PROBLEM
The White Plains Public Library wanted to create an awareness campaign, letting current and potential new members know more about several unique on-line resources available to its card holders.

SOLUTION
PM & Co developed a series of advertisements for the Online Tutor, Digital Downloans and Financial Help programs. The media was placed on the White Plains Line of the Metro-North Railroad. Each ad provided a call to action to apply for a library card, highlighted a different on-line resource and featured an original illustration showcasing its benefit. The overall upbeat hip tone of the cartoon-like illustrations helped to modernize the image of the library.

RESULTS
WPPL saw an 8% increase in library card holders in just four months following the ads' first appearance, dramatically reversing the previous decline in library membership.