Marketing

The Library Marketing Department is dedicated to promoting library services, programs, and resources to the community. The department works to increase library usage, support library staff, and be the voice of the Library through branding and content creation. Key functions include event promotion, digital marketing, content creation, raising awareness, and public relations.

It is essential to use library branding standards when creating any public-facing materials to ensure consistency, clarity, and recognition. We achieve this through colors, fonts, logos, and voice.

Colors

 

 

Fonts

Proxima Nova – Regular, Italic, Medium, Bold, Black 
Arial – Regular, Italic, Bold

Logos

 

 

• Library logo for white background – horizontal
• Library logo for dark background – horizontal
• Library logo for white background – vertical
• Library logo for dar background – vertical

Voice

Voice and Naming Conventions are key components of an organization’s brand identity. Both elements ensure consistency in communication and help shape how the Library is perceived by its audience.

Voice refers to the tone, style, and personality a brand adopts in its communications. It reflects the organization’s values, mission, and culture and helps create a consistent experience across all platforms, including marketing materials, customer service, and social media. Voice can be broken down by tone, personality, consistency, and target audience.

Naming conventions are guidelines a company sets for creating names for its products, services, departments, and even files or databases. These ensure consistency, clarity, and professionalism.

In summary, voice defines how a brand speaks, while naming conventions help maintain order and consistency in how things are labeled, whether it’s products, services, or internal assets.

• The Associated Press Stylebook (AP Style)
• The Library’s Naming Conventions

Below is the approved template in accordance with the Email Signature policy e090. Please copy, paste, and fill in accordingly. The text size will need to be changed to “Normal” once pasted in gmail.

Name in Bold, Professional credentials related to your job (if applicable) Title in Bold

Name of branch or department (If you are at a branch please list your home branch. If you are at Central Services, please list your department) Address, City, ST, Zip Code
P: 636-xxx-xxxx ext.xxxx
C: (cell if applicable)
F: (fax if applicable)
Staff email address
stchlibrary.org 

 

 

Program Promotion & Displays 

Staff are encouraged to design flyers using LibraryAware to promote programs or displays at their branch. 

Marketing-approved templates with the appropriate branding block and an image bank are provided. If an image you would like to use is not available in the image bank, you may email Marketing and request that it be added. Please know that not all images are usable due to quality or copyright. Marketing will work with you to find alternatives. 

When designing your flyers, follow our guidelines for LibraryAware Best Practices. If you have questions, feel free to message us. 

Need a QR Code for your program? Request one from Marketing using this form: QR Code Request Form. Marketing keeps statistics on QR Code usage using Rebrandly. 

If you have a program or event that you would like to promote at the district level, please contact Adult and Youth Services ([email protected]) or speak to your branch manager. 

Canva Training 

Marketing is working to have Canva available to all branches, thanks to the Friends of the Library. This product is replacing Library Aware for creating promotional materials for programs and events. Staff who wish to use Canva must go through a training session with Marketing. Each branch and CS department will have its own username and password. Please DO NOT share passwords over email or chat. 

• Canva is for staff use ONLY (these accounts are not for public use)
• Design Best Practices & Canva Tips 

TV Promotion for Programs & Events 

Branch TVs are a great way to promote library programs and events to visitors. The Library uses marketing software called Unifi+ to display informational slides on TVs across the district. Staff can submit requests for digital slides (up to 4 slides a month) to be displayed on branch TVs by completing the designated form. The Marketing team will design the slides based on the provided details and ensure they align with display requirements. Requests should be submitted by the designated staff member at your library branch. 

Examples of things to promote: book discussion groups, underutilized branch services or collections, informational slides about branch features, and branch-specific programs. 

• TV Promotion Form
• Unifi+ Instructions 

Content Creators 

Social Media is a powerful tool that the Library uses to connect with customers, promote our brand, gather feedback, and ultimately grow as a community. Marketing’s Social Media/Content Writer can’t be everywhere at once and has called on the help of branch staff to capture moments we may have missed. If you would like to be a part of the Branch Content Creators, please message us. 

• Taking Amazing Photos
• Content Creators Training
• Content Creators: Behind the Camera 

My Library Story 

My Library Stories are impact messages told from the customer’s point of view, sharing how the Library has made a difference in their lives, whether through a single encounter or an ongoing connection. These stories will be featured on our website under Library News and shared across our social media channels. 

Here’s how you can help: 
When you hear a customer share how the Library has impacted their life, big or small, please hand them a “My Library Story” business card and encourage them to share their story using the QR code on the back. 
Depending on the story, our team may follow up to learn additional details, and if the customer is interested, we may invite them to participate in a video story. 

• View stories on our website
• Submit a story with the My Library Story Application 

Offsite Events 

If you’re taking the show on the road and offering library services or materials outside of the library walls – to a school, a festival, or a special event – you may need promotional materials. Request tablecloths, banners, prizes, library brochures, etc. using the Outreach – Offsite Event Form. The information you provide there will help us get you the items you need as soon as possible.

 Before requesting items for your offsite event, please make sure you have done the following things: 

1. Filled out the Outreach Request Form
2. Received approval from your branch manager
3. Published your event in Library Market 

Branded Presentation Slides 

Marketing has provided branded slides with the Library’s colors and logo for any event representing the district. These slides were built with Google Slides and can be accessed while logged in to your staff Google Account. Once you have opened the file below, please make a copy and save it to your Google Drive. DO NOT edit the original slides. 

• Branded Presentation Slides 

Virtual Community Board

 With the physical community boards removed from the branches, Marketing has provided a virtual option for community members to post promotional materials for their services.

•  Link to the Virtual Community Board
• Procedures and Guidelines