Your Free Pass To: Increasing Awareness of Library Services to Under-Served Neighborhoods

“Your Free Pass to…” was a partnership with Moline Public Library and Rock Island Public Library to create a cost-effective marketing campaign to increase awareness and library use in neighboring communities that are underserved, racially diverse, and may face language barriers.  

The project aimed to build greater awareness of the free nature of library services and what you can do with your library card. The campaign theme shared the message of affordability: 

• Fine-free circulation of materials (fresh start without fines)
• Free programs and services for all ages
• Family-friendly events 

By showing the benefits of having a library card, the campaign sought to increase card applications/renewals in areas with lower rates of card activity, which was the genesis of how the project came to be. How do we reach these neighborhoods and communities that are underserved and may be unaware of all the programs and services that we offer? 

We decided to approach the project with a multi-pronged approach to try and reach as many people as possible. We created the webpage https://yourlibrarypass.com/ (comes in English and Spanish) to house all of the services, events, and so much more from both the Moline Public Library and the Rock Island Library in one place.  

Our strategy was then to utilize billboard advertising in the specified neighborhoods over two different time periods, showcasing the free summer activities for everyone, and then another message in the fall for back-to-school. In addition, we also employed digital advertising about 15-20 miles around the billboards to target those with mobile devices, to reach those who are not consumers of traditional media.  

It has always been important for our libraries to reach populations that could benefit from library services but are unable due to factors including: 

• Distance from library (transportation)
• Language barriers
• Changes in Library use following COVID
• Lack of/Lapsed Library card 

This marketing campaign made it possible for us to bridge that gap and reach new households to get them on the phone or to our doors to sign up for cards, attend our programs, and open new avenues for outreach to address community needs.  

How can other libraries try to replicate this project? Collaborate! We are fortunate to have several other public libraries in our area, and anytime you can work together, it only makes things easier. Find those specific neighborhoods or areas that you are lacking patrons or library card users and figure out why. Then get creative to get them back to your library. 

Remove barriers, promote all the wonderful programs and services your library offers, and show people why your library and all libraries are necessities for the community. 

This week’s blog post was written by Callahan Herrig, Library Development Manager, Moline Public Library.

This project was made possible by the My Library Is... Grant.