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🥊Inside the Story of How NYPL’s Marketing Team Fought Back Against Budget Cuts and Won!

Photo courtesy Cincinnati and Hamilton County Public Library

When Jennifer Fermino graduated from college with a B.A. in English, she needed help figuring out how to put together a resume that would land her a job in communications. She found that help at what was then the New York Public Library’s Mid-Manhattan Library (now the Stavros Niarchos Foundation Library).

“It was an invaluable resource for a young person who really didn’t know what she was doing or how to translate any of her job skills, which was then primarily waitressing and nannying, into the career path I was aiming for,” recalls Jennifer. “I would also add I am in good company: President Obama also credits the Stavros Niarchos Foundation Library with helping him get his first job.”

And now, 20 years later, after stints as a reporter for the New York Post and the New York Daily News, as well as PR agencies and as Communications Director for the New York City Council, Jennifer works for NYPL as Vice President for Communications and Marketing. She’s been at her dream job for about a year and a half.

“It’s amazing to work for a system that serves three boroughs in the greatest city in the world (Manhattan, the Bronx, and Staten Island),” enthuses Jennifer. “We have 92 locations and there is never a dull day.”

Jennifer and a team of nearly 30 people run all marketing and promotions for the library. And her first 18 months on the job were, shall we say, a trial by fire.

New York City Mayor Eric Adams proposed huge cuts to the library’s budget earlier this year… $58.3 million to be exact… that would have forced NYPL to dramatically reduce hours. The budget cuts also threatened the library’s budget for books, programs, and maintenance. Prior cuts, enacted in late 2023, forced all NYPL branches to close on Sundays.

Soon after these new cuts were announced, NYPL, along with the Brooklyn and Queens Public Libraries, launched a massive campaign to show the importance of the city’s three libraries. And New Yorkers, as well as library lovers from across the country (myself included) jumped in to show their support.

For months, I was served a social media post from NYPL every time I went online, on all channels. It felt like a coordinated, consistent effort to keep reminding people of the threat of the cuts. And that’s why I reached out to Jennifer. I wanted to know how her team managed the campaign.

“It was a sustained effort to tap into the goodwill that people have for libraries and keep the cuts front and center,” says Jennifer. “I give huge credit to Victoria Reis, our social media manager, who is creative and has an understanding of both online culture and our audience.”

“We began repurposing the famous “This is fine’ meme with our mascot Patience and it was an immediate hit with our followers. People really connected to the campaign, and the message – that we already lost Sunday service and were in danger of losing more – resonated.”

“The reaction kept growing and growing. Towards the end of the campaign, one of our memes – again a repurposing, this time of the “girl explaining” meme, went over the top viral. Last I looked it had over 7M views on X (Twitter).”

The team included messaging on other channels as well and worked hard to stay coordinated.

“Special shoutout to our talented Managing Editor Katherine Ward, whose job was to keep it all together for us,” declares Jennifer.

The team coordinated messaging using four main tactics:

  • Their NYPL Connect newsletter, which I encourage any library or NYC lover to sign up for, as well as regular reminders of the cuts on our home page.
  • Letter writing stations in branches in which patrons could easily write city leaders to support libraries.
  • Rallies of supporters at City Hall that the press was invited to cover.
  • And, as mentioned, a fun, creative social strategy.

“We honestly didn’t know what was going to happen – everyone was hopeful but on pins and needles,” remembers Jennifer. “Reporters started calling me saying they had sources saying we would be saved, but I refused to believe it until it was official. People were congratulating us, but I felt like it was jinxing us. It took a bit for me to finally accept that it was over.”

“Thankfully, the Mayor has a history of supporting libraries, and we are grateful that he funded us. We also had the City Council, including Speaker Adrienne Adams, firmly in our corner throughout.”

“But I can say that our campaign engaged New Yorkers and showed how much people love their libraries, which is so important in the budget process.”

While they fought the budget cuts, NYPL’s marketing team had other promotions to balance.

“We had launched our “Books for All” campaign celebrating the freedom to read and standing against book bans right before the cuts were enacted,” explains Jennifer. “We continued that campaign all year long because the issue is of such importance to us.” 

“We also just finished our ‘Summer at the Library’ campaign with Brooklyn and Queens to promote reading and education city-wide during the summer break for schools. Although not technically part of the advocacy campaign, efforts like this help show why funding libraries is so important.”

And speaking of partners, Jennifer looks to her allies at the Brooklyn Public Library and Queens Public Library for inspiration.

“We are always exchanging ideas and talking about how to engage New Yorkers,” says Jennifer. “It is a great relationship. We are partners throughout the advocacy campaign and continue to do great work together.”

“In fact, we are planning a national Freedom To Read Day of Action on Oct. 19 with Brooklyn and Queens, as well as the American Library Association, Unite Against Book Bans, and the Association for Rural and Small Libraries to stand against censorship. We have many libraries already signed up and invite everyone to join us.”

P.S. You might also find this helpful

Library’s Print Magazine Is a Community Must-Read! Here Is Their Secret Formula.

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Library’s Print Magazine Is a Community Must-Read! Here Is Their Secret Formula.

