Colorado State Library Launches Internet Access Campaign to Rural Communities
DENVER, June 1, 2011 /PRNewswire/ — The Obama administration’s vision of giving rural communities better access to computers and high-speed Internet is becoming a reality in Colorado. On May 9, Colorado State Library and Sadler & Dorchester (S&D), a Denver-based marketing firm, launched a public awareness campaign to draw rural residents into local computing centers – and the many worlds they can reach through the Internet.
The Broadband Technology Opportunities Program, passed in 2009 as part of the American Recovery and Reinvestment Act, gave funding to states to develop computing centers in libraries or other community spaces. Internet access is a high priority for President Obama because of its power to change lives through access to jobs and community services, connections to friends and family, and gateways to education and health information.
A study funded by the Bill & Melinda Gates Foundation found that low-income adults and those in rural areas have low Internet usage. And with many Colorado residents falling below a mean household income level of $57,000 per year, there is an opportunity to improve their quality of life through Internet access.
“We are committed to providing Internet access, computers, support and training for the communities we serve through our libraries,” says Sharon Morris, Director of Library Development for the Colorado State Library. “With their solid understanding in how to communicate technology benefits to consumers, S&D is, and has been, our ideal partner.”
The Colorado State Library began work with S&D in January, and over the course of four months, the team researched, developed and delivered over 93 communication kits for 76 Colorado computing centers.
The team tested creative concepts with target audiences throughout the state, and the resulting kits included both online and traditional communication tactics designed to draw new Internet users into the computing centers. With messages like “Connect to jobs,” “Connect with family,” and “Connect to the world,” the campaign highlights the benefits of the Internet while making it friendly and approachable.
Says S&D partner Ronda Dorchester, “We’re honored to have the opportunity to focus our telecom marketing experience on generating awareness of these computing centers that offer free computer and Internet access throughout Colorado. We hope that by using the centers, residents will now have access to information that will improve their lives.”
To see the communication kits and learn more about the campaign, visit www.sadler-dorchester.com/news.html.
Marie Revenew, Director, Client Relations
SOURCE Colorado State Library