As part of the Ask Us Anything campaign, I conceptualized and created the Blue Crew characters to support our integrated marketing approach. These characters played a pivotal role in re-branding library staff as the 'Blue Crew,' emphasizing our commitment to exceptional customer service under the Ask Us Anything slogan.
To ensure student involvement and ownership of the campaign, we engaged them in a social media campaign to choose the names of the characters. The chosen names—Stu, Sue, and Lou—resonated well with our student population, adding a personal touch to our outreach efforts.
The Blue Crew characters became central to our campaign's visual identity and were seamlessly integrated into various marketing materials, including eye-catching posters, digital monitor slides, print ads, and website graphics. Their presence helped to reinforce our messaging and create a cohesive brand experience across all touchpoints.
Furthermore, we leveraged the Blue Crew characters in our Libraries website chat widget, enhancing the user experience and further establishing their role as friendly and accessible points of contact for students seeking assistance.
Throughout the year, we rolled out three separate micro-marketing campaigns, each designed to engage students and drive social media activity. These campaigns, combined with our strategic use of the Blue Crew characters, contributed to the success of the Ask Us Anything initiative and its positive impact on student engagement and retention.
I'm proud to have played a role in developing and executing this comprehensive marketing strategy, and I'm thrilled to see the lasting impact it has had on our campus community.
