January 26, 2007

Fresh look for Brodart Books campaign

WILLIAMSPORT, Pa.— Brodart Books & Automation has been a familiar name among libraries for more than 60 years. With the help of Sire Advertising, Brodart recently kicked off a campaign to promote McNaughton®, Brodart’s lease-based program for high-circulation material.

To kick off the campaign, Sire designed two brochures, one for public and a second for the academic market. Key to the success of the campaign was establishing continuity between the new McNaughton material and other components Sire designed in 2006 as part of a division-wide identity campaign. Positioning Brodart, specifically McNaughton, as on the cutting edge of cataloging and processing solutions was also central to the campaign. To achieve this, Sire established an inviting sophisticated design that’s dynamic, yet clean and modern.

The design scheme established with the brochures was carried throughout other deliverables including the informative flash CD, service sheets, and print campaign. The development of individual sell sheets gives Brodart the flexibility to provide clients with information specific to a library’s various needs. Print ads coincide with identity campaign and were placed in popular industry publications including Library Journal and School Library Journal.

The comprehensive campaign represents phase two in Brodart’s branding campaign, which began with Compleat Book-Serv® in 2006. The new material works together to create a vibrant, professional, and forward-thinking image for Brodart Books and the McNaughton services.