March 2024 | Volume XLII, Issue 1 »
The Library, The Billboard, and The Non-User: Lake Villa District Library’s Efforts to Raise Awareness
March 1, 2024
Nina Kenney, Lake Villa District Library
Lake Villa District Library (LVDL) is located in Lindenhurst, Illinois and serves the communities of Lake Villa Township, a population of 40,000. LVDL’s Communications Department is responsible for creating the library’s print and digital content. And is very fond of taking bold steps.
During LVDL’s strategic planning process, raising awareness was identified as one of three challenges facing the library, right between the pandemic and responding to community needs. So it came as no surprise that each of the plan’s three overarching aspirations had an awareness focus to guide engagement and communication efforts. LVDL’s Communications Department was tasked with creating marketing pieces directed towards non-user community members.
So the staff of three–department head, graphic artist, and communications associate–began brainstorming ideas. This was tricky. Like all libraries, LVDL is good at talking to their users: those who checkout materials, attend programs, and believe the library is top-notch. But talking to non-users was new.
The definition of awareness–having knowledge or perception of a situation or fact–brought an ah-ha moment. While people (aka, non-users) might have "knowledge” of the library (they know it exists), they also might have a “perception” of it (which may or may not be great). This reality brought some much needed clarity to the project–how can the perception of LVDL be changed or elevated?
One thing was certain, an impactful design with a clear call to action was necessary. The goal was to entice non-users, but also to reinforce avid users’ positive feelings about LVDL. Enter the positioning statement Books Are Just The Beginning.
Yes, books are foundational for public libraries and what most people associate with them, but libraries offer much more. And by “more” we mean things that people actually need–printing, scanning, fast Wi-Fi–but don’t associate with their public library.
This is the point when LVDL’s campaign solidified. Books Are Just The Beginning would become the anchor for a series of ads featuring familiar items not typically associated with the library: copy machine, notary, Wi-Fi hotspot, telescope. Bold graphic designs would be the key element with each item photographed to indicate motion, not glamour. Messaging would be clear and concise: “If books are the first thing that comes to mind when you think of Lake Villa District Library, think again.”
Once the campaign direction and design were approved, production began, which was completely new territory. A photo shoot with a professional photographer, image retouching, paid media scheduling and more were a significant investment of nearly $13,400.00.
The print media buy ran from February through May and included a series of four print ads, each running three times over four months in the Daily Herald Neighborhood Section. Also included was a 12-week run of a billboard on a busy thoroughfare near the library and a postcard mailed to every household and business in the library district.
Although measuring impact wasn’t a requirement in the strategic plan, four key data points were tracked before, during, and after the campaign: Library Visits, Website Visits, Business Center (self-serve printing, copying, faxing, and scanning), and Notary. While the metrics don’t reveal much, March and May had the highest number of notary transactions. And during several of those transactions, the notary was told “This is my first time here. I’m so glad the library offers this service.”
On many levels, this campaign was a bold step for LVDL. It warranted working with a professional photographer, expanding efforts into paid media, and was the first time messaging veered away from the usual fare of promoting programs, resources, and services. But when attempting to reach non-users, a bold step was necessary.
What libraries know about non-users is glaringly obvious. Haven’t we all had an exchange with a person who had no idea the library offered a particular service or resource? And when they find out, they’re gobsmacked and say, “You should tell people about this!” But here’s the thing, until a person is looking for that particular service, they wouldn’t hear the message.
And that’s what we’re up against. All libraries. LVDL isn’t the only one eager to share its beautiful space, friendly staff, and great stuff with as many people as possible. Raising awareness about all the services libraries provide is important for all libraries and the communities they serve.
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