Combining Education PR and Digital Marketing Puts Global Library Nonprofit in the Spotlight
For the re-launch of OCLC’s signature resource, WorldCat.org, CSG built a custom go-to-market plan around public relations and digital marketing.
Finding the Perfect Balance with OCLC
We started by developing a custom go-to-market strategy for WorldCat.org with audience research, behavior design and customer journey mapping. With their WorldCat.org promotions, OCLC hoped to achieve four goals:
Figuring out where OCLC’s audiences resided, what motivated them, and what their online habits were illuminated several paths to the company’s objectives. CSG’s education strategists recommended a cross-channel, interdisciplinary campaign built on three pillars:
And we identified two distinct opportunities to apply those disciplines:
Over the next year, CSG executed the WorldCat.org go-to-market strategy for OCLC, leveraging multiple channels and activations to make the campaign robust, resilient and rich in actionable analytics. With seven timely campaigns — including Earth Day, Martin Luther King Jr. Day and Women’s History Month — and tactics ranging from digital marketing to traditional education PR, we put a spotlight on WorldCat.org among the audiences most likely to use it.
Paid Media Tactics:
Earned Media Tactics:
The Payoff of Education PR and Digital Marketing
Over the course of the campaign, CSG’s omnichannel education PR and digital marketing efforts brought in exactly what OCLC hoped it would: increased sticky traffic, new WorldCat.org users, new reading lists and support from high-profile academics, organizations and influencers.
total estimated prospective readers