A three-year campaign for a vibrant and inclusive arts programme.
Client: Cambridgeshire County Council
Brand, Campaigns, Digital, Engagement, Local government, Strategy
The challenge
Cambridgeshire County Council’s The Library Presents (TLP) programme brings affordable, high-quality arts and entertainment to libraries across the county. A loyal fan base had supported the programme’s previous 10 seasons, so their challenge wasn’t about quality or consistency. Instead, it was about reaching new audiences, particularly non-library users and those usually engaging with the arts.
Our focus was to build on the programme’s existing impact and expand it. And connect with new audiences – digitally, locally, and inclusively.
Our approach
To grow TLP’s digital profile and increase online engagement, we followed a two-stage approach.
A discovery workshop helped uncover barriers and reshape the programme’s messaging. Refreshing the branding delivered another quick win that unified the programme’s visual identity.
Drawing on fresh insights from each season, we were able to develop and implement a refined digital strategy by season three.
Delivery has focused on two key areas. Online content: Supporting the full programme cycle – from promoting public involvement in artist selection to driving awareness and ticket sales during each 3–4 month season.
Community engagement: Targeted outreach to connect with audiences based on specific demographic and geographic priorities.
Impact
Digital awareness and engagement grew steadily:
- 25% increase in followers
- 7% increase in engagement rate
- Digital increasingly cited as a marketing source during audience feedback
