DESIGNER

Kaia Place

PROFILE/DESCRIPTION

The Berkeley Public Library is located in Berkeley, CA. Their main location is in downtown Berkeley and there are four branches located throughout Berkeley to ensure convenient library access. They offer various book clubs, storytimes, children's programs, and a large collection of books available for checkout. This ad will be promoting utilizing libraries and reading. The mission of Berkeley Public Library is to continue to get people to read, specifically young people. Their locations have a friendly and calm atmosphere with helpful employees. 

My target market will be in Berkeley, California because that is where the library is located. The main market segment group with children that resides in Berkeley is the “Young Digerati.” This group includes wealthy adults with a graduate degree, ages 25-44 with kids. This is important because they would be the ones to bring their kids to the library and continue on reading to another generation. Another important target market would be children (toddlers-teenagers).

Brand advantages: Free access to reading, convenient locations, expansive collection, book groups
Brand attributes: Fun, educational, helpful, friendly, trustworthy, down to earth
Brand experience: Helpful, simple, convenient, friendly, educational, explorative

GOALS

When people see this ad, I want them to feel excited about reading and remember they have Berkeley Public library as a resource.