About The New York Public Library
The New York Public Library (NYPL) has been an essential provider of free books, information, ideas, and education for all New Yorkers for more than 100 years. Founded in 1895, NYPL is the nation’s largest public library system, featuring a unique combination of 88 neighborhood branches and four scholarly research centers, bringing together an extraordinary richness of resources and opportunities available to all.
Source: NYPL Official Website
Business Challenge
To increase community engagement in library programs and enhance the overall civic engagement in New York City.
Campaign Objective
To develop and market a program to combat New York's City's illiteracy rates that will also increase patronage to NYPL branches and participation in their in person and online resources.
- Participation in literacy programs
- Library Card registration
- Use of technological resources to increase literacy skills
- Social media followers for @NYPL & @NYPLTeens on Facebook, Instagram, and Twitter
As an educator and life long learned, literacy is the key that unlocks the world. This campaign seeks to do that while strengthening NYC.
Strategy
Appearances & Media Tour
Tools for
Success
Sponsorship
#NYStrong
Research
45%
of the nation's population does not have the literacy skills to participate in family, work and community activities
#2
New York City has the second-highest percentage of adults lacking basic literacy skills
ONLY
3%
of the New York City residents who need literacy education are receiving it
41%
of adults in the in Bronx are illiterate
⬆︎Voting Turnout
Better educated adults vote in higher numbers than less educated adults
Source: Literacy Partners I Literacy New York
Why Cardi B?
#NYStrong
9/11 and the COVID-19 pandemic both proved that no matter what, New Yorkers are going to stand up for and lift each other up. Cardi B is no different. She continues to rally for people from her city and her authentic nature allows her to be a relatable round the way girl.
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Grammy, AMA, and MTV Video Award Winning International Superstar
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Native New Yorker from The Bronx
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Early 2010's: Gained fame from showcasing her authentic, loud, and entertaining personality on Vine and Instagram
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2015-2017: VH1 Love and Hip Hop NY regular cast member
Source: Cardi B Official Website
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Campaign Strategy
Target Audience
Adults
All Ethnic Backgrounds
Low Income
Ages 12-18
Adults
Young Adults
All Ethnic Backgrounds
Low Income
Ages 12-18
Young Adults
Pop Culture Fans
All Ethnic Backgrounds
-Listens to the Top 100
-Fans of Hip Hop/Rap, R&B, Pop, Reggaeton, Reggae/Soca
-Users of
Social Media
Pop Culture Fans
Core Messaging
I
All are welcome to read, learn, and explore through the power of literacy.
II
We can explore knowledge and grow stronger when we share in the experience.
III
We are New York Strong and improving our literacy skills ultimately improves our city.
IV
Exploring literacy is a life long adventure.
Earned Media: Media List
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#ReadingforaStrongerNYC
Program Events
Literacy Education Workshops in All Boroughs
Events
The events allow for various aspects of the NYC community to join forces, commune, learn and grow together.
Large scale events will be open to both program participants and non participants to encourage engagement and bring community members and organizations together to fight for a stronger NYC through literacy.
Appearances & Media Tour
By being actively involved and having multiple pop ups, Cardi B will encourage participants to remain engaged in the program.
Sponsorships
By teaming up with local radio stations and Cardi's brand sponsorships the campaign widens its appeal and attracts more participants.
Incentivize
To incentivize engagement, participants will be entered into raffles based on their level of participation to win amazing prizes from local radio stations, Cardi B and her partners.
Closing Event
#NYStrong
Bronx native Cardi B will bring friends from across the nation like Lizzo and Megan thee Stallion and super stars from NYC as well.
Fellow Bronx native, A Boogie wit da Hoodie, Nicki Minaj and DJ Envy from Queens, Brooklyn's own Joey Bada$$ will join the bill to show out and hold down their city.
With a line up like this, the concert will truly be
for the culture.
#ReadingforaStrongerNYC will culminate with a series of celebrations throughout NYPL branches. The main event being the Cardi B & Friends concert.
To earn their way in, event goers must have an active New York Public Library card and have actively participated in the #ReadingforaStrongerNYC program.
KPIs
Participation in Literacy Programs & Technological Resources
20%
increase in the number
of registrants & attendees
in literacy programs over
6 months
Social Media Presence
⇧10%
in social media impressions
⇧15%
retweets on branded content and engagement on Twitter
+1000
Follower increase on Instagram & Facebook
Library Card Registration
10%
increase in card registration from participants in the program over a 6 month span