The MBLC promotes summer reading in several ways: 1) through a statewide media plan developed with Buyer Advertising; 2) in collaboration with the Boston Bruins 3) by creating flyers and materials that libraries can use locally. For the statewide media plan, all advertising was done online through Facebook, Google, YouTube and twitter.  The MBLC works with Buyer Advertising to develop the online media plan. Online ads have helped the MBLC reduce the cost of summer reading advertising by about 80% since 2008.

The ads led potential participants to both READSinMA.org  (the LSTA-funded online summer reading program through Evanced) and back to the LSTA-funded portal, mass.gov/libraries  for more information.
The online campaign (through Facebook, Google, YouTube and twitter)  for summer 2015 was highly successful.  A typical click through rate (CTR) for Google Display ads is .05%. Our ads had a CTR of .23%. For Facebook a typical CTR is between .02 to .04%, our Facebook ads had a CTR of 4.75% making them by far the most successful.

The ads only appear to those who fall into the demographic we are trying to reach. These impressions are important as well because while the person may not have clicked through to register, it serves as a reminder about the library so that there is often a ripple effect. Overall there were 2,744,997 impressions. 

The Boston Bruins host summer reading information on their website and teens and children also had the opportunity to win special Boston Bruins prizes,including autographed gear and at-games experiences like riding the Zamboni or high-fiving Bruins players as they take the ice. The MBLC works with the Bruins to create the Bruins READ poster, Bruins Reading Certificate, and a Bruins Recommended Reads list which are also used to promote the program.  These materials all promote the LSTA-funded portal as well, by stating “visit your library online mass.gov/libraries”. In addition, the MBLC creates flyers in Spanish and English, customizable news releases, and a Bruins prize flyer that libraries can use locally. All materials are available to librarians through the LSTA-funded Newsroom

Support for Online Summer Program
The MBLC contracts with the Massachusetts Library System (MLS) to offer an online summer program, ReadsinMA.org. The online program is purchased through Evanced.
The online program allows residents to register, track progress, write reviews from anywhere with Internet service. Readers also see messages, reviews, and upcoming program information relevant to their age group. The program makes it possible for everyone to participate no matter where they are. Librarians can manage and track registration and participation and create reports. Libraries also get a unique URL that they use to promote the program.

MLS coordinates and manages the online program, provides support for libraries using the online program and includes the online program as part of the overall Collaborative Summer Library Program.  The MBLC uses the URL, ReadsinMA.org, in its promotional materials. The contract with MLS runs from May 1, 2013 until April 30, 2016.

Each year the Boston Bruins prospect players help kick-offsummer reading. For summer 2014, the public library in Peabody hosted theevent. The MBLC coordinated efforts with the local library, the Boston Bruinsand the Massachusetts Library System. Children cycled through three differentactivities. Bruins players participated in the activities with the kids, givingthe children the opportunity to get to know the players and ask questions. The eventended with a photo and autograph session with the players. Children used theBruins READ posters (which include the LSTA-funded portal, mass.gov/libraries)for the autographs.

Boston Bruins prospect players held a hockey-themed story time,answered questions about playing hockey and what their favorite books are, andhelped youngsters create their own hockey masks. Photosfrom the kickoff can be seen here

The Boston Bruins' mascot Blades and Ice Girls also promoted reading over thesummer. Blades visits were held in Yarmouth, Shirley, Agawam, Lee, GreatBarrington, and Duxbury. The Blades visits consist of a story-time whichfeatured the story of how Blades became a Bruin, Bruins trivia and prizes, anda Bruins-themed craft. Children also had photos and autographs with the mascot.Below is one of the comments from a librarian:

“Summer 2015 was a record breaker in participants in both theChildren’s and Teens programs. The hands down best program that the HML hasever had was the Boston Bruins Visit with Blades and Ice Girls. We were honoredto host them here in Shirley and they made our Summer Reading program memorableto many and something that this librarian will never forget. Thank you to allwho sponsor the program it truly makes a difference in children’s lives.”

“The partnership with the Bruins is always a big help in promoting thesummer program. Bruins Mascot Blades visit absolutely, positively