Long Overdue: The Creative Boom of Library Marketing

Summary

Under the Influence with Terry O’Reilly Episode: Long Overdue: The Creative Boom of Library Marketing
Release Date: July 26, 2025

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Introduction

In the episode titled "Long Overdue: The Creative Boom of Library Marketing," host Terry O’Reilly explores the innovative and often humorous marketing strategies employed by libraries to engage communities despite limited budgets. O’Reilly delves into various case studies, showcasing how libraries have transformed into vibrant community hubs through creative outreach and marketing efforts.

The Value of Library Archives

O’Reilly begins by highlighting the hidden treasures within library archives, sharing fascinating anecdotes about rare and valuable library materials. For instance:

• Memphis Library's Discovery: In 2012, a Memphis library unearthed a signed library card from a 13-year-old Elvis Presley dated 1948, fetching nearly $12,000 at auction. (Timestamp: 03:08)

• J.D. Salinger's Signature: A library book titled Death Took a Publisher contained a due slip signed by the reclusive author J.D. Salinger, also selling for a significant sum. (Timestamp: 03:08)

• Harper Lee’s Signed Slip: A copy of To Kill a Mockingbird with Harper Lee’s signature was valued at approximately $35,000. (Timestamp: 03:08)

These stories underscore the invaluable role libraries play in preserving cultural and literary history, setting the stage for their importance in the community.

Overdue Books as Marketing Stories

O’Reilly transitions to anecdotes about overdue books, illustrating how these stories humanize libraries and make them relatable:

• 32-Year Overdue Hemingway Book: A Toronto Public Library book, For Whom the Bell Tolls by Ernest Hemingway, was returned 32 years and 72 days overdue. The fine could have amounted to around $4,000, highlighting the patient nature of library patrons. (Timestamp: 03:08)

• 63-Year Overdue Children's Book: In Manitoba, a former librarian returned a children's book initially checked out in 1946, benefiting from the library's policy of not charging fines on children's books. (Timestamp: 03:08)

These narratives emphasize the enduring relationship between libraries and their patrons, adding a personal touch to the institution's image.

Library Marketing Strategies

Toronto Public Library's Raptors Campaign

One of the standout examples discussed is the Toronto Public Library's (TPL) creative marketing during the Raptors' NBA Finals run in 2019. O’Reilly describes how TPL leveraged the city's enthusiasm for basketball to promote library services through witty social media interactions:

• Initial Taunts: TPL began with humorous tweets using book titles like Raptors and Curry to playfully taunt the Golden State Warriors. (Timestamp: 07:24)
  “Tonight Raptors eat curry.”
  —Toronto Public Library Tweet (03:08)

• Engagement and Banter: The San Francisco Public Library responded, igniting a friendly competition that captivated audiences. (Timestamp: 07:24)

• Kawhi Leonard's Personalized Library Card: Amidst hefty offers to Raptors star Kawhi Leonard, TPL humorously offered him a personalized library card, generating significant press attention. (Timestamp: 07:24)

This campaign not only showcased TPL's wit but also demonstrated how aligning with popular events can amplify a library's visibility. O’Reilly notes, “It was a creative way of supporting the Raptors, it was also smart marketing because it got media attention, generating numerous online stories.” (Timestamp: 07:24)

Central Rappahannock Regional Library's Survival Song

Facing budget cuts during the Great Recession, the Central Rappahannock Regional Library created a parody video set to Gloria Gaynor's "I Will Survive." The video featured librarians singing about maintaining library services despite financial constraints. (Timestamp: 15:56)

• Sample Lyrics:
  “When the budget was slashed, I was petrified…”
  “With computer spreads throughout and so much to check out, we'll survive.”
  (Timestamp: 16:41)

This lighthearted approach not only conveyed resilience but also humanized librarians, making the message more relatable and shareable. The video garnered over 180,000 views, highlighting its effectiveness. (Timestamp: 16:41)

McKeldin Library's Gangnam Style Video

The McKeldin Library at the University of Maryland embraced the viral craze by producing a Gangnam Style-inspired video featuring students and staff dancing through the library. (Timestamp: 16:41)

• Impact: Despite not promoting specific services, the infectious joy in the video attracted over 236,000 views, enticing more patrons to visit the library. (Timestamp: 16:41)

