For the conclusion of our communications series, WebJunction recently sat down with Terri Carroll, Director of Communications and Design at Toledo Lucas County Public Library, to talk about the strategies her team uses to drive engagement. We were impressed with their 20,000 new library card signups in 2025, but Terri says that’s just one piece of the puzzle.

Here are some of the biggest takeaways from our conversation:

Build relationships with public services staff.

Terri’s communications department has a strong, long-standing partnership with the public services team. The communications team operates like an internal ad agency, with other departments as their clients.  Together, they identify goals—then Terri’s team brings the ideas to life. Terri’s staff also attends branch manager meetings to listen for emerging communications needs. For example, is there an opportunity for signage or collateral to boost new library card signups?  Being in the room helps the communications team spot opportunities early and act quickly.

Lean into the human touch.

“No social media post will work to hear people’s grievances about a library closing,” says Terri. Sometimes, you just need to show up. Staff hold community meetings and listen to what people have to say. The library also maintains web pages for each building project, but being present in the community helps people feel heard and valued. They even offer a jotform on their website so groups can request a staff person to speak at a PTO or a neighborhood block meeting and more. One designated staff person attends these events, giving the library a human face, which is especially important in the age of AI. Terri explains, “At its heart, libraries are about human connections. That’s why people come into us. So, I feel our communication strategy needs to be consistent with that value.”

Know your community.

Toledo Lucas County folks love reading, so the library leans in. Terri ensures communications highlight the full range of reading materials available. The Public Services team writes reading recommendations, and a work group reviews submissions to ensure a balance of authors and genres. They use eye-catching book cover images and align messaging across channels. The result?  Patrons know exactly where to go for trusted book recommendations!

Deeply invest in local media.

One staff member dedicates time to building relationships with local media outlets. She learns what each outlet needs and delivers thoughtful, publication ready press releases. She even serves on boards for local media organizations—strengthening partnerships and visibility.

Use the power of opt-in newsletters.

Toledo Lucas County produces 13 targeted newsletters ranging from romance readers to homeschoolers to small business owners. Focused content and opt-in audiences yield high open rates. Library staff serve as content experts, curating material  for engaged readers who actually want it. 

Highlight lesser known community services.

The library also promotes servjces many people don’t realize are available—pet licenses, veterans services, grab and go meals for seniors, and more! “Our job is to break through whatever is going on in people’s lives and to show them a compelling reason to come to the library,” says Terri.

Stickers!

Yes, stickers—and they’re a hit. While fun, Terri says they’re also a powerful branding tool. “They are  a signature component in the gold standard of brand management. People see themselves reflected in the brand and use your materials to make a statement about who they are, furthering our reach and influence.” When someone  spots a library sticker on a neighbor’s coffee mug, that neighbor becomes a library ambassador.

Terri’s final advice: “Use every arrow in your quiver!” to break through fragmented attention. An integrated, community focused communications strategy—paired with strong relationships and a human touch—drives real engagement.