The MBLC typically promotes summer reading in several ways to reach the the public: through a paid advertising campaign, through digital social media posts, and through materials created for local libraries to use in promoting their own programs. These materials include a press releases template and ready-made social media graphics with suggested text. MBLC staff also participated in summer workshops across the state to help raise awareness among librarians that the promotional materials were available to them.

The statewide media plan is developed with Buyer Advertising. The paid summer media campaign uses ads on Facebook/Instagram in English and Spanish, Snapchat, Google and ads on streaming services to lead potential participants to the LSTA funded consumer portal. There, they can see summer reading success stories, access their local libraries’ program, and get information about the benefits of summer reading. The ads only appear to those who fall into a targeted demographic. Online ads have helped the MBLC reduce the cost of summer reading advertising significantly since 2008.

Data on summer reading shows that kids and teens who read four books over the summer do better on reading comprehension tests in the fall. The MBLC created ready-made social media graphics with suggested text that highlighted this and other benefits of summer reading. These were all available for libraries to download and use from the LSTA funded Awarehouse.

To celebrate a decade of working with the MBLC, the Bruins worked with MBLC staff to create special brag tags that libraries could use as part of their popular Bead to Read programs.
The Boston Bruins host summer reading information on their website. 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 digital posts for social media, customizable news releases, and a Bruins prize flyer that libraries can use locally. All materials are available to librarians through the LSTA funded Awarehouse

The MBLC contract with the Massachusetts Library System (MLS) to offer an online summer program, ReadsinMA.org ended on April 30, 2019. MBLC and MLS staff met frequently over the year leading up to the end of the contract to determine the best direction for the online program. Staff determined that there was no single online product that could meet the diverse needs of the librarians, therefore a statewide contract with a single vendor would no longer be beneficial. Instead, staff developed a Support for Summer Software mini-grant pilot program that libraries could apply for which gave them the choice between online products: either Wandoo or Beanstack. The goal of the mini-grant program was to ensure that libraries, especially those that are economically disadvantaged, could continue the online summer program should they wish to.  Support and training for librarians was done by the software vendors.

Each year the Boston Bruins prospect players participate in a kick-off summer reading program. For summer 2019, the Woburn Public Library hosted the event. The MBLC coordinated efforts with the local library, the Boston Bruins and the Massachusetts Library System. Children cycled through three different activities. Bruins players participated giving the children the opportunity to get to know the players and ask questions. The event ended with a photo and autograph session with the players. Children used the Bruins READ posters (which include the LSTA-funded portal,mass.gov/libraries) for the autographs.

For the first time, First Lady of the Commonwealth participated in several of the summer library visits and promoted the benefits of summer reading along with the Boston Bruins' mascot Blades, the Bruins Promo Team, and MBLC staff.  Blades visits were held in urban, rural and suburban locations throughout the state: Lawrence, Woburn, Bourne, Princeton, Millbury, East Longmeadow, Easthampton, Pittsfield, Sheffield, Andover, Melrose, Martha’s Vineyard, Marshfield, and Braintree. State and federal legislators and local officials are invited to the events which include the Bruins highlighting the importance of teamwork, a fun story about teamwork, trivia (often done by a state legislator), and a variety of activities to appeal to kids of different abilities and ages. At each one of the Bruins summer visits, MBLC staff created a station where kids and their care givers could share their favorite book with the Boston Bruins. Participants also had photos and autographs with the mascot.

The Bruins participation in the Stanley Cup finals this year presented a unique opportunity. MBLC staff were given a booth at the rally on City Hall Plaza that was held before the first home game of the finals. The MBLC was the only Bruins partner to be invited. The rally, which took place in late May and was attended by thousands of fans, was promoted as a family event so staff used it as an opportunity to promote summer reading.

Summer 2019 marked the fourth year the Bruins partnership was extended to New Hampshire. The MBLC worked with the children’s librarian at the New Hampshire State Library to share resources for Blades visits as well as files for posters, certificates and reading lists.

MBLC staff also reached out to the Rhode Island State library and the MBLC and Bruins made READ posters available for RI libraries to order and coordinated a Blades visit to a Rhode Island library.