In 2022, SJPL expanded access with the addition of Sunday hours primarily in branches located in under-resourced communities. To create awareness about Sundays among those who were less able to utilize the library during the standard work/school week, especially among families with young children and students, SJPL developed a unique marketing strategy that would attract the attention of news media, increase public awareness, and motivate those unfamiliar with SJPL to visit and learn about its benefits and services.

To celebrate the Sunday launch, SJPL partnered with SJPLF to provide 1,000 free sundaes from the nostalgic Mister Softee ice cream truck at all 16 locations. The goal of the “Sundaes on Sunday” citywide campaign was to build excitement among families and attract new members to the library. To boost awareness about Sundays, the print/digital assets were translated into 3 languages. To demonstrate the value of libraries, the Mayor, City Council, and news media were invited to visit a Sunday branch to join the celebration.

The Sunday launch attracted more than 5,500 visits, over 5,000 checkouts, and nearly 70 new memberships. Mister Softee served over 1,000 sundaes. A total of 11 news outlets in English, Spanish, and Chinese covered the story. The webpage attracted nearly 8,000 views, there were over 203,000 social media impressions, and 113,120 people received the newsletter, with a 40.5% open rate. The Mayor and 5 Councilmembers visited the library. Sundays continue to be well attended and are outperforming Saturdays across the system.

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