There’s a specific library marketing task that I admit I personally struggle to make time to do. It’s complicated and tedious. But it is so important that I dedicate this episode to it. Note: scroll to the 2:00 mark for a special message for managers of library marketers.
Plus, kudos go to a library that got press coverage of a fun event that didn’t involve any “real” visitors to the library!
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!
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Photo courtesy Cincinnati and Hamilton County Public Library
On my first day working in a library, I was handed a calendar of library events. “Here is everything that happens during the library year. You’ll learn what to expect pretty quickly and how to plan to market each of these events as they rotate in the library calendar.”
My first thought was, “Holy cow, that’s a lot to promote. There are multiple events happening nearly every day of the year.”
And there was one other potential problem that I didn’t dare say aloud.
While I’ve been a voracious user of library collections all my life, I had never attended a library program outside of taking my kids to storytime when they were little. How was I going to convince someone else to go to one??
Programs at any library, whether public, academic, special, or school are considered a core service. Every library strategic plan includes some language pledging to provide programming to fill a gap in the needs of the community.
In my work at NoveList, the amount and variety of programs I’ve seen promoted each year is astounding. There is something for everyone. So…
Why do libraries struggle so much trying to get people to attend these programs?
Here’s what I’ve learned.
The libraries that get a lot of people to attend their programs focus on providing high-quality programs that meet specific community needs at a time and place most convenient for their patrons. They require registration, and they go out of their way to remind registrants to attend.
Many of you are worried about program attendance. For most libraries, it just has not returned to levels seen before the pandemic. In fact, many of you mentioned in the latest Super Library Marketing survey that you particularly struggle to promote adult programming.
So how do we increase program attendance?
I work with a lot of libraries. The ones that are successfully driving program attendance are doing three specific things.
Fewer overall programs
More quality, community-focused programs
More efficient and effective marketing
Your target audiences respond more to your marketing when you are promoting fewer, high-quality programs that meet their needs. And your marketing will be more effective with focus and a little help from friends. It’s truly that simple.
Take these four steps to boost library program attendance.
Ask cardholders what kinds of programs they need.
Conduct a two-question survey to ask your cardholders what they want to do or learn at the library. Resist the urge to ask more questions! You can always conduct a larger survey later.
This survey has a singular focus: to give you a sense of what interests the community.
Ask your community members to choose categories of programs that would be valuable and interesting to them.
Ask your community members about the format: How long do they want your programs to be? And where do they want it to be?
You may learn that programs at a certain branch would be more convenient for your community. You may discover that the weekdays are inconvenient for your community members. You may learn that your adult community members want you to schedule adult programs at the same time as your children’s programming so they don’t have to get a babysitter.
Research events at related organizations in your community.
Avoid creating programs at your library that compete with other organizations for time and attention.
For instance, if your branch is near a community center that’s already hosting a bunch of knitting and crafting events or groups, then your knitting and crafting programs will be in direct competition.
Instead, create programs that complement what other organizations are doing.
For example, your library might start a knitting or crafting-themed book club where participants read books related to knitting, crafting, or fiber arts. Then you can approach the community center and ask them to help you promote that program to their knitting program attendees!
Gather email addresses and send attendance reminders.
Walk-ins for programs are great. But, requiring registration allows your library to ask for an email address. Then, you can send program reminders like this one from Iredell County Public Library.
Remind your attendees twice, once one week before the program and once within 24 hours of when the program is going to happen.
Partner to create and market your programming.
My library partnered with a local organization to teach workforce development skills to single parents. We also partnered with a local brewery to do a program on home brewing techniques. Both programs filled up fast (the brewery actually ran out of tables!)
Later, my library created a set of programs with an organization that teaches young girls how to do computer coding. And guess what? Registration was full!
I confess I did a bare minimum amount of marketing for all three programs. The partner organizations did most of the heavy lifting. You’ll get more people to attend (and have less promotional work to do yourself) because your partner organizations can and will share your marketing materials.
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I have a new trick that I use in my own workday for posting across multiple social media platforms. It helps me stay within best practices in terms of post length. And this is one of those instances in which the robots are very helpful!
I will show you exactly how I do this, in this episode.
Plus, kudos go to an academic library that uses Instagram Live to build excitement and engagement.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!
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:
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.”
