Creative Marketing Strategy for the Columbia College Chicago Library by Alyssa Orozco

Creative Marketing Strategy Columbia College Chicago Library!

Jaime, Anna, Ty, Alyssa - December 4, 2014

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY

Table of Contents!

! Creative and Explorative Phase - Part 1 —————————————————————-— 2!

Logical Phase - Part 2 —————————————————————————————— 12! ! Proposal and Creative Strategy——————————————————————— 13! ! Media Plan——————————————————————————————— 14! ! Timeline————————————————————————————————— 14! ! Creative Executions———————————————————————————— 15! ! Budget ————————————————————————————————— 19! About the Team ———————————————————————————————-— 20!

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CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

Creative and Explorative Phase! Part 1!

! !

Goal: To increase awareness about the library resources, spaces, services, programs,

and staff and increase foot traffic to our physical and virtual spaces.!

1. Research 6 other libraries and create a competitive map!

CCC

Bishan Community Library

Stuttgart City Library

Tu Delft Library

Location

Chicago, Illinois

Bishan, Singapore

Stuttgard, Germany

Unique

Being located in a liberal arts college, the environmen t focuses on collaboratio n and arts

Has something for everyone to do. Contains a large amount of personal study areas

Cafe, group study rooms, classrooms, AV floor, large amount of computer available

Cafe, project room, reading room, programme zone

Beinecke Rare Book and Manuscript Library

Joe and Rika Mansueto Library

James B. Hunt Library

Delft, Yale Netherlands University, New Haven, CT

University of Chicago, Ill.

Raleigh, NC

Self check out, inviting and relaxing layout, specific music area

Located underground with a grass roof

Closing for reopening due to 50 years in the making of renovations

Digitization of printed materials, and preservation of library holdings

Automated storage and retrieval system

Reading area, gallery, study rooms

Reading rooms, eating areas

Its current stack tower future enhanced classrooms with technology, restored marble features, expand its collection

Reading room under covered dome

Creativity room, visualizatio n lab.

Marketing Facilities

! CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

Creative and Explorative Phase! Part 1! 2)! A. Why do we need libraries?! - To conduct research and take advantage of the resources made available to the public. The library can also be used as a place to meet with fellow classmates, and be utilized as a quiet area, event center, or just an area that supplies a sense of security. ! B. What should be unique about a library in the 21st century?! - Large amount of technology including collaborative technology, an interesting design and layout including open space, and having the ability to connect with other libraries around the world. ! C. What are rules to break in the library industry? List and explain at least 3! -

Eliminate completely quiet areas!

Increase the amount of open space areas (students can utilize an open lounge area

more so than a large amount of books on a daily basis)! -

Food and drink allowed (no restrictions)!

Include a recreation room!

D. What if every citizen had to become a library member?! - There would be a lot more foot traffic through libraries. There would be no excuses for someone to not sign up since it was made mandatory. The building and information inside of them would be able to be updated more often because funding could be made available.! E. Identify at least 3 risks Columbia library should take and explain why?! -

Bring in guests that would not typically host their event in a library (Michael Moore)!

Collaborate with all departments (Heart of the school)!

Make a visit to the library mandatory for each class. This visit does not necessarily

need to be a tour. It can involve just taking advantage of information that would benefit students in a specific class. ! -

Lighting /Mood change/ Revamp look. Possibly integrate music playing throughout

certain areas as well as update some furniture. ! -

Move to its own building of the change the window display of the 624 building!

Have the entrance to the bookstore be the entrance to the library and move the book

store to the location of the current library help desk.!

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

Let students able access the library from any floor in the building instead of having to

move to a different set of elevators.! -

Have the same programs on all of the computers throughout the whole library. Do

not limit to only specific computers.! -

Create more charging stations and allow for extra chargers available to check out. !

3. Find 3 ideas from the history of libraries and explain how they can be used to promote the Columbia College Chicago Library.! -

Libraries were first known to be private and exclusive to certain members. The

materials were not allowed to be checked out. We can use this idea to create or promote something that is only unique to Columbia’s library for each student to feel like they need to go there to get a project done. The library does classroom teachings and shows how a class can use the library’s resources to get their projects done. We can rebrand the Columbia Library to this is where the collaboration happens here and stays here until it is ready to be published. Campaign ideas for the CCC library..! -

Collaboration happens here!

