10,000 Cards & #OneMillionMinutesInSpringfield
Springfield City Library
Innovation Synopsis
To boost community visibility and expand library access, Springfield City Library created two back-to-back campaigns challenging both staff and residents to register or renew 10,000 library cards and then collectively read #OneMillionMinutesInSpringfield together. Using sustained marketing and gamification techniques, these initiatives spotlighted the value of library services through inclusive outreach, off-site programming, and new partnerships with municipal and community stakeholders, resulting in increased library use and positive patron engagement across all ages.
Challenge/Opportunity
Springfield City Library underwent a period of transition following a prolonged closure due to local COVID restrictions and turnover in leadership, both at our institution and around the community. This time of change presented an opportunity to refresh our programming and outreach initiatives, reengage the community, and remind residents about library benefits. To improve our internal metrics for success, we turned outwards to meet the community around our city. With key staffing and funding in place, we started with a 10,000 library card drive to brand library cards as cool and valuable. After reaching our goal for National Library Week 2025, we followed-up with a refreshed, outcomes-oriented summer reading program that challenged the community to read #OneMillionMinutesInSpringfield. Together these coordinated challenges increased library use and improved community engagement.
Key Elements of Innovation
Creative Connections in the Community:
- New places to promote the library: farmer’s markets, giveaway events sponsored by Vox Church and the Boys & Girls Club, meetups with Mr. Buckets & 413 Elite Professional Basketball Team, and a Springfield Thunderbirds hockey game
- Reconnection with traditional partners, like Springfield Public Schools, to attend Family Expo, back-to-school events, and literacy nights
- “Story City” storytime series in collab with municipal depts at fire stations with emergency services, a public park with community police officers, and a school with public works
- Visits to parks dept summer camps for summer reading signups, activities, and book giveaways
- End of Summer Celebration for all ages at a public park with community partners, including Thunderbirds mascot, Boomer
Engaging Promotion: - Photo series of community leaders with giant library card
- Social media posts and library displays with challenge progress
- Competitions within municipal depts
Achieved Outcomes
- Compared to previous fiscal year and 2024 summer reading program, these campaigns resulted in:
-10,237 library cards registered
-330% more summer reading time logged
-7% more annual foot traffic, which increased another 5% during the summer
-28% more annual program attendees, with summer attendance jumping 67%
-68% more Summer Reading Challenge participants, 35% of whom reside in underserved neighborhoods - We reinvigorated past and established new community connections:
-Visible mayoral support for library system
-Buy-in and participation from school admin, City Hall, and municipal departments
-Expanded programming from community partners, like Community Music School of Springfield and Springfield Armory - We energized staff to achieve a common goal, experiment, and practice continual improvement.
- We created community and staff momentum for collaboratively planning future initiatives and undergoing Strategic Planning.
