Cuyahoga County Public Library (CCPL) offers a wide range of services, resources and programs, yet many residents don’t fully recognize the role the library plays in their lives and communities. This initiative aims to elevate CCPL from “nice-to-have” to “essential in our community.” Over the last 2 years the public’s recognition of the value of libraries has become vital to secure the continuation of public funding sources for libraries. In Ohio, state funding for libraries changed from a guaranteed percentage of the state budget to a bi-annually determined line-item amount. Additionally, groups have proposed a constitutional amendment to eliminate all property taxes without an alternate source of funding, which provides nearly 70% of our library’s annual funding.
In order to advocate for libraries’ continued funding, we recognize we will need to be at the top of the public’s mind as an essential part of their community, and therefore an essential recipient of public funds.

The ‘&’ Initiative provides unlimited opportunities to quantify the intangible value of libraries through concrete, more digestible and comprehendible examples. It’s unique premise and bountiful implementation opportunities allows us to innovatively focus in on the many specific, individualized services the library offers while still showcasing the widespread impact the library has; innovatively allowing audiences to conceptualize both “the forest and its trees” at the same time. Because nearly any service, outcome or community voice can enter the framework, the campaign builds a unified identity while still leveraging targeted messaging. To manage the continued development of content to support this initiative, we are partnering with an award-winning Cleveland-based creative agency, Little Jacket. We are focused on 1) Loyal customers, 2) Individuals who use the library for specific needs, and 3) Community members who may not see the library as relevant.

The ultimate indicator of the initiative’s success will be reflected in the outcomes of future funding decisions; which are difficult metrics to measure. However, success will also be evident from an increase in the number of visits CCPL has, the number of active cardholders, and even increased circulation statistics. We will also track impressions and engagements across the initiative’s many delivery methods to assess which are most effective. So far efforts have included print and digital, social media, podcasts and radio spots, branch displays, new apparel and branded giveaway items, and interactive “What’s Your &?” experiences.

Staff involvement has been instrumental, and their feedback has been positive. Early brainstorming sessions helped develop content, and launch activities invited employees to step into the role of campaign ambassadors. To launch, we distributed staff talking points, apparel and giveaway items, and have already featured 4 staff in radio spots.