Your message on Library bookmarks.

The best-value route to the heart of your community.

80% of the UK population use libraries. source: LISU, Loughborough University

The mechanism is very simple.

Your message appears on one side of the bookmark, and the library’s message on the other.

Bookmarks have many features that ensure their success as a medium for your message:

They are primarily a tool, and are picked up and kept for their usefulness.
People get the message without having to seek information - compare this to the frustration of seeing your leaflets fading with age in their dispensers.
Bookmarks are seen when the person is in a receptive frame of mind, with few distractions and no competition - compare this to newspaper, TV and radio ads that are usually one note amid a clamour.
Bookmarks can be precisely targeted - see below.
Bookmarks are extremely cost-effective. You get more message for your money.
Librarians are very keen to distribute free bookmarks to their users for two reasons:
Libraries find bookmarks to be a very powerful means of getting their own messages across.
Bookmarks decrease damage to book stock.

Targeting

Bookmark messages can be targeted geographically, demographically and ethnically. 80% of the UK population use the libraries (Library Association figures).
The libraries reach into the community with various services, e.g. to schools, housebound services, adult education etc.

Please see the facts and figures for a breakdown of these services.

Geographic targeting speaks for itself. There are over five-thousand static and mobile library sites throughout the UK -
the possibilities are endless.

Ethnic and social targeting can be achieved in two ways. Firstly, distribution can be biased as mentioned previously, to areas where a high proportion of the population is in the target group. Secondly, it is possible to link the message to a library message aimed at the same group. An example of this is the Leicestershire Constabulary's successful campaign to recruit from its various Asian and Afro-Caribbean communities.
Different age groups can be targeted through toddler groups, homework clubs, teenage titles, housebound service etc.
Targeting to interest groups is achieved purely by message matching; for example a computer retail advert could be matched with a library message about Internet access in the libraries.

“ABC1”s

Businesses

Children

Ethnic Groups

Householders

Parents & Toddlers

Self-employed

Students

Teenagers

The Elderly

The Unemployed

Case studies can be seen here:

Paper
Specifications

The Bookmark People
Central Community Press Ltd, Vulcan House, Vulcan Rd, Leicester LE5 3EF
All original designs © Central Community Press Ltd and its licensors 2001-2007

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