Hero B. Lee Library’s Research Rescue Series

Ambitious in its approach, the Hero B. Lee Library at Brigham Young University launched the Research Rescue series, a multi-part video series resembling a dramatic TV cop show featuring librarians as heroes. (Timestamp: 16:41)

• Plot Example: An episode depicted a student’s leg caught in electronic bookshelves, with librarians swiftly resolving the crisis. (Timestamp: 16:41)

• Reception: The series was lauded for its creativity and engaging storytelling, reinforcing the library’s role as an essential support system for students. (Timestamp: 16:41)

New York Public Library's Black Friday Spoof

Amid the chaos of Black Friday, the New York Public Library (NYPL) issued a full-page ad in the New York Times spoofing typical retail ads:

• Ad Content:

  • Headline: “All books are free.”
  • Subheadings: “Deal of the season” and “Free returns for an unlimited time only.”
  • Clippable Coupon: Offered 100% off books, ebooks, audiobooks, and magazines. (Timestamp: 23:20)

• Results: The campaign doubled the number of library card signups in a day, received 30,000 webpage views, and 50,000 social media views. (Timestamp: 23:20)

O’Reilly emphasizes the brilliance of this campaign, noting, “The New York Public Library managed to do something most advertisers only dream of. They broke through during one of the busiest advertising days of the year.” (Timestamp: 23:20)

Johnson County Library's Moving Billboards

The Johnson County Library in Kansas City utilized their delivery trucks as moving billboards by painting them with humorous, book-themed business logos:

• Examples of Designs:

  • “Captain Ahab's Fine Seafood” with a white whale graphic.
  • “Dr. Jekyll's Pharmacy” with ornate logos.
  • “Benjamin Buttons Diaper Service” featuring a stork carrying a baby. (Timestamp: 23:20)

• Engagement Strategy:

  • Three-Year Campaign: The trucks toured the county for three years, increasing exposure.
  • Public Contest: Invited the community to contribute new designs inspired by classic books, fostering public involvement. (Timestamp: 23:20)

O’Reilly marvels at the creativity, stating, “I often wonder why more companies don't do something creative on their delivery trucks.” (Timestamp: 23:20)

Save Our Libraries: Advocacy Through Marketing

In response to a 50% funding cut by the Ontario government in 2019, the Save Our Libraries group launched a compelling radio campaign:

• Campaign Theme:

  • Cautionary Tales: Read excerpts from classic books with twists highlighting the consequences of reduced library funding.
  • Examples:
    • "There's no place like home like Kilgore Mutual when it comes to comprehensive liability coverage."
    • "The Three Musketeers, except at Onigi Pizza, where it's always two for one on any large three-topping pizzas." (Timestamp: 23:20)

• Impact:

  • Petition Success: Garnered close to 100,000 signatures in a short period.
  • Award-Winning: Recognized for its innovative approach to advocacy through marketing. (Timestamp: 29:35)

O’Reilly underscores the importance of such initiatives, citing a TED Talk that emphasized libraries' role in fostering a love of reading among children, which is crucial for their future success. (Timestamp: 29:41)

Analysis and Conclusion

Throughout the episode, Terry O’Reilly illustrates that libraries, despite financial constraints, possess remarkable creativity and passion in their marketing endeavors. These campaigns not only increase visibility and engagement but also strengthen community bonds and highlight the indispensable role of libraries.

O’Reilly concludes, “If you can infuse marketing with genuine joy, it's impossible to ignore when you're under the influence.” (Timestamp: 23:20) This sentiment encapsulates the essence of effective library marketing—leveraging authentic enthusiasm to create impactful and memorable campaigns.

Notable Quotes

• Terry O’Reilly on Library Marketing:
  “They found ways to get as much attention as businesses that had big marketing dollars to spend. And that's quite a feat.” (Timestamp: 03:08)

• On Genuine Joy in Marketing:
  “If you can infuse marketing with genuine joy, it's impossible to ignore when you're under the influence.” (Timestamp: 23:20)

Final Thoughts

This episode serves as an inspiring testament to the ingenuity of library marketing. By embracing humor, creativity, and community engagement, libraries continue to thrive and remain relevant in the digital age. Terry O’Reilly effectively showcases that with passion and innovative thinking, even institutions with modest budgets can achieve significant impact.

