Notes on Marketing after hours events at public libraries
Getting Started:
Develop a plan and start with a timeline, working backwards. You will need longer lead time for events that require registration, ask participants to prepare. Longer lead time allows for more word of mouth as well. We typically post print publicity one month prior to events, will go earlier whenever we have the time. Develop a schedule using multiple formats to share information. The information and tactic you use in each medium will vary. Plot your plan on a timeline.
Capturing an Audience:
Are you developing a series of events or a larger programming initiative? If so, create a brand by using consistent colors, fonts, and images. Consider using a local artist to create a distinct look for events in a series.
When trying to attract a specific audience, try “dog whistling” to attract your target audience in a non-exclusionary way.(i) Use cultural icons, nostalgic images, or other touchstones to attract a specific audience without excluding the rest of your community.
Getting the Word Out:
In your plan, you identified multiple media you’ll be using to distribute your message. Use each appropriately. Print publicity should be distributed strategically around the community. Think about your target audience and where they spend time outside of the library.
Use press release to highlight how your event is unique. Make it easy for local media to see why your event is special. Don’t discount blogs or community event listings as a way to get your event in front of more people.
Social Media can be key to building a buzz. Think about how your content lends itself to Facebook, Twitter, etc. For trivia events, post questions leading up to the event; If you’re working on some interesting decorations or visual elements, snap a picture and post a sneak peek; For annual events, share pictures of people having a good time at last year’s event. If you or your colleagues feel comfortable, share the event on your own pages and invite friends. Can build an audience through re-shares.
Encourage registered or interested attendees to bring friends. Maybe offer an incentive. Singles events with sold out tickets for females: bring a male single friend to get a ticket, which has been done by Me So Far. Consider early entry or preferred seating for people who have recruited attendees.
Working With or Without a Marketing Team
If you have a marketing team, talk to them about your event. Especially if you’re trying to draw a larger than usual audience, talk about the feel and tone of your event and work with marketing as they develop materials for you.
No marketing team? Enlist help where you can -- artists, coworkers, volunteers, core group members/advocates can all help create materials, spread the word, edit press releases.

i Non-exclusionary definition as it relates to politics: “It means putting out a message that, like a high-pitched dog whistle, is only fully audible to those at whom it is directly aimed. The intention is to make potential supporters sit up and take notice while avoiding offending those to whom the message will not appeal.'' Jane Salisbury of Multnomah County Library applied the term to library events are marketing

These notes are adapted from the presentations “Late Nights at the Library” and “GenLit and Genre X,” presented at the 2013 ALA Annual Conference in Chicago.
For additional information on after hours events at the Oak Park Public Library, contact presenters Jennifer Czajka (jczajka@oppl.org) and Rebecca Malinowski (rmalinowski@oppl.org).
For more information on genre X at the Oak Park Public Library, email genre-x@oppl.org.