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Super Library Marketing: Practical Tips and Ideas for Library Promotion

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How a Library Director’s Secret Strategy Transformed Community Outreach

Photo courtesy Cincinnati and Hamilton County Public Library

Amanda Weakley was pursuing a master’s degree in English when a comment from a professor changed the course of her career.

“I took an elective in Library Science,” recalls Amanda. “The class went well, and the professor commented that I would be a great librarian. Shortly after that, I noticed a vacancy at a local library and applied. Once I started working in libraries, I knew it was where I wanted to be.”

Amanda grew up in Rappahannock County, Virginia, located in the foothills of the Blue Ridge Mountains. She’s been a cardholder of the Rappahannock County Library since she was a preschooler.

Now she serves as director of the library, where she started working 14 years ago. Rappahannock County Library is a small, rural library that serves a population of just over 7,000 people.

“Currently, we have 3.5 FTE employees, me included, so we all do a bit of everything,” explains Amanda. “If there is an idea, we work together to see it through, usually a person or two handling every detail from planning to presentation and assessment. It is a lot of work, but the reward of successful library services and programs is immeasurable.”

With such a small staff, the library must get the most out of every tactic they use to promote their library. Rappahannock County excels in two areas: their word-of-mouth promotions and their partnership promotions.

Partnership marketing involves collaborating with other organizations, businesses, or influencers in the community to achieve mutual goals. Word-of-mouth marketing is all about building a buzz through community members, staff, and volunteers. It encourages people to spread positive stories, experiences, and testimonials about the library.

Staff members are often the key to both strategies. They are trained to spread news about new services and upcoming events and look for partnership opportunities.

“It really is a way of optimizing resources,” says Amanda. “Especially with a small staff and a small community, it helps to have as many happy patrons as possible and community partners advocating for you and spreading your news. We have friends of friends, clients, and members of partner organizations attending our events, using, and recommending our materials and services.”

“For as long as I have worked in libraries, and even prior, my focus has been on positive experiences and connections. I want everyone to have a positive experience or association with the library, be it through participating in a program, staff interaction with individuals, or staff collaboration with community partners.”

“We know people talk, so let’s give them wonderful things to say about the library and library staff! In a small community, I think word travels faster, and our organic tactics have evolved into strategic decisions.”

Amanda says libraries of all sizes should focus on what they do best in their community. Then, build and maintain healthy relationships with patrons and community partners around those key resources.

And don’t be surprised if it takes time to see the results from word of mouth and partnership marketing.

“There is a reality that you can work hard to get the word out and make connections, but there will always be people who will not receive your message,” explains Amanda. “It’s frustrating when you do everything to share information and someone says, ‘I did not know you offered that!’”

“If you have the opportunity, talk to the person, and see where they seek or find out information. Learn from each interaction and try to meet people where they are with a positive library or library staff experience. After a positive experience, your mentions will stand out and have more impact.”

The strategy’s success is easy to see if you look at Rappahannock County Library’s Facebook page. They are often tagged in photos and posts by their partnership organizations. That gives their library exposure to a whole new audience of potential patrons.

“We want our patrons and partners to tell people about us, send people our way, and even send us or our services to people. It’s a cycle of working for people, and if all goes well, they seem to work for us by continuing to market for us without even realizing it!”

P.S. You might also find this helpful

Navigate Library Alerts Seamlessly: 7 Proven Messaging Techniques

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

Photo courtesy Cincinnati and Hamilton County Public Library

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

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

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

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

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

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

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

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

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

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

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

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

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

The team coordinated messaging using four main tactics:

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

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

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

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

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

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

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

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

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

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

P.S. You might also find this helpful

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

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

Photo courtesy Cincinnati and Hamilton County Public Library

During the pandemic, Claudine Bennet was stuck at home, and trying to adjust to her new role as External Relations Manager at Dayton Metro Library, she came up with a fun game.

“At the time, I had a map next to my desk at home,” remembers Claudine. “I would glance up and see a city and boom! I was searching for their website and social media presence.”

