After reopening from COVID-19 closures, family engagement remained low compared to pre-pandemic numbers. Customer behaviors had changed: PLS saw increased engagement from families through social media, opening an opportunity to shift marketing efforts to digital platforms. Recognizing convenience and “on-demand” were more important than ever to this group, PLS proactively changed our approach to meet families where they were and focus on resources they could access anytime, anywhere.

PLS launched a reopening campaign with targeted messaging aimed at families highlighting parts of reopening that would matter to them, like curbside service and return of safe play areas. Marketing moved from in-branch print to digital platforms to meet families where they were. Holistic digital marketing campaigns connected families to relevant and lesser-known library services: literacy kits, school readiness resources and all events — live/recorded virtual and in-person — now discoverable in the public catalog.

Since making strategic efforts to engage families this past June, this user group has steadily increased. After targeted messaging began, active family users have increased 3.5%, and from pre-closure to present day, with active family users having increased 11%. Email messaging to this group reengaged more than 150% lapsed family customers. Engagement on Instagram, Twitter and Facebook increased 12%, 6% and 5% respectively and YouTube subscriptions increased 86% from the previous year due to searchable programs in the catalog.