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Produced by: Apostrophe Podcast Network
Recorded at: Tear Stream Mobile Recording Studio
Producer: Debbie O'Reilly
Sound Engineer: Jeff Devine
Theme Music: Ari Posner and Ian LeFever

Transcript

[Terry O'Reilly]

Did you know that if you subscribe to our But Wait, There's More option you get a bonus story in every episode of under the Influence. But Wait, there's more. For the price of a cup of coffee every month you get early access so you hear every episode a full week before everybody else. Plus you enjoy that episode ad free. Tsk tsk. And by subscribing you support our podcast. Just go to Apple Podcasts and subscribe to under the Influences. But Wait, There's More.

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[Terry O'Reilly]

This is an apostrophe podcast production. You're soaking in it colors oven in an inch. Now your teeth look whiter than no, no, no you're not you when you're hungry, you're in good hands with Aussie.

[Wix Representative]

You're under the influence with Terry O'Re.

[Terry O'Reilly]

Back in 2012, a library in Memphis was discarding old books and found one titled Courageous A Life of Andrew Jackson for young readers. The card in the back of the book had been signed out by many students, including a 13 year old Elvis Presley in 1948. It's the earliest known signature of the King. That library card sold at auction for just under US$12,000. Another due date slip from a library book titled Death Took a Publisher by Norman Forrest had another interesting signature on it. Signed out from a New Hampshire Library in 1959. One of the 17 signatures on it was reclusive author J.D. salinger, who wrote Catcher in the Rye. It also sold at auction for a pretty penny. And a librarian in Georgia discovered a copy of To Kill a Mockingbird signed by Harper Lee that had somehow been in circulation at the library since the 1970s. That would be worth somewhere in the neighborhood of 35,000 US today, minimum. I always wish I could stumble upon a valuable book like that somewhere. I am an avid book reader. I usually have at least five books on the go at any one time. While I buy most of my books, my father is an avid library fan. He also has about five books on the go at any given time. Apple meet tree. When I was young, I would go to the library often. I loved having a library card at that age. It was the only card I had with my name on it. I would borrow books and was always keenly aware of when they were due because overdue fines were one thing I could not afford. Recently, at a branch of the Toronto Public Library, an overdue book was finally returned. It was a copy of Ernest Hemingway's For Whom the Bell Tolls. It was overdue by 32 years and 72 days. At the Toronto Public Library's 35 cents per day overdue rate, the fine would have been about $4,000. That's probably why the person returned the book anonymously. Little did they know the Toronto library caps its overdue fines at $14. But that wasn't the most overdue book in library history. In 2019, a library patron in New Brunswick returned a book titled Relax and Live. 63 years after it was first borrowed. It was due in May 1956. A lot of relaxing went on there. That same year, someone in Manitoba found a children's book in her house that she had originally checked out in 1946, and she was a former librarian. Luckily, even though the book was way overdue, the library doesn't charge overdue fines on children's books. There is something else way overdue on this show, and that is the subject of library marketing. Like any other organization or business, libraries have to market their services. Because libraries don't have big marketing budgets. They have to rely on creativity. And when I look around at the marketing, libraries are creating These days, I can't help but be impressed.

[Wix Representative]

You'Re under the influence.

[Terry O'Reilly]

