Library Services as Marketing Tools

Some of the first things we must consider when promoting our libraries are who is using them and why. We know intrinsically that our libraries are used for many reasons from traditional materials checkouts to study space to community meetings to library programs to Internet access and so on, and most of us have the statistics to back that up.

When I took the reins at Dunlap last February, staff members were concerned about declining circulation and less visible use of the library. With the task of developing a marketing plan already in front of me, I asked the question: who is using our library, and why? The immediate answer from staff was: young families for library programs and children’s materials and immigrant families for specialty programs.

Any one use of our library buildings is an avenue to promote further use of our library services. Staff at Dunlap held the perception that we were being used more in one service area (programs) and other service areas (circulation, computer use, etc.) were in decline. The trick, as I saw it, was to promote our programs better in conjunction with promoting other library services to program attendees.

I met with the staff members responsible for programs and together we developed an overall plan for library programming for the new fiscal year. As part of this program schedule, we also discussed how the collection could support the programs and how the programs could support circulation.

Linking the library collection to library programs for the betterment of both is a great way to reach patrons who may have been coming to the library for one service but not the other, but what about the potential patron? The patron who doesn’t have a library card, or does, but uses it at the neighboring library?

We were lucky to have a fair amount of patron feedback on file about the kinds of programs they would like to see in the future and I empowered staff to act on them. We have successfully expanded the number and type of programs we offer and are working to do so further. In addition to simply adding more events to our calendar, we’ve worked to make sure that our events are publicized as widely as possible within our larger community.

By focusing on the programming avenue to attract patrons into our building, we have seen an increase in overall use, including circulation. We have brought patrons back to our library who had been primarily using neighboring libraries as well as encouraging new library users to come in for programs – and sometimes, a new library card.

Brock Peoples is the Executive Director of the Dunlap Public Library District in Dunlap, IL.

This entry was posted in Marketing 101, Success Stories, Tips and Tools, Uncategorized and tagged , , . Bookmark the permalink.

3 Responses to Library Services as Marketing Tools

  1. Nanette Bulebosh says:

    A fun thing to do at the beginning of an event, or perhaps a half hour before with early arrivals, is to ask the people to tweet, FB or Instagram their friends right then, telling them where they are and inviting them to join them. You may or may not get people responding to the invitation right then, but you’re using the social networking connections of all those people to further promote the library.

    When the program actually starts, of course, you can remind the audience to adjust their cell phones to off or vibrate. 🙂

  2. For nearly every program we do, our event coordinator asks our librarians to pull a cart of books, music and movies related to the program topic. We display the materials (and a stack of our newsletters) adjacent to the refreshments at the program, and program coordinator always makes mention of them in her introduction. You already have the audience there, make it easy for them to explore their interest further.

  3. elizabethsneill says:

    For programmers and librarians organizing events, the start of a program is always an opportunity to make announcements about other programs and services and solicit informal feedback. Program evaluation forms can be helpful in determining who’s attending library programs and getting suggestions for additional programs.

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