brief
Create a digital marketing campaign to promote the Valley Library’s Course Reserves service, encouraging students to request textbooks for Winter Term before the January 19th deadline.
Overview
The project addressed the challenge of raising awareness about the Course Reserves service among students. Through visually engaging and timely materials, the campaign aimed to increase student participation and provide equitable access to course materials.
Solution
Create visually engaging and user-focused digital marketing materials that clearly communicate the benefits and ease of accessing Valley Library's Course Reserves to increase awareness and usage among students.
Research
Target Audience
Individuals aged 18 – 25
Dynamic young adults seeking accessible, tech-friendly solutions to support their academic success.
Problem
Old Design
Lack of Visual Hierarchy
The design doesn't clearly emphasize the most important information, making it harder for viewers to quickly identify key details.
Cluttered Layout
The elements feel crowded and lack sufficient spacing, which detracts from readability and visual appeal.
Outdated Aesthetic
The overall design lacks a modern and polished look, which may fail to engage the target audience effectively.
User needs
Easy access to textbook request info
Clear deadlines and expectations
Reliable access to course materials
User goals
Understand textbook request process
Avoid financial burden
User frustrations
Missed deadlines
Unclear communication
Unclear instructions and access methods
Raise awareness of the service and deadline
Need & Solution
Provide clear and concise usage instructions
Include a concise "How To" guide and information such as borrowing rules and availability of print books and eBooks
Goal
Ensure quick and seamless access to requests.
Provide a QR code for easy access
Increase student awareness and usage of Valley Library's Course Reserves through effective and visually engaging digital marketing
Highlight deadline and call-to-action prominently
Design
Design System
Font
Color
Playful
Tone of Voice
Approachable
Engaging
Dynamic
Mockups
Procreate
Social Media Posts
Illustrator (v.1)
Procreate and Illustrator (v.2)
Tall Kiosk
Installation
Campus Screen
This second template incorporates real-life imagery with playful, illustrative elements like hand-drawn effects and speech bubbles to create a relatable and approachable tone.
Based on social media engagement, using a photo of a person appears to boost interaction more effectively than purely graphic-based designs, resonating strongly with the student audience.
The first template was designed in Illustrator with bright colors and a playful style to align with the preferences of the student audience (aged 18–25).
This template emphasizes engagement by using bold typography and cheerful visuals that reflect an approachable and dynamic tone.
Discovered
The majority of students preferred digital access and timely reminders
Learned
Using lighter pastel colors boosts engagement, while clear messaging and modern design elements enhance the clarity of digital marketing materials
Takeaway
Early and accessible communication is critical to promoting academic services