If your library has a specific promotional goal it is trying to reach, a great way to ensure success is to create a campaign plan. Your community members get their information in many ways, so you’ll want to promote your library’s events, services, or collection items using a variety of channels to reach everyone. This guide will help you do that!

Follow these steps to spread the word about your library using templates suggested by our designers for each communication tactic. It’s simple to follow, doesn’t require any marketing experience, and can be used by any size library.

How to find everything you need

To find the templates featured in this campaign guide (and many more!), start on the LibraryAware homepage. First, choose a word that describes the promotion you wish to create, like crafts, author, or makerspace. Then look to the left side of the page under “Refine” and choose the format of the piece you’d like to create. Need help? Check out our handy cheat sheet to supercharge your search.

Step-by-step plan for any type of library promotion

1. Enlist the help of your staff

You can use a LibraryAware e-blast template to announce the details of your plan to your staff. Explain your library's goals and how you’ll be measuring the success of your campaign. Tell staff where they’ll see promotions. Let them know how long the campaign will last and give them some talking points so they can answer questions and amplify your message during patron interactions.

2. Strategically target readers and engaged patrons

Insert bookmarks into holds or staple a flyer to the outside of a pickup bag to let library users know about your promotion. Be sure to include the URL/QR code to your website so patrons can get more information. This is a fantastic way to reach people who already love and use your library!

3. Catch the attention of patrons visiting your library's homepage

Use a widget template to create an eye-catching graphic on your homepage to compel visitors to register for your event, use your service, or check out your collection items.

4. Spread the word on social media

Schedule posts on each of your library’s social media platforms. If you are promoting a service or a portion of your collection, post about it once a week at varying times for the length of your campaign. If you are promoting an event, let your followers know at least two to three weeks before the program. Use a call-to-action like, “Sign up today!” or “Get the latest updates” and send people to your website or event calendar for more information. Use LibraryAware widgets to catch the attention of scrollers.

5. Use email to reinforce your message

Add your promotion in your library’s “news and events” e-blast. Or create a separate, one-off e-blast to highlight your promotional campaign. Determine which target audience would be most receptive to your message and create a subscriber interest group. For instance, if you are having an event at a specific branch, send an e-blast to people who list that branch as their home branch or holds pickup location. If your library sends NextReads newsletters, add a section to the top of your most popular issues. NextReads newsletters are easy to customize.

Be inspired by Iredell County Public Library's successful email promotions.

6. Use your physical space to full advantage

Place signs promoting your event, service, or collection items in key locations, including your elevators, restrooms, makerspace, computer stations, and printers.

7. Make sure stakeholders and elected officials understand your value

Send them an e-blast to highlight your promotion and explain its benefit to your community. Create a beautiful infographic to illustrate your point. Invite legislators or local elected officials to participate in your event or check out your service and collection. Ask them to give you a quote or an endorsement to use in your marketing pieces.