Marketing a Hospital Library: Creating a Quick and Engaging Book Display

Unlike a public or academic library, hospital libraries tend to have limited space, budget, staff and time to consider marketing and promotion of library materials, especially in physical spaces. While it can be easy to bring in a visual element or create a small graphic with basic HTML skills for your library’s website, sometimes having a physical book display can go a long way to engaging your patrons and seeing increased circulation statistics.

I began putting up monthly book displays in our small Staff library in October, and have continued every month since. The display in October honored Breast Cancer Awareness Month, while November focused on Diabetes Awareness Month. I partnered with the diabetes education programs at my hospital to include educational materials and take-away items for the November display, including the 2018 Diabetes Canada calendar, food guides and living with diabetes pamphlets. These months saw a display focused on highlighting medical books in our circulating collection (i.e. not overnight loan or reserve items). I had a few staff members view the display and a few comments about the topic, but saw little improvement to our library’s circulation statistics or engagement with the books on display during these months.

In December, I switched things up and focused on our newly weeded and reorganized consumer health collection, suggesting patrons sign books out they may find personally or professionally interesting and take it home with them to read over the holidays. Books were selected based on publishing year, Goodreads reviews, and loan history. Each book had a small leaflet tucked into the front cover with the title and author of the work, three descriptive adjectives about the book, it’s Goodreads user-generated starred rating, and 1 or 2 user reviews of the book. I coupled this display with new bookmarks with borrowing and loan information, contact details, and a link to our online catalogue.

December was by far the most successful marketing campaign I’ve experienced so far. Within the first 24 hours of the display going up, 3 of the books were checked out. These books were all renewed by the patrons that signed them out. I accompanied the display with gift-wrapped boxes and 3D trees to make it more visually appealing, and had lots of comments on the cheerful holiday aspect of the display.

Although I would love to see the progression of the engagement with the December display, I’ve committed to monthly displays and now have completed one for the month of January. Unlike some months, there aren’t any health awareness months or days in January to correspond to the areas of care at my hospital. So, I focused on an area of our collection: leadership and management skills. I selected books focusing on general leadership, leadership in health care settings, and leading nursing teams. I’m excited to see how this display goes!

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Want to try making a quick book display?

Each monthly display takes me about 1-3 hours to complete, from start to finish. I also complete it on a $0 budget. Here are my steps:

  1. Come up with an exciting and unique idea for a display. Base the theme on something specific to your location, area of care, or something your organization is known for. If you have contacts in your location, you can work with them to create something together.
  2. Determine a physical space for your display. Use the existing architecture of your space to your advantage, and remember to keep accessibility concerns in mind. Think about how patrons use the space, if they will see the display from the entrance and how light and space may influence the colour scheme and decorations you may want to add.
  3. Choose books for your display. I usually go through our online catalogue, search for a couple of relevant subject headings (we use LCC), and then cross-reference with the loan history of those books, how new they are, and sometimes their cover art. Think about the story you’re setting by selecting these books – older books and books with lackluster cover art may suggest a boring and outdated collection. If you need more guidance, you can ask a subject matter expert for their recommendations.
  4. Create a poster or sign for your display. I use Canva as it is free to use, easy and contains royalty free illustrations and photos. Make sure your sign is readable. Colour and design help create visual interest and lead patrons into the design. Put the poster or sign up near the display. You may want to create a .JPG or .PNG version of the sign/poster to put on your library website.
  5. Bring in decorative elements. Compliment the colours of your sign/poster and the theme of the display to make it more visually appealing than just books on a shelf. Everyone who comes into a library is expecting books on a shelf – give them something to remember! Be sure to consider if the decorations make it difficult to pick up the books or overcrowd the space, and try to keep it budget friendly.
  6. Put it all together. Use your judgement to make adjustments, and keep the patron in mind when putting it together.
  7. Take photos and market it! Tell your leader, coworkers, patrons, friends, colleagues and even your online professional blog about your display! The whole point is to spread the word about your collection.
  8. Keep track of engagement with the displays and be prepared to discuss the impact with your leader. I use the circulation statistics and anecdotal evidence of engagement with the display to reinforce it’s importance and show how awesome of an idea it is.
  9. Do it all again! Keeping the display fresh on some sort of schedule keeps bringing people into the library space and creates a way for them to break the ice with library staff. It doesn’t have to be every month – you can do it every season/quarter, or just whenever you have time!

 

Thank you for reading! Please contact me if you have questions!

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Tumblarians, or Tumblr Librarians

In my long-standing love for all things social media, tumblr has been a constant source of online community, news, memes, fandoms, and cute pictures of cats. But only recently did I discover “tumblarians” as a tag used by tumblr users who happen to also be librarians. A quick search of this tag leads to everything from the personal accounts of being a librarian, to news articles about librarianship, to things like What the Librarian Wore, a personal favourite.

One post that recently caught my attention was relating to an exhibit at Ellis Library Colonnade. Relating to my recent post on post-WWII depictions of librarianship, this post by the Special Collections & Archives at Mizzou shows posters from World War One and Two in the “Libraries at War” exhibit.

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From Special Collections & Archives at Mizzou

The overall message from this post is that books are important tools, or “Weapons in the War of Ideas.” How cool is it that at the time, books were likened to the brave men fighting on the battlefield? From the author of the post:

The Library War Service was created in 1917.  It was directed by Herbert Putnam, then Librarian of Congress, and administered by the American Library Association.   In an enormous effort to send books and other reading material to the American forces, the ALA distributed about ten million books and magazines; collected five million dollars from public donations; supplied library collections to more than 500 locations, including military hospitals; and with the financial help of Carnegie Corporation, established 36 camp and military base libraries.  During the Second World War more than seventeen million books were collected through the National Defense Book Campaign launched in 1941 and better known as the Victory Book Campaign.

Books were frequently regarded as powerful ideological tools. President Roosevelt wrote: “No man and no force can take from the world the books that embody man’s eternal fight against tyranny.  In this war, we know, books are weapons.”

 Another post that caught my attention on LibrarianProblems:

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The GIF is awesome, because Parks and Rec is awesome. But the message stopped and made me think. I love social media as a form of personal expression, professional connection, a source of news, etc. But the question posed by this post (What do you do when a patron sends you a friend request on Facebook?) does seem like a tough one. Information organizations, like any other profession, have to deal with issues of personal and professional space. One aspect of the job search will be finding out what different information organizations have policies against this sort of online presence. Does having patrons on Facebook and other social medias influence your professional practice? For better, or for worse?