“I didn’t realize that it was about the library” : an evalaution of the marketing campaign “Låna dig rik” in Kalmar

The purpose of this bachelor’s thesis is to evaluate how the marketing campaign “Låna dig rik” has been received by the residents of Kalmar. A series of questions are asked: was the campaign noticed by the residents of Kalmar? Through which marketing channels has it been noticed? Is the residents’ opinion of the library in line with the marketing message? Is the campaign moving in the desired direction?The study was done through a questionnaire that was handed out to a number of people in Kalmar. The residents were asked to answer if they had noticed the campaign, where they had noticed it and what their opinion of the library was. The thesis’ analysis section discusses correlations between the respondents' opinions about the campaign and the library with the respondents' age, sex, number of visits to the library and the general attitude towards marketing. Just over half had noticed the campaign. Most of the respondents had seen the campaign at the library and on billboards and posters. No respondent indicated that the campaign had prompted them to visit the library more often. Nearly all respondents thought it was positive that the library dedicated resources to market itself. The most common opinion among residents was that the library is a place of knowledge, culture and a place where everyone is treated equally. Not many residents thought of the library as a place to search for information, a social meeting place or a place for new experiences