Scenario

Illinois Heartland Library System staff wanted to provide members with an efficient and effective overview of services on the IHLS website at in-person conferences and events. The website listed the organization’s many services in the navigation bar, but no centralized landing page existed to which IHLS staff could send to new member library directors. Additionally, IHLS wanted to expand awareness of services and grow the number of libraries using its services.

Action

Strategy 1: “Services” Landing Page

I decided to create a main navigation “Services” landing page for the website. After sketching some layout possibilities (wire frames) and selecting the simplest design, I drafted copy describing each service accompanied by buttons linking each item to another internal page. I wove SEO keywords into the text for better search rankings. Then, I built a page using the Drupal editor and some additional coded styling. After the copy was proofed and the page elements were tested and refined by an in-house developer, the page was added to the main navigation and launched. I then developed a graphic, headline, and line of copy for the IHLS website homepage, directing people to explore the new page.

Strategy 2: Membership Brochure

I developed a concept for a pocketed bi-fold print brochure that would give a brief overview of each IHLS services, optionally hold stickers and standalone rack cards, and allow staff to customize the information for the recipients. After completing the landing page, I selected and shortened the landing page copy and worked with a local printer and designer to develop the printed brochure.

Then, the IHLS staff and I distributed the brochure to new and veteran members at live events, including the ILA Reaching Forward South conference and ILA Annual Conference (which IHLS staffers attend yearly). To get the brochure into as many members’ hands as possible—including those of longtime members with preconceived notions about what IHLS offers—I coached the staff on highlighting the news services in the brochure as they engaged with members at IHLS exhibit booths.

Results

The Services landing page became one of the most-visited main navigation pages on the site by new site visitors, suggesting users were attracted to and using the new page. The brochure was frequently cited as the primary source of information about our lesser-known services, demonstrating its effectiveness in reaching the target audience. In all, the use of lesser-known services, including consultation services, did rise during the time of the campaign, demonstrating the value of the campaign as a whole.