During the pandemic, Claudine Bennet was stuck at home, and trying to adjust to her new role as External Relations Manager at Dayton Metro Library, she came up with a fun game.
“At the time, I had a map next to my desk at home,” remembers Claudine. “I would glance up and see a city and boom! I was searching for their website and social media presence.”
“Not only did I learn a lot about what libraries across the country were doing during a pivotal time in our country, but it helped to affirm we were on the right track with our strategy.”
Claudine has come a long way from her childhood days spent in the basement of the Peru Free Library in upstate New York.
“The children’s section felt like a magical hide-out,” recalls Claudine. “Adults were never in that space (a paradise for a kid!) and I could read and look at all the books I wanted!”
Nowadays, Claudine oversees media relations and marketing for DML, located in south central Ohio. The system has 17 physical branches, 350,000 active card holders, and a service population of 533,892 residents.
A few months ago, Claudine contacted me to nominate her library for kudos on The Library Marketing Show. She wanted to share a newsletter her library sends to lawmakers and legislators.
Claudine and the External Relations (ER) team realized they needed such a newsletter in 2023.
“News releases in the local media, flyers in branches, our website and social media platforms – those are great ways to get information out,” explains Claudine. “We also have a general digital newsletter that reaches more than 65,000 subscribers. But those methods are broad brushstrokes.”
“When Austin Railey III joined DML as the new Government Relations and Advocacy Director we started brainstorming how we could strategically tell our stories to decision-makers. After weighing the pros and cons of various methods, we decided the most targeted and economically efficient way was through a quarterly email.”
Claudine says the newsletter, Beyond Books, is a collaborative effort. Her department works with others to select stories that reflect how the library collaborates on community initiatives such as economic and workforce development, building regional partnerships, and creating innovative services and programs of value to all community members.
“The stories we tell in Beyond the Books aren’t about the who, what, when, and where of events and programs, but about the why,” says Claudine. “Why did we create a program? Why is the program or service helping our patrons? Why should it receive support? Why is DML a valued community partner?”
“We always put photos in the newsletter also. Reading a story is great, but seeing the story is incredibly valuable too!”
Claudine says the audience for this specific newsletter is a curated list of 200 elected officials and government sector leaders. DML tailors the information to reflect the topics of utmost importance to these readers.
“Because the topics are relevant to the readers and we limit the content to two to three stories, it is an easy and digestible way for elected officials and community leaders to stay connected with how the Dayton Metro Library is achieving its mission, vision, and values,” asserts Claudine.
The collaboration involved in Beyond Books is key to its success.
“When looking for communication solutions for a niche audience, bring everyone to the table,” advises Claudine.
“For myself and my team, it is incredibly helpful to understand what is trying to be communicated, to whom, and why. Those answers will help to identify which communication tool we need to optimize and what information should be shared.”
“Once that is explained and expectations are established for everyone, the creativity flows! Now, as a team, we often suggest stories for Books and Beyond because we understand what we are trying to achieve.”
Claudine’s team is also working on a new branding campaign called Free to Belong. Working with a nationally recognized local advertising agency, the library sought input from staff and the public about its brand and marketing tools. The new campaign is in its second phase. The library will release television commercials, social media spots, print and radio ads, and billboards.
“The second set of spots cement DML as a destination where everyone is valued,” explains Claudine. “They will feature the library meeting people where they are, including the Bookmobile at festivals and our library tent at special events such as the annual Pride celebration in Dayton.”
“The spots will also feature members of marginalized communities as they use library resources including collections and technology. Everyone needs to see themselves in our spaces!”
When she’s looking for inspiration, Claudine turns her eyes to other libraries in the Buckeye State.
“Libraries in Ohio are incredibly inventive and impactful in their marketing efforts,” says Claudine. “I’m always inspired by what they are doing!”
“We’ve created a state-wide committee of library communications and marketing professionals, and we share our “aha” moments, ideas, resources, challenges, and successes. I have learned that libraries are truly a profession that subscribes to the philosophy of ‘When one rises, we all rise.’”
Hey library marketing friends: Your work is important and you are making a difference. Keep it up, you’re doing great!
P.S. You might also find this helpful
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