Get to know how the public library works behind-the-scenes! This year, we’ll highlight different departments and services at the Hamilton East Public Library to give you an inside glimpse into how the library serves our community.
Today, Kelsey S., Director of Marketing & Communications, will share how the library communicates information about events, services, and library news to the community.
Q: Tell us about a typical day in the Marketing & Communications department?
HEPL’s Marketing and Communications team at a library marketing conference
A: One thing that is true when it comes to library marketing/communications, is that no two days are the same! The Marketing & Communications department is a small, but mighty, team of 3 here at HEPL and our job is to build awareness and promote all the amazing things the library has to offer. A small team requires collaboration and the ability to shift gears quickly. An average day could look like: a team check-in to discuss campaigns and project progress, planning content for the blog calendar or enews, filming for the next reel or TikTok, graphic design for our digital signage or Discover Guide, website updates, a meeting with a community partner, etc. The list could continue, but you get the idea!
Q: What’s your favorite part of your job?
A: Something that I’ve always enjoyed through my nonprofit professional journey is connecting with the community. In my 12 years at HEPL, I’ve particularly enjoyed doing this through partnerships. My position allows me to network within the community at various events and serve on local committees, which has given me the opportunity to connect with so many wonderful organizations and people. It’s rewarding to see common themes that turn into collaboration to better serve our community!
Q: What do people not realize about the Marketing & Communications department at the Library?
Library booth at a Noblesville Chamber event
A: There is a strategy behind everything that we do. From the timing of campaign launches, event promotions, social media posts, eblasts…to the communication channels we choose to use and how we segment them, it was certainly well thought out. Every step in a marketing campaign can and should have a deliberate strategy to maximize effectiveness and achieve specific goals.
Q: How does the Marketing & Communications department partner with the community?
A: As I mentioned, community partnerships are one of my favorite things about working at the library. Many times, a partnership with the marketing and communications department looks like a guest blog highlighting an awareness campaign. It could also look like a collaboration with the City of Fishers as a designated donation drive drop spot or with the Noblesville Chamber for a Young Professionals event. Other times, I find myself connecting a community contact with another HEPL team member for potential programming. Most recently, our team had the opportunity to partner with several local businesses for Library Card Sign-Up Month through a “show your card and save” campaign. These deals contributed towards an almost 17% increase in new library cards in September. Partnerships come in many different shapes and sizes, and we are grateful for them all!
Q: What goes into planning and running marketing campaigns for the library?
Library Card Sign-Up Month Campaign graphic
A: Planning and running marketing campaigns for the library requires careful consideration of the library’s goals, audience, and resources. Libraries serve diverse communities, so campaigns often focus on promoting services, resources, and events to attract different segments. Here’s a quick breakdown of the process: Define Goals and Objectives, Understand the Audience, Develop Key Messages and Branding, Choose Marketing Channels, Create Content, Implement and Run the Campaign, Engage with the Community, Monitor and Measure Results, Review and Adjust for Future Campaigns. Our planning process begins several weeks to several months in advance of launch. I could go on and on talking about marketing campaigns and how our team dissects the data!
Q: What’s the best way for people to stay informed about what’s going on at the library?
A: Subscribe to and read our emails, follow us on Facebook, Instagram, YouTube, LinkedIn, and TikTok, visit our website, read our Discover Guide, and talk to our fantastic staff. We offer so many opportunities to stay connected!
Thank you, Kelsey! Stay tuned to the HEPL blog each month to learn more about the library behind-the-scenes!