Marketing Events

Library events tend to feature authors and books of all kinds, not just current bestsellers, so they represent a critical component of both publishers’ and authors’ platforms to reach and engage fans and new readers alike. The marketing of these events is one of public libraries’ most effective secret weapons, equivalent to a highly respected, multi-platform, local media outlet. Leveraging every available channel to its full potential ensures your events will have the most impact.

From library buildings to local partners, your events should be promoted everywhere your patrons visit, with posters, flyers, postcards, bookmarks, and when appropriate, paid advertising.  It is important to have professional-looking marketing materials for use in print, but don’t forget about digital channels like your website, emails, and social media platforms. 

Make sure staff know where the files are located in case they need to print more copies, and always share these materials with your authors and local partners so they can promote the event through their own channels.

Physical channels

In-branch signage

  • Henrico County Public Library (HCPL) creates letter-sized flyers as well as large posters, and we add a slide to our digital signage to promote the event. Our librarians create related displays to showcase the book, and we have a drawing for free copies of the book at each of our branches.

  • Schaumburg Township District Library (STDL) creates traditional posters, flyers and bookmarks. We also create large-scale wraps for the columns in the building; traveling pop-up display carts that we take to community events; outdoor lockers for hold retrievals; and the library vehicles. In addition to the library guide that is mailed to every household in the district, we typically send out direct mail postcards. We usually develop a reader's guide booklet and program guide for the leadup activities prior to the event. Static ads are created for all of the digital signage in the buildings, and promotional bookmarks are included in the home deliveries. 

  • Twinsburg Public Library (TPL)’s customers frequently pick up flyers about upcoming events. 

Local booksellers

  • Henrico County Public Library (HCPL) distributes posters and flyers to our local booksellers.

  • St. Charles City-County Library (SCCCL) works with local bookstores who promote library affiliated programs on their website and in their newsletter.

Local businesses

  • Schaumburg Township District Library (STDL)’s community partners are provided with a marketing package they can use with their own marketing channels—social media posts, logos, images, hashtags, etc—as well as the flyers available in the library.

  • Twinsburg Public Library (TPL) targets local businesses whose customers may have interest in the event topic or speaker.

Local media

  • Henrico County Public Library (HCPL) sends out two press releases to generate interest through local media. In the past we have had appearances on Virginia This Morning. Each year we usually get one to two articles, including at least one feature article, in the Richmond Times-Dispatch, Style Weekly (our alt weekly), Richmond Magazine, and/or the Henrico Citizen.

  • Schaumburg Township District Library (STDL) sends out press releases to the local paper. We provide program packages to be included in the three local access cable stations for our service area; typically a package includes content created specifically for children, teens, and adults. 

Paid advertising

  • Henrico County Public Library (HCPL)’s Friends of the Library purchase advertising space in local print publications and on their websites. Our library graphic designer produces the artwork and we coordinate with the advertiser on behalf of our Friends.

  • Schaumburg Township District Library (STDL) pays for ads in the local papers and CBS television affiliate. In recent years, we have invested in ads on Spotify and Pandora to promote the audio podcasts staff creates as discussion guides. 

  • Twinsburg Public Library (TPL) pays for an ad on the carts at our local Giant Eagle, which runs all year. This is not for author events specifically, but it does draw attention to the library and our website.

Earned media

  • Generate a list of talking points for staff in all areas to share with patrons and, hopefully, within the community.

Digital channels

Library website and catalog

  • Advertise events on the main page of the library’s website, an events calendar, and  through the online sign-up program.

  • Cuyahoga County Public Library (CCPL) prioritizes marketing. We do not have a separate budget for paying honorariums so we create value with market penetration and audience reach. We maintain a dedicated website for our author events (beyondbookjackets.com) which includes event and author information, as well as links to our local bookseller to purchase a copy of the author’s book. We also feature author events on our main home page which drives the most traffic. 

  • Henrico County Public Library (HCPL) does a series of blog posts that tie into our featured title in the months leading up to our annual author event.

Library email list

  • Cuyahoga County Public Library (CCPL) has grown our email list to nearly 300,000 subscribers, largely thanks to our prioritizing owned media channels. 

  • Twinsburg Public Library (TPL) sends out an email to all our cardholders at least once a month. If we are trying to push a particular event such as an author event, we will send out a special email.

  • Schaumburg Township District Library (STDL) features author events in general library emails and creates targeted blasts during the lead up to the kickoff, or event. 

Library social media platforms

  • Announce all events on the library’s Facebook, Instagram, and Twitter accounts, and tag the author’s and publisher’s accounts to extend your reach.

  • Cuyahoga County Public Library (CCPL)’s author events are promoted across social media platforms, but frequently we target specific platforms for certain demographics. 

  • Schaumburg Township District Library (STDL) invests a lot of effort in creating engaging, easily shareable social media content.

Local booksellers

  • Local bookseller partners can help promote library-affiliated author events on their own websites or in their email and social media communications.

Local businesses

  • Local business partners can help promote library-affiliated author events on their own websites or in their email and social media communications.

Local media

  • Take advantage of free online event listings; invite the local book critic or event editor to all events.

  • Schaumburg Township District Library (STDL) is usually approached for at least one feature article in the local newspaper. 

Paid advertising

  • Twinsburg Public Library (TPL) sends out a bimonthly mailer to every home in our service area. Out of our 28,000 cardholders, only 13,000 have active email addresses, so this is an important step for us.