Did you know there are seven things that you can learn by taking a marketing survey? I believe library marketers should be taking surveys from brands and companies because you can learn a lot about how to survey!
I’m going to share some tips with you and why I think it’s really important to take those surveys in this episode of The Library Marketing Show.
Plus, we’ll give kudos to a library that received press attention for a unique outreach program.
Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!
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It goes against conventional wisdom, but your library’s newsletter might perform better if you send it on a weekend!
In this episode of The Library Marketing Show, we’ll discuss this, and I’ll give you three reasons why I think you should experiment with weekend emails.
Plus, we’ll give kudos to an individual library marketer profiled in their local newspaper.
And I have a favor to ask:
NoveList is doing a market survey on how libraries handle professional development training. Would you be willing to take the survey? It should take five minutes or less. Thank you!!
Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address. Then 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:
Every time I upload one of these videos to YouTube, there are two major things that I am sure to do. Both of them helped me build my channel. One of them annoys some of my viewers!
In this episode of The Library Marketing Show, I will explain why I will keep doing these things and why you should follow my lead.
Plus, we’ll give kudos to a library with a spooky service that allows people to explore the library looking for ghosts!
And I have a favor to ask!
NoveList is doing a market survey on how libraries handle professional development training. Would you be willing to take the survey? It should take five minutes or less. Thank you!!
Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address. Then 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
Have you ever wondered what you could do for your library if you had more people working on promotions?
Staffing up in library marketing is very uncommon. I believe this is a huge mistake that many libraries make. Leaders and board members don’t understand the essential connection between smart, strategic library marketing and the organization’s success.
“I have fond memories of storytime with Mrs. Pittman,” remembers Nicole. “We’re Going on a Bear Hunt was a classic! But even more special was bringing my own children back to that library when we visited the grandparents for them to get to enjoy a storytime.”
Nicole is now the Communications Coordinator for the Delaware County District Library, a five-branch system with a bookmobile and other outreach services. DCDL serves a population of nearly 166,000 people.
Nicole came to the library in 2012. She had one Communication Specialist but was certain she needed more help.
“As the Library grew, the strain on our department of two grew, as well,” explains Nicole. “In 2018, the Library passed a levy with the promise to build a new branch. Feelings of overwhelm were setting in, and we knew it was time to really look at what jobs we accomplished for the system, what was being asked of us, and what we could realistically provide to the best of our abilities.”
“The first thing I did was sit down with my Communications Specialist and perform a job task audit. We each took a stack of colored Post-it notes and in about 30 minutes wrote down every job that we do or anticipate doing with the construction of the new branch.”
Nicole says it became clear their job responsibilities were unbalanced and not always aligned with the library’s priorities. So, she decided to use a graphing technique she had learned from business books.
She created a chart. At the top, she put two columns: Library needs and Library doesn’t need. Then, on the side, Nicole made two rows, one labeled I like, and one labeled I don’t like.
“Take your tasks and put them into those squares,” directs Nicole. “What do you like doing, but the library doesn’t need? What do you not like doing but the library needs? This gives a clear, hard-truth picture of tasks that might need to be eliminated or that could be given to a different person.”
“We took the Post-its that remained and looked at the common themes. Much of the work that was overwhelming me had to do with maintaining the website and managing email communications. I liked those tasks, and the library needed those, but I was doing both jobs poorly because I was not giving them the time or investment of education they deserved.”
“I knew the potential we could reach with email segmentation, but I had no desire to even begin to creep into that world because I was already overwhelmed with the basics of simple bulletin communications.”
“Our patrons were not being served in the best way that they could be. We knew a second Communications Specialist was needed to focus on the website and email communications.”
-Nicole Fowles
Nicole says the next step was to approach her director. But before that meeting, she did some additional prep work.
“I looked at the job description and had to decide if we’d keep the same job description or if it would need to be a new title,” remembers Nicole. “We decided to keep it the same, as this person would still have much cross-over with general communications duties. We’d post it with clarity that we were focusing on digital comms. I also needed to be sure that the organization’s pay scale for the title was appropriate for the job we wanted to accomplish.”
“When I had title, job description, and overall benefits and pay impact figured out, I listed the things I wanted to do and the cost if I simply contracted them out. I got various quotes for full-scale website management from other companies. I also got quotes for contract email support or PR for-hire agencies.”
“In the end, the benefit of hiring someone who would do the work of those two contracts (web and PR agency), in addition to being a DCDL employee and helping as needed with other Communications Department duties (campaigns, community events, etc.) outweighed the cost of hiring external contract help.”
Armed with that pitch, Nicole was ready to make her case to the director.
“The Director was sympathetic to our anecdotal evidence,” recalls Nicole. “He was also receptive to the financial analysis of what those things would cost if we used outside contractors as opposed to an internal employee.”
Nicole had to get approval for the potential staff member’s salary and benefits from the Board of Trustees. She knew the board liked to be on track or ahead of similar libraries, so she made sure to provide that information.
“Take a close look at your Board of Trustees and attend a Board meeting, if you aren’t already,” advises Nicole. “It’s wise to know where they dig in and where they relinquish control to their Directors.”
“I had already learned after many years of attending Board meetings that they were big on the numbers side and slightly competitive, and those would be the angles I’d need to use to approach them.”
-Nicole Fowles
As you know from the title of this post, Nicole was granted an extra staff member! That meant her original Communications Specialist could focus on print communications and social media. Nicole says the work she put into advocating for a second Communications Specialist focused on digital marketing was well worth it.
“Our website was not showing up on Google searches well, but she cleaned up our Search Engine Optimization,” says Nicole. “We did not have a great place to utilize news. We now effectively have a blog. A widget that I constantly broke but desperately wanted to use was something she took and ran with and used on several other pages that needed it! Our website needed a drastic facelift, specifically regarding organizational hierarchy; she led the charge.”