Photo courtesy Cincinnati and Hamilton County Public Library

I’ve signed up for a lot of emails from libraries. A few weeks ago, an email hit my inbox… my first from this library… that made me sit up.

It was a link to a print news magazine called Words from Marion County Public Library System in Ocala, Florida.

It’s been a while since I’ve seen a print news magazine from a library. And this one was so good, I had to reach out to the editor, Karen Jensen, the library’s Community Liaison. She and several other employees manage all the marketing and public relations for the library. Karen also oversees grants and volunteers and is the liaison for all six of the library’s Friends groups.

A native of Valparaiso, Indiana, Karen graduated from Ball State University with a liberal arts degree. After college, she worked for a large radio station in the Midwest as a copywriter. She also took on a variety of jobs within the equine industry. Her love of horses was fed by her childhood library trips.

“I was a horse-crazy little girl (who grew to be a horse-crazy adult) and was so completely drawn to Marguerite Henry’s Misty of Chincoteague, King of the Wind, and Walter Farley’s books, The Black Stallion,” remembers Karen. “Books were some of my favorite gifts as a child and adolescent and my nose was buried beneath the pages much of the time. The rest of my leisure time was spent in the barn with my beloved horses!

Her passion for horses and a business prospect brought her to Ocala, Florida where she worked primarily within the public and nonprofit sectors before joining the library in 2009.

“The first issue of our quarterly WORDS magazine was in the spring of 2009 before I joined the library system,” recalls Karen. “I arrived in time to spearhead the fall issue and have served as the magazine’s editor since that time.”

“The magazine provides a central information source for all events, and updates on library information and resources, in both print and digital formats. It offers a professional means for sharing information with elected officials, community partners, and a myriad of other groups and individuals with whom we all come in contact.

-Karen Jensen

“Although by no means our only method of communicating with the public, it is a key reference point for all staff when working within our community.”

Words has evolved from its original eight pages to its current 20 pages and is funded entirely by the Friends of the Ocala Public Library. Work on each issue starts six months before the publishing date.

“There is a creative meeting with managers and supervisors quarterly where we establish the theme and content for the next issue,” explains Karen. “Upon the selection of the theme and content, I will seek volunteer writers from within our library staff, as well as within the community.”

Words is unlike other library newsletters, in that it’s a balanced mix of in-depth stories and library promotion. The issue I received included a patron interview on fall traditions, a piece on a historic tourist destination, and a preview of an upcoming library program featuring a chef from the World Equestrian Center. It’s informative, educational, entertaining, and beautifully designed.

“The number of print copies has always been small, with a current print quantity of 4,500 for three issues and 5,000 for the summer issue for nine library locations,” says Karen. “In addition to the small print quantity, the library system uses a mail management system (LibraryAware) to disseminate monthly updates to more than 80,000 patrons in Marion County.”

I’m not surprised to learn that Words is a hot commodity for patrons.

“We hear from patrons and community members asking, ‘When is the next issue coming out?’” explains Karen. “And, as with many print magazines, there are always special favorites that really resonate within our community. Typically, it is themes about natural resources in our county or other highlights. People really love learning about their community and we certainly want that to include their public library!”

“We now have very few remaining print copies at the end of each quarter and typically run out before the end of the quarter at our larger branch locations. We do, as supplies allow, take print copies to outreach events, but more than likely have a flyer with the QR code and how to sign up to receive a copy available at tabling events.”

“Our library system administration and staff love the magazine and even when it is an add-on to workloads, are so very proud of the final result. And there is really nothing to compare with receiving an email from a community partner, an elected official, or a mom of three who says, ‘I just love Words!’”   

Karen’s advice for any library looking to start a news magazine

Tip #1: Start with a plan.

  • Establish goals, audiences, what is to be accomplished, and by whom, early on.
  • Factor in how you will measure your outcomes. This is really such an important part of any public relations/communication efforts. How will you know if this is a cost-effective endeavor? What is the ROI?
  • How often will the newsletter be published?
  • Who will the editor be?
  • Who will manage the production?
  • What are the costs associated with the news magazine production and how will the costs be covered?

Tip #2: Determine what combination of formats is going to work best for your audiences.

  • If cost is a factor, digital format will be the most realistic.
  • Explore a mail management platform that will work for your community of patrons. We selected LibraryAware and it has really helped to expand the footprint far beyond the print or website reach.

P.S. You might also find this helpful

Library Cracks the Code on How To Tell Stories to Stakeholders: They Use Email! Here’s How Their Targeted Newsletter Works

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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How One Library Marketer Transformed a Library Website: See the Stunning Before and After!

Photo courtesy Cincinnati and Hamilton County Public Library

Some of Megan Bratton’s favorite memories were made at the Forsyth County Public Library in Winston Salem, North Carolina.

“I went to a new concept charter school in downtown Winston Salem that was housed in the basement of an office building,” explains Megan. “The school didn’t have many amenities, like a gym or library.”

“This meant that we got to go on regular walking field trips to the main branch of the Forsyth County Public Library. We even got to decorate our own cotton tote bags to use carting our book finds back and forth. My dad worked in an office downtown and would often pop into the school or library for fun surprise visits.”

