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How Your Library Can Debunk the Myth That Not Everything Is Free Online!

Watch this video now

#LibraryMarketingShow, episode 311

You know the line: Why go to the library? Everything’s free online. Well, today we’re calling that bluff.

Because spoiler alert — everything is not free online, and your library has way more to offer than people realize, as you well know!

In this episode of The Library Marketing Show, I’ll share fun and creative ways to bust that myth and build a campaign that showcases the real magic of the library.

Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.

Thanks for watching! 

P.S.: If you wish, you may download a transcript of this episode.

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Say hello at these future conference appearances.

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March Meowness: How Cat Photos Forgave Library Fees and Won Hearts Worldwide

Photo courtesy Cincinnati and Hamilton County Public Library

When she was growing up in Leicester, Massachusetts, Linnea Sheldon found the library to be… boring.

“While I enjoyed reading and admired the librarians, the library itself didn’t feel very exciting,” confesses Linnea. “Today, libraries are dynamic community hubs offering so much more than books, and I love that part of my job is sharing these opportunities with the community. When people say, ‘I didn’t know the library did that,’ I can truly relate.”

Now, in her role as Community Relations and Communications Manager for the Worcester Public Library, Linnea works hard to make sure her community finds the library to be exciting and dynamic. She’s a team of one, communicating to a city of more than 210,000 residents across seven branches and two bookmobiles. She does receive generous help from library staff with tasks like social media posts, flyer design, calendar postings, and more.

And the library is vital to this city. Linnea says nearly 20 percent of her community lives in poverty. So, when she was approached in 2023 about offering a fee forgiveness program, she was fully supportive.

“We had many kids who went home before the pandemic and left books behind in schools,” explains Linnea. “We also have a growing population of unhoused individuals in our community, and we were finding that we were losing patrons because they had lost or damaged items on their accounts.”

 “From a marketing standpoint, I knew that the right hook was key for an initiative like this to succeed. I also knew I would have no budget. My goal was to come up with something fun and easy enough that people would not only want to participate but would also want to tell their friends and family about.”

Linnea, who is a self-professed “cat person,” decided to lean into her love for felines to create her campaign, which she called March Meowness. The premise was simple: People could trade cat photos for fee forgiveness.

“We began planning in the fall of 2023 and chose March 2024 because there weren’t any competing campaigns planned,” explains Linnea. “The actual marketing push happened just a week before launch. With limited time and resources, I created our collateral and focused on social media, signage, and email as our primary channels.”

“One key strategy was timing. We intentionally didn’t announce too early. By waiting until just a few days before the campaign, we created a sense of urgency and excitement that encouraged immediate participation.”

-Linnea Sheldon

“Another pivotal decision was to pitch the story to the media before we launched it ourselves. Local outlets loved the playful concept, and the first article went live within the hour. Even press outlets in Boston picked up the story, and from there it snowballed. By the time we officially launched on our website and social media, we already had significant buzz and community interest.”

Linnea says the community response far exceeded the library’s expectations. Worcester Public Library decided to launch the promotions a few days early, at the end of February. Patrons were thrilled to be welcomed back in such a fun, positive way.

“What surprised us most was that even people without fees wanted to participate,” says Linnea. “Many people asked if their cat photos could be applied toward another community member’s account, a generous show of support that really embodied the spirit of the campaign.”

The library displayed submissions on a “cat wall,” and soon cat photos started arriving from across the country. After the story was picked up by The New York Times, it spread internationally, and the library was suddenly receiving cat pictures from all over the world.

“The volume was incredible, and staff from across departments volunteered to help,” recalls Linnea. “We developed a workflow: Some saved the photos, others responded to emails, others formatted and printed the pictures, and still others hung them on the wall.”

“Our circulation staff cleared fees for patrons, and my director and I fielded multiple media requests every day. It was an all-hands-on-deck effort, and while it was exhausting, it was also one of the most energizing experiences we’ve ever had at a library.”

