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

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.

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