Megan went on to work in corporate marketing before getting her MLIS from the University of Denver. She initially intended to work in an academic setting but was more interested in the public library world. She ended up at the Natrona County Library in March of 2019, working as a part-time Children’s Librarian.

“I found it truly astonishing what all public libraries were able to do for their communities in response to immediate needs and in anticipation of future needs,” recalls Megan. “No other large organization can pivot and change that quickly. Plus, they were doing it all for free and for everyone.”

“As a marketer, I realized there was a major need here. Public libraries are these bastions of creativity, advancement, support, and acceptance, but not enough people know about these free services. I wanted to find a way to put my skillset to use promoting public libraries, and it wasn’t long after I started working at Natrona County Library that their marketer decided to move on to new ventures. In October of 2019, I stepped into my current role as head of Marketing and PR.”

Natrona County is the second-most populous county in Wyoming, with 80,000 residents. The library has a main branch in downtown Casper and a branch about 40 miles away in a small town called Edgerton. They also have a bookmobile.

Megan says nearly a third of Natrona County residents have an active library card, and the library enjoys high visitor and circulation rates and robust program attendance. That may be due in part to the work Megan has done in marketing.

At her library, Megan is a team of one, overseeing all social media, public relations, website development and management, advertising, graphic design, and branding.

“I do ask that our programmers and other library staff try to keep a ‘marketing mindset’ to help capture photographs at programs or throughout the library space that could be used for social media,” shares Megan. “I am all about efficiencies and delegation, so I have licensed programs like LibraryAware and Canva which come pre-populated with professional-looking templates that staff can use to make their own bookmarks, flyers, signs, handouts, and more.”

I reached out to Megan after seeing the Natrona County Library’s website. It’s clean and modern, with a thoughtful layout and what I can only describe as a “cool” vibe. I told Megan it doesn’t really look like a typical library website.

“The website (as I inherited it) was broken and battered. It had been built before mobile devices were a thing,” recalls Megan. “We needed to start fresh with a ‘mobile first’ mindset, simplify the navigation structure, integrate new event software that made our program calendar more visually appealing, and incorporate a blog to position ourselves as thought leaders in our community and the larger Wyoming library community.”  

A screenshot of the Natrona County’s website homepage before the rebuild.

Megan partnered with a local creative agency on the website rebuild in 2021, thanks to the generous support of her library Foundation.

“Because of my extensive web background, we had an unusual arrangement where I worked side-by-side with their web guy as we built it out,” explains Megan. “As you know, library websites have a LOT of pages, which can make a new website a costly build. Because I was able to tackle about 75 percent of the pages (using templates, structures, and design influence from the agency-built pages) myself, it cut the cost in half, which is how we ended up with such a professional-looking website on a public library budget.”

Natrona County Library’s website includes real photos of the library, conversational language, call to action buttons, and their newsletter signup is right on the home page.

For some libraries, the website can be a point of contention: everyone has different opinions about what should be featured on the homepage and drop-down menus. Megan needed to make decisions based on her knowledge of her customers. Later, analytics let her know if her instincts were correct.

“There are a couple of items that live in multiple places in the menu, like the Bookmobile, to accommodate multiple thought processes or visitor types,” explains Megan. “My goal, ultimately, is to put things that make the most sense to our staff, because they are the ones referencing the pages the most.”

“But we are all in agreement that the most important pieces of information are to be at the very top of the homepage. Static across the entire site is the search functionality for our catalog, log-in to one’s account, library hours, and our phone number. I treat our website like a database in that sense.”  

“Anecdotally, and through analytics, we’ve come to realize that our patrons don’t spend a whole lot of time on our website. They mostly come for hours, contact information, and to get to our catalog. They may also enter through digital ads, social media, or from other places directly to landing pages, but don’t tend the linger.”

The website is also the home of Natrona County Public Library’s blog, Library Stories.

“Our blog is a byproduct of our bygone print newsletter,” explains Megan. “It was important to me that we have a way to not only highlight that content for larger audiences but also share it differently, as blog articles can be interacted with much differently than print pieces.

“The blog is a great place to put press releases or share important library updates without building individual landing pages that disappear over time. Depending on the content, I do find that the blog articles drive traffic, especially if the blog article is about the library itself.”

“For example, we shared a press release about a recent exploration of a bank building as a potential new location for the library, and it got a lot of visitors (as well as a lot of commentary on social media). The same thing happened when we increased the number of security guards and shared that information with the community.”

“The blog is an excellent resource for the media and can be a great way to remind our community of our policies, procedures, and things like funding sources, as these are things that seem to come up often in social dialogue.”

Megan says if your library is considering a website refresh, make sure you make that digital space as welcoming and friendly as your physical locations.

“Also, when you’re talking to your staff, stakeholders, and patrons about the library website, they have no idea that there is often a difference between your website and your catalog,” adds Megan. “I realize that some libraries have their site and catalog combined, but that is not the case for us.”

“Our website is built on WordPress, and our catalog is through ByWater Solutions’ Aspen. We also have integrations with LibCal for our event calendar, room booking, appointments, and Library of Things. Patrons have no idea that these are all separate things, and a patron can shut down during conversation if you start talking about them as such.”

“That’s why it was super important that all these disparate–but integrated–sites feel cohesive so that patrons and end users don’t even realize when they’re navigating away from one and can easily and seamlessly navigate back to where they came from.”

