On Saturday evening, library public relations specialists from eight institutions across the United States and Canada were bestowed with ALA’s most prestigious marketing recognition: the 2025 John Cotton Dana Library Public Relations Award. My library, the Worcester Public Library (WPL)–specifically its marketing and communications pro, Linnea Sheldon–was among the awardees. I write with soaring pride, yes, but also with a desire to inspire institutions of all sizes to take a fun, even silly, idea and make a lasting community impact. We did it with a marketing team of one who garnered staff-wide support and a $0 budget!
In March 2024, WPL launched “March Meowness,” a month-long fee forgiveness campaign where patrons could show a picture of a cat—a personal pet, internet meme, drawing, or any other animal picture—to have their lost or damaged book fees waived. The idea stemmed from the library’s New Users Task Force, which recognized the need to address barriers caused by lost-item fees. Linnea used the feedback to create this lighthearted, low-barrier method for patrons to reconnect with the library. Youth and adult services librarians contributed to the fun with special programming like cat-themed storytimes, playtime with real kittens, a visit with a cat behaviorist, and a Sweet 16-style literary cat bracket.
And it worked! Over the course of the campaign, WPL saw a 10.7% increase in visits, a 9.2% rise in circulation, and a 10.2% increase in new library card registrations when compared to the previous month. Website traffic surged, and social media saw the largest increase. We were amazed daily as the campaign generated news articles worldwide. Ultimately, library staff successfully unblocked 930 patron accounts during the campaign, and the library’s Board of Directors later approved the forgiveness of an additional 3,787 accounts. The project far exceeded its objectives and proved that a creative, low-barrier marketing approach can lead to significant, measurable improvements.
(Images taken by A. Rogers at 2025 John Cotton Dana Awards)
Alicia Rogers (she/her/hers) is the Tween Services Librarian at Worcester Public Library–the library’s first! She hosts programs and builds collections for children ages eight to twelve in the children’s center and provides reference and reader’s advisory service in the library’s teen room to ease patrons’ transition between the spaces. Through her work, she strives to build community among the tween patrons who are craving some independence. Alicia is a member of ALSC and the Notable Children’s Book Committee and reviews for Booklist, The Horn Book, Library Journal, and School Library Journal. She loves books of all kinds (can you tell?), so is most looking forward to meeting and hearing from authors at the conference.
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