Previously, most of the promotion surrounding events was one-size-fits-all; every event gets a poster, a web slider, a digital screen, etc. These tactics only reach patrons who are either in the building or on our website, indicating that they are already somewhat of a regular library user.
Previously, all events were weighted equally. Rather than putting the same amount of promotional effort into each individual event, we are putting a lot more thought and care into the tactics for each specific event. By being decisive in which events get more promotion, we are piquing individuals’ interest and hoping that they will either come back for more, and/or updating their their nostalgia about the library. We know that usage between the library and favorability do not necessarily coincide; we do not need everyone in the community to use us, but we DO want them to support our initiatives if/when it becomes time to vote on a bond. We want people to be able to tell their friends and neighbors, yes! The library is a valuable contributor to our society, and I am glad that they are expanding, (or even that they are glad we are here, in general).
It also means deploying new tactics to expand our reach. We are combining hyper-specific tactics, directed at identified target audiences, with tactics intended to hit those that are not regular users. Billboards, radio, and TRAX ads are hitting large swaths of our community; addressing the sentiment expressed earlier; “I didn’t know the Library did/had that!” We want to target ads to specific users that we know will be intrigued. We want them to return to our events calendar and learn more. We don’t need to show them everything we offer, but instead get them hooked and motivated to seek that information themselves.
The decisions we make, whatever they are, have a lot of thought behind them.
Some events don’t get as much promotion, not because we don’t think they’re important, but because they simply don’t require as much to draw an appropriately-sized crowd. Other events, due to their unique nature, may get a boost from us. We want to raise awareness, and surprise the community with our offerings even if they won’t necessarily be in attendance. For example, Burger King: it doesn’t matter what item they are promoting, when you see or hear a Burger King ad, you might think “I sure am hungry, I should go to Burger King!” The tactics that are external to the Library buildings, website, and social media accounts are to keep us top of mind, and remind the community that we are here for them when they need us, and that our staff are working hard to bring new, creative ideas, and services.