And Nicole’s second staff member also took the library from sporadic monthly emails to email marketing success.
“Our new employee was able to build many segments and help us reach our cardholders more appropriately for targeted messages,” shares Nicole. “She helped create a brand-new Mature Reader newsletter that specifically reaches our 55+ community, a Pre-K newsletter utilizing our mascot, and an A-Z newsletter specifically for children going into kindergarten. Our reach has grown leaps and bounds.”
Nicole has one final piece of advice for her fellow library marketers.
“Read the business books!” she implores. “Most of what inspired me to do our task analysis came from a book called Do More Great Work by Michael Bungay Stanier. There are many more out there!”
One way to get more business books into your TBR is to join The Library Marketing Book Club! I’m now the co-host of the club with Anna Lowry of the Central Rappahannock Regional Library. Want to join? Contact me here.
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:
I have a warning about how artificial intelligence may impact the performance of your social media platform metrics. We will get into it and what you should do to prepare for this disruption in this The Library Marketing Show episode.
Plus kudos go to a library with a staff member who is appearing on a popular Netflix show!
And I have a favor to ask: NoveList is doing a market survey on how libraries handle professional development training. Would you be willing to take the survey? It should take five minutes or less. Thank you!!
Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address. Then 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:
A viewer wants to know how you get people who have a library card but haven’t used it in a long time to return to the library and use the library! That’s a very common question that has stumped library marketers for years.
In this episode of The Library Marketing Show, I share my top four tips for re-engaging inactive cardholders.
Also, I’ll give kudos to a library that received press coverage for an event this year by telling the story of a patron who attended the event last year!
Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address. Then 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:
We know that it’s very important to strike the right tone with our library marketing and promotions. But when you’re creating a social media post, a flyer, or an email, how do you ensure your message resonates appropriately with your audience?
I have a little trick I’m going to show you in this episode of The Library Marketing Show.
Plus, I’m giving kudos to a library that was mentioned on the Kelly Clarkson show!
Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address. Then 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
Kelly Rembert grew up in rural Wisconsin but went to Detroit after college.
“Growing up, I visited the library regularly but never thought of working there,” confesses Kelly. “I loved the books and looking at the displays. In college, I studied journalism and German. ”
“After college, I was working as a secretary at a bank ‑ which wasn’t for me – and read an article about how a bunch of librarians would be hitting retirement age soon. It was a lightbulb moment. I realized that I like working with people and I like books, so I enrolled in library school a few weeks later at Wayne State University.”
Kelly now works as an Outreach Librarian for Southfield Public Library, which is located in a suburb of Detroit. The library has an individual location serving 80,000 residents.
Kelly started soon after the ribbon was cut on a new building, some 21 years ago. She’s part of the Community Outreach department, which oversees the library’s marketing, promotion, exhibits, and large programs. In addition to Kelly, the department has a full-time intern, a part-time graphic artist, and a part-time assistant.
One day, Kelly was attending a webinar when she got a big idea for a publicity campaign called 30 Days of Savings.
“I wanted a way to call attention to all the great things the library can do to help save patrons money and time, especially with the high inflation cutting into our paychecks. We decided to highlight one library program or service each day.”
-Kelly Rembert
“We came up with ideas and taglines. We fought against our wordy librarian tendencies and kept the tagline short and simple.”
“We highlighted services that fit the day. For example, Election Day was ‘Learn from History: Study the Past to Define the Future.’ The Saturday after Thanksgiving was ‘Stream Movies: Save on Streaming’, where we highlighted free movies on Hoopla and Kanopy.”
Though the planning process began in June, the library decided to launch 30 Days of Savings in November. They put all the information into a spreadsheet which included the message idea, the tagline, and the URL to be used by patrons.
From there, the library’s graphic artist produced graphics to use in print, on the website, and on social media.
In October, Kelly and her team created the website, got all the social media posts scheduled, and printed out signs and a large calendar. Before they knew it, it was November, time to launch the campaign!
“First thing each morning, the savings of the day were posted on Facebook and Instagram and highlighted on our website,” explains Kelly. “The savings item was also added daily to a large calendar located in our lobby. A special e-newsletter was sent at the beginning of the month to highlight the 30 Days of Savings program, and the daily savings items were featured in our weekly e-newsletters.”
“Information about the campaign was also sent to our local schools and some of them shared it with their students. Additionally, we sent out information to our elected officials and key community contacts and it was featured in the weekly Lathrup Village e-newsletter, which is our contract community.”
The month passed quickly and soon it was December. Kelly and her team were eager to analyze the results of their campaign.
“We looked at our statistics to find out if the campaign was a success,” says Kelly. “We compared our web views in October, before the campaign, to our numbers in November and each page view went up. The 30-day webpage was viewed over 1,300 times and we had almost 1,600 clicks from our e-newsletters.”
Putting the campaign together took thought and planning but no outright costs. Since the parameters are now set up, continuing the program will be easy.
“We plan to repeat this each April and November,” comments Kelly. “We will highlight the services we didn’t fit into November and repeat some programs and services again. This is a great way to draw attention to some of our lesser-known services.”
She gives your library full permission to replicate the 30 Days of Savings.
“I hope that other libraries will gain inspiration from this and put their own spin on it,” declares Kelly. “What benefits one library benefits us all.”
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:
Does your library send a monthly email newsletter? If so, do you send your newsletter on the first day of the month?
I want you to really think about that strategy, and I have some pros and cons for you to consider when you send your library’s monthly newsletter. We’re going to talk about that in this episode of The Library Marketing Show.
Plus, I’m giving kudos to a library that created a special, memorable video to celebrate a big milestone.
Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address. Then 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 