Marketing essential for reaching library stakeholders

My focus this week was thinking about best practices when connecting with library stakeholders. One best practice that stood out for me was the importance of marketing a library’s programs and services. “If the public does not know about the programming and services, how can they use them?” (Velasquez, 2019-a, p. 166).

Velasquez listed several platforms or avenues for library communications, emphasizing that each method had its “pros and cons when used” (2019-b, p. 124) and that different types of patrons will be open to, or prefer, different types of marketing.

Programs of particular value to students and educators within my local community are the public library’s Student OneCard (SCL, n.d.-b) and its special library card for educators (n.d.-a). These two programs compliment each other in that the intended benefit enriches student learning.

The Student OneCard allows students to use their school I.D. numbers “to access library resources that support their education” (SCL, n.d.-b, para. 1), while the Educator Card is a supplemental account for educators, with which they can “support student learning with library materials” (SCL, n.d.-a, para. 1).

These programs have existed since 2018 as part of my public library’s “Student Success Initiative” (Parkhill, 2018). When they were first established, the public library worked with our district librarian to spread the word throughout our district.

Effective two years ago, Santa Rosa City Schools eliminated the position of district librarian, citing a “a fiscal outlook that [was] not sufficient to maintain staffing at the current levels” (SRCS, 2024, para. 4). At the time of the board’s decision, the position of district librarian was the district’s only remaining certificated librarian because some years earlier the district had eliminated the positions of site librarians.

But, like Velasquez said in our reading this week, libraries need to market their events and programming (2019-a). I’ve attempted in my capacity as a Library Technician to continue promoting public library resources to my school community as well as taking care of daily school-library operations.

Velasquez specifically mentioned public libraries’ summer reading programs as an example of programming that “needs to be marketed to the community” (2019-a, p. 167). Each spring, around February or March, I reach out to a representative at the public library and ask if they have bookmarks or promotional materials for the summer reading program.

Typically these materials are not yet ready when I ask for them. So until they’re available, I put out “generic” summer reading bookmarks that I designed without reference to a particular year. The bookmarks list the public library’s website where students can find more information.

References:
Parkhill, C.M. (2018, Feb. 18). Sonoma County Library ‘Educator Card.’ Cynthia Parkhill. https://cynthiaparkhill.blogspot.com/2018/02/sonoma-county-library-educator-card.html

Santa Rosa City Schools Board of Education. (2024, March 13). Item F-3: Resolution No. 2023/24-47, Reduction or discontinuance of certain particular kinds of services (PKS) for the 2024-25 school year [Agenda item]. Regular board meeting. https://simbli.eboardsolutions.com/SB_Meetings/ViewMeeting.aspx?S=36030438&MID=27848&Tab=Agenda&enIID=wUVZxg5EI5vgOp1wqtdRUw%3D%3D

Sonoma County Library. (n.d.-a). Educator cards. https://sonomalibrary.org/join/getacard/educator-cards

Sonoma County Library. (n.d.-b). Student OneCard. https://sonomalibrary.org/join/getacard/studentonecard

Velasquez, D.L. (2019-a). Internal and external stakeholders. In L.K. Hussey & D.L. Velasquez (Eds.), Library management 101: A practical guide [2nd ed.] (pp. 163-171). ALA Editions.

Velasquez, D.L. (2019-b). Marketing. In L.K. Hussey & D.L. Velasquez (Eds.), Library management 101: A practical guide [2nd ed.] (pp. 119-133). ALA Editions.