The challenge the library faces, as all libraries do, is the idea that the library is only a place where you can check out a book. We wanted to address this misperception and change the way our residents view GCPL by using social and digital media, as well as a heavy focus on earned media.

Developing original content and a structured digital media strategy has been the focus of GCPL's marketing efforts. In the past year, the library eliminated print media spending and focused on earned media, social media campaigns, digital communications, content marketing and developing brand messaging that resonated with their community. With a marketing team of only two, we identified staff "ambassadors" to write regular, engaging content to support our content strategy.

Website traffic from social accounts increased compared to previous year: 381 percent increase from Facebook, 209 percent increase from Twitter. More than 60 combined feature news stories about GCPL appeared in Georgia's two largest newspaper, the Atlanta-Journal Constitution and Gwinnett Daily Post, with an additional 15+ mentions. Average 5+ pieces of original content/week and launched blog and newsletter. Savings from expensive print media ads were used to fund print marketing collateral with updated brand messaging.