The Public Library: Bigger Than A Building

Illustration by Calvin Durham

On May 18, 2020 – two months into the countrywide COVID-19 shutdown that deemed libraries “nonessential” and ordered their doors closed – the Illinois Library Association (ILA) announced the launch of “Bigger Than a Building,” a marketing campaign to help the library community share the many ways they have continued to effectively serve their communities. According to the Executive Director of the ILA, Diane Foote, the name of the campaign was inspired by a fellow library director who was frustrated with the phrasing that libraries were “closed.” She insisted, “We are not closed, because we are bigger than our building.” For Ms. Foote, the name signifies three things. The first, that libraries today really do offer services that go well beyond their brick-and-mortar structures; the second, that libraries have gone to extraordinary efforts to extend many more of these services, even if only temporarily, during the current public health crisis; and the third, that there may be a permanent shift in service delivery, of which the full scope remains to be seen.

In moving from concept to implementation, the Bigger Than a Building campaign utilized an all-hands-on-deck approach. The coordinators relied on the guidance of outside consultant, Marci Merola, the former Director of the ALA Office for Library Advocacy, who skillfully spearheaded the team of ILA volunteers and staff. This esteemed group included the Communication and Engagement Manager, Tamara Jenkins, and Deputy Director, Cynthia Robinson. The collaborative effort also called upon the expertise of the co-chairs of ILA’s Advocacy Committee Alex Todd, Director of Prospect Heights Public Library, and Jim Deiters, Director of Oak Lawn Public Library. Comprised of numerous other representatives from Illinois’ two regional library systems, the team also included Ellen Popit, Associate Director of the Illinois Heartland Library System (IHLS); Shandi Greve Penrod, IHLS Marketing Coordinator; Monica Harris, Associate Executive Director of the Reaching Across Illinois Library System (RAILS); and Mary Witt, RAILS Communications Director.

 The goal of the campaign was to address the most pressing needs that libraries were facing due to the pandemic. Given that the organizers were working with a team of ILA members, as well as librarians who were currently working in the field, they were able to draw on the experiences of these volunteers in pinpointing the needs that were considered most critical. Additionally, ILA had been participating in numerous statewide online discussions and virtual meetings with library staff and directors, so they were already well-aware of the main issues of concern. Ms. Foote identifies the top three as: The need to alert the public that, although the library buildings were closed, the services would continue; the need to identify the issues that libraries had to take into account when they gradually returned to the provision of in-person services; and, as they move forward, stressing the importance of making the case for the value of libraries as the state begins to reopen. 

Due to the pressing nature of the needs the campaign aimed to address, there was no time for ILA to beta-test or gather any feedback before the program launched. They had to move forward on faith. To date however, the anecdotal response has been positive. Ms. Foote reports that Illinois libraries have appreciated the leadership, guidance, and the best thinking that library leaders across the state have provided regarding working with patrons, working with the public, the decision making processes, and formulating plans for reopening. “In fact,” said Ms. Foote, “the Bigger than a Building web page visits represent nearly half of all visits to the ILA website, since it launched (7,069 out of approximately 16,000).”

Illinois librarians report that the response from the community has been overwhelmingly positive. Curbside pickup has proven so effective that the practice is on track to continue post reopening. Social media engagement has also increased dramatically. According to Jeanne Hamilton, Director of the Bloomington Public Library, her library saw a 67% increase in their e-resource usage and she fully expects that some patrons in central Illinois will make a permanent ‘jump’ to the e-format. Virtual services "are a natural extension of what libraries have always been about" says Magan Szwarek, Reference Services Director of Schaumburg Township District Library. Overall, librarians are enthusiastic about these new changes and anticipate that the trend toward virtual services will continue. Although branches have begun to partially reopen to in-person public services, child-friendly activities, such as play space and storytime, are still on hold. Multiple ILA librarians interviewed said they miss their regular patrons and have even taken to checking in with them via phone.

Because of the constant updates to COVID-19 regulations, the Bigger than a Building project, inclusive of the daily direct communication that ILA ordinarily provides its members, created a somewhat complicated process. A balance had to be struck between crisis response and providing direction and best practice techniques. Because the situation is still evolving, metrics have been difficult to gather from the field, so ILA is now focusing on its response to member needs, as libraries around the state attempt to reopen. Given that we don't yet know what COVID-19 will bring going forward, the program ultimately hopes to gain the support of local elected officials, such as mayors, town councils, and decision makers. But their immediate focus, as summed up by Ms. Foote, is “to serve communities in need of services in this distressing time.”