I live in a tiny town of less than a thousand people. It's kind of a one street village built along a beautiful river. While there are several things you can't find in this cute little village, it does offer one important thing. A public library. Believe it or not, libraries share a lot in common with for profit businesses. They need to constantly grow and replenish their customer base. They need communities to know what they offer. They need to give people a unique reason to visit, and they need to get your attention in a very busy world. All of which means they need marketing. Take the Toronto Public Library for instance. Did you know it's the biggest and busiest library system in North America? It's true. The Toronto Public Library is number one in materials borrowed. It's number one for visits in branch and online. It manages 100 branches. During the pandemic, it set a new record with 8 million digital downloads of ebooks and audiobooks. It is the largest consumer of E content in the world. For the eighth year in a row, one in five Torontonians visits a branch weekly and an astounding 70% of Torontonians use the library. Very impressive stats and way back in 2019, the Toronto Public Library took advantage of an opportunity. The Raptors had made the NBA Finals and were meeting the California Golden State warriors for the championship. The city was on fire for the Raptors and the Toronto Public Library got in on the action. In a series of very funny social media posts, the library taunted the Golden State warriors and did it by using the one thing it has a lot of books. Five days prior to game one, the Toronto Public Library posted a Twitter video of two books being scanned at the front desk. One book was titled let's Go and the second book was titled Raptors. And when they were scanned together, they made this sound we the North. Then on game day, the Toronto library tweeted a photo of four carefully chosen books stacked on top of one another. The title of the first book was Tonight. Title of the second book was Raptors. The third was Eat, and the fourth said Curry. Together they said, tonight Raptors eat curry. A funny taunt to the Golden State warriors and their star point guard, Steph Curry. Then the San Francisco Public Library responded with a tweet that said, hey, Oronto Library, don't you know that dinosaurs are extinct? Go Warriors. Now there wasn't just a basketball final going on. There was a library trash talk heating up. The Raptors would win Game 1. The warriors won Game 2. Just before Game 3, the San Francisco Library tweeted a photo of someone reading a book about the Golden State warriors with the caption, once upon a time, there was a basketball team that won the championship. Over and over and over again, we know how the story ends. The Toronto Library responded with a photo of three books with the titles Prediction Analysis Raptors Triumph. Then the Oakland Public Library stepped up and sent a tweet showing two books. One title was what's for Dinner? The other said Velociraptor. For Game four, the Toronto Library tweeted a photo of six book titles together. The spines read, when push comes to shove, we don't hate, we decimate. Then, just before the final championship game, the Toronto Library tweeted a photo of three books. Their titles read California Dreamin Becoming Nightmares. The Oakland Library responded with three book titles of the Rome that read no Chance. Dinosaurs. Well, chance. The Raptors defeated the warriors and won the NBA championship that night. To which the San Francisco Library graciously tweeted, congratulations to you, Toronto Library and the City of Toronto basketballandbooks. The library trash talk was fun and funny and attracted thousands of followers. It was not just a creative way of supporting the Raptors, it was also smart marketing because it got media attention, generating numerous online stories, and it was talked about on the nightly television news. And when you get media attention, it's like your marketing budget just quadrupled. When Raptors star Kawhi Leonard was rumored to be leaving the Raptors after the championship, a lot of goodies were dangled in front of Leonard to persuade him to stay, including a contract worth $190 million, a free multimillion dollar condo, free food for life, and the key to the city. You already have the keys to our hearts. I'm not sure exactly what else this key opens, but you should know that every door in this city is open to you and to your teammates. But in the in the middle of all those huge offers, the Toronto Library tweeted an amusing proposal. It offered Kawhi Leonard a personalized library card. The offer was so small, it was hilarious and again attracted a lot of press attention for the library. It reminded me of the time Saturday Night Live producer Lorne Michaels offered the Beatles a certain amount of money to get back together. Now here it is. As you can see, verifiably it is a check made out to you, the Beatles for $3,000. So funny. The Toronto Public Library's social media campaign was smart, cheeky and timely, placing the library in the middle of a heightened media frenzy, supporting the Raptors and doing it the library way. Attracting attention by simply using book titles and a library.

[Verizon Representative]

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[Terry O'Reilly]

Card. The Central Rappahannock regional library has 10 branches in Virginia, and like so many libraries, they were the victims of budget cuts in the Great Recession. But that didn't stop them from marketing themselves in a fun way while suffering cutbacks. They wanted to let people know they were going to find a way to keep their services going, so they chose to create a video. It was a parody of Gloria Gaynor's song I Will Survive and featured librarians from eight of the branches dancing to the tune. Listen to the lyrics.

[Library Marketing Campaign Voice]

When the budget was for slash, I was petrified had to do my job with my new printer. Denied. Then I ran off a few more. They didn't look too wrong. The streets are long, but we'll just have to get along. So we step back in the library base, approving fewer but better programs without disgrace. Should we stop inviting authors? Should we buy condensed books? Pretty sure that the homeschoolers would just give us sturdy looks. Come on now walk in our door. Just wander around now you are welcome to explore. Did you think we'd stop reading to your kids? We still want them to learn about the pyramids and we'll advise Alpha Times for as long as we have patrons libraries we we will stay alive. We've got computer spread throughout and so much to check out. We'll survive. We will survive.

