What really made the efforts of the Library supporters effective was the way in which the message was delivered. The idea of burning the books is definitely immoral. But then the audacity of having a party to burn the books disgusted people even more. This created the stir which was needed. It triggered the thoughts of the residents of the city against closing of the library (burning the books). Videos, images, distribution of bags and even the paid add for ice cream vendors all contributed to this.
The most important element that contributed to a change in the perception about voting for a levy was the message released by the agency. Promoting the idea of a celebration by burning the books using social media and yard signs triggered a fierce backlash from the citizens. It touched the softer emotional aspect of the citizens who felt that burning the books is a bigger issue than paying the taxes. This brought the citizens to speak up, share and come together to fight the new bigger evil of ‘burning the books’. The campaign had made a way into the hearts of the citizens who then decided to pay the taxes but not let the books burn.
Even though this was a low budget campaign, the medium and the message used made it successful. The yard signs calling people to the ‘Book Burning Party’ had the desired effect and angered people enough to drive them to the Facebook page of the agency. Creating videos showing what it would look like to burn the books and sharing them through social media gained the much needed attention of the citizens. It was easy to spread the message and share with a larger audience using social media at virtually no cost. Citizens themselves shared the message with their friends and discussed about the library instead of the taxes. Because of its easy access and availability on social media, the message spread to local, national and even international news. Using flyers and four-square check-ins would also not cost much. The agency smartly used the funds available to create and distribute merchandise which infuriated the citizens even more. The only paid ad was for the services of ice-cream vendor. Overall, the use of social media combined with the skillfully drafted message made the campaign successful despite of lack of sufficient funds.
Important learning from this case is that advertising when done creatively and carefully can give the desired results. Today, messages can be spread on a larger scale using various innovative channels and social media. Social media has become a powerful, cost effective tool for individuals and institutions to share the message. It can engage your audience and give insights on what they think about a certain product or service. Creative use of social media with correct pitching of the message can not only change the conversation but also the mindset of the audience. Advertisements should have emotional appeal and not just information as they have more influence on the audience and facilitate in making decisions.
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