Besides the multitude of patrons whose fees were forgiven, the campaign led to some incredible marketing results. Those included:

  • 10.7 percent increase in physical visits
  • 9.2 percent rise in circulation
  • 10.2 percent increase in new library card registrations when compared to the previous month.
  • 46 percent increase in website traffic
  • 244 percent increase in engaged Facebook users.
  • 120 percent increase in Instagram interactions
  • 16 percent increase in TikTok followers from the previous month.

“We also tracked over 500 media stories on March Meowness,” shares Linnea. “NBC Nightly News with Lester Holt even came to our library to shoot a story.”

“But the real impact was seen when you look at how our patrons were helped. Staff successfully unblocked 930 patron accounts during the campaign, while the Library Board of Directors later approved the forgiveness of an additional 3,787 accounts due to the success of the campaign.”

This past June, Linnea and her library received a John Cotton Dana Award for the campaign. That’s how I first heard about it. Sitting at the award ceremony, I can tell you there was nary a dry eye in the room when Linnea described the outpouring of cat photos from people around the world, eager to help her community reconnect with their library.

And it’s no surprise that Linnea and the library repeated the campaign this year, with a few adjustments.

“We knew nothing could match the scale and virality of the original campaign,” explains Linnea. “This year, we launched March Meowness 2.0: Marchier and Meowier. For every cat photo donated to our cat wall, the Worcester Public Library Foundation pledged $1 toward our summer reading programming.”

“The response was wonderful, we received 2,500 photos, and once again, community members came out to see the cat wall grow. We also introduced a new element: a cat mascot with a community naming contest, which resulted in the winning name Whooskers.”

“While this year’s campaign was more localized and didn’t capture the international attention of the first, our community was still excited for its return and embraced it as a fun, meaningful way to support the library and one another.”

“One of the best outcomes of this campaign was the way it allowed staff to connect with patrons and the community in an entirely new way. Library work can be particularly challenging. We deal with serious issues every day and support people in deeply meaningful but often difficult ways. March Meowness brought a sense of lightness and joy.”

“The initiative also opened incredible doors for our library and for me personally. In the past year, we have received more awards than at any other time in our organization’s history. The campaign has connected me with library marketers across the country and strengthened relationships within my own community in ways I never imagined possible.”

“We’re still making the case for the importance of marketing and communications in libraries to our city officials, but all of these wins have made it even clearer just how important our field is to the success of libraries across the globe.”

-Linnea Sheldon

And when she’s not creating award-winning campaigns, Linnea says she looks to other libraries, nonprofits, large companies, and this blog (thank you!) to stay on top of trends and get creative ideas.

“I’m subscribed to a wide range of email marketing lists, I’m a regular social media user, and I follow marketing and nonprofit influencers on LinkedIn,” shares Linnea. “I also make a point to research the campaigns and libraries that win marketing awards each year. It’s inspiring to see the creativity and innovation happening across the field.”

“Harris County Public Library was one of the first libraries that really stood out to me on social media; they showed me that taking a slightly unconventional approach could actually expand your reach.”

For a library looking to launch a campaign like March Meowness, Linnea has four key pieces of advice.

  1. Always start with your patrons. This campaign may have been fun and lighthearted, but it grew directly out of a real need identified by our New Users Task Force. Our community needed a fee forgiveness program to remove barriers to access. Without that foundation, the idea wouldn’t have resonated the way it did.
  2. Lean into what makes your library unique. For us, it was cats. We were already known for our cat memes, and many staff (me included) are passionate cat lovers. That authenticity made the campaign feel natural and genuine, which helped it connect with people.
  3. Remember that making marketing fun can actually make your job easier. While responding to the overwhelming interest took a lot of work, the creative and promotional side of the campaign was surprisingly simple. Of course, not every initiative lends itself to this kind of playful approach, but finding ways to add a little fun to a program or campaign benefits both patrons and staff.
  4. It helps immensely to have supportive colleagues and leadership. Over the years, I’ve built strong relationships with staff and with our Executive Director, who is always willing to try new and creative ideas. That trust and openness were critical in bringing March Meowness to life.