You can read more about the rebuild of the Natrona County Library website here.

Hey library marketing friends: Every promotion you create brings the joy of your library to someone new. That’s something to be proud of!

P.S. You might also find this helpful

Google Does It Again! What New Changes in Search Ranking Mean for the Discoverability of Your Library’s Website

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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8 Key Pieces of Social Media Marketing Advice From a Library Marketer Who Works at One of Scotland’s Oldest Public Libraries!

Photo courtesy Cincinnati and Hamilton County Public Library

About 10 miles north of the northernmost coast of Scotland lay an archipelago or chain of islands called Orkney. The islands surround Neolithic sites dating back 5,000 years with tall sandstone cliffs and colonies of seals. Archeological evidence shows that humans have lived on the island for nearly 9,000 years.

That’s where John Peterson lives and works. He has managed social media for Orkney Library & Archive since 2017.

The library is one of the oldest public libraries in Scotland, dating back to 1683. These days, the Orkney library has two physical locations, a mobile library, and serves a population of about 22,000 people.

“Orkney is a very rural community with a lot of farming and agriculture,” explains John. “And of course, we’re an island so we’re surrounded by the sea and have a lot of maritime history, particularly from the 20th Century and the World Wars.”

The Orkney library may be remote, but it has fans worldwide. In fact, one of my readers nominated this library for a profile, saying “I love their use of social media and how they got such a small library on the world map.”  

“We’re a very small organization and so we don’t have a marketing team or anything like that,” says John. “We just try to share what we’re doing with our followers on social media and have a bit of fun as we go along.”

“We use social media as a way of sharing what’s happening in the library and the archive and what we do every day. It’s a good way of showing off Orkney and what it is to be a library and archive service in the 21st century.”

Orkney Library posts on Facebook, Instagram, and X (formerly known as Twitter). Of the three, John says X is the most effective way to reach his audience.

“It has its challenges sometimes but it’s probably still our favourite as a way of telling stories and making fun posts or threads,” explains John. “For us, it has been a great way of communicating an idea with a few words and pictures. Our Twitter following is approximately 4 times the entire population we serve.”

“Instagram is our newest platform, but it has a growing audience, and we get a lot of nice feedback.”

“The platforms work differently, so we often have to tweak the posts slightly to suit each. Often, we post on Twitter first and then on to the other two platforms.”

When John sees a particularly effective post, he builds on that success by sharing the same kind of content his audience is responding to. But he admits that, like most of you, he’s sometimes baffled by what does and doesn’t work!

“We post different kinds of content,” explains John. “But they usually involve books, archives, or old photographs.”

 “Sometimes a post takes off far better than you expected and other times a post that you thought was interesting or funny doesn’t get much engagement. There is a whole load of reasons for that and it’s important not to get too disheartened if something doesn’t work.”

“Of course when a post doesn’t work it could be that the idea wasn’t good or wasn’t communicated well enough. But often it is just a case of timing – wrong time, wrong day, it didn’t get the retweets to send it further across the platform, etc. You could post the same post at two different times and get totally different responses.”

John’s Advice for Social Media Marketing

  1. Try to post good content and try to post regularly – but not too much. Not every post can be funny or interesting. But try to make sure that some of them are so people have a reason to follow you.
  2. Try to make it interesting. Don’t just do what everyone else is doing, and don’t rely on sharing content from other accounts.
  3. Try to write your own stuff and find your own voice.
  4. Pay attention to what works for you and then do more of it. Listen to feedback, good and bad – it’ll help you to do more of what people like and less of what they don’t.
  5. Don’t be controversial and try to avoid politics.
  6. Concentrate on what makes your library or organization different from everyone else and try to use those things to build your own presence and identity.
  7. Look around you. Spot opportunities for good content. The more you do it the easier it gets.
  8. Find some libraries on social media and follow them, no matter where they are in the world. They don’t have to be the famous places you’re always hearing about to be worth following. Anybody can be worth following if they post good, interesting content – even small local libraries on remote islands. Find some libraries and archives, museums and galleries, and give them a follow. You’ll be glad you did.

John’s final piece of advice: don’t take your library’s social media work too seriously.

“That’s what it’s all about – having fun, having a passion for what you’re doing, and sharing it with the world.”  

P.S. You might also find this helpful

A Reader Asked for My Ultimate Top Ten Tips for the Most Effective Library Marketing Possible: Here’s the List

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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Library Cracks the Code on How To Tell Stories to Stakeholders: They Use Email! Here’s How Their Targeted Newsletter Works

Photo courtesy Cincinnati and Hamilton County Public Library

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

Finding the Perfect Name for a Library Program: A Checklist and Tips for Using AI

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Time Well Spent: How One Library Marketing Team Analyzes Metrics and Uses That Data To Prove Their Value

Ann Malthaner spent her childhood visiting the library where she now works, Stow-Munroe Falls Public Library.

“My office is where the Children’s Department used to be,” recalls Ann. “When I started working here 18 years ago, some of the librarians from my childhood still worked here, and I remember feeling excited to meet them on my first day, almost as if I were meeting celebrities.”