Find your collaborative other (in reference to Columbia’s ‘find your creative other’

on campus)! -

Reading rooms were set up or located on a difference floor. Since there is less foot

traffic on the 4th and 5th floor, (and are very small floors) the designated reading rooms can be located there and the collaborative areas are on the 2nd and 3rd floor.! -

Each room had a separate purpose for resources, printing and their archives. I think

the library has a certain area for everything, I don't think students are aware of it. ! 4. Pick 3 celebrities that should become associated with the new library and explain why they are a good choice.! -

Peyton Manning - He takes part in supporting charities that support the arts. The

groups the he supports want to have children be creative and active. I believe that his support of the CCC library would be a perfect fit. ! -

Justin Timberlake - He has a high respect for the arts and education as well as

children overall. He is also a highly respected social figure. I believe that he would be a great figure for the CCC library. ! -

Ozzy Osbourne - Due to his eccentric personality and large amount of funding that

he puts into schools and child organizations, he could be a fun personality image for the new CCC library. !

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

5. Come up with 3 innovative ideas/elements the Columbia Library should have.! -

More open areas, just complete lounges, where students will be able to meet and

hang out with either a group project, groups of people, or just simply relax. ! -

More artwork and areas for students to contribute their own aspects of expertise to

the library environment. ! -

Couches near the tv’s and make that into a dim lit area with different decorations.

Also, a room with dry erase board walls and office supplies. ! 6. Visit Columbia Library/Bookstore or Barnes and Nobles, find a book about books/ libraries, read through it and draw an insight for your library proposal. ! -

Bats in the Library. A group of bats are tired of doing the same old thing and are

getting bored. They decide to do Bats in the Library, their favorite place. The bats read books, tell stories, hang out on the lamp, play shadow puppets, play with pop up books, play in the water fountain, and photocopy themselves. When they come together to read books, they put themselves in the stories and act out the characters. They say, “from now on we’ll dream of things we’ve read, a universe inside each head.”! -

Insight: Each Columbia students has their own universe and are creative in their own

way. The library doesn’t have to stick to the norm of being silent, the bats use the library as a playground.! 7. Read 1 issue of business publication/magazine, analyze it and draw an insight for your library proposal! -

After reading about Microsoft in Bloomberg Business week, we have taken away that

we should watch our consumers (students) more closely. By doing this we will learn what must be done in order for them to be satisfied by the Columbia Library. If the consumer is satisfied they will come back again and again.! 8. Interview at least 12 female & male students from any department, document and write a summary of each interview drawing an insight for your library proposal. Do you visit libraries? If yes, what do you go there for? If no, what would have to change in the library in order to make it more enticing to you? What is the greatest strength and weakness of the CCC library?! -

“I did go to the library for books to aspire me on illustration. A strength is there are

seats available to sit, relax, or sleep. A weakness is the atmosphere. It seems kind of old fashioned and some people might be into it but I think it needs an update.”! -

“Yes I do go to the library. I go there to do most of my work. It’s quiet there, just the

way I like it.” Strenght: “It’s very spacious, lots of computers.” Weakness: “They should

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

implement more outlets so people can charge their laptops. This is a commuter school and I’m sure people bring their laptops.”! -

“Yes. I do use Columbia’s Library when I do group projects or when I need to look

for a book.” “I think their strengths are organization, they have great study study room and its really easy to access online. I think they have a great selection of books but I don’t think its fair that we can’t take out certain books, the required textbooks. Theres a lot of restrictions.” What would make you go there? “I am not a frequent library person…but I would use it for studying. I also feel that the location of the library is kind of hidden, its not open its in a building with classrooms and a bookstore kind of like the Harold Washington Library because nobody would really know that thats the library there unless they walk in. Is it beneficial to have group projects, what's your experience? “I have done three group projects there, the conference rooms you can reserve are great. They have computers and space for computers and outlets.”! -

“I sometimes go to the library to do homework in between classes” Strength: “their

online database is so helpful, and i don't have to be at school to use it” Weakness: “the hours, I would go there more often if it was open late at night”! -

“Ive been there with my class, for a walk through of the online databases” Strength: “

You don't have to be completely silent and you can drink” Weakness: “Not enough computers when i go there”! -

