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Library reports 'Stream Smarter' marketing push; staff aim for about 4,000 new cards in September
Summary
Marketing and communications reported a citywide campaign for National Library Card Signup Month with social ads, earned coverage and a target of roughly 4,000 card signups; staff outlined multi‑channel tactics and partnerships with Metro Council and university campuses.
The library’s marketing and communications team reported on a citywide customer‑acquisition campaign for National Library Card Sign‑Up Month, calling the effort “Stream Smarter.” Andrea, the library’s head of marketing and communications, told the board the campaign is designed as both an acquisition and retention effort that funnels new cardholders into citywide and hyperlocal email lists for ongoing engagement.
Andrea said the team expects roughly 4,000 new library card signups during the campaign based on prior years and current ad performance. “Based on what we've done…we're looking at about 4,000 for this month, which looks like success,” she said. The campaign combines organic creative, a paid socials ad buy and a billboard placement; initial metrics show more than 5,000 clicks on the Get a Card page in the opening days (compared with about 4,311 clicks in the similar period last year).
Andrea described a turnkey social toolkit for board members, council offices and partners to share. Vice Mayor’s office planned a photo opportunity and distribution of collateral at Metro Council; the mayor’s office and the foundation also promoted the campaign. Andrea said the foundation and the library had arranged social ad funding and that the campaign is tracking click and conversion metrics to optimize ad spend.
Board members asked about campus outreach and out‑of‑county cardholders. Andrea said the library is working with Tennessee State University and other campuses; a Belmont model that produced roughly 2,000 cards via freshman outreach was cited as an example. On out‑of‑service‑area cardholders, Andrea said the board would receive a report in a future meeting; she noted the library receives about $60,000 per year from out‑of‑service‑area card fees (about 6,000 cardholders paying $10 each) and that the board will discuss that topic in a forthcoming agenda item.
Andrea said the team will deliver a full campaign brief at the end of September and provide updates to the board on conversion and retention metrics.
