Published by Digilytics | Digital Marketing Agency | www.digilytics.com.au
In a digital-first world where attention spans are shorter than ever, Australia’s public libraries are proving remarkably resilient. According to Australia Reads’ 2024 statistical report, library visits—physical and digital combined—rose by an impressive 35% in 2022–23. Borrowing surged too, with the average Australian checking out six items per year, while library events attracted over 6.1 million people nationwide. Yet libraries face fierce competition for attention. The question today is no longer whether libraries matter—they clearly do—but how best to amplify their reach, impact, and relevance through library marketing?
What Public Libraries Are Already Doing
Public libraries across Australia have been proactive in rethinking their role. Many now embrace retail-style branding strategies—bold signage, engaging displays, and consistent messaging—to capture attention (State Library of NSW, People Places guidelines).
Libraries are also setting aside budgets specifically for marketing campaigns, producing accessible multilingual materials, and using feedback surveys to measure effectiveness. Some have gone even further, forging partnerships with schools, councils, and health services to amplify their community impact.
Grassroots innovations are thriving, too. The rise of “Street Libraries”—over 5,000 registered nationally—demonstrates how small, hyperlocal initiatives can foster sustainability, pride, and participation (Courier Mail). In regional towns, libraries on shoestring budgets deliver hundreds of events each year, often stepping up during crises like floods or pandemics, acting as safe havens and Wi-Fi hubs (The Guardian).
How They Can Embrace the Latest Trends
1. Elevate the Atmosphere
Design plays a subtler role than digital outreach. Thoughtful atmospherics—lighting, acoustics, colour, seating—can transform a library into an emotionally compelling space that invites repeated visits.
2. Adopt Immersive Technology
Augmented reality (AR) can bridge physical and digital realms. Emerging HMD-based AR systems engage students by making book discovery interactive—an exciting way to attract younger audiences.
3. Harness Digital Marketing
A sophisticated digital approach—covering SEO, content marketing, social media, email, video, and mobile—is essential to build trust and maintain patron loyalty. Insights from research underscore the value of social media in building participatory services and deepening user engagement.
4. Create User-Centred Experiences
Empower users through personalised recommendation systems and interactive platforms that adapt to diverse user preferences. This fosters deeper engagement and makes the library feel tailor-made for each visitor.
5. Expand the Library Ecosystem
Libraries of Things—offering lending of non-book items like tools, tech devices, musical instruments—are gaining popularity globally. They position libraries as multifaceted resource centres beyond traditional media.
Public libraries are evolving into dynamic civic engines, offering more than books. From hosting pop-up libraries to broadcasting programs in community spaces, they’re redefining accessibility. Campaigns like Libraries Transform—originating in the U.S. and adapted for Australia—provide libraries with robust toolkits for advocacy, outreach, and visibility. Further, Indigenous Knowledge Centres across Queensland and the Northern Territory blend cultural heritage, meeting spaces, and internet access, serving as powerful place-based hubs.
How Digilytics Can Help Public Libraries
Digilytics blends marketing prowess with passion for libraries. With 386 successful global projects, including transformation efforts in the Orana Region, Digilytics knows how to boost both physical and digital visibility. Here’s how we can help:
Public Libraries Brand Guideline Development
At Digilytics, we specialise in helping public libraries evolve their identity beyond being seen purely as civic institutions. We work with libraries to establish strong, consistent brand guidelines that position them as welcoming, recognisable, and future-focused community destinations. Our approach goes beyond logos and colour palettes. We develop comprehensive visual identities, signage systems, and interior ambience strategies—from lighting and wayfinding to digital touchpoints—ensuring every element reinforces the library’s role as a trusted, modern, and inclusive space. By creating clear brand guidelines, we enable libraries to communicate with confidence and consistency across all platforms—whether it’s promotional campaigns, community programs, or day-to-day interactions. The result is a library brand that not only highlights its role as a hub of knowledge but also as a place where people can discover a true treasure trove of learning, connection, and experiences.
Digital Marketing Activation
Many public libraries face the challenge of limited resources or in-house expertise to deliver effective digital marketing. This is where Digilytics makes a difference. Having partnered with multiple libraries, we understand the expectations of diverse library audiences and how best to reach them. We design and implement tailored digital strategies—including SEO, social media campaigns, and multimedia storytelling—that extend beyond driving visitation. Our goal is to position libraries as vibrant talking points within their communities, sparking ongoing engagement and recognition.
Campaign Design & Measurement
We specialise in creating innovative, community-driven campaigns such as street library activations, themed programs, and awareness initiatives that resonate with local audiences. Every campaign is underpinned by measurable outcomes, with data-driven reporting on attendance, reach, and audience feedback. This ensures libraries can demonstrate impact and continually refine their offerings.
Designing Reports & Public-Facing Documents
A library’s credibility extends beyond its physical space. Digilytics works with public libraries to redesign and develop engaging, professional public-facing documents, including annual reports, strategic plans, and community updates. We have successfully executed multichannel surveys for libraries, helping them better understand their audiences and highlight the value they deliver. Through strategic consultation, we ensure that library services are not only seen but celebrated.
Australia’s libraries are thriving, but their future depends on how well they adapt to shifting expectations. By embracing digital marketing, design innovation, and collaborative outreach, they can continue to serve as irreplaceable cultural anchors.
At Digilytics, we see libraries not as relics of the past but as brands of the future—institutions that deserve professional marketing strategies to match their community value. With the right approach, Australia’s libraries can flourish in ways that go far beyond the bookshelves.
Promote your public libraries with Digilytics
Call us to learn how we can tailor omnichannel marketing for your public library.