“ I go a lot to study ( on laptop)” Strength: “Its usually pretty quiet and there is

always room to sit” weakness: “The lighting sucks, my eyes start hurting after a while. It might be the type of light bulbs they use”! -

“The only time that I have gone to the library was on a class tour last semester. In

order for it to be more enticing to me there would have to be easier access to all of the lounge areas”! -

“I love the library, the lounge areas on the third floor are where I spend most of my

time. A strength of the library would be the inviting environment and a weakness that I could think of would probably be that they are not open as often as I would like to go there”! -

“I spend a lot of time in the library. I enjoy meeting up with fellow classmates to do

homework there because it is much easier to meet there than somewhere public. A strength of the library would be the large amount of areas for groups to meet together. A weakness would be the lighting throughout the library. It is draining in some areas.”!

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

Do you visit libraries? yes, sometimes. quiet space, study area. to get away from the

world. Strength: Quiet rooms, available help and support all the time. Weakness not very attractive.! -

“NEVER” If it looked more like my dorm, or was made for more of a creative space.

Strength/Weakness: Wouldn’t know, has never been there! -

If needed, or with classes. Classes sometimes make it mandatory, or in need of a

book or article. Strength: The cool technology room with all the tablets and cool chairs. Weakness: would have to be the lighting. ! 9. Interview at least 3 CCC faculty/administration, document and write a summary of each interview (including name & date) drawing an insight for your library proposal. Have you taken a class to the library? If yes, how did it benefit the class?If no, why? (timing, doesn't pertain to my class) What is your overall opinion of the CCC library! -

Richard Grossman: “No, I have never been to the Columbia Library. I don’t have a

card there and I am a part-time faculty member so I am always in and out of the building just like other part-time faculty members. I go to other libraries that I have cards to, but not this one.I never have been to the Library.”! -

Yes. Classes tend to visit more often when they realize they have more resources to

engage in and use for research and help with assignments. What is your overall opinion of the CCC library? Great place, but could be more advance for creative outlet and practice. ! -

Yes all the time. I feel as if they really do not benefit as much, being that technology

is so advance the library is not a place for the "typical" research. What is your overall opinion of the CCC library? I would love for them to go further and find more creative ways to get students involved with library resources and become more comfortable with being in the library. ! -

No. Not in my syllabus nor my interest. What is your overall opinion of the CCC

library? I think its a great place just dull and boring. ! 10. Interview two random people (could be anyone, but not from Columbia) and ask about the future of libraries (each student) What do you think the future of libraries looks like? What do you think the greatest addition to your local library could be?! -

Q1: “Digitalized. They are already starting to.” Q2: “Free digital copies of every book

that they have. It would be pretty cool if they had free digital copies of their books.” Would you go to a library? If I needed to I would. What would make you go to the library? “To study on a subject or topic that I would want to learn about. To start a club that I would

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

want to get individuals together, I do that now.” (He recently started a club from his school.)! -

Q1: “I think libraries will always be here but not as many patrons will be here.” Q2: “I

usually go to a local library back at my home town. I look for new additions in books.” She reads graphic novels.! -

“They will still be around and they probably will stop making new ones and update

ones that exist. I talk to the librarian and ask for graphic novels and she is able to get them for me.”! -

“I think physical libraries will cease to exist because everything will be online” “ I

think better -

computers like macs, with more programs available”!

“ I think libraries will always be around but books will not be the reason people go

there. They will go for internet and quiet space” “Personal places to study such as small rooms for one”! -

“ Libraries will vanish. There wont be a need for them anymore” “ A cafe inside

would be nice, and for it to be allowed to drink it inside”! -

“Libraries are going to be somewhere that people strictly go to relax or study. There

will be no books on shelves, just people on laptops and e-books all over.” “I think the greatest addition could be larger areas to lounge and study. There are too many boring tables when people really want a lounge area.”! -

“There will always be libraries. I do not think technology is going to eliminate them.