“I consider myself very lucky that I have been able to work in a library. It’s not hard to market a product you love.”

Ann is the library’s Marketing and Public Relations Manager. Her team includes a full-time graphic designer, a part-time writer, and an assistant.  Her library has one location, which has a distinct benefit, according to Ann.

“It’s very easy to get information and collaborate with co-workers,” she notes. “I work closely with our director, and fortunately, our library did a strategic plan two years ago. It was quite a process, but it has made my job easier in that there is a clear path forward with our marketing efforts.”

Ann is a rare library marketer in that she and her team have been tracking metrics on her library promotions for nearly two decades!

“The metrics we gather have evolved over time with the advancements in technology,” explains Ann. “We are now able to gather more information about the tools we use to achieve our marketing goals. And the dashboards on targeted emailing, social media performance, and Google Analytics are very telling.”

The team’s February marketing reportDownload

That data not only informs the promotions that Ann and her colleagues create, but it also helps stakeholders to understand the value and impact of their library marketing.

“We share these reports with the Board of Trustees monthly to inform them about our work and how we make data-driven decisions,” says Ann. “This helps them better understand our department’s operations.”

“I used these reports to justify my department’s size and marketing efforts. Our reports also include the number of printed brochures, rack cards, bookmarks, and more we produce. I used this information to advocate for adding an electric trimmer, folder, banner printer, and our department’s industrial copier. I was able to justify these purchases when I compared them to outside costs and estimated saved staff time.”

Her team uses many tools to create reports and analyze monthly metrics, including their email dashboard, social media scheduling platform, and website analytics dashboard. The whole process takes about 8 hours from start to finish.

“You might think that sounds like a lot, but this is time and effort that’s well spent,” states Ann. “We analyze the results and plan our path forward with this information. We can see what’s working and just as importantly, what’s not. We can quickly adjust to make our time more productive and impactful.” 

“Every time your leadership team reads these, you are documenting the value of what you are doing. Their importance cannot be overstated.”

Those metrics come in handy as Ann plans marketing for the rest of the year. Her library recently purchased a bookmobile and is creating a new Outreach department.

“Our department is responsible for creating the bookmobile wrap, which is fun!” exclaims Ann. “We are in the process of a massive parking lot reconfiguration and addition. And we are also doing a tear out and reconfiguration of our circulation department.”

“Keeping our customers informed and up to date with these changes has been our first priority. And it’s our 100th anniversary this year. We have our work cut out for us!”

For inspiration, Ann just keeps her eyes open all the time.

“I’m always looking for great design and marketing,” says Ann. “It’s all around us! And there’s some bad stuff too. The trick is how to incorporate the good in your library efforts.”

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A Message for You and Your Supervisor on the Most Difficult, Complicated, and Important Step in Library Marketing

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The Clever yet Simple Trick One Library Marketer Uses To Remind Her Community of All Her Library Offers Every Day of the Year!

Photo courtesy Cincinnati and Hamilton County Public Library

When Donna Forbis graduated from the 8th grade, her parents gifted her a 10-speed bike. Her mother decided she was old enough to ride to the Peoria Public Library‘s Lakeview branch. 

“Back then, kids were not allowed in the adult stacks, so I was limited to my ‘side’ of the library,” remembers Donna. “I was very short (under 5′ tall), so even as a teen, I still looked like a kid. My ventures into the adult stacks would sometimes draw ‘looks’ from other patrons, but the library staff knew I was in search of mysteries I had not yet read!”

Donna’s love of the library never abated. She now works for the Illinois Prairie District Public Library. The library is small, with rural and suburban areas covering a service population of about 25,000 residents.

“We have fewer than 25 staff members (including our Director) servicing our six branches,” explains Donna. “Many staff members do double- or sometimes triple-duty.”

“My official title is Marketing & Events Coordinator, but I am also the branch manager for our Germantown Hills branch. I oversee all adult programming at our branches, and I coordinate with our Youth Services Librarian/Assistant Director on teen programming. I am responsible for creating nearly all of our promotional materials. What I don’t generate myself is usually shared with me to make sure it fits our style and brand before being shared with the world.”

It’s a lot of work, and Donna’s library still struggles to reach community members, especially regarding their programs and events. But Donna’s library is doing something that seems old-school yet innovative: A wall calendar!

“The idea for the wall calendar came from our Director,” explains Donna. “Several area outlets like banks and stores used to offer free wall calendars to their customers, but the practice has dropped off in recent years. While the world might be more comfortable with digital calendars, many patrons still want a wall calendar. Since the banks were not offering free calendars anymore, we decided to fill that void.”

“With a wall calendar, we can promote the library every day for a full year inside our patrons’ homes. We want our patrons to think of us as their go-to for research and resources, educational and entertainment opportunities, and a central community gathering spot. The calendar is a daily reminder that we are here for our neighbors.”

Donna and the rest of the library staff spent about three months working on the format and layout for the 8.5″ x 11″ wall calendar.

“The first version was nothing more than a stack of stapled papers, with notes on each page of a suggested layout,” recalls Donna. “Then I created an initial mock-up of the calendar in MS Publisher and shared it with our Director for critique. From her feedback, I shifted some photos around, added, and subtracted date-specific holidays, and determined what other information we wanted to include.”