“Not only did I learn a lot about what libraries across the country were doing during a pivotal time in our country, but it helped to affirm we were on the right track with our strategy.”

Claudine has come a long way from her childhood days spent in the basement of the Peru Free Library in upstate New York.

“The children’s section felt like a magical hide-out,” recalls Claudine. “Adults were never in that space (a paradise for a kid!) and I could read and look at all the books I wanted!”

Nowadays, Claudine oversees media relations and marketing for DML, located in south central Ohio. The system has 17 physical branches, 350,000 active card holders, and a service population of 533,892 residents.

A few months ago, Claudine contacted me to nominate her library for kudos on The Library Marketing Show. She wanted to share a newsletter her library sends to lawmakers and legislators.

Claudine and the External Relations (ER) team realized they needed such a newsletter in 2023.

“News releases in the local media, flyers in branches, our website and social media platforms – those are great ways to get information out,” explains Claudine. “We also have a general digital newsletter that reaches more than 65,000 subscribers. But those methods are broad brushstrokes.”

“When Austin Railey III joined DML as the new Government Relations and Advocacy Director we started brainstorming how we could strategically tell our stories to decision-makers. After weighing the pros and cons of various methods, we decided the most targeted and economically efficient way was through a quarterly email.”

Claudine says the newsletter, Beyond Books, is a collaborative effort. Her department works with others to select stories that reflect how the library collaborates on community initiatives such as economic and workforce development, building regional partnerships, and creating innovative services and programs of value to all community members.

“The stories we tell in Beyond the Books aren’t about the who, what, when, and where of events and programs, but about the why,” says Claudine. “Why did we create a program? Why is the program or service helping our patrons? Why should it receive support? Why is DML a valued community partner?”

“We always put photos in the newsletter also. Reading a story is great, but seeing the story is incredibly valuable too!”

Claudine says the audience for this specific newsletter is a curated list of 200 elected officials and government sector leaders. DML tailors the information to reflect the topics of utmost importance to these readers.

“Because the topics are relevant to the readers and we limit the content to two to three stories, it is an easy and digestible way for elected officials and community leaders to stay connected with how the Dayton Metro Library is achieving its mission, vision, and values,” asserts Claudine.

The collaboration involved in Beyond Books is key to its success.

“When looking for communication solutions for a niche audience, bring everyone to the table,” advises Claudine.

“For myself and my team, it is incredibly helpful to understand what is trying to be communicated, to whom, and why. Those answers will help to identify which communication tool we need to optimize and what information should be shared.”

“Once that is explained and expectations are established for everyone, the creativity flows! Now, as a team, we often suggest stories for Books and Beyond because we understand what we are trying to achieve.”

Claudine’s team is also working on a new branding campaign called Free to Belong. Working with a nationally recognized local advertising agency, the library sought input from staff and the public about its brand and marketing tools. The new campaign is in its second phase. The library will release television commercials, social media spots, print and radio ads, and billboards.

“The second set of spots cement DML as a destination where everyone is valued,” explains Claudine. “They will feature the library meeting people where they are, including the Bookmobile at festivals and our library tent at special events such as the annual Pride celebration in Dayton.”

“The spots will also feature members of marginalized communities as they use library resources including collections and technology. Everyone needs to see themselves in our spaces!”

When she’s looking for inspiration, Claudine turns her eyes to other libraries in the Buckeye State.

“Libraries in Ohio are incredibly inventive and impactful in their marketing efforts,” says Claudine. “I’m always inspired by what they are doing!”

“We’ve created a state-wide committee of library communications and marketing professionals, and we share our “aha” moments, ideas, resources, challenges, and successes. I have learned that libraries are truly a profession that subscribes to the philosophy of ‘When one rises, we all rise.’”

Hey library marketing friends: Your work is important and you are making a difference. Keep it up, you’re doing great!

