Traditional annual reports tout the achievements of the organization over the past year. Jacksonville Public Library wanted to take a different approach to achieve a different result. How could we demonstrate in a visual way our belief that the value of the Jacksonville Public Library lies not in merely providing information but in the expertise behind that information? How do we differentiate ourselves from a bookstore or Amazon? What can our reference staff do that Google cannot? How could we show that what enriches a customer’s library experience is our staff’s expertise and training, but do so in a fresh and impactful way? And how do we do it all on a very limited budget with no help from an outside ad agency?

The blog-based “Pinterest-type” of layout and navigation, artful imagery and Issuu format present the library as a relevant, tech-savvy organization. Features highlighting the contributions and skills of our library staff underscore the difference between a warehouse of books and a modern-day library. Throughout the report, we used engaging black and white images splashed with color to visualize some of the ways the library, and particularly our library staff, enrich lives. This report highlighted how the library provides not only the resources for individual and community success, but also the expertise to help customers leverage those resources.

Internally, staff said they were proud that their knowledge and unique skills were highlighted and liked the modern, artful look. Library leadership and our board had tangible evidence of the value of our libraries beyond books to tout to elected officials. Taking this innovative approach has led us to rethink our marketing approach on a larger scale. Expertise is not limited to our staff; we are exploring new ways to show customers how specific library materials, services and classes can provide them with the expertise they need to succeed.

Customer comments:

“Very cool, very innovative. I haven’t seen any other annual reports done like this. It's a very accessible way to present the material … a rich, living presentation.”

“Looks amazing, so lively!”