Losing the ability to provide service at our most popular branch for the two-year construction timeline, we were eager to find another visible location. As retail is evolving and library service is shifting from transactions to transformation, it seemed a natural fit to locate a library in a shopping mall that sees 13 million visitors a year. This is the only mall library in the Central Maryland region and only the second in the state.

This new initiative would not have been possible without a positive working relationship with Westfield Annapolis and the financial support of the Library Foundation. Additionally, a comprehensive marketing campaign proved critical to the location’s success. We purchased TV and newspaper advertising as well as marketed to existing customers and secured earned media from signage, press and community events. Westfield Annapolis also marketed to their customers online, in the center and through their concierge.

The library, open for only a month, is already producing encouraging results. Early literacy program attendance has been extremely high with more than 1,800 kids and parents participating. Additionally, staff have signed up 75 new customers and more than 5,500 items have been circulated. These numbers rival our largest branches’ activity. We expect those numbers to continue to rise. The initiative has raised our awareness in the community, particularly among former customers and non-users.