[Terry O'Reilly]

The video wasn't slick, but the librarians were having a lot of fun. The message was clear. The librarians were committed to keeping the library vital in spite of budget cuts. To date, that video is has over 180,000 views. The McKeldin Library at the University of Maryland also produced a video. It featured the hit tune Gangnam Style and showed students and library staff all dancing with wild abandon through the halls and book racks of the library. The video didn't mention any of the library's services, but everybody in the video is so full of joy that it just made you want to go there. To date, that video has had over 236,000 views on YouTube. The Hero B. Lee Library at Brigham Young University in Utah did something very ambitious to get attention. It created a multi part video series that was well produced, it had a plot and best of all, the actors were all librarians. The series was called Research Rescue and it was handled like a dramatic TV cop show featuring librarians with badges swooping in like a SWAT team to help students with their research. The series even had its own theme song. The first episode in this amusing series begins with an older chief librarian explaining what librarians do. Well, subject librarians have specialized training in their specific area of expertise. Then she gets interrupted by a Code Red on her walkie talkie and assists them with any of our many databases and other research. We have a category three Level five on the first floor. I'm on it. As she rushes to the scene, she explains what the Code Red is. A category 3 level 5 is a student that's reached such a high level of stress, he or she is reverted to an animal like state of confusion. It can be dangerous. That's nothing we can't handle. When she gets to the appropriate floor, she meets her Research Rescue team and welcomes a new team member named Jason. It is my first day feeling the pressure a little bit, but you know, I've had years of training and schooling preparing me for this moment. Am I scared? Yeah. The Crisis A student researching an economics paper has his leg caught in the electronic bookshelves. I've seen a lot in my years working here at the library. This is a first for me. Those electronic shelves are usually pretty safe. They move quite slowly and they've got sensors all over. So I don't know how this happened. The Research Rescue team tries to get the manual override on the keypad to work, but no luck. The student is in pain. One of the team offers to go get the building maintenance staff. The chief librarian knows time is of the essence, so she steps up and with a mighty grunt pries the shelves apart herself. The students leg is freed, crisis averted. Well that was a tricky situation let me tell y'. All. But we handled it and now that student is on the road to a full recovery and it all happens in four really amusing minutes. The Research Rescue series had a number of episodes. It was well done, the acting is terrific and all performed by librarians. What a fun idea and it makes you want to be at the Harold B. Lee Library. Don't go away. We'll be right back.

[Verizon Representative]

Popsicles, sprinklers, a cool breeze. Talk about refreshing. You know what else is refreshing this summer? A brand new phone with Verizon. Yep. Get a new phone on any plan with Select Phone. Trade in in my plan and lock down a low price for three years on any plan with MyPlan. This is a deal for everyone whether you're a new or existing customer. Swing by Verizon today for our best phone deals. 3 year price guarantee applies to then current base monthly rate only. Additional terms and conditions apply for all offers.

[AT&T Representative]

And now a next level moment from ATT Business. Say you've sent out a gigantic shipment of pillows and they need to be there in time for International Sleep Day. You've got at and T5G so you're fully confident, but the vendor isn't responding and International Sleep Day is tomorrow. Luckily, AT&T5G lets you deal with any issues with ease so the pillows will get delivered and everyone can sleep soundly. Especially you. AT&T5G requires a compatible plan and device coverage not available everywhere. Learn [e-mail] 5G Network.

[Wix Representative]

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[Terry O'Reilly]

