Most high-level library marketing goals aim to expand services into new communities and increase engagement with current users. But traditional library marketing is often geared toward reaching people who already know and love the library. Partnership marketing can help meet all your library marketing goals and it can reach entirely new audiences, while also showing a different side of the library to people who may have a narrow understanding of available resources and services.
Back in 2017, my colleagues and I at the Orange County Library System were brainstorming new community engagement ideas to support our children’s programming. That summer, the TV show Shark Tank was massively popular in our area—and not just with adults. We already had our “BizKids Camps” programming over the summer, and a staff member suggested we go an extra step and add a real, live business fair.
So, that’s exactly what we did. Our Orlando Children’s Business Fair offers students a platform to launch their businesses, promote their services or products, and build marketing strategies. The fair was very successful for three years running, until COVID-19 hit. While we could not produce a live fair in 2020, that didn’t stop us from continuing to build momentum by creating a new virtual experience to encourage youth entrepreneurship.