Need more inspiration?

How One Library Marketer Played an April Fools’ Prank On Her Community… and Got Incredible Reach on Social Media!

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Here’s a 12 Month Promotional Campaign Plan To Skyrocket Database Usage at Your Library

Photo courtesy Cincinnati and Hamilton County Public Library

My former employer recently purchased sponsored content in the local newspaper to educate the Cincinnati community about all the library has to offer. When I saw the ad, I knew exactly what they were doing: Trying to drive more use of the resources they spend so much time and money curating for the community.

I’m frustrated by the fact that many regular community members are unaware of the existence of these databases. It’s great if you have the money to promote them. But most libraries have no advertising budget. So, how do they drive the use of the databases?

This is a marketing problem I want to address with this post. It’s vitally important for your library to boost usage of your databases so you can make the case to keep the budget you’ve set aside for them! A year-long promotional plan with strategic key messages can help you build awareness and turn occasional database or library users into regular users who rely on your library for information.

This plan goes beyond the normal “Did you know we had that?” campaign. It focuses on the core problems each database solves for your community. This method will effectively explain to your community why the database is essential to their life. Here’s how to do it.

Identify the problem the database solves

Your first step is to set aside time to play with the database yourself. This “playtime” is how you’ll uncover the real value of the database.

Pretend you’re a curious patron exploring it for the first time. What features catch your attention? What tools are easy to use? What specific problem does this database solve for your community? Is it saving students time on citations? Helping job seekers prep for interviews?

Write the problems down as you explore the database. Those problems will be the focus of your campaign. This will keep you from promoting the database with language that sounds generic, like “access to great information.”

Generic benefits are too vague to meaningfully connect with or interest your patrons. They don’t address the real-life needs of your community. And they make your library marketing sound like every other piece of marketing content out there in the world.

Call the database by its name and tie it to your library

Patrons usually have to sign in to the database using their library card, and that action can create a separation in the mind of your patron between your library and the database.

Using the name of the database builds name recognition for the resource. And, with a consistent, deliberate effort to add your library’s name to each database, (“NoveList Plus at the Maple Tree Library” or “Consumer Reports from the Maple Tree Library”), you will begin to create a connection in your patrons’ minds that solidifies all that your library provides.

Promote one database each month

Create a simple month-long campaign for each of these databases. Consider:

  • Who is the ideal patron who will benefit from this resource? This is your target audience for the month.
  • What channels are best for reaching your target audience? Focus your library promotions on those channels only.
  • Set goals for the month. How much of a usage increase will you be aiming for? This number will likely be different each month. Be sure to write your goals down and check at the end of the month to see if you’ve accomplished them.

12-month database promotional plan

I’ve put together a calendar of promotions to get you started. I’ve also identified the problem each database solves and suggested two potential key messages for your campaigns. Don’t you have one of these databases? Feel free to substitute any resources you wish for any month!

January: Homework Help Database (e.g., HelpNow, Tutor.com)

Problem it solves: Students get help with homework they might not receive at home due to busy caregivers, the cost of private tutoring, or a lack of subject expertise. These databases also typically offer test prep and FAFSA help.

Potential key messages:

  • Homework help is one click away. Get free online tutoring, test prep, and more—all from the comfort of home.
  • Test prep without the stress. SAT, ACT, and more—no expensive classes are required.

February: Full-Text Academic Research Databases (e.g., JSTOR, Academic Search Premier)

Problem it solves: Gives users access to credible, peer-reviewed sources with no unreliable websites or paywalls.

Potential key messages:

  • Say goodbye to paywalls. Find full-text articles for your next paper—free with your library card.
  • Need solid sources without the stress? These articles are 100% human-written and citation-ready—no AI, no trouble.

March: LinkedIn Learning or Career Skills Services

Problem it solves: Free training in business, tech, and creative skills for career growth.

