This January/February 2022 issue of Marketing Library Services starts the year off strong, with articles from two winners of the coveted John Cotton Dana Library Public Relations Award. One is a case study about learning to use a logic model, while the other details a postcard campaign that successfully re-engaged patrons once libraries re-opened after pandemic closures.

Examples to Emulate

Logically Speaking: Using a Logic Model to Improve Marketing Results
By Karen Lemke
When Karen Lemke started working at Rochester Public Library (RPL) in Minnesota, she didn’t know anything about logic models. Now, she’s a huge fan. Follow her journey through discovery, understanding, and iterations of implementation. See the measurable outcomes that RPL staffers achieved by morphing into “a true data culture.”

How-to

A Direct Approach: Re-Engaging Patrons via Postcards
By Misty Rose Nesvick
How do you connect with patrons who don’t even have internet access, let alone social media accounts? Direct mail is one way to bridge that deep and wide digital divide. In sparsely populated Alaska, Misty Rose Nesvick changed her usual tactics in an attempt to bring users back to Anchorage Public Library’s branches after pandemic closures. Segmentation, customization, and translation led to re-engaging more than 500 cardholders.

ICMYI

Helpful Tools, Book Challenges, and a Documentary
By Kathy Dempsey