Reaching Library Users Beyond the Usual Crowd
Libraries are often marketed to people who already identify as readers, students, parents or regular borrowers. That approach can leave out many residents who would benefit from library services but do not see the library as a place for them. Non-traditional users may include casual workers, recent arrivals, older people living alone, people experiencing homelessness, small business owners, gamers, carers and residents with limited digital access.
In Australia, public libraries are trusted community spaces in Sydney suburbs, Melbourne neighbourhoods, regional Queensland towns and remote communities. They offer much more than books: free Wi-Fi, computers, study areas, events, local history, creative programs, technology help and safe places to spend time. The marketing challenge is to connect those services with real needs rather than simply promoting a catalogue or a calendar.
Effective library promotion starts with listening. A council library service can use conversations with community groups, observation at branches, short surveys and website analytics to understand who is missing. Staff can then shape messages around practical outcomes, such as finding a job, completing an online form, meeting people or staying cool during extreme weather.
The strongest campaigns make the first visit feel easy and relevant. They use plain English, familiar channels, inclusive images and clear instructions about what people can do without a membership card. They also respect privacy, cultural identity, disability access and the different ways Australians move through their communities.
Define The People You Are Missing
“Non-traditional users” is a useful planning term, but it should not become a vague audience category. Break it into groups with distinct motivations and barriers. A shift worker may need late access to study space, while a newly arrived migrant may want conversation practice and help understanding local services. A tradesperson may value business information, and a teenager may respond to music production or gaming rather than a reading challenge.
Use local evidence to build simple audience profiles. Look at branch attendance by time of day, event registrations, computer bookings, membership patterns and questions asked at service desks. Compare this information with the surrounding population, including age, language, disability, employment and housing data. Consultation with Aboriginal and Torres Strait Islander organisations should guide culturally appropriate outreach and help avoid treating First Nations communities as a single audience.
Barriers are often practical rather than attitudinal. People may believe the library is only for children, feel uncertain about fines or membership, lack transport, worry about being judged or assume they cannot use computers. Marketing should identify the specific friction point and answer it directly.
Sell Outcomes Instead Of Collections
A service-led message is usually more persuasive than a feature-led message. “Access thousands of eBooks” may appeal to existing library users, while “Borrow audiobooks for your commute without paying a subscription” gives a non-user a reason to act. “Free computer access” becomes stronger as “Use a computer, print your resume and get help applying for work.”
Map each library asset to a need. Meeting rooms can support community groups and sole traders. Local history collections can connect families with place and identity. Makerspaces can attract creative adults. Justice of the Peace sessions, English conversation groups and digital help can reach residents who may never attend a traditional author event.
Make the promise specific and credible. Include cost, location, opening hours, eligibility and the level of help available. If a program requires booking, say so. If people can walk in, make that prominent. Clear information reduces anxiety and helps staff deliver an experience that matches the advertisement.
Choose Channels People Already Use
Library websites remain important, but they should not carry the entire burden of outreach. Different groups use different information networks: local Facebook groups, community newsletters, school apps, multicultural radio, noticeboards, neighbourhood houses, employment services and WhatsApp groups. In Australia, many people discover local events through council channels or a friend sharing a post, rather than through a library website search.
Use partnerships to borrow trust. A community legal centre can promote online safety sessions; a migrant resource centre can share bilingual information; a TAFE campus can connect students with study support; and a housing service can distribute details about showers, charging points or computer access where those services exist. Ask partners to share a short message in their own voice instead of sending a generic library flyer.
Promotional content should work on a mobile screen and remain useful when printed. Use large text, strong contrast, accessible PDFs and captions on video. Include public transport landmarks and walking directions for urban branches. In regional and remote areas, consider local radio, community newspapers, outreach vans and events held outside the main library building.
Design Messages For Trust And Access
People who feel excluded by institutions need reassurance before they need persuasion. Explain that library staff are there to help, that many services are free and that previous library use is not required. Avoid jargon such as “digital literacy ecosystem” or “customer journey”. Say what will happen when someone arrives and how long the activity usually takes.
Privacy deserves careful attention. Library services collect personal information for membership, bookings and communications, so campaigns should follow the Australian Privacy Principles and the requirements of the Privacy Act 1988. Do not photograph participants, publish names or add people to mailing lists without appropriate permission. Be especially cautious when promoting programs involving children, people seeking support or communities at risk of stigma.
