Planning Case Study: The Brooklyn Public Library

The Brooklyn Public Library (BPL) is the fifth largest library system in the United States, with over 60 branches plus mobile book mobiles and extensive digital resources.

The Problem

So how does a public, not-for profit like BPL with a limited marketing budget reach a strategic population of people (like Brooklyn seniors)?

The Process

I knew that this was not going to be about finding a big, sexy marketing solution. This was about thinking through the consumer journey very, very carefully - and finding new ways to connect.

The Insight

Seniors are concerned with maintaining their independence, but don't like being marketed to as people who need help maintaining their independence. So direct marketing would probably not work well - but marketing library services to trusted referrers could.

Marketing to Trusted Referrers

By thinking about the people and resources surrounding seniors, I found ways the Brooklyn Public Library could market to seniors across the entire age spectrum without ever marketing to them directly.

Market library services to Doctors

Or to family members who indicate they have older relatives

This could be done by collecting additional info when patrons sign up for library cards

And through targeted social media advertising

Direct marketing could also take place in a strategic, highly localized way focusing on specific neighborhoods

And by bringing back direct mail for older library users