Written by: Trenton Smiley, Hoopla Director of Customer Messaging
Before joining the Hoopla team, I spent over 20 years marketing both rural and urban libraries. One of the most effective tactics I used was promoting services through community partnerships. Hoopla was often a featured service due to its robust collection of instantly accessible digital content.
During my time at Capital Area District Libraries, I leveraged the original Broadway cast recordings available in Hoopla’s music collection to establish a unique partnership with a local performance venue that hosts national touring productions such as Hamilton, Les Misérables, and Disney’s Frozen. ?
Why Partner with Performing Arts Centers?
If you’re wondering how a partnership like this could benefit your library, here are a few compelling reasons:
- Boost Visibility
Gain exposure through the venue’s social media, newsletters, promotional materials, and website. It’s a win-win for both organizations.
- Drive Engagement
Offer free show tickets as prizes for reading challenges or special events like summer reading programs. It’s a great way to generate excitement and participation.
- Create Memorable Experiences
Host cast members for in-branch appearances or share exclusive digital content—interviews, podcast episodes, or social media takeovers. These experiences build lasting connections with your patrons.
- Add Value for Cardholders
Provide special ticket offers for library patrons and staff. These perks can help with both recruitment and retention of both.
How to Get Started
- Match content: Browse Hoopla’s collection to identify titles that align with the scheduled performances coming to your community. ?There’s no shortage of Broadway content available on Hoopla. A few examples include the following soundtracks:?
It’s the ten-year anniversary of Lin Manuel Miranda’s hit musical.
This world-renowned musical is based on a book by Schonberg and Boubil.
At the 2025 Tony Awards, this musical walked away with several awards, including Best Musical Performance, Best Book and Best Original Score, just to name a few.
- Reach out: Contact the venue’s group sales or marketing department to explore potential collaboration. This should be treated as a trade agreement, meaning no money is required from the library.
- Plan your promotion: Develop a strategy to promote the cast recordings on Hoopla, the live performances, and any special drawings or ticket offers.?The venue will seek approval from the touring show and provide all the official artwork, videos, etc.
- Final curtain call: This concept will allow the library to partner with iconic productions and position itself differently in the minds of both current and potential patrons.
?Got Questions??
You can email me or post your question to our LinkedIn group.