I found myself excited by the idea of the Sacramento Public Library partnering with the Sacramento Regional Transit District to start a “rolling library train,” as this concept exemplifies a new model for the LIS fields to consider. Through this partnership, interiors of a city train were redesigned to offer not only imagery of bookshelves, but also feature QR codes leading to “free downloadable materials from the Sacramento Public Library” such as eBooks and audiobooks, among other “library resources that they can access for free” upon scanning (Mass Transit Magazine, 2022).

Various online resources available through the Sacramento Public Library system are QR code-accessible via wallpapering on the Sacramento Rolling Library Train. (Photo Courtesy of Yelp/Used for Educational Purposes)

As Singh and Trinchetta (2020) assessed, “Library brand advocacy is an important part of sparking interest in communities and effectively positioning the library as a vital resource in the minds of current and prospective patrons. Vercelletto (2018) discusses the importance of rebranding to increase awareness of the myriad of services offered by public libraries today” (p. 300). This is an example of increasing public awareness of library services in an appealing, lively way.

This concept resonated with me because the library has found an alluring means to expand its reach into the community, providing newfound advertising to a somewhat “captive audience.” Transit CEO Henry Li described the project as an “innovative and engaging way to advertise free services provided by an important community partner” (Mass Transit Magazine, 2022). Indeed, as Kupfer (2022) observed of the idea, “People are already going to be sitting and riding to their destination, whether it’s school or work, so what better way to kill time?”

Sacramento Public Library events are advertised on the Sacramento Rolling Library Train. (Photo Courtesy of Yelp/Used for Educational Purposes)

This idea connects with real-world library service because it is a vibrant example of, quite literally, as Casey and Savastinuk (2007) explain, a library that “pushes its mission out to the most citizens” (p. 134). With this approach, the library is not passively sitting back and expecting potentially new patrons to engage with them. Rather, the library has identified dynamic avenues for outreach and engagement.

Streaming music and movie capabilities offered by the Sacramento Public Library system are marketed on the Sacramento Rolling Library Train. (Photo Courtesy of Yelp/Used for Educational Purposes)

However, in addition to promoting reading and literacy, the rolling library program also challenges long-held assumptions about libraries and sparks new possibilities with prospective new audiences by actively promoting resources which go well beyond “just books.” Through encouraging user participation via the QR codes, the library has offered additional resources such as Sacramento historical and genealogy databases, the ‘library of things’ (e.g., tools or instruments,), language-learning tools, seed-library listings, video games, diploma programs and homework assistance, event calendars and clubs, and music & movie streaming services. This creative mode of outreach captures the mentality suggested by Julian (2017) as one of 10 tactics to engage people: “Host an event to build community awareness of a new creative service at your library” (p. 55). In a sense, every time a passenger takes a trip on the train is a sort of event unto itself!

— @sjsudon

References

Casey, M. E., & Savastinuk, L. C. (2007). Library 2.0: A guide to participatory library service. Information Today, Inc.

Julian, J. (2017). Libraries transform: Second year of campaign puts the spotlight on librarians. American Libraries, 48(6), 52–56.

Kupfer, D. (2022, August 31). Rolling library train [YouTube video]. Good Day Sacramento. https://www.youtube.com/watch?v=SYkALmxiWP4

Mass Transit Magazine. (2022, September 1). SacRT introduces new rolling library train. https://www.masstransitmag.com/rail/press-release/21279523/sacramento-regional-transit-sacrt-sacrt-introduces-new-rolling-library-train

Singh, R., & Trinchetta, G. G. (2020). Community connections: Advocating for libraries through effective brand advocacy. Public Library Quarterly, 39(4), 295–309. https://doi.org/10.1080/01616846.2019.1613626