P.S. You might also find this helpful

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

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How to Pick Amazing Library Marketing Swag That People Will Love AND Build Brand Awareness and Loyalty For Your Library!

One of my staff members has a request for every event, conference, and convention I attend. “Hey boss, bring me swag!”

Who doesn’t love free stuff? And seeing what other organizations give out to promote their institutions and brands is fun.

Most libraries and vendors stick to items like pens, notebooks, candy, cups, and stickers. We spend a lot of money on this free stuff, in the hopes that event attendees will love it and use it. We also use swag to increase awareness of our library and build loyalty with current cardholders and new folks!

When your budget is limited, picking the perfect swag is a big deal. Your swag has to be interesting, but it should also align with your strategy and helps your library achieve its overall marketing goals. That’s a tall order.

When a guest walks away with your swag and can’t stop raving about it, you will have done your job. And if it’s something a library cardholder or community member can use over and over again, and that makes them think of your library, your money will be well spent. A study done by Schreiber & Associates found 39 percent of all people who have received a promotional product can accurately remember the name of the company that it’s associated with as long as six months after the event!

There is another important reason for swag: it’s a conversation starter. Great swag can be a talking point for volunteers working your table to share information about services, collection items, and other related events at the library. Marketing studies show us that you have to get your message in front of your cardholder an average of SEVEN TIMES before they’ll be compelled to act on it. A direct conversation with a community member about your library counts as one of those “touches.”

A conversation between a library worker or volunteer and an event attendee is a highly effective means of marketing. According to Nielsen, 75 percent of people don’t believe the advertisements they read but 92 percent believe brand recommendations they receive from trusted sources.

Finally, giving good swag gives people a positive memory of your library. Memorable and useful items given freely and generously leaves people smiling and prompts sentiments like, “I love my library” and “I’ll always support my library.” You can’t beat that!

How to Pick Swag

Pick something functional and useful. I like to make sure the items I choose are necessary and can be used over and over again. That means that my library’s logo or name is an integral part of the life of my cardholder. I want them to constantly be seeing my library’s name or website. Some great ideas that fit this category are water bottles, kitchen utensils, ice scrapers, and pop-stoppers.

One word of caution: be aware that some attendees will take issue with certain types of swag. Many people don’t want to take a plastic bag at events because of environmental concerns. I’ve also had people turn away plastic bottles because of the possibility of harmful chemicals leaching into their water. Kids toys can be tricky because of small, removable parts.

Make sure your swag is unique and something that other organizations aren’t giving out regularly. Head to any library event or conference and you’ll find no shortage of pens, notebooks, stickers, tags, and buttons. And while all of these items are useful and cheap, I don’t want to buy any for my table because everyone is giving them out. Hand sanitizer, lip balm, license plate frames, and pet bandannas are all great examples of fun, useful swag that will set your library apart from other organizations.

Make sure your swag is relevant to the attendees of an event. Be sure to ask the organizers before you go who their attendees will be, how many people they expect, and what the event is focused around. Don’t bring all your swag to all events… pick and choose carefully. At my library, we buy different swag for different age groups. We have earbuds and multi-function charging hubs for teens, piggy banks and temporary tattoos for kids, and aluminum water bottles and drawstring totes for adults.

Make sure your swag can be branded. Check the space where logos or text can be printed on items to make sure your particular logo, tagline, or library website will fit and be legible. I’ve totally made this mistake: you spot a great piece of swag at a great price. But the area where your logo or tag line is imprinted is too small or oriented the wrong way. No one can tell it’s from your library! Pay special attention to the imprint area, especially if you have a long tagline or a logo that can’t easily be resized or re-oriented.

Watch The Library Marketing Show to see some of my favorite choices for swag and talk more about why it’s so important for marketing!

No budget for swag? Do a giveaway. I’ve often had leftover donated items like gift cards that I use as giveaways at events. A giveaway, when promoted ahead of time, will drive attendees to your table. Ask people to give their email address and add them to your newsletter or email subscription list in exchange for an entry in your contest.

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