Reimagine Your Library: Engaging the Unengaged
Pioneer Library System
Innovation Synopsis
After learning that only 40% of PLS customers actively use their library cards, the marketing team built a marketing plan to re-engage lapsed cardholders and attract non-library users. By highlighting non-traditional services and inviting customers to reimagine the library, active cardholders have already increased since the plan’s debut in July.
Challenge/Opportunity
Starting with market research and surveying lapsed users, PLS revamped library service promotions to increase engagement and visibility. Having historically spent marketing dollars to promote within the library’s walls, PLS invested resources outward, expanding reach. We then built tools and skills for staff to leverage their expertise to promote within their branches and communities. This marketing push offered everything from new cardholder messaging to the creation of a "lapsed user" email series.
Key Elements of Innovation
The marketing team diversified media partners, created a digital media mix and designed targeted messaging based on customer behavior — all with the message to invite non- and lapsed users to reimagine their library. All messaging was revamped and prioritized to highlight unexpected library services like culinary kits, experience passes and yoga with alpacas. Marketing duties shifted away from traditional print flyers and calendars in order to turn outward.
Achieved Outcomes
Within seven months of implementing this marketing plan, PLS increased its active cardholders by 8%. From 2021 Q4 to 2022 Q4 active cardholders increased by 25%. Targeted messaging alone in 2022 re-engaged more than 12,000 customers, and unique open rate increased from 16.8% to 32.5%. Word of mouth remains a powerful tool, and branch staff are empowered with tools like Canva templates and talking points to promote in their communities to active and potential customers.
