Earlier this year, the MidPointe Library System in Middletown, Ohio, was in the process of completing two major building projects: the first new branch in more than 40 years and an expanded and updated library. That’s when library director Travis Bautz realized the ALA’s Libraries Transform campaign could be a helpful marketing tool in opening the new spaces to the public.
“I loved the Libraries Transform campaign as soon as I saw it,” said Bautz. “The campaign represents all of MidPointe’s services, programs and resources so well that I knew I wanted to use it in some way.”
Bautz consulted with Cari Hillman, the library system’s public relations manager, to assist with incorporating Libraries Transform into marketing materials. Hillman agreed with Bautz that the Libraries Transform campaign was a perfect message for its community. With the new building projects, MidPointe was evolving to meet the changing needs of the community by providing new spaces as well as services and programs. The campaign helped to emphasize how the library system was going through its own transformation – both literally and figuratively.
For the opening of the buildings, MidPointe used the colorful Libraries Transform graphics and signage in posters, displays, calendars and on the website. Window clings and Because statement banners were posted at library entrances to bring attention to the new spaces. Bautz also discussed Libraries Transform in a [blog post - hyperlink http://www.midpointelibrary.org/post/librariestransform].
Bautz and Hillman say the Libraries Transform messaging has really resonated with community members. They have received positive feedback, specifically from parents and caregivers who have responded to the Because statement on early literacy and brain development. They found that the campaign and its language around transformation also speaks to library staff.
After their experience with Libraries Transform, Bautz and Hillman recommend libraries try adding the campaign’s elements into their marketing mix because of its versatility and adaptability. They say the campaign is easy to use and can work with any size library as well as with varying skill sets in marketing, including a staff of one or a staff of many.
In 2017, Bautz and Hillman are planning to tailor the campaign’s Because statements for the region and its library patrons.