Accessible communication is part of marketing, not an optional extra. Follow the Disability Discrimination Act 1992 and aim for accessible digital content, including meaningful link text, captions, keyboard-friendly pages and image descriptions. Check whether a venue has accessible toilets, quiet areas, hearing support and step-free entry, then include those details in the promotion.
| Audience group | Useful service connection | Effective message angle | Places to reach them |
|---|---|---|---|
| Casual and shift workers | Wi-Fi, study space, charging and flexible programs | “A free place to work or study between shifts” | Transport hubs, local employers, Instagram and branch signage |
| Recent arrivals | Conversation groups, language resources and service navigation | “Practise English and meet people locally” | Migrant centres, multicultural media, TAFE and community groups |
| Older residents living alone | Digital help, social activities and assisted technology | “Get help with everyday online tasks” | GP clinics, seniors’ groups, print newsletters and council channels |
| Jobseekers | Computers, printing, resume support and online forms | “Use the tools you need for your next application” | Employment services, neighbourhood houses and Facebook groups |
| Young adults and creatives | Makerspaces, gaming, recording and workshops | “Make, play and learn without expensive equipment” | Schools, youth services, TikTok, Discord communities and local events |
Make The First Visit Feel Simple
Marketing cannot repair a confusing service experience. Review the steps from first discovery to return visit. Can a person find the branch, understand membership requirements, connect to Wi-Fi and locate the relevant service without asking several staff members? Mystery shopping, usability testing and short exit interviews can reveal problems that internal teams overlook.
Consider a low-pressure first action. A person might attend a drop-in technology session, use a public computer, visit a quiet workspace or join a community event without committing to a lengthy program. A clearly marked welcome point and staff trained in inclusive service can turn that first interaction into confidence.
For residents in outer suburban Melbourne, western Sydney or fast-growing areas around Brisbane, travel time can shape attendance. Schedule some activities near transport routes, offer repeated sessions and publish realistic travel information. In regional Australia, outreach through mobile libraries, pop-up stalls and partnerships with schools or community centres can make the service visible beyond the main branch.
Build Campaigns With Community Partners
Partnership marketing works best when the library contributes something valuable rather than simply requesting access to another organisation’s audience. Offer a workshop, trained speaker, venue, equipment or practical resource. Agree on the purpose of the campaign, the language to use and how success will be measured.
Co-design is particularly important when working with Aboriginal communities, culturally diverse residents, people with disability or people experiencing homelessness. Invite community representatives to shape the program, imagery, timing and location. Pay attention to who makes decisions, whose knowledge is credited and whether the library has created a genuinely useful offer.
A partnership can also address everyday Australian pressures. Cost-of-living concerns may make free entertainment, internet access and equipment borrowing highly relevant. During heatwaves, libraries in some communities operate as cool, safe public places; during emergencies, they may provide charging, information or internet access. Promote these roles accurately, without implying that every branch provides the same facilities.
Measure Participation And Belonging
Attendance is only the starting point. Track how people heard about the service, whether they were first-time visitors, which parts of the community they represent and whether they returned. Keep demographic questions optional, explain why information is collected and store it securely. Qualitative feedback can reveal whether people felt welcomed, capable and respected.
Use a small set of measures for each campaign: reach, registrations, attendance, new memberships, repeat visits, service use and participant feedback. Compare results by channel and audience. A post shared by a partner may generate fewer clicks than a library advertisement but lead to more meaningful participation.
Review underperforming campaigns without blaming the audience. The problem may be timing, transport, language, an intimidating booking process or a promise that does not match the community’s priorities. Test different headlines, images, venues and session formats. Share learning across branches so marketing becomes an organisational practice rather than the responsibility of one communications officer.
A library earns attention when its services are visibly connected to daily life. Start with the residents who are least represented in current participation data, listen to their priorities and communicate in practical language. Build relationships with trusted local organisations, make access details unmistakable and measure whether people return with greater confidence.
Audit one service this month, speak with the people it currently misses and create a small outreach campaign with a community partner. Then record what happened, improve the experience and repeat the process. Consistent, respectful promotion can turn the library from a familiar building into a service that more Australians recognise as useful, welcoming and meant for them.