Building an online presence and awareness for INSPIRE

Building awareness for your service can be difficult when you don’t have a strong online presence. See how we helped INSPIRE, a service of the Indiana State Library, build an online presence and increase awareness of the brand.

Project: Quarterly communications to Key Opinion Leaders (KOLs).

Project date: July 2021.

Objective: Create awareness, provide information, and promote INSPIRE databases.

Background: Since 1998, INSPIRE has been a service of the Indiana State Library. INSPIRE is a collection of online academic databases and other information resources that can be accessed for free by Indiana residents. Primarily working with promotional product companies to get the word out, INSPIRE knew they needed a different approach. After reaching out to Jarbo, our team developed a customized, full-service marketing plan to expand their online presence, brand awareness, and engagement.

Solution: First, Jarbo developed a marketing strategy by identifying the Key Opinion Leaders (KOLs) that could help promote INSPIRE. As an educational and research service, our team determined that librarians, teachers, and communication directors at schools would be the go-to people to increase the use of INSPIRE.

Through website updates and content creation for Facebook and Instagram posts, we were able to increase their online presence. Our team also developed quarterly communication packages that are now housed on INSPIRE’s website and distributed through email campaigns. The quarterly packages feature resources INSPIRE offers and a set of social posts that teachers, librarians, and communication directors can share—getting INSPIRE in front of more students and lifelong learners.

 

JAR INSCaseStudy chart2

JAR INSCaseStudy chart2

Results:

Email Marketing

  • In 2021, the average open rate was 35%.
  • In 2022, the average open rate was 32%.
  • In 2023, the average open rate was 44%.
  • The national average for educational emails is 23%. (Source: MailChimp)

Social Media

  • Facebook and Instagram followers have increased over the years.
  • Instagram followers increased by 261%.

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