CLIFF HOFFMAN & JOY HOLLERBACH
GLL鈥橲 MARKETING MAVENS: SUMMER 2025
THURGOOD MARSHALL STATE LAW LIBRARY
The Publicity & Public Relations Committee is casting a wider net to bring you marketing inspiration from both within and beyond GLL. This feature, coordinated by GLL member Leland Sampson, showcases the work of his colleagues Cliff Hoffman and Joy Hollerbach. We hope you enjoy it!
The Thurgood Marshall State Law Library began nearly 200 years ago. Over that time, the library has collected many unique and interesting books, artifacts, and art. Due to limited space, items are not often exhibited or viewable. In 2024, the library began a long-term project to surface noteworthy items through our website. Cliff Hoffman and Joy Hollerbach spearheaded the project.
1. What motivated you to market your library鈥檚 (SCR)?
Cliff: One of the challenges we faced with our SCR materials is that, due to their value and preservation needs, the materials 鈥渉ide鈥� in a locked, temperature and humidity-controlled room. While patrons can find materials in our catalog, catalog records seemed insufficient in describing the historical treasures. Our SCR project was a means to draw attention to the collection by creating prominent visual and textual descriptions of the materials. Our hope was that our campaign would expand interest in, and use of, the materials in the SCR collection.
Joy: Our SCR is filled with fascinating historical treasures, and we wanted to expand access beyond our physical space. By showcasing highlights on our website, we can reach a wider audience and inspire curiosity鈥攅specially among history enthusiasts鈥攚ho may then be motivated to visit the library in person to explore the full collection.
2. How has the program been received so far, and how will you evaluate its success?
Cliff: The feedback on our SCR marketing campaign has been positive. Patrons (and staff) have offered comments on specific items highlighted in the SCR carousel. We鈥檒l evaluate the success of the campaign through web analytics that show engagement with the carousel and detailed item description pages, as well as requests to physically access materials in the SCR.
Joy: The program has been well received. The website carousel combines engaging visuals with informative links that delve into the background of each featured item, making it both educational and visually appealing. We鈥檒l evaluate its success through website analytics, user feedback, and an increase in in-person visits and inquiries related to the collection.
3. What 鈥渋f only I knew!鈥� advice would you give others wanting to replicate the program?
Cliff: If you don鈥檛 already have photo editing skills, spend some time working with photo editing software. Images play such a vital role in highlighting the historical materials. Most likely, the carousel image will be the 鈥渢hing鈥� that draws a user in. The better the image, the better chance you have for user engagement.
Joy: Be sure to take high-quality photos early in the process. Inadequate images can set you back, requiring extra time with exhibits you鈥檝e already moved on from. Good photography will save time and make a big difference in the final presentation.
4. What鈥檚 the best way to spend a day off from work?
Cliff: As my dog will tell you, the best way to spend a day off from work involves a really long walk. She definitely knows when I have the day off and lets me know when it鈥檚 time to head out. A good day also means spending time with my wife and daughter; whether we go to a concert, to the movies, or just hang out at home. While my wife and I both enjoy cooking, the best day off probably includes going out to a nice restaurant, so that we can get a break from the dishes.
Joy: The best way to spend a day off from work involves a morning latte, yoga, playing with my pets, binging my favorite show, and it ends with a homecooked meal with my husband and reading.
5. What are you currently reading?
Cliff: Right now, I am reading Kisses of the Enemy by Rodney Hall.
Joy: Victorian Psycho by Virginia Feito.
6. What is your favorite featured item?
Cliff: Picturesque America
Joy: Justice Sonia Sotomayor Bobblehead