#TBT – Going Rogue for Summer Reading

In honor of the season and the day, I am reposting an article I wrote for Novelist a few years ago for this early summer edition of Throwback Thursday.  At the time, this felt like edgy stuff – ditching the CSLP theme felt like a crazy move!  However, based on responses to the piece, I learned that many other libraries were also (and were already) rethinking summer reading.

summer-in-the-city_(1)

Fast forward to 2016 and libraries are still doing just that – rethinking, reframing, and redesigning summer reading programs to create more value, reach more people, and have a greater impact.  Inspired by what many other libraries are doing, Chapel Hill Public Library is embracing the summer challenge framework and expanding the scope beyond just reading to embrace experiential learning as well.

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Charlotte Mecklenburg’s Summer Break Program 
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Chicago Public Library’s Summer Learning Challenge

As I post this, and thanks to our fabulous Youth, RA, and Marketing staff, we are launching our 2016 Summer Challenge: Read More, Do More, Learn More – I’ll let you know how it goes.

chpl summer

Raise your hand (and comment below) if you and your library are rethinking the season and your approach to it.  I’d love to hear about what you are doing!

Going Rogue for Summer Reading: A Totally Local Approach to our Busiest Season

Originally appeared in the October 2013 issue of Kids & Books

It all started in the fall of 2011. After another summer — our busiest season at Lawrence Public Library — staff from Children’s, Teen, and Adult departments gathered to discuss how the summer reading program went. Good participation numbers? Check! Engaging slate of programs? Check! Lots of happy readers? Check!  

But there was an elephant in the room. As the newly appointed Marketing Director, I waited for someone else to say it. I knew they were thinking it. Finally, someone made the comment that started a deeper conversation. A conversation that eventually led to us “going rogue” for summer reading. A member of the adult services staff said, “I just wish the swag bags had our name on them. I see people carrying these cute cloth bags all over town, which is great. But you can’t tell that people got these bags from us, which isn’t so great.”

This comment led to a weeks-long discussion about the marketing and promotional piece of summer reading. For years, like many libraries, we bought into the CSLP — the Cooperative Summer Library Program. We liked how everything was pre-fabricated. The theme for the year was done, all of the graphics provided, and all of the incentives ready to hand out. But this was also exactly what we didn’t like about it. We were trying to figure out ways to make our marketing and branding what I termed “hyper-local.” The way we’d approached summer reading was easy, and the themes were good, but they did not speak to our community. We decided to re-think summer reading from top to bottom. The result: a totally local summer reading program that looks great, is easy to engage with, and is more successful than ever.  Read the full article here.

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2 thoughts on “#TBT – Going Rogue for Summer Reading

  1. I can relate to your staff’s views about working with the pre-packaged CSLP Summer Reading multiple themes and deliverables. Our library, like yours, has continuously marched with what we received in the past, but it made for about as many–if not more–headaches in both creative marketing production as well as consistent messaging to the public. This year, I proposed simplifying the themes to just one that will work across the board to all age groups as well as reduce the art to one main design identity to help with consistent messaging and recognition. If you would like to see the results of my rebranding of this year’s theme, please feel welcome to view my “Library Marketing Design” blog for designers of library communications at: http://librarymarketingdesign.blogspot.com/2016/04/re-envisioning-alternative-creative.html .

  2. Scot – Thanks for the comment. I LOVE what you are doing, especially this year’s campaign. It looks fabulous. Good to know about your blog, too.

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