2, Issue 1 (Summer 2018)
|Door to Door Outreach Campaign in Florida, NY
Madelyn Folino, Florida Public Library
Marketing Libraries Journal, volume 2, issue 1, pages 39-45.
Abstract: Florida Public Library, a school district public library in a
farming and bedroom community on the edge of metropolitan New York,
serving a population of 4,991, engaged in a door-to-door outreach
campaign in 2016–2017 to raise its profile in the community, reach
nonusers and increase the number of patrons from 56% to 60% of its
service population. Through walking local streets and knocking on
doors, library staff hoped to sign up 200 new patrons. The article
describes the steps used to develop and conduct the campaign, using
teams of staff, trustees and Friends of the Library. How prospective
patrons and their home addresses were
discovered and what databases and software was used, materials and
methods employed and the chronology of the campaign are detailed by
following the library’s plans for summer, fall and spring activities.
Mistakes made and lessons learned are shared from walking one
community’s streets and speaking face to face to residents about
library services, offered and desired.
Keywords: door-to-door campaign, direct marketing, outreach, Library Card Sign-Up Month, non-users