Limited-Edition Laser Loon Library Card
Saint Paul Public Library
Innovation Synopsis
An unexpected opportunity to sign more residents up for library cards arose when Minnesota redesigned its state flag. The community-informed process for the new flag design had multiple submissions from the public that featured a “laser loon,” which sparked widespread enthusiasm and public discourse around the beloved loon, Minnesota’s state bird. In early 2024, drawing inspiration from other library systems, SPPL capitalized on this cultural moment by launching a limited-edition Laser Loon library card and sticker campaign, aiming to generate buzz, encourage library visits, and connect 1,000 residents with cards or stickers. The initiative's success included rapid distribution of 4,500 cards and 2,000 stickers, leveraging media partnerships and merchandise sales to enhance community engagement and library pride.
Challenge/Opportunity
An unexpected opportunity to sign more residents up for library cards arose in late 2023 when it was announced that the Minnesota state flag was set to be redesigned. As part of the process, the state sought design submissions from the public. More than 2,000 flag designs were submitted by community members including several with loons shooting lasers out of their eyes. Although none of the wackier designs made it to the final flag, the “laser loon” quickly became a state-wide favorite. In early 2024, public discourse showed no signs of slowing. Drawing inspiration from other library systems, SPPL decided to "give the people what they wanted” by creating a limited-edition library card and cover-all sticker featuring a laser loon with the call to action “READ” in an effort to invite people to sign up for a library card and encourage more people to visit library locations.
Key Elements of Innovation
Our goals for the limited-edition library card were to leverage lively state flag discourse to generate buzz about SPPL, create an urgent opportunity for residents to visit the library, and connect 1,000 residents to library cards or stickers.
Our initial run launched on Feb. 17 and included 500 cards and 500 stickers. We ran out in 2 days and printed an additional 4,000 cards and 2,000 stickers for patrons to get by May 31. Key tactics included press releases, a custom webpage, social media posts in partnership with the mayor, library director, and the loon mascot of Minnesota’s soccer team, and e-newsletter reminders. We also created merch for The Friends of SPPL's online shop.
This limited-edition library card leveraged a timely cultural moment to engage the community. By leaning into popular local themes like the "laser loon,” SPPL demonstrated its relevance and adaptability resulting in revitalized interest in SPPL and a shared sense of library pride among staff and patrons.
Achieved Outcomes
We surpassed our goal of 1,000 sign-ups. From February 13 to May 31, 2024, 5,620 Saint Paul residents visited a library location for a Laser Loon card or sticker (3,650 library cards and 1,970 stickers, specifically). On the first day alone, we made 415 cards. We likely engaged more people, including non-residents interested in the laser loon card.
Media coverage contributed to our success. About 25 news articles featured the Laser Loon library card, including TV, public radio, daily newspapers, and more. Social media also played a significant role, with the Mayor's video becoming one of our most liked and shared posts, with 93.9% of the reach reaching non-followers.
The Friends shop sold 3,159 merch items, totaling over $13,500 in proceeds.
Feedback included non-residents wishing their libraries were as cool as SPPL, expressions of Saint Paul pride, kids getting their first library cards, and visitors rediscovering their neighborhood libraries' offerings after several decades.