“One topic of discussion was whether to have the library info pages at the beginning of the calendar or the end. My logic was, that if the info pages were at the end, behind the December calendar, they would be accessible to users all year long without taking the calendar off the wall.”  

The final calendar is a mix of fun content and library news. You can see it here.

“Our calendar is set up to highlight our branches, reading challenges, and some of our evergreen programming,” says Donna. “We also provide ways to connect with the library through a page filled with links and QR codes to get to our website, catalog, calendar, reading challenge platform, and social media channels.”

The library printed 725 copies and distributed them beginning the week before Christmas. Calendars were available at each branch and through some of the library’s community partners, including nursing homes and daycare centers.

Donna also promoted the availability of the calendars through the library’s regular marketing channels. And until just a few weeks ago, she posted a notice of the calendar’s availability in every library email newsletter. They managed to hand out nearly all their copies.

“We are very pleased with how it came out, and our patrons have been very appreciative,” remarks Donna. “When looking at it from a cost-benefit analysis, we spent a little under $2300 (plus shipping) for the calendars. That equates to roughly $200 per month in advertising spread across our community for a full year. And it is in a form that our patrons want and need. Even on a tight marketing budget, the expense was worth it.”

If Donna does the calendar again for 2025, she says she’ll have the final design done by Thanksgiving, so patrons have a longer window of time to pick one up.

And where will her next great library marketing idea come from?

“Inspiration can come from anywhere,” declares Donna. “I maintain connections with other library marketers through the Library Marketing Book Club, the regional Heart of Illinois Library Marketing networking group, and professional groups like the Illinois Library Association’s Marketing Forum.”

“One of my all-time favorite pieces of library marketing came from the Invercargill (New Zealand) City Library back in 2017, which was 2 years before I became a library marketer! They did a parody of a Hollywood Reporter magazine cover featuring the Kardashian clan at the height of their Keeping Up with the Kardashians fame. When I look at it today, I still laugh!”  

“I keep an eye on what advertisers in other industries are doing through organizations like Adweek, HubSpot, and other marketing tracking organizations. If someone on one of those platforms is writing or commenting about a particular piece of advertising, it may be worth noting.”

“As far as other libraries go, I am awed daily by my peers! Because of my ‘solo marketer’ limitations, whenever I see a library with a catchy video on TikTok, Reels, or Shorts, I am completely jealous! There are not enough hours in the day for me to learn how best to shoot and edit videos, get them uploaded, and do it regularly to build and maintain a following and get all my other stuff done!”

Donna has a piece of advice for anyone working on library marketing.

“Regardless of the situation, whether you have a program or promotion you want to try, need money or materials, or anything else – If you don’t ask, the answer will always be ‘No.’”   

“People generally want to be helpful and be of service, but often they don’t know the best way to do it. Tell others what you need and ask them for their help, and you might be surprised at the answer, even for the ‘impossible’ ask!”

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What’s It Like To Promote a Library With a Non-Circulating Collection? Marketer at a Cultural Institution Takes Us Behind the Scenes

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What’s It Like To Promote a Library With a Non-Circulating Collection? Marketer at a Cultural Institution Takes Us Behind the Scenes

Photo courtesy Cincinnati and Hamilton County Public Library

Growing up in Columbia, Missouri, Lili Pangborn visited her local library nearly every day after school.

“The library staff quickly began to recognize me,” recalls Lili. “They would offer to help me with homework or chat about whatever books I was reading at the time. I feel like this willingness to help others is common among library staff; libraries truly are a special place for community collaboration!”

Lili still spends nearly every day at the library. She’s now the Communications Coordinator at the Newberry Library, a non-circulating research and cultural archive library in Chicago.

The library has a diverse collection of rare books, manuscripts, maps, and secondary literature that can help researchers interpret and understand original source materials. It also offers programs and exhibits.

Lili works with the Director of Communications and two graphic designers to promote the Newberry.

“Much of our marketing is focused on promoting our public events,” explains Lili. “We frequently collaborate with the Public Programs, Adult Education, and Exhibitions departments to develop marketing strategies specific to each team’s needs.”

“I believe that to successfully promote our institution, it is imperative to fully understand all aspects of how the library functions. For that reason, I try to maintain working relationships with colleagues across all departments at the Newberry, even those with whom we don’t work as closely.”

Lili’s library is quite different from that of most of my readers, as are her marketing goals.

“As an independent library that is free and open to the public, of course, our overarching goal is to get people in the doors, engaging with the collection, learning, reading, and discussing,” says Lili. “However, unlike school and public libraries, our focus isn’t necessarily on literacy or early childhood education.”

“We are non-circulatory, which means library users cannot take collection items out of the library. Because of that, we aim to promote how users near and far can engage with the Newberry and promote the message that our collection is for everyone, not just scholars or research fellows at the library.”

“There are so many ways our collection can benefit personal or professional work, so one goal is to make sure our audience is aware of our collection specialties and how they can be utilized.”

“For example, if you are from Chicago and want to learn more about your neighborhood or a certain Chicago event, we have tons of materials on Chicago history, culture, and political movements. If you are curious about the Indigenous communities local to your area, we have a wide breadth of materials from various regions across the American continents. Or, say you are interested in building your family tree, the Newberry has a slew of materials relevant to genealogic research, not just Chicago specific!”

