Strategic Postcard Campaign
The Oak Park Public Library sent a series of three bilingual postcards promoting a variety of library services to underrepresented areas of Oak Park in summer 2025.
Goal: To engage non-cardholders and lapsed library users.
Process: Working with marketing platform Orange Boy and using our existing patron data, we identified census tracts that had a below average number of library cardholders. We crafted messaging to appeal to folks who haven’t used the library in awhile or ever.
What I did: I turned the messaging into engaging designs that highlighted photos of actual library patrons, with a similar format and font styles so that the postcards appeared as a cohesive set. I coordinated with the vendor, our Spanish language translator, and ensured that print-ready files were ready on time.
Real results
The postcards were mailed out over a 3 month period to approximately 3,000 households. At the end of the period, there had been 919 new library card signups from those households. This is a 30% success rate.