“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 launcheda 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.”
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Everyone makes mistakes. But mistake-making can impact your self-esteem and job performance.
I’ve made lots of mistakes in my career. And in this episode, I want to share the six things I do to regain the trust of those impacted by my mistakes and regain my confidence.
Plus, kudos go to a library mentioned on NPR’s Morning Edition!
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!
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:
Photo courtesy the Cincinnati and Hamilton County Public Library
There is nothing like the thrill of someone discovering your library for the first time.
New users are often dazzled by the notion that they can check out items from your collection and use your services, without having to pay anything (except taxes, in most cases). That joy is contagious, and it’s a big thrill for library staff.
Many of you are actively searching for ways to reach people in your community who may not have used the library before. In the most recent Super Library Marketing survey, you told me that you struggle to promote to non-cardholding community members. Several of you named specific target audiences you hope to reach, including young adults, parents and caregivers of young children, and non-English speaking communities.
Let’s first lay out an effective approach your library can take to craft a message that resonates with new cardholders. Then, we’ll talk about tactics you can use to reach them.
The Problem-Solution approach
The Problem-Solution approach is a subtle and effective shift in the way we think about promotions.
These messages show that you understand your audience’s problems and that your library offers solutions to those problems. It’s marketing with empathy. It’s best explained with an example.
An example of the Problem-Solution approach
I recently saw a real-life library’s strategic plan which included a pledge to increase access to the collection for underserved communities, immigrants, and new residents. They also want to provide support to new residents trying to learn English as a second language. This library has a robust collection of reading materials in a variety of languages and ESOL programs.
Now, normally your collection promotion might sound something like this:
“Get a library card and get access to thousands of books to read for pleasure, for work, or for study, all for free. And learn a new language by attending our programs.”
But using the problem-solution approach, with immigrants and new residents as the target audience, the message would sound like this:
“Are you struggling to find books, movies, and music in your native language? Are you hoping to learn a new language in your new home? Your library is there for you. We have an extensive collection of books in lots of languages. You can also learn and practice English in a safe and supportive environment. All you need is a free library card.”
In this example, your next step would of course be to translate that message into the language of your target audience. Then, you’ll proceed with the 6-step plan to reach this new audience.
6-step plan to reach new audiences
Step 1: Make it easy to find your card signup application.
In my day job at NoveList, I look at library websites and evaluate their customer experience and promotions. Unfortunately, I often have to hunt pretty aggressively for information about applying for a library card. Sometimes, I can’t find it at all!
The most important thing to do to get more new cardholders is to make signing up easy! Your cardholder application should be front and center on your website. A frequently asked questions section for new cardholders is also a good idea.
Step 2: Target new audiences with a little money on social media.
You don’t have to spend much money to reach your target audience. Most libraries can spend about two to three dollars a day to boost a post or an ad to see results.
It’s easy to set up your ads for maximum effectiveness. You can choose the audience based on a huge list of demographics, including geographic location, age, and interests. Facebook will help you craft the call to action, image, and headline that will work best for your ad.
You can link your Instagram page to your Facebook page to buy identical ads for both platforms. I recommend this strategy, as you’re more likely to reach non-cardholders by combining efforts on both platforms.
Step 3: Incentivize current cardholders to recruit new cardholders.
Ask current cardholders to recruit a new cardholder for a chance to win a prize. The prize could be library swag or gift cards from local businesses.
To promote your contest, email your cardholders to let them know about the giveaway. Create small flyers or bookmarks to promote your contest and slip them into holds, curbside pickup bags, or make-and-take craft bags.
Step 4: Incentivize staff to recruit new cardholders.
Get some extra gift cards and give them away to staff members. Or give away a half day of vacation, an extra-long lunch, a free parking space, or the privilege of wearing jeans to work for a day.
You can do a straight giveaway, where every staff member who manages to recruit a new cardholder is entered to win a prize. Or you can make it competitive, rewarding the staff member with the most signups.
Step 5: Pitch real stories of library cardholders to the media.
Instead of sending out a generic press release about the benefits of a library card, send your media contacts a pre-written story of a real person who got help with a real problem at the library.
Write your cardholder story with emotion, some conflict, and a resolution. Add some pictures or videos, and then hit send.
