Customer Spotlight: Parsippany Public Library

[Lisa_R]

Customer since: 2022

Fun fact: The library’s events include everything from the traditional book clubs and writing workshops to visits with therapy animals and classes on software like Canva, Powerpoint, and more.

Where you can find them:

Website

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LinkedIn

When you think about libraries, you think about books, but in recent years, the Parsippany Public Library has transformed into a vibrant community hub that far transcends its traditional role of lending books. Under the leadership of Nicholas Jackson, the Director of Info Services and Facilities, the library has embraced a dynamic marketing strategy to meet its primary needs: reaching out to the community, increasing event attendance, and keeping people engaged with the library throughout their lives, not just during school years.

Their marketing efforts are centered around informing the community about the library's diverse offerings, which include a wide range of programs and events designed to cater to various interests and age groups. The goal is to make the community aware of these resources, encouraging more people to sign up for library cards and participate actively.

Nicholas has found that using different digital marketing channels for different messaging has worked wonders for the library’s initiatives: email marketing newsletters provide broad-based outreach, but by using custom landing pages associated with library programming and events, he is able to target highly specific audiences with emails and SMS text messages to keep them informed about programming they have expressed interest in and remind them of courses and events they have registered for.

"It's all about keeping our community engaged and making sure they know we're more than just books," Nicholas shared. His marketing efforts are doing just that– the library has seen a noticeable increase in event attendance and library card registrations.

Want to turn your emails into must-reads? Take a card from Parsippany Library’s Catalog:

• Email newsletters help PPL keep their subscribers up-to-date on programs, community events, and opportunities at the library. “We have over 17,000 people on our newsletter. What’s really great is over 40% open the newsletter.”
  • Fill a newsletter-style email with engaging content
• Custom landing pages enable PPL visitors and subscribers to register and express interest in specific topics and programs so they are getting the exact updates they want the most.
  • Create a Custom Landing Page
• Contact lists allow PPL to apply a laser focus to their communications, following up with only the most engaged contacts and boosting event attendance and participation.
  • Find your contacts by their engagement level using segmentation
• The Reporting dashboard gives Nicholas the opportunity to see what’s working, including heat maps to show where customers are clicking, and engagement metrics (like opens, clicks, and unsubscribes) to show what’s working and what’s not.
  • Overview: Email reporting