KCLS serves a 2,132-square-mile area including rural, suburban and urban towns (38 total), plus unincorporated areas. Each community and library is unique and distinct, and residents take great pride in the people and aspects of their local town. Our Town, Our Library took on the challenge of positioning the local library among other beloved assets to drive awareness/use in seven communities with low library cardholder counts. Opportunities for the program include utilizing drone technology taught in libraries and utilizing Connected TV, social media and theater ads to promote locally.

Focusing on keeping everything hyperlocal, spots were created to air by ZIP code on Connected TV platforms and to share socially with each community and at local theaters. KCLS interviewed residents, including old-timers, about community features they especially value as a “local.” Drone technology was used to film outdoors, as well as in the library. Local community assets and local people, including library staff, welcomed and reminded people that we hope to “see you here.” The campaign can be replicated elsewhere.

Focusing on communities’ positive aspects and correlating civic pride to libraries as vital and welcoming spaces results in local goodwill, and raises awareness and library use. Spots are airing on Connected TV and at local theaters, and being shared and promoted on Facebook by KCLS, local libraries, city governments, chambers, businesses and individuals. The spots have yielded more than 2.67 million impressions. Social shares and views have far exceeded any other campaigns; in its first two weeks, the campaign received 21,593 views and 1,236 shares in total.