“Many of our audience members are interested in learning from the items in our collection but are not interested in conducting formal research. So, we also want to make sure people know about the wide breadth of opportunities available to engage with the collection in a less formal setting, through our public programs, adult education classes, and exhibitions.”

I came to know of the Newberry Library through one of my readers, who mentioned that they admired the Newberry’s Instagram account. Indeed, it’s a history and book lovers’ dream, with lots of photos and videos featuring historic books, albums, documents, and more.

Lili shares social media posting duties with the Director of Communications, Bob Dolgan.

“We prioritize Instagram, Facebook, and Twitter, though we also have content on YouTube, Vimeo, and Threads,” says Lili. “Because each platform functions differently, I try to tailor the media we share accordingly.

“For example, because Instagram is visually oriented, I’ve found that our audience responds positively when we exhibit unique and interesting items from our collection in a visually appealing way.”

“Facebook is a text- and link-oriented site, we focus more on sharing relevant articles, blog posts, and events. Due to the character limit, Twitter falls somewhere in the middle, and YouTube is primarily used as a hosting site for free recordings of our public programs and video tours of our exhibitions.”

The Newberry also has an amazing blog, Source Material, which features in-depth articles about interesting sections of the Newberry’s collection.   

Lili says Source Material is a collaboration between departments. She’s never at a loss for blog ideas and sometimes gets to author the articles. For example, Lili wrote this piece about the five most-requested collection items of 2023, which was a huge hit with readers.   

“We try to schedule blog posts according to relevant dates or events at the Newberry, which allows us to cross-market each item,” explains Lili. “This is usually in the form of email campaigns and social media posts.”

“Our audience loves to learn more about the behind-the-scenes work at the Newberry and are curious about new ways they can engage with our collection. Our blog posts help inspire this!”

The Newberry also has very clear and recognizable branding. The font, the clean outline of their website, and the images they choose all convey that old-world, historical collections connection but in a modern way.

“I think that sometimes, even if people understand the value of studying the humanities, they struggle to connect that value to their everyday lives,” says Lili.

“As a humanities research institution, a goal of ours has always been to show how the study of art, music, literature, cartography, and history can inform our understanding of the contemporary world.”

“Our website and social media are often people’s first impression of the Newberry, so we want our online presence to reflect that.”

Lili says the communications team at the Newberry is focused in 2024 on positioning the Newberry collection and staff as resources to the community.

For inspiration, Lili looks to other special libraries, such as the Huntington Library, the Folger Shakespeare Library, and the Morgan Library.

“However, I personally admire the Milwaukee Public Library’s media presence,” says Lili. “They do such a wonderful job of tying traditional library goals to lighthearted contemporary media trends. This strategy seems crucial, given the current movement focused on defunding public libraries and limiting access to certain books/subjects. I also love the way they continuously engage with their community members, especially the younger generation of library users.”

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Library Marketer Shares Her Ingenious Trick for Making Sure Her Community Sees Her Social Media Posts

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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Library Marketer Shares Brilliant 4-Step Plan for Getting Press Coverage and Building Personal Relationships With Media

Photo courtesy Cincinnati and Hamilton County Public Library

Leslie Marinelli says her happy place growing up was the Edgewood Branch of the C. C. Mellor Memorial Library in Pittsburgh, Pennsylvania. The library was right up the block from her childhood home.

“Being able to walk there and check out books on my own gave me such a sense of independence as a kid,” recalls Leslie.

When her youngest son was in elementary school, Leslie volunteered as a shelver in the school media center and “totally fell in love again with the transformative power of libraries.”

“I had been a freelance writer and editor for about 10 years and took a job as a Youth Specialist at Forsyth County Public Library (FCPL) in 2017. When the Communications Manager role was created at FCPL in 2021 I jumped at the chance to use my skills and experience to promote the library to a wider audience.”

Like many of you, Leslie is a marketing and communications department of one. A few months ago, she had an idea that was a bit outside the box. She wanted to get press coverage of an interactive display at one of her branches. The display centered on Charles Dickens and was holiday-themed.

“I typically write formal press releases for big series, special events, and major announcements,” explains Leslie. “But for this branch-specific engagement program, I thought an informal email might be more personal and effective.”

“I pitched this as a human-interest story to just one reporter and her editor. My hope was that a more casual email would stand out and not get lost in the mountain of press releases they receive daily.”

“I also really wanted to be involved in helping to shape the story, so this approach enabled me to arrange a meeting and be there to make introductions, direct the photography, and highlight the key points. And of course, I used the emoji trick I learned in your marketing class to make the email stand out in her inbox!”

“I also test all my important email subject lines at SubjectLine.com to see if there’s anything I can do to make them more effective. This one scored a 100. Again, I learned that trick from you and it has been a game changer for me.”

The subject line worked and Leslie’s work building a relationship with the media landed her a victory: The display was covered in the local newspaper (you have to be a subscriber to read the full story).

Leslie says the time it takes to build those relationships with local reporters is a worthy investment for any library, no matter the size.

“Forsyth County is a rapidly growing area, but it still has a small-town feel,” says Leslie. “Networking has been a critical part of building these relationships for me.”