We will always need them.” “The greatest addition could be a larger childrens area. If the area looked brighter and more inviting I believe children would be more willing to relax and read books”! -

There will be none, books will be available through technology as they are now. What

do you think the greatest addition to your local library could be? Offer incentives, or programs or classes other than using the library for its primary research. ! 11. Attend a random event or an unusual place for inspiration, document, describe your observations and draw insights for your proposal.! -

On my daily commute, I go to Starbucks, Dunkin' Donuts, or Panera Bread to get my

morning coffee on Tuesdays. While waiting in line, I notice people sitting on the couches doing work on their laptops just like how they would as if they are in the library, though these places have a comfy atmosphere, food, and drinks. While browsing online, Starbucks recently came out with a new branded entertainment video about how people meet up at

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

Starbucks and what they do at the coffee shop. Some use it as a meeting place to catch up, some use it to hold auditions for a band, some for interviews, and the list goes on. ! -

Insight: The same human behavior occurs in the library and at a cafe. The

Columbia can tap into the Library’s environment as the “to-go” place to lounge while doing work or collaborating with others.! -

I went to a grocery store, and while standing in line I noticed that a light turns on by

the next cash register that is open. ! -

Insight: it would be useful if there was a phone app where you could check how

many and which computers are free in the library at the time. This would bring students in that don't want to go up to the library just to see that there aren't any computers free for them to use ! -

Visited Chicago Public Library on 63rd street. Small and intimate, was a place for the

elderly and the young. Had a very elementary vibe to it. Book shelves were and variety in subject was small but was a huge selection of kids material and non fictin novels.! -

I was on the train on my way to class and noticed that every single person was on

their phone on the train car. If the library found a way to directly incorporate mobile devices into the accessibility student might be more interested to use the resources. Maybe you can check out a book from the CCC App or check room availability or computer availability on a certain floor. ! 12. Create 3 new names and 3 metaphors for the Columbia library and it spaces.! -

5th Floor / Blum Room: Clue / The Secret Room. Walking through this floor is like

being in the game of Clue. The Blum Room looks so mysterious since it is located on the 5th floor which begins by walking through a narrow hallway. By how the librarians describe the elevator routes and having to use a key to get into the Blum room, this mirrors how there are secret passages in the game and every area on this floor has a different vibe. Also, the Blum Room looks like it came from the movie Clue.! -

AV Collection: Cinema Smackdown or Movie Lounge. Going to the movie lounge

should be like going to the movies at school. Since majority of the students are film majors and many classes require to watch films so it makes sense to change the name and environment so people know this is here. There are nice TV’s that can be placed on the walls or be accompanied with couches or nice chairs instead of on a desk. The library can host the Cinema Smackdown events here or something similar.!

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

4th Floor: Shhhâ&#x20AC;ŚThe Quiet Floor. The floor that is like a traditional library. This floor

rarely gets traffic and the Lurie Lounge (and other areas on this floor) would meet the requirement for students who need a quiet place to study, or take a nap.! -

3rd Floor: Collaboration Happens Here. Like how they say it in Vegas, what happens

here stays here. But for Columbia, since we are in a creative and collaborative environment, the library can provide the area for students to use until they projects are finished and are ready to be published. The 3rd floor has group study rooms, tables and chairs, and the North reading room that would be great ! -

Coffee: Dollar Cup of Joe. Getting your morning cup of coffee should be like Dunkin

Donuts: on the go. However, it is cheaper and easy to get to because it is in the same building as your classes. All you need is a dollar to get a cup of coffee and students should know this for their 9 am classes.! -

Av Collection: Cinema Spot. a portal into another world!

2nd floor: The famous floor. a battle for territory!

Coffee: Recharge Central. a student gas station!

Creative Land !

Sound Proof Room!

Lay Down Space!

13. Write a one paragraph fairy tale about the new Columbia library or TV Show summary:! -

TV Show: Silent Library on MTV!

Summary: This reality show is about a group of friends that are faced with funny

challenges but the catch is they have to remain quiet while doing them. ! -

Columbia College will host an event using Theater, Comedy, Performance Arts

majors, the Improv Club, and any other individuals that want to partake in these challenges. Activities they may do are requiring to do an improv skit, eat mysterious items, play hula hoop, fight in sumo wrestler suits, etc. People are in teams and which ever team that can do these the most quiet will win. This can occur during any day or on a special event such as Convocation, Open House, or Manifest.! -

Tv Show: The library!

Summary: This show is about the faculty of the library with a comical spin. Each

episode would present a different problem or mystery within the library that the faculty would have to solve. For example, there is a book thief that steals books and replaces them with books that he has written himself.!

