Two Librarians & A Microphone

San José Public Library (SJPL) partnered with the National Hockey League’s (NHL) San Jose (SJ) Sharks to promote the value of libraries by co-branding a library card to help increase memberships and build awareness about SJPL services and member benefits. In 2018, SJPL introduced several programs, from fine forgiveness to book replacements, to remove barriers for the community to access library services. In order to boost awareness about these access programs, SJPL developed a marketing strategy that would attract news media, increase community outreach, and develop ongoing partnerships to welcome members back and motivate residents to visit the library. Since the SJ Sharks co-branded library cards released in February, nearly 9,000 have been issued to date. Urban Library Council's Innovation Award Winner 2019 • Category: Communicating the Library’s Value, Top Innovator