“One relationship I have with a local magazine was the result of a media kit I sent to our local partners and media outlets about a big event a few years back. It contained a variety of graphics and blurbs they could copy and paste to make it easier for them to post about it online. The magazine owner liked it so much that she sent an email about it to my library director who then arranged a meeting for us. We’ve collaborated on several projects since then and she recently invited me to speak about the Library to her Rotary Club.” 

“I started making those media kits about select events after seeing one of our partners copy and paste the full 2-page text of one of my press releases into a Facebook post. (The horror!) Nobody is going to read that. Community partners want to support us, so the easier we make it for them to spread the word the way we want it, the better the end results will be.”

Leslie also has some excellent strategies for managing what gets covered by local media.

“We send out a curated list of events to the local paper each week,” she explains. “I started doing this after noticing they were picking events to include that weren’t necessarily the programs we wanted to boost. Not only that, but they were getting some of the details wrong. By curating the events for them, in their preferred format, we have more control over the message, and it makes it easier for them to cover.”

Leslie also writes library-related articles for two different outlets, 400 Life and My Forsyth. (Here’s her favorite piece.) It’s a terrific way to promote the library and she says it works to satisfy her creative writing itch.

And that willingness to help her local media outlets has paid off in big ways for her library.

“I helped a freelance reporter with a couple of articles about the library a couple of years ago,” remembers Leslie. “We kept in touch and corresponded over email about library news I thought she’d enjoy. Last year she became the managing editor of the local newspaper, and she has been an invaluable resource for me. We’ve met a few times for coffee and lunch, and she let me pick her brain about how to improve my press releases.”

Leslie has four tips for any library looking to nurture a mutually beneficial relationship with the media and local partners.

Keep them informed: Invite the media to everything and follow up with them to make sure they are receiving your invitations and releases.

Make their jobs easier: In addition to the media kits for major events, create a media packet to hand out to reporters who attend your library board meetings. Include an executive summary of the topics that will be covered at the meeting, including key names, dates, and numbers, so reporters don’t have to search for answers later.

“One local reporter told me she’s never received something like this from anyone else,” says Leslie.

Another thing Leslie does is follow up with reporters after an event or meeting to email them additional details, links, name spellings, and more.

“Having your name misspelled or being misquoted is disheartening,” exclaims Leslie. “I try to do whatever I can behind the scenes to make sure everyone is happy with the results.”

Support their work: When a reporter writes something about your library or one of your pieces is published in a local magazine or blog, share it everywhere. This lets you support the media, fills your editorial calendar with great content, and builds your library’s brand at the same time.

Thank them: “I try to never miss an opportunity to thank and praise someone for writing a great article about my library or publishing one of my pieces,” says Leslie. “Email is perfectly fine for this, but a handwritten note really stands out these days. (My grandmother would be so proud of me right now for saying that.)”

Leslie says press coverage is so important—now more than ever—for helping communities (and hopefully, lawmakers) better understand the value of libraries and excellent library workers. But that’s not the only value her library sees.

“I think this kind of coverage can also be a big morale booster for staff who are in the trenches and probably don’t hear often enough what a difference they make by creating such incredible programs, displays, and positive experiences for the patrons they serve,” she says.

Leslie says her coworkers have told her that they know patrons who visited the library due specifically to the media coverage. As for the Charles Dickens display, the impact of the positive press coverage has a numeric value: nearly 1,000 more visitors came to the library than in the previous December.

Now FCPL turns its attention to other marketing initiatives including their annual report, an onboarding campaign for new cardholders, and building its presence on Facebook… again.

“We just launched a new Facebook page and changed all our social media handles to match (FoCoLibrary) due to a fruitless two-year-long battle with Meta to regain ownership of our page after a series of staffing changes,” explains Leslie. “Now that we have full control over the new page, we’re having a lot of fun rebuilding our following and connecting with new audiences!”

I always ask the library marketers I profile where they draw inspiration for library marketing. Leslie says, “At the risk of sounding like a total sycophant, I have learned so much about library marketing from you and Caleigh Haworth (my co-worker at NoveList)! In fact, I just reached out to Caleigh the other day to ask how she did that cool poll in her follow-up eBlast after the LibraryAware Summer Templates Reveal Party.”

“The Library Marketing Book Club group on Facebook has been a great source of support and inspiration. Chris Boivin at Jacksonville Public Library does a masterful job running that group, keeping morale high, and communicating with all of us.”  

“I love the Southern Adirondack Library System’s Facebook page. It’s a great mix of literary humor, art, and community. They clearly got the memo that social media is supposed to be social and not a steady stream of program ads.” 

“The Oklahoma Department of Wildlife Conservation’s social media strategy is the best thing to ever happen to a government agency’s public persona. I’m in awe of how funny and irreverent they are.”

“I think most library staff would be shocked to learn how much work goes on behind the scenes with such a shoestring budget to amplify the library’s story and increase public awareness. I’m grateful to have found this little corner of the internet where we can share ideas, support, and encouragement.”  

P.S. You might also find this helpful

Emmy-Award Winning Journalist Shares 6 Dependable Ways To Get Press Coverage for Your Library

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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