Case Study
Delaware Libraries:
GET CONNECTED CAMPAIGN
In 2020, as the pandemic deepened digital divides, Delaware Libraries took action by expanding access to essential services by installing social service kiosks and offering free internet and laptop rentals. To help raise awareness, we partnered with them to launch #GetConnectedDE, a campaign focused on connecting underserved communities in southern Delaware with the tools and support they needed.
Scope of Work
- Landing Page Design
- Social Media Advertising
- Search Engine Advertising
- Radio and Spotify Ads
- Out-of-Home Advertising
Raising Awareness
for Essential Access
While Delaware Libraries had already expanded services like public internet and social service kiosks, awareness remained low, particularly in areas hit hardest by the digital divide. We created a clear, approachable campaign identity called #GetConnectedDE and used it to anchor a multi-channel rollout. The campaign included social media ads, search engine marketing, radio and Spotify placements, out-of-home signage, and a dedicated landing page. Every touchpoint was designed to be welcoming, useful, and easy to act on, helping more residents get connected when it mattered most.
A Multichannel
Approach to Connection
For the #GetConnectedDE campaign, we created clear, consistent messaging in English, Spanish, and Haitian Creole to make sure the information reached as many people as possible. We launched a dedicated landing page and ran targeted ads across Google and social media so the campaign would show up where people were already spending time online. At the same time, we worked with local radio stations and Spotify to spread the word, using tailored scripts that encouraged people to take action.
To reach communities with less digital access, we added billboards and wrapped vehicles through a partnership with Carvertise. These mobile ads brought the campaign directly into neighborhoods across southern Delaware. Every part of the rollout was designed to meet people where they were, in a way that felt welcoming and easy to understand.
Driving Real Results for Delaware Communities
The campaign’s mix of digital and out-of-home advertising created a broad and meaningful reach across Delaware. Out-of-home tactics, including billboards, nearly 2,000 radio spots, and wrapped vehicles through Carvertise, generated more than 3 million combined impressions, helping bring the campaign into communities with limited digital access.
At the same time, our digital efforts delivered highly targeted results: search ads reached nearly 10,000 users actively looking for resources, and social media extended the campaign’s reach to over 650,000 people, generating strong engagement and driving action. Together, these efforts helped bridge the digital divide by connecting residents with essential tools and services when and where they needed them most.
