November 2022 Publicity Summary

Publicity Summary NOVEMBER 2022

Advertising

Speaking of Books Author Series –Nigella

Lawson

We created publicity to promote TV cook Nigella Lawson’s speaking event. This included:

• Social media posts

• Facebook Ads

• Eagle Nation ad

• Chamber of Commerce eblast (4,000+ subscribers) and ad in their print publication (2,700 subscribers)

• Radio ads on WKSU cooking shows and Q92

• On-screen image at the Tyler Merritt event

• Cover image and article in the Explore Guide mailer

• ARTe, 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

Explore Guide

For the fall season, a 16-page Explore Guide was mailed to every residence in the Library's service area (about 113,000 households). In addition to reaching active cardholders, mailings allow us to reach patrons who aren't visiting the library regularly, inactive cardholders, and non-cardholders.

Highlights include Black History Month, Women in Science, DEI book clubs, Teen self-care events, our new Northstar Digital service, Books by Mail, Madge Youtz Branch, and our new Internet2Go kit.

A patron called the Library and left a message to say she appreciates all the Black History content in this season’s issue.

Social Media Ads

In November we ran a Facebook ad campaign for the Nigella Lawson SOB Author Event. $198 in ad spend returned 13,628 impressions and 237 clicks to the registration landing page.

Social Media

Top Performing Posts

11/26/22

Bear reading

• Reached 5,544 people

• 308 engagements

• Generated o 107 reactions o 30 shares o 0 comments

11/25/22 Black Friday

• Reached 4,924 people

• 242 engagements

• Generated o 122 reactions o 18 shares o 1 comment

11/13/22 Join Our Team

• Reached 4,523 people

• 397 engagements o Generated o 39 reactions o 13 shares o 6 comments

Email Marketing

eNewsletters

Last month we sent out three newsletters. Overall, open rates for these were quite good.

Native American Heritage Month (11/1/22)

Reading list suggestions celebrate Native American Heritage Month We can’t know the unique open rate since it was sent via Library Aware, but a 29% open rate is great regardless.

• 29% open rate | 212 clicks

• Number of patrons: 56,455

Create, Celebrate, & Donate (11/22/22)

The main monthly eNewsletter promoting the Nigella event, Giving Tuesday, and other upcoming events.

• 22.4% unique open rate | 275 clicks

• Number of patrons: 91,777

• 72 clicks to the Maker Studio page

• 59 clicks to the Nigella event

• 29 clicks to the Invest in a Child page

Giving Tuesday (11/29/22)

An eNews to all subscribers soliciting donations to the Dolly Parton Imagination Library

• 22.5% unique open rate | 130 clicks

• Number of patrons: 91,677

• 94 clicks to the Invest in a Child page

• More than $1,800 in donations!

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 more than 7,976 clicks, with a click-through rate of 6.6%. While the CTR dipped a bit, impressions shot up significantly, resulting in over 1000 more clicks than last month.

Stark Library Website & App

Web Traffic & Registration Drivers

This month 32,768 people visited the website, viewing 173,530 pages. The small uptick in visits was tempered by a small decrease in pageviews. Still, a good month traffic-wise.

Year over Year (10/30/21 – 10/30/22)

•  Register for a Library Card page traffic up over 28%

•  Stark County Index Files page traffic up nearly 24%

•  Consumer Reports traffic up over 65% (Promoted on Facebook)

Month over Month (November vs. Oct. 2022)

•  Using Libby page traffic up nearly 13%. (Promoted in the Canton Regional Chamber of Commerce newsletter and ArtE)

•  Maker Studio page traffic up 234% (Promoted in the Explore Guide)

•  Passports page traffic up over 50%

App

• 2,946 installed users (2,360 Android, 586 Apple) Android install base saw significant gains last month. Unsure if they updated their metric system again or if it was organic. Either way, it’s ~300 more users!