Presenters: Caitlin Carter, Stephanie Sanger

Introduction: In the winter of 2013, an initiative began to re-brand and market the Regina Qu’Appelle Health Region libraries. There were several reasons to embark on this project: Lack of access to email meant some messages were missed by RQHR staff; the implementation of new digital signage in the Health Region; to better tie the Library to patient care and to let future, existing and non-users know about library services. The main goal of the campaign is to increase awareness of the libraries’ services to all RQHR staff by developing unique marketing strategies, in the hopes that these strategies will foster and maintain more use of the libraries. Description: The majority of this paper presentation will encompass the first marketing strategy that the RQHR Library decided to implement, which was a commercial campaign comprised of three, 1 ½ minute commercials promoting three different library services. The services that were promoted were based off of the feedback of a ‘‘Library Utilization Survey,’’ which was created with the help of the Research Department and delivered to all RQHR staff. This assessment was created in order to determine what services were underutilized and what the Library can do to better serve the needs of all staff. Outcomes: We had over 1100 responses to the Library Utilization Survey. The feedback from the survey, commercials and the before and after usage statistics of our services will be presented. Discussion: The challenges encountered, as well as future directions like audience-specific video marketing and the revamping of our promotional materials will be discussed. DOI: https://doi.org/10.5596/c14-026 . Commercials can be viewed at this link: www.youtube.com/user/RQHRLibrary