Potential key messages:

  • Learn new skills. Land the job. Free classes in Excel, coding, communication, and more.
  • Your next promotion starts here. Learn in-demand skills on your schedule, at no cost.

April: Full-Text Newspapers & Magazines (e.g., Flipster, PressReader)

Problem it solves:
Avoids paywalls while providing access to current news and popular magazines.

Potential key messages:

  • Read the news without the paywall. Stay informed with full access to trusted newspapers.
  • Your favorite magazines—no subscription needed. From The Atlantic to People, it’s all here.

May: Reading Recommendation Databases (e.g., NoveList Plus)

Problem it solves: Helps readers discover books they’ll love based on the elements they love about stories.

Potential key messages:

  • Get personalized book recommendations curated by humans based on what you love about books.
  • Never fall into a reading rut again! Browse by mood, genre, or author and get recommendations meant just for you.

June: Fitness Databases (e.g., Hoopla BingePass: Fitness)

Problem it solves: Accessible, at-home fitness for patrons at any level—no cost or commute.

Potential key messages:

  • Work out at home for free. Cardio, strength, yoga, and more with expert instructors.
  • No gym, no problem. Choose your fitness level, your time, and your goals.

July: DIY/Crafting Databases (e.g., Creativebug)

Problem it solves: Teaches patrons how to craft, repair, and create—without costly classes.

Potential key messages:

  • Craft your heart out—for free. Learn to paint, sew, or knit with expert video lessons.
  • Fix it, make it, love it. DIY that’s fun, easy, and budget-friendly.

August: Consumer Reports

Problem it solves: Helps patrons make smarter purchases with unbiased reviews and safety info.

Potential key messages:

  • Buy smarter. Get the facts before you shop with trusted product reviews.
  • The experts tested it, so you don’t have to. From fridges to phones, Consumer Reports helps you make the best purchasing decisions possible.

September: Genealogy Databases (e.g., Ancestry Library Edition, HeritageQuest)

Problem it solves: Allows patrons to research family history without costly subscriptions.

Potential key messages:

  • Build your family tree. Explore census records, marriage licenses, and more.
  • Trace your roots for free. Discover your heritage with genealogy tools from your library.

October: Auto Repair Databases (e.g., Auto Repair Source, Chilton)

Problem it solves: Provides trusted repair guides so patrons can fix their vehicles themselves and save money.

Potential key messages:

  • Fix your car and save your budget. Get trusted repair info for most makes and models of vehicles.
  • Do-it-yourself made simple. Step-by-step guides for brakes, oil changes, and more.

November: Language Learning Databases (e.g., Mango Languages, Transparent Language)

Problem it solves: Makes learning a new language accessible, fun, and flexible.

Potential key messages:

  • Travel smarter. Start learning Spanish, French, or Italian today.
  • Say it with confidence. Get fun, bite-sized lessons to build real conversation skills.

December: Streaming Movie Services (e.g., Kanopy, Hoopla)

Problem it solves: Free access to films, documentaries, and kids’ content—no subscription required.

Potential key messages:

  • Ditch the subscriptions. Watch movies and stream shows without paying a dime.
  • Worried about what your kids are watching on those other streaming platforms? Find fun, educational content with no ads or fees.

Need more inspiration?

From Shelves to Screens: How an Academic Librarian Captures Student Narratives for Library Marketing

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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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Here’s a Reasonable Way for Libraries To Promote Lesser-Known Services so You Can Stop People From Saying, “I Didn’t Know the Library Had That!”

Watch this video now

#LibraryMarketing Show, episode 250

Library marketers want to make sure that their entire community knows everything the library has to offer. That’s a tall order.

Is it even possible? I have some advice about that today that may surprise you. We’ll get into it in this episode.

Plus we’ll give away kudos to a library that created a one-of-a-kind QR code with a complimentary campaign to educate the community about their offerings!

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! 

Miss the last episode? No worries!

Will I see you soon?

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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