Reporters and newsrooms are more likely to pick up a story about a real person than a press release. And the coverage will get your library exposure in front of an entirely new audience.
Step 6: Ask your partners for help.
Ask partner organizations to distribute a bookmark or some other kind of small print promotional piece to their visitors.
Local realtors and rental agencies could give your promotional piece to prospective homeowners or new renters. Send some of your library card sign-up print pieces to daycare providers, teachers, summer camps, and recreational centers. You can even ask restaurants to include a library card signup flyer or bookmark in their takeout bags!
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Not long ago, I got back in the social media game posting for the company I work for, NoveList. Very quickly, I remembered how difficult it is to get organic reach on regular Facebook feed posts!
But then I learned two little tricks that take me about 30 seconds a day. They work! So I’m going to share them with you in this episode
Plus, kudos go to a library that got national press coverage for an initiative to get people back into their physical branches.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!
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:
Photo courtesy Cincinnati and Hamilton County Public Library
Becky Denes grew up on the shores of Lake Erie and spent her formative years in the main branch of the Lorain Public Library System. She recalls hunting for new books, playing Oregon Trail and Where in the World is Carmen Sandiego on the PCs, researching local legends, and scrolling through microfilm for fun.
“As a twelve-year-old, I was even lucky enough to attend the dedication of the Toni Morrison Room at the branch,” remembers Becky. “I met Ms. Morrison, and she signed my mom’s copy of Beloved. For those who don’t know, she was born and raised in Lorain.”
Becky is now a reference specialist at the Amherst Public Library in Northern Ohio. And like many of you, her job includes library promotion.
“I am a one-person PR department,” explains Becky. “I oversee our community engagement, social media, most publications, and other marketing and public relations duties.”
“I post to Facebook and Instagram, typically 5 – 10 posts per week just depending on what we have going on, usually no more than 1 or 2 posts per day. I look at our social media accounts as an avenue for advertising, so most of our posts are program and event promotion and photos, and promotion of our eMedia and materials.”
I met Becky at the Library Marketing and Communications Conference in 2023. She went to the microphone at the end of a session and revealed the secret way she ensures her social media posts are seen by more people in her community.
She uses email.🤯
Becky got the idea to share Amherst Public Library’s social media post by email during the pandemic.
“When we closed at the beginning of the COVID pandemic in mid-March of 2020, like many other library marketers, our social media accounts became my main focus and were our primary form of communication with the public,” recalls Becky. “I did send out email updates as well, but day-to-day, I was posting multiple things on social media on a morning/afternoon/evening schedule.”
“Within the first week or two of this, one of our staff members reached out to me and asked how people who don’t have social media accounts would be able to follow along. This gave me the idea for the Weekly Roundup.”
I’ll be honest: I was flabbergasted by this idea. It never occurred to me to send an email of social media posts to library community members. But it turned out to be a highly effective marketing method for Becky.
“I sent out the first issue of the Weekly Roundup on April 4, 2020,” explains Becky. “It’s going on for almost four years now. It’s scheduled to send every Saturday morning at 8 am, with a two-week hiatus during the winter holidays.”
“The email includes anything that was posted on our social accounts for the week ahead that isn’t time-sensitive like program reminders the day before or the day of a program, for example.”
Becky says the emails are an effective way to reach people in her community of 33,000 residents.
“One of our former board members mentioned to me that several people have told her that they look forward to receiving them,” shares Becky. “Recently, one of my regular patrons asked me if I was the one who sent the emails and told me how much she likes the Weekly Roundup because she doesn’t use Facebook and it’s an easy way to keep up with what we’re doing.”
In addition to the ongoing social media email, this year Becky is considering a rebrand, including a style guide for her small library. She draws on other library marketers for inspiration.
“One of my favorite ideas came from Instagram, where a library that was closed for construction used the phrase, ‘Pardon our progress’”, says Becky. “I used the tagline for our expansion and renovation project that started a few months later in the summer of 2021. I really liked it because, as I told staff and colleagues, our expansion and renovation were something to celebrate, not something to apologize for.”
“While there are some best practices for library marketing, there’s no one-size-fits-all solution! What works for my community might not work for another, and vice versa. The best advice that I can give to anyone is to just try things to see what 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:
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:
Super Library Marketing: Practical Tips and Ideas for Library Promotion 