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Marketing: library’s September card‑signup push fell short of 4,000 goal but netted ~3,800 new accounts and wide reach
Summary
Marketing staff reported the National Library Card campaign reached more than 10 million people, produced about 14,000 clicks to the library’s sign‑up page and yielded roughly 3,800 new library card acquisitions, short of a 4,000 goal but showing gains in targeted ZIP codes.
Andrea Fanta, the library’s marketing and communications lead, briefed the board on the September 2025 National Library Card sign‑up campaign. The campaign’s stated stretch goal was 4,000 new customer acquisitions; Andrea reported a final total of about 3,800 acquisitions.
Andrea said the integrated, in‑house campaign used organic and paid social media, earned media and a billboard buy and netted a total reach above 10 million, more than 81,000 engagements and roughly 14,000 clicks to the library’s 'get a card' page, a 4.7% year‑over‑year increase. Andrea also reported an ad‑value equivalent figure of about $1.5 million.
The campaign included geo‑targeted ad buys in six ZIP codes where the library had lower market share. Andrea said market share increased in five of the six targeted ZIP codes year over year, and cautioned that attribution is not exact because public libraries do not use cross‑site tracking pixels to follow conversions. The presenter credited branch staff for on‑the‑ground outreach that turned campaign interest into new card registrations and asked board members to recognize staff contributions.
Board members asked follow‑up questions about goals and methods; Andrea said the campaign performed well given systemwide constraints and offered to share campaign materials and data with board members who want to learn more.
The board thanked the marketing team and encouraged sharing the approach for peer learning across Metro departments.
