Publicity Summary
DECEM B ER 2022 Communications Department
Advertising
Cost Savings Campaign
As we considered patrons’ gift budgets around the holidays, we encouraged borrowing collection items for free. Ads were placed in the Chamber eNewsletter (reaching 4,000 email addresses), Chamber Action online newsletter (reaching 6,500 people) and ARTe. ARTe is a website and eNewsletter that goes out to all Canton Regional Chamber of Commerce members and a targeted list of local art enthusiasts. This advertising opportunity includes an article on the ARTe website.
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Maker Studio
We timed the ad for December to bring awareness around the ability to create handmade gifts. The ad was placed in ARTe (see previous page for description).
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Media Follower Counts Year-over-Year: December Reach/Engagement Stats: Facebook Month-over-Month Twitter Month-over-Month Instagram Month-over-Month
Social
Our audience has increased by almost 3% since December 2021. We have 32 new fans/followers.
Top Performing Posts
12/06/22 Me & the Library
• Reached 5,536 people
• 306 engagements
• Generated o 65 reactions o 24 shares o 1 comment
12/27/22 Between Christmas & New Year’s Eve
• Reached 5,138 people
• 255 engagements
• Generated o 105 reactions o 17 shares o 3 comment
12/24/22 Christmas Carol
• Reached 4,349 people
• 208 engagements o Generated o 79 reactions o 29 shares o 3 comments
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Email Marketing
eNewsletters
Last month we sent out three newsletters. Overall, open rates for these were good.
Make Yourself Merry (12/7/22)
Our eNewsletter promoting December events.
• 27.9% unique open rate | 545 clicks
• Number of patrons: 91,698
• 205 clicks to our events calendar
The less you buy, the more you save! (12/15/22)
An eNewsletter promoting our free online resources during a time where many peoples’ budgets were tight.
• 23.3% unique open rate | 276 clicks
• Number of patrons: 91,693
• 80 clicks to sign up for a Library card page!
From our Library staff to your home – Happy Holidays (12/24/22)
A holiday card email with a simple GIF.
• 25.8% unique open rate | 116 clicks
• Number of patrons: 91,720
• 77 clicks to sign up for a Library card page!
• 35 clicks to homepage
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Google AdWords Performance
Each month, through a grant from Google, we are eligible for $12,000 worth of advertising through Google AdWords. This program is implemented for us by a third-party vendor, Koios. Last month, our AdWords campaigns brought in 8,389 clicks, with a click-through rate of 7%. The CTR had a small bump and the impressions a slight decline. Overall, another good month.
Stark Library Website & App
Web Traffic & Registration Drivers
This month 29,759 people visited the website, viewing 157,214 pages. This was around a 12% decrease in comparison to November, possibly due to the busy-ness of the holidays.
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Year over Year (12/31/21 – 12/31/22)
• Register for a Library Card page traffic up over 33%
• Morningstar Investment database traffic up nearly 150%
• Maker Studio page traffic up nearly 94%
App
Month over Month (Dec vs. Nov 2022)
• Event calendar traffic up nearly 13%
• McKinley Museum page traffic up over 55%
• Genealogy Digital Archives page traffic up nearly 16%
• 2,899 installed users (2,323 Android, 576 Apple). App usage was down slightly but mostly flat overall.
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