Every year around this time, we start asking ourselves: What is my plan for next year? If 2025 taught us anything, it’s that library marketers are some of the most resourceful, creative, audience-centered professionals out there. We adapt fast. We learn faster. And we’re always looking for the next opportunity to elevate our work. Luckily, we just had the 2025 Library Marketing & Communicaitons Conference for inspiration. So, as you’re gearing up for 2026, here are a few prompts and highlights to help spark your planning.
Start With the Big Questions
Instead of jumping straight to tactics (“What do we post?” “What events are coming up?”), step back and look at your goals from 30,000 feet. Ask yourself:
1. What audiences do I need to grow or better understand in 2026?
Kids? Teens? Adults with accessibility needs? Multilingual households? Job seekers?
Several LMCC sessions I attended emphasized the power of segment-based communication—one from Manhattan-Elwood Public Library District shared how they rebuilt their newsletters around audience clusters and saw open rates jump to 59%.
2. What content or processes need a refresh?
Here are a few examples I hear often:
– Website accessibility
– Email marketing strategy
– Onboarding processes for new cardholders
– Content planning workflows
3. What do you want to measure differently in 2026?
Maybe it’s engagement, audience growth, program conversion, usage of digital resources, or sentiment. Pick one metric to go deeper on next year. Here are a few I recommend:
– Total number of Opens & Clicks on Campaign Emails. (Rates are only half of the story; totals tell you if there’s growth.)
– Number of people who scanned the QR code on your posters or digital displays.
– Number of journalists who responded to news release and pitches, covered the story.
– Number of people who clicked, shared or commented on your social media posts. This goes beyond follower counts to measure true engagement.
Plan for Work and Fun
Your annual plan should include both foundational improvements and fun ideas. Here are a few 2025 examples from the LMCC Swag Shop that cauught my eye and could inspire your 2026 strategy.
Library Safety + Scam-Prevention Bookmarks
These “Is It Legit?” anti-scam bookmarks from Mid-Continent Public Library are lightweight, eye-catching, and address a real, pressing community need. This is information literacy at work.
HAAL Pass Student Library Pass Program Rack Card
This informational rack card from Hillsborough County Public Library quickly explains the program and its benefits in English and Spanish. I’ve shared this initiative as an example before, because it’s a great model for schools + library partnerships and back-to-school campaigns.
Welcome Brochures With Clean Content & Photography
This clean, well-organized welcome brochure from Kent District Library is an effective twist on an old staple. I liked the simple “Manage Your Account” panels—useful and audience-centered.
Library Card Sign-Up Month Rack Card
This great, community-based Library Card Sign-Up Month Campaign from Hamilton East Public Library caught my eye because of the clean, branded design and impressive number of community partners. .
Mental Health Resource Cards With QR Codes
This is another great example of a library meeting a community need with empathy and understanding. The Rock Island Public Library produced these flyers using ARPA funds, promoting mental health and emergency resources. The QR code takes you to a landing page with even more resources.
Visual Data Storytelling Annual Report
This simple, one-pager Annual Report from Orland Park Public Library shows how you can tell a story and report back on the year without breaking the printing budget. Minimal text + stats = engaging, digestible annual reporting for today’s audiences.
Colorful Direct Mail Campaign
This direct mail piece from Highland Park Public Library would be hard to miss in a mailbox! The QR code takes you to a landing page that includes info about a capital campaign, unexpected library services like the Library of Things, and classic offerings like reader’s advisory.
Digital + Social Inspiration from 2025
Looking for social media inspiration? Here are some accounts I used as examples in 2025.
Los Angeles Public Library (Instagram)
@lapubliclibrary consistently uses fun videos and audience-centered storytelling. Their Reels and seasonal campaigns are simple yet effective.
Fayetteville Free Library (Facebook)
@fayfreelibrary Conversational, friendly, hyper-local content. Good use of short-form video and reels.
Oakland Public Library (TikTok)
@oaklibrary is a great example of “humanizing the library.” Short, humorous, trendy-but-still-mission-driven clips that show personality while promoting services.
Milwaukee Public Library’s YouTube Shorts
@MilwaukeePublicLibraryHome My former client, MPL, has received accolades for their social media overall, and with good reason. I’m highlighting their use of YouTube Shorts here, but encourage you to check out their other channels.
Suggestions for Your 2026 Marketing Plan
Here’s a starting framework you can customize or adapt:
1. Revisit your audiences.
– Update or create audience personas
– Map communications channels to each persona
– Use 2025 program and circulation data to identify under-engaged segments
2. Commit to one “upgrade.”
Examples:
– Explore a new email marketing software and/or try segmenting your audiences.
– Update your Canva templates to be more in-brand.
– Plan some photography sessions to capture updated pics (and video!) of people using your libraries.
– Review your website for accessibility and content relevance.
3. Create a 2026 Content Calendar.
Include:
– Seasonal campaigns (tax season, summer reading, school-year transitions)
– Library holidays and national observances
– Local anchor events and partnerships
– Quarterly digital resource highlights
4. Choose a “big rock” initiative.
Something high-impact and worth investing in—examples:
– New storytelling series.
– A full website reorg.
– An integrated “digital resources made simple” campaign.
– A library-wide brand refresh or messaging update.
– A community-wide email acquisition strategy.
5. Don’t forget the fun.
Include at least one delightful idea in your plan:
– Patron-powered art exhibit.
– Collaboration with local businesses.
– Limited-edition swag.
– TikTok-style staff intros.
– Bookmark series inspired by trending topics.
– A “Did You Know We Have…?” slow-drip campaign.
– Seasonal “library hacks” videos.
Now I Want to Hear From You
What’s on your mind for 2026? I’d love to hear what’s inspiring you, what you’re dreaming up, and what 2025 examples you’re carrying forward. Share your thoughts in our Facebook Group, and let’s make 2026 your most intentional—and creative—marketing year yet.
Cordelia Anderson Consulting 