The Pacific Library Partnership, with support from the California State Library, needed to increase awareness and use of CAreer Pathways, online professional development tools like Coursera, LinkedIn Learning, and Skillshare, now free for Californians with their library card thanks to funding from the federal and state government.
3fold developed a strategy designed to overcome the challenge of low awareness and usage among the intended end-users: under/unemployed Californians, who are disproportionately women, people of color, young people (under age 25), and people with less than a bachelor’s degree.
Additionally, successful rollout required the coordination of over 1,000 library branches across California for campaign research and execution.
As part of our research, we conducted interviews with the significant county library jurisdiction officers and consulted with the Ludwig Institute for Shared Economic Prosperity. We also used the California Poverty Measure (CPM) to identify target audience segments. This led to developing a series of personas, helping create critical messaging and dedicated campaign opportunities for each audience segment.
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