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

In Columbia College there is a space that all humans can go to for a space or place to

get out of your brain. Creative cafe's, Creative exploration in rooms, even creative programs that help you get into the space of your research paper. I love to visit, and go there to get away, colors and comfortability are a great ways to help me find my creative being and my creative posse.!

Insights from the library booklet - ! -

The 4th and 5th floor are not up to date with the rest of the library. There are not as

much students as well as space on the 4th and 5th floor, which can be an opportunity to look into for the proposal.! -

The 3rd and 2nd floor are very up to date with furniture, Columbia’s colors and are

arranged for student collaboration with the lounge furniture, tables and rooms.! -

The 4th floor can be a designated quiet floor for students that need the quiet space

since there is little traffic and student resources. Columbia’s Library doesn’t meet the norm of being a quiet library, therefore we can leave the noisy floors for the 2nd floor (computers, printing, ask), 3rd floor (collaboration/group studies), and 5th floor Movie Lounge that will naturally have people talking. ! -

There are areas with natural light that can be used as a benefit!

Force classes to come to the library if they have research papers, group projects, etc so

students are forced to walk to the North Reading Room and the 2nd floor. Students don’t know what they are missing if they do not know what exists.! -

The AV Collection area can be remodeled to match the North reading area where

there are couches or comfortable seating to watch movies. It is not comfortable to watch a movie in a desk. ! -

The Student Art can be removed or fit in to the North Reading Room to make space

for the AV Collection remodeling. The art could stand out more if relocated or along a colorful wall to pop out.! -

One observation and insight that our group had is using a transparent window

display on all the library’s windows to advertise the library (floors 2-5). The library is hidden in the back of the bookstore and on Michigan Ave, there is no sign that the library is there. The bookstore, 618 building, and the 600 building all have window displays.!

! CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

Logical Marketing Strategy Columbia College Chicago Library!

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY!

Overview! To increase foot traffic to the physical and virtual spaces of the library by increasing awareness of the libraryâ&#x20AC;&#x2122;s resources, spaces, programs, and staff. We will do this by using creative advertising around the college campus and engage people online through social media.!

Vision! The Columbia College Chicago Library fuels discovery, sparks creativity, and ignites your future.!

Mission ! To transform Columbia College Chicago Library into the central area of the college campus that inspires creativity and collaboration with a resourceful and welcoming environment that caters to each student. !

Values! The Columbia College Library is a part of Columbiaâ&#x20AC;&#x2122;s community that share the same values as the students. The Library acts as a reliable partner for a student who seeks a quiet space to get their work done or provide the resources to hold a creative environment to learn.!

The values shared by the students and CCC Library are: Leadership, Accountability, Collaboration, Creativity, Curiosity, Fun, Openness, Respect, and Service Orientation.!

Audience ! There are two group of students that Columbia College Library focus: 1st to 2nd year students and transfer students. These students are tech savvy, fast paced, on the go, social, creative, and motivated about their passions.!

! Message! !

CCC students: The Columbia College Library serves as a community for all the departments at CCC. The Library provides resources including group study areas, quiet areas, and a work and play environment that is a part of the process to finish a project. This is the workspace for students to get projects done until their work is ready to be published.!

1st and 2nd year students: The Columbia College Library will create a lasting and reliable relationship for the students during their entire journey at CCC. !

Transfer students: The Columbia College Chicago Library will provide the students with the resources they need while they are in the final stretch to graduation.!

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY

! ! Media Plan! ! Tagline/Overall Idea:! Columbia College Library: Collaboration Happens Here!

We will fulfill Columbia College Libraryâ&#x20AC;&#x2122;s message through various media that focus on a welcoming community environment and student collaboration.!

! ! ! ! Timeline ! ! May 2015 - Begin the launch of the App in order to ensure that all glitches are cleared out and it will be full functioning for orientation as well as the start of fall semester 2015.! June 2015 -Ensure that all window decals are posted and begin replacing all light bulbs! July 2015 - Complete the changing of all light bulbs and other various inside jobs for the library presentation. ! August 2015 - Ensure all posters and floor stickers are on display in the correct buildings on campus.! September 2015 - Continue to spread the word about the mobile app as well as all the resources made available to students in the library.!

