Goodbye, Paley… Hello, Charles!: Marketing a Library Move

Abstract

How do you prepare a campus for the closure of one main library and the opening of a brand-new building? Temple University Libraries faced this question in 2019. Their marketing team answered the call by creating a campaign that honored their original Paley Library while building excitement for the new Charles Library. As part of this campaign, library staff worked together to create their own “Mean Tweets” video, reading real tweets patrons had posted about Paley over the years. In this column, the team's director reflects on the process and how it changed the tone of their overall campaign.