The New York Public Library has done some very interesting and fun marketing. As everyone knows, Black Friday is a big shopping day leading up to Christmas. It happens in late November. Stores open early, stay open late, and are loaded with Black Friday deals. In the world of marketing, Black Friday is a noisy, massive advertising day. Pick up any newspaper, watch any TV commercial, or check your email and you'll be assaulted by a constellation of starbursts, a forest of exclamation marks, and loud ads yelling about sale prices. Well in the middle of that one day blitz, the New York Public Library took out a full page ad in the New York Times, paid for by a library patron, and did a spoof on typical Black Friday retail ads. The headline screamed all books are free with smaller subheadings saying Deal of the season and free returns for an unlimited time only. There was a clippable coupon that offered 100% off books, ebooks, audiobooks and magazines. The library also created some simple animation videos for social media. The Black Friday spoof was a big success in the onslaught of Black Friday retail ads. The New York Public Library ad made people smile. And it wasn't just smiles. There was a measurable result. The library saw double the number of library card signups than they would normally see in a day. Their webpage got 30,000 views, and their simple but fun Black Friday videos attracted over 50,000 views on social media. The New York Public Library managed to do something most advertisers only dream of. They broke through during one of the busiest advertising days of the year. The Johnson County Library in Kansas City wanted to generate attention. It had a small fleet of trucks that delivered books to its many branches. So they decided to have some fun with them. Here's what they did. They painted beautiful business logos on the sides of their delivery trucks. One showed a white whale under a logo that said Captain Ahab's Fine Seafood. Another truck had an ornate logo painted on all sides that said Dr. Jekyll's Pharmacy. Yet another truck had a graphic of a stork carrying a swaddled baby in its beak under the logo Benjamin Buttons Diaper Service. And every truck carried one additional line that said available at the Johnson County Library. It was a very creative idea, using the themes from classic books and turning them into humorous and fictional business logos. Those eye catching trucks roamed the streets advertising the library for three years. Then came time for an update. So the library staged a contest inviting the public to contribute the next designs. A list of classic books was provided as inspiration, including such titles as the Jungle Book, the Adventures of Huckleberry Finn and and Sherlock Holmes. Such a big idea. And using trucks as moving billboards gave the library increased exposure all around the county. I often wonder why more companies don't do something creative on their delivery trucks. In the spring of the 2019, the Ontario government announced a 50% decrease in funding to public libraries. It was a devastating cut that led to immediate layoffs and drastic cancellations of various programs and services. That's when some concerned citizens got together to do something about it. They formed a group called Save Our Libraries. They created a radio campaign that told a cautionary tale of what libraries might be like without government funding. In those radio commercials, they read excerpts from classic books, but each story contained a new wrinkle. Like the wizard of Oz. The Wonderful wizard of Oz, Chapter 4 Be it ever so beautiful, there's no place like home. The scarecrow sighed deeply. I guess you're right. And there's no place to ensure your home like Kilgore Mutual when it comes to comprehensive liability coverage. Those guys are the real wizards. You said it. Cried the Tin man and the Three Musketeers. The Three Musketeers, Chapter 9 Porthos stretched out his hand and the four friends repeated with one voice the formula dictated by D'. Artagnan. All for one, one for all. Except at the Onigi Pizza, added Porthos, where it's always two for one on any large three topping pizzas. Each of these Save Our Library' commercials ended with this if we don't support public libraries, someone else will sign the.

[Wix Representative]

Petition to restore funding for Ontario libraries at SaverLibraries CA.

[Terry O'Reilly]

In the first week alone, the petition earned 50,000 signatures, then shot up to just under 100,000. Save Our Libraries wasn't only an award winning marketing campaign. It was important because our libraries need to be saved. I listened to a TED talk about libraries recently. The speaker said libraries give children the very best foundation in life a love of reading. She went on to say, research shows that developing a love of reading in early age helps build attainment later in life more, more than any other factor, including parental income. That's quite a statement. And that is just one reason why our libraries need to be saved and valued and funded. Libraries are so much more than books. They offer a multitude of services and are often the hub of a community in good times and bad. In all our examples today, libraries generated big marketing ideas without having big marketing bucks. They found ways to get as much attention as businesses that had big marketing dollars to spend. And that's quite a feat. If there was one single takeaway from all those marketing ideas today, it was how much passion and commitment librarians bring to their jobs. They could barely contain their joy in the videos, which made it all so much fun to watch. And that's the secret sauce. If you can infuse marketing with genuine joy, it's impossible to ignore when you're under the influence. I'm Terry O'Reilly. This episode was recorded in the Tear Stream Mobile Recording studio producer Debbie O'Reilly sound engineer Jeff Devine Theme music by Ari Posner and Ian LeFever if you enjoyed this episode, you might also like Terry's Bookshelf Season 3 Episode 15. You'll find it in our archives wherever you download your pods. Follow me on Twitter and Instagram for some fun behind the scenes stuff at Terry oinfluence. See you next week. Fun fact the U S Canada border runs right through the middle of the Haskell Library between Quebec and Vermont. You don't need a passport to visit, but you must return to your country of origin when you leave. Foreign.

[Verizon Representative]

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[Wix Representative]

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[Terry O'Reilly]

Sure thing.

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[Terry O'Reilly]

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