Sometimes in these videos, I give you a list of tips to help set you up for library marketing success.
But in today’s episode, I’m only going to share one task you’ll want to do once a year (yep, that’s it!) to ensure that your library’s email marketing continues to be successful.
Plus I’ll give kudos to 27 libraries who won a major award, and I’ll tell you where you can meet them in a few weeks!
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
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!
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:
One of my viewers is struggling with consistent messaging. They are wondering how to promote something across multiple channels without rewriting the text every single time!
This is a great question. And there’s a little trick you can use to save time and effort. I’ll share it with you in this episode.
Plus kudos go to a library for press coverage they received for their new RFID checkout stands. I’ll explain.
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!
Special note for viewers: The next episode of The Library Marketing Show will be released on Wednesday, June 5.
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
One of the hardest tasks in library marketing is naming programs and events.
The name of a program can significantly impact attendance. The name must capture attention. It needs to be clear and memorable. And it needs to be discoverable for community members searching online.
In this post, I’ve created a checklist. Under each point on the checklist, I’ll give you an example of how to use AI tools like ChatGPT, CoPilot, Perplexity, and Gemini to check that your library program name meets the criteria.
If you’ve already come up with a name, you can check your choice against each of these considerations. If you’re beginning from nothing and have no clue what to name your program, use this checklist to find the best name and drive lots of attendance!
Checklist for Naming Your Library Program
✔️Relevance
The name of your library program should accurately reflect the program’s or event’s content and purpose. It should give attendees a clear idea of what to expect.
Example
I asked Google’s Gemini: “I am putting together an early literacy library program. In this program, babies and caregivers can read books together, but the babies are encouraged to move around during the reading time. I want to name the program “Young and Restless”. Is that a relevant program name?”
Gemini’s answer
“Young and Restless” might not be the best fit for an early literacy program.
“Young and Restless” is the title of a soap opera, and the connotation leans more towards drama and adult themes. It doesn’t immediately convey the idea of early literacy. While “restless” could be seen as a playful reference to a baby’s energy, it might also suggest a negative connotation of being unable to focus.
Here are some alternative program names that better capture the essence of your program:
“Wiggle While We Read”
“Rhyme Time & Playtime”
“Storytime on the Move”
“Littlest Learners & Lively Laps”
“Bookworms in Motion”
✔️Appeal
The name must attract your target audience. Consider that people often scroll online and when they read print. Your library program name must stand out from other programs or events in your community.
Example
I asked Perplexity: “I am putting together a library program where crocheters of all skill levels can come to work on their projects, give help to others, and get help building their skills. I want to call it Hooked on Crochet. Does that program name have enough appeal to capture attention?”
Perplexity’s answer
The name “Hooked on Crochet” for your library program has several appealing qualities that could help capture attention:
Pros:
The name plays on the double meaning of the word “hooked,” referring both to the crochet hook used in the craft and the idea of being enthusiastically engaged or “hooked” on crocheting.
The alliteration and rhyming nature of the name make it catchy and easy to remember, which is essential for a program name to stand out.
By not specifying skill levels in the name, it implies that the program is open to crocheters of all abilities, from beginners to experts.
The word “hooked” has a positive connotation, suggesting a passionate interest or enjoyment in crocheting, which could resonate with enthusiasts of the craft.
Potential Cons
While wordplay can be effective, some may find the “hooked” pun a bit overused or clichéd in the context of crocheting.
The name may be too specific to crochet and could potentially exclude other fiber arts or crafts that you might want to incorporate in the future.
✔️Clarity
The name should be easy to understand and remember. You’ll want to avoid complex, obscure, or cutesy names that might confuse people.
Example
I asked ChatGPT: “I am organizing a library program where people can bring a plant to swap and learn about composting, and sustainable gardening. There will also be crafts and games. This program is for all ages. Can you help me come up with a name that clearly states what will happen at my program?”
ChatGPT’s answer
That sounds like a fantastic and engaging program! For a name that captures the essence of your event while being concise and appealing, consider the following options:
“Sustainable Garden Swap & Fun Day”
“Green Thumb Plant Swap and Activities”
“Eco-Friendly Garden Day”
“Plant Swap and Garden Fun”
“Sustainable Gardening Fair”
✔️Length
The name should be short and concise. Long names can be difficult to remember and may be difficult to fit on your marketing materials.
Example
I asked ChatGPT: “I am putting together a library program at an academic library. The program will be interactive and will help students to better understand the databases and research resources available to them at the library. I want to call the program Interactive Workshop on the Integration of Research and Retrieval Skills, but my manager thinks that name is too long. Is it too long?”
ChatGPT’s answer
Yes, “Interactive Workshop on the Integration of Research and Retrieval Skills” is quite long for a program name. It might be better to shorten it to make it more concise and easier for students to remember. Here are a few shorter alternatives:
“Research Skills Workshop”
“Interactive Research and Retrieval Workshop”
“Library Research Skills Workshop”
“Research Resources Workshop”
“Effective Research Techniques Workshop”
✔️Accessibility
The name of your library program must not exclude any potential participants.
Example
I came up with a name for a technology program called “Advanced Technological Workshop for Digital Natives.” I asked ChatGPT to evaluate the accessibility of the name.
ChatGPT’s answer
“Advanced Technological Workshop for Digital Natives.” is an inaccessible library program name for several reasons.
Community members might interpret the term “Digital Natives” to mean only younger people who they assume are highly proficient with technology. This excludes older adults or those without regular access to technology. It’s also a very obscure term. Did these people live in the digital world??
The term “Advanced” might also deter people who do not consider themselves advanced in technology from attending, even if they are interested in learning more about it!
And the whole tone of the name is very formal, academic, and intimidating.
✔️Searchability
Many of your community members are looking for help online. You want your program name to come up in search! So be sure to include keywords that people might use in search.
Example
I asked Copilot: “I have a library program named “Opera Appreciation.” Are there any keywords or phrases that I need to add to the program name or description to make this more discoverable in search?”
Copilot’s answer
Certainly! To make your “Opera Appreciation” program more discoverable, consider incorporating relevant keywords and phrases in the program name or description. Here are some suggestions:
Opera: This will directly associate your program with the art form.
Music Appreciation: This can help convey the educational aspect and attract those interested in learning about this genre.
Classical Music: Opera is a subset of classical music, so including “classical music” in your program’s description can broaden its reach.
Arias: Highlight that your program explores opera arias—the beautiful solo pieces performed by singers. Mentioning “arias” can attract opera enthusiasts.
Composer Names: Incorporate the names of renowned opera composers.
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There’s some exciting new advice on how to create engagement on your library’s Facebook page. The 8 new tips are in this episode of the Library Marketing Show.
Plus kudos goes to an academic librarian who recently received a huge award!
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:
“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.”
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.”
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’m sure you’ve heard by now that U.S. President Joe Biden has signed a bill banning TikTok in the United States. What would that mean for your library marketing?
Now that the dust has settled a bit on the coverage of the ban, and speculation from experts, we’ll dive into it in this episode of The Library Marketing Show.
Plus kudos goes to a library that received a Peabody Award nomination for their short-form video content!
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
Last week, we discussed the pros and cons ofemail marketing automation. If your library chooses a program that requires a more hands-on approach to email marketing, this post is for you. These time-saving tips will let you create high-quality emails that resonate with your audience without spending all day on your emails. (Although, how fun would that be?!)
Time-saving Tip #1: Use templates.
This is the most effective way to save time when creating library marketing emails. If your email program doesn’t offer templates and you must make them yourself, here’s how to do it.
Decide on your buckets.
What kind of emails does your library need to send? Look at your library’s overall strategic goals and your marketing goals. Then, break your emails down into categories, like this:
Promote programs
Promote the collection
Promote services that bring people into our physical branches
Announcements like holiday closures, new services, renovations, service outages, etc.
Email to donors and legislators
Create one template for each category.
The ideal template will have sections with space for text, an image, and a call to action button. Here’s a great example of a library marketing email from Eisenhower Public Library made from a template.
Populate and send.
When it comes time to send the email, make a copy of your template. Insert the copy, images, and appropriate call to action, and hit send!
Time-saving Tip #2: Keep your emails short.
Emails that include no more than 4 topics perform best. If you have more to say, you can always send another email!
Keep the text in your email to a minimum. Think of your text as a tease. You want to write 1-3 enticing lines that compel your recipient to do something, like register for a program or put a book on hold.
Time-saving Tip #3: Target your messages to specific audiences.
It takes time to write copy that’s generic enough to appeal to everyone in your community. By comparison, it’s easier and faster to write text and find images when you know exactly what your audience is looking for in your library emails.
And, by targeting your message, you are more likely to say something that matters significantly to your cardholders, which makes them more likely to act, which makes your email more successful!
Targeted email marketing for libraries is effective because it serves the right message to the right group of people. And it works for all kinds of messages.
Also, your library should make your emails opt-in. This ensures your emails are going to community members who want your content.
Time-saving Tip #4: Let the robots help you with your subject line.
You should never rely on Artificial Intelligence tools like ChatGPT to do all the work for you when it comes to library email marketing. But they are a great starting point! Instead of staring at the wall trying to brainstorm ideas for the best subject line, ask the AI to get you started.
To show you, I ran this example using Microsoft’s Copilot.
Once you have a place to start, you can tweak the subject line to match the tone of your library. Move, change, or remove the suggested emoji. And then, run the subject line through one of the free analyzers below. Each has its own algorithm for predicting the success of a subject line. But all will help you get to a subject line that works for your target audience.
Time-saving Tip #5: Plan as much as humanly possible.
Plan your email campaigns in advance using an editorial calendar. This helps you stay organized and maintain consistency.
And, if you know ahead of time when you are sending emails, you can set aside time in advance to create them and get them approved. Have a few spare minutes at the beginning or end of your shift? Work on emails coming up in the next few months!
Time-saving Tip #6: Reuse and repurpose.
You don’t have to reinvent the wheel every time you create an email. If you wrote a social media post or a blog that did really well, steal the text you’ve already written and insert it into your email. Use the same image or graphics, sized correctly for your email of course, and hit send!
Time-saving Tip #7: Watch your metrics.
If you take an hour each month to analyze the performance of your library emails, you’ll soon start to get a clear picture of what works for your audiences. That will make you more efficient as you create your emails. You won’t waste time creating emails that your recipients won’t read.
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 