Super Librarian to the Rescue!

This statewide image lift has energized New Jersey librarians and patrons and brought new attention to library services

By Tina Keresztury -- Library Journal, 5/15/2004

She soars through the air on a computer mouse. Her chin juts forward. She is powerful and determined.

No wearer of ancient tennis shoes, this one. Instead, clad in purple spandex, she is at the ready to help every adult seeking information, every teen with a research paper, and every child in every school.

New Jersey's Super Librarian made her statewide debut in September 2003 at a press conference held at the East Brunswick Public Library and through 2100 cable television spots during the week of September 15. The launch of the Super Librarian was the culmination of a year of intense work by the New Jersey State Library (NJSL), New Jersey Library Association (NJLA), and New Jersey Library Network (NJLN). Over that time, a statewide committee of librarians met and planned this statewide marketing campaign.

The inspiration was simple. As State Librarian Norma Blake says, "I want the libraries in New Jersey to be the worst kept secret in the state. I want to raise our visibility and do something creative and fun to draw our residents to their local libraries."

Another goal was to show patrons how library services and resources had changed. This was backed by requests from librarians across the state for an image boost, and NJLA and NJLN wanted to help in any way it could. The team felt that a statewide effort could develop and launch the type of marketing that would transcend what an individual library could accomplish. It was important to illustrate that libraries have kept pace with their communities and that librarians are fun and approachable. On a more basic level it was critical to let newcomers to New Jersey know what our public libraries can provide.

Since its September launch, the Super Librarian web site, www.njlibraries.org, has had over 50,000 hits. Included on the web site, under resources for libraries, are success stories of libraries that have undertaken the statewide campaign.

Most of the patrons who responded to a survey conducted in six libraries said they "liked the campaign," "it's unique," or "it grabbed my attention." Several libraries in the state have asked for copies of the Super Librarian video to send to their own local TV stations or to show to groups. The Super Librarian was the focus of the state library exhibit at the NJLA annual spring conference, where attendees posed as the Super Librarian and had their pictures taken.

Now eight months later, the planning group has begun work on its second year of activities. The first year cost $80,000 as a cooperative venture of NJSL, NJLN, and NJLA. Recently, the Health Sciences Libraries Association of New Jersey, the New Jersey chapter of SLA (Special Libraries Association), VALE (New Jersey's Virtual Academic Library Environment), and Time Warner Cable have come on board as additional sponsors. In year two, the planning committee hopes to place radio and public service TV spots and is considering a comic book for young adults, with a back-story contest so YAs can try their hand at writing the biography of the Super Librarian.

Gathered together to talk about this campaign are Blake; Susan Kaplan, Library Development Bureau, NJSL; Cheryl O'Connor, NJLN; Arlene Sahraie, NJLA; and Richard Rinck, of Parker and Partners, the Absecon, NJ, firm selected to create a statewide marketing plan for New Jersey's libraries.

Rinck: The idea leading to the concept was actually first discussed on our car ride home from the kick-off meeting last April. That morning, we had spent a considerable amount of time hearing from representatives of the entire statewide marketing committee. The more we heard librarians talk about their ability and unending dedication to answering people's questions and solving problems, the more it seemed like a superhero concept would make a lot of sense—both in terms of a clear and compelling marketing message and also a campaign that would stand a greater chance of rising above the advertising clutter and be noticed. From there, our artists took over and did an extraordinary job of giving the character life.

We also worked hard to develop two other creative concepts. We were careful to present the three concepts in a manner that held back our preference, but, I have to confess, I was excited and relieved that we ended up with the best concept.

Kaplan: While all three concepts were very well received, the choice was made quickly and unanimously. The group liked the edgy feel and thought it would differentiate our advertising from the usual, more reserved themes expected of libraries.

Sahraie: I think the idea of a superhero is really unique and fun. It lends itself to all sorts of programming, displays, promotion, and creativity at the local level. Every library can use the concept of the Super Librarian in some way.

Kaplan: This campaign dares to use a powerful concept of a superhero to describe librarians working in the local neighborhood library. It calls attention to the excellent services they provide routinely. It also challenges the individual to achieve whatever they want to by using this wonderful resource.

Rinck: This concept has the ability to play through a multitude of tactics because it has such a compelling visual. Finally, the appeal of the character across a broad set of target segments is remarkable. I have heard positive feedback from many teenagers, young mothers, senior citizens, and businesspeople. I don't know of many campaign images that have that kind of breadth.

Blake: We had prime time cable spots. Our Super Librarian was seen during the daytime and evening hours, not at three in the morning. We filmed at one of New Jersey's busiest libraries. Arlene [Sahraie] and the staff of the Burlington County Library, Evesham Branch, did a great job in being real Super Librarians in the cable spot, just as they are every day.

Sahraie: I was at the National Book Festival in Washington, DC, and wish I had a dollar for every person who asked how they could get a Super Librarian button. Of course, I told them to check our web site (www.njlibraries.org).

O'Connor: Participation by the library community is voluntary. To encourage an enthusiastic response, we sent each public library posters, bookmarks, a copy of the full marketing plan, and information about the web launch page resources prior to the mid-September campaign launch.

Emotional reactions to the campaign have ranged from delight to dismay—yet as we heard from our marketing firm, hitting an emotional chord is what marketing is all about. Some exceptionally creative (and uninhibited) colleagues [made] and wore Super Librarian costumes at local community fall festivals and library events. Other colleagues expressed consternation that the cartoon image of the Super Librarian detracted from the professional library image they had strived to build.

Kaplan: There are libraries asking for more bookmarks, posters, and buttons. We have been asked to follow up with a male Super Librarian, and some folks would like to see an action figure and even a rental costume. We have lots of requests to use our stand-up Super Librarian for library events and conferences. Of course, an edgy image like the Super Librarian also evokes some concern about our image. But her looks [ensure] she'll be noticed, and her message is about the person who is your librarian.

Blake: Not all of our librarians accepted the campaign. For some, the approach was too untraditional. For years, libraries have tried very traditional campaigns, and I'm not sure how successful they have been in the long term. We thought it was about time to shake up our image a bit yet still give a powerful message about our libraries and librarians. We particularly want to attract young people through this campaign. But librarians need to see that the Super Librarian image is only the five-second hook that keeps viewers from going to the refrigerator. The other 25 seconds of the commercial show real librarians offering diverse people a variety of library services.

Blake: We are [going to] the public. We placed cards in six libraries across the state and asked for feedback and learned that many felt the campaign works. The public's reaction is very important to us.

Kaplan: We are also tracking hits on our web site and have received a lot of good feedback there from the library community.

Rinck: The sponsorship program we have created has also generated a lot of interest. We've brought new sponsors on board, and the state library staff is now busy contacting other potential sponsors and making the necessary follow-up calls.

O'Connor: Colleagues from New Jersey's medical library association, special library associations, and media specialists associations have either come on board as sponsors or are in the process of considering it. That is especially telling.