! ! ! !

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY

Creative Executions Floor Stickers: These will be placed in the 624 S. Michigan building leading to the entrance of the library. While students wait for the elevators, typical behavior for someone is looking down while waiting or on their phone. Since people naturally look down, they will notice the arrows leading to the library with information on the libraryâ&#x20AC;&#x2122;s resources.

! ! ! ! ! ! ! ! ! ! ! ! Window Display: On windows of floors 3-5 of the 624 building there will be letter on each window that reads our new tagline: Collaboration Happens Here. This will bring attention outside for the library since there are no library displays outside on Michigan Ave.

! !

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY

Directory: We will redesign the bookstore directory to have a theme on each floor. Some of the Library’s spaces will be changed to better organize the library space to meet the needs of the students and use the Library’s space more effectively. Below are the three major floors we wish to consider enhancing.!

5th Floor / Blum Room: Clue / The Secret Room. Walking through this floor is like being in the game of Clue. The Blum Room looks so mysterious since it is located on the 5th floor which begins by walking through a narrow hallway. By how the librarians describe the elevator routes and having to use a key to get into the Blum room, this mirrors how there are secret passages in the game and every area on this floor has a different vibe. Also, the Blum Room looks like it came from the movie Clue.!

4th Floor: Shh…The Quiet Floor. The floor that is like a traditional library. This floor rarely gets traffic and the Lurie Lounge (and other areas on this floor) would meet the requirement for students who need a quiet place to study, or take a nap.!

3rd Floor: Collaboration Happens Here. Like how they say it in Vegas, what happens here stays here. But for Columbia, since we are in a creative and collaborative environment, the library can provide the area for students to use until they projects are finished and are ready to be published. The 3rd floor has group study rooms, tables and chairs, and the North reading room that would be great !

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY

Posters: We decided to design posters for each individual floor of the library. We kept the design layout the same so that each different one would be recognizable to students. We felt that if there was a short explanation of each area students may be more willing to visit them if they knew exactly what they were going to. !

! ! ! ! ! ! ! ! ! ! CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY

! Social Media Engagement: To give the students an opportunity to be involved with the Columbia Library, every week the Library’s Twitter account can have a “Student Takeover” for a short period of time. This can involve a diverse group of students from different departments to inform others about what they study, promote their work, show off their talent, an event, do a live chat, or talk to other students about any random topic. This gives the Library to take a risk on being involved with the students and let them teach, inform, and communicate with the Columbia community. The library will have a hashtag for students to use while they are in the “Student Takeover” online. This will increase followers of the library with many students participating.!

! !

Additional Suggestions: ! • Mobile Application or a Mobile Friendly Site! • LED Lighting to enhance the Library’s environment! • Comfy furniture for the Cinema Lounge! • Colorful coordinated walls that are designated to each floor! • Interactive areas for Group Study Rooms for a creative working environment

! ! !

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY

Budget!

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY

About the Team!

! ❖

Alyssa Orozco is a senior marketing student with a minor in Latin American Culture Studies. She is pursing a career in the advertising industry as an Account Manager where she began with an internship at Leo Burnett/Lapiz as an Account Manager. Her team won the new business client pitch for Kraft Jet-Puffed Marshmallows and has contributed to projects at Lapiz, the Hispanic division at Leo Burnett for the Allstate, Purina, and Kellogg's account. This is her second client project at Columbia College. The first client she did with The Chicago Lighthouse, where her team placed third out of eight teams for their creative strategies. aorozco0105@gmail.com! Anna Garbien is a junior at Columbia College Chicago.She is studying marketing communications. She is bilingual, her first language being English and second being Polish. ! Anna has recently decided to go abroad for the summer with a class to work for DraftFCB Prague for 5 weeks. Anna is very interested in global marketing and one days hopes to be a marketing and promotion manager at an international firm! Jaime Horan is a junior at Columbia College Chicago. She is a Marketing Communication major with a focus in Marketing. She currently works as a Human Resources team member with Target. She actively volunteers to support the non-profit organization, Lupus Society of Illinois. She hopes to one day work in the marketing and advertising field.

CREATIVE MARKETING STRATEGY - COLUMBIA COLLEGE CHICAGO LIBRARY