For a look at other Brodart campaigns,click here.

Brodart's school library market was a relatively small portion of the overall business. To grow it two initiatives were begun. First, marketing focused on new school openings. The message here was the careful selection performed by the company's collection development department. Second, we replaced a "phone book" style catalog with many, regularly published, 64-page, topical catalogs. The advertising, web images and catalogs pictured below are all clickable...

SELECTION In an effort to direct customer selections, we focused on selection skill and much-targeted list development. To view either advertisement, click it's image.		Collection Development Advertising

SCHOOLS & CATALOGS We changed the look, feel, function and purpose of catalogs at the company, especially in support of sales to school libraries. To view a cover image, click it.

Schools & Catalogs

ADVERTISING We promoted the catalogs heavily with advertising. To view either advertisement, click it's image.		School Catalog Advertising

THE WEB In an effort to support the tightened selection and curriculum support lists of our printed catalogs, each was mirrored with a website. For a quick look at each site, click the thumbnail to the right.

Internet