Storytelling with Strategy: Connecting Online Audiences to Library Services

In today’s digital landscape, storytelling is more than a buzzword, it’s a powerful tool for connecting communities to the numerous services libraries provide. This panel brings together marketing professionals from public libraries to explore how our libraries can craft compelling narratives that resonate with online audiences through social media, newsletters, or websites. Whether you're a librarian wearing multiple hats or part of a dedicated marketing team, this session will offer real-world strategies, examples, and inspiration to help your library connect more deeply with the people it serves, online and beyond. 

Learning Objectives:

Presenters:

Stacey Akahoshi is a Library Branch Coordinator at the Mesa Public Library's Main Branch. Previously she was a Virtual Content Manager at the Maricopa County Library District focusing on managing the virtual branch call center website content on the library website with a focus on accessibility and customer experience. She created The Makery, a free open access makerspace, at the Chandler Public Library in 2021. She is the 2025 and 2026 AzLA Conference Chair, AzLA EDI Committee Secretary, a 2023 Emerging Leader, and served on the JCLC Marketing Committee for JCLC 2022. She is passionate about improving how customers find and interact with their public library.

Samantha Mears is a communications and marketing professional driven by a commitment to mission-driven organizations. Her passion for community-focused work began early in her career through impactful experiences with nonprofit organizations. This work led to a lasting dedication to working with organizations that make the world a better place. Since 2012, she has brought that passion to Arizona, first serving as Director of Marketing for Childsplay Theatre, a nonprofit committed to inspiring young audiences through the arts. For the past five years, she has served as Communications Administrator for Maricopa County Library District, where she oversees all internal and external communications for one of the largest library systems in the state. Samantha also collaborates with Audience Magnets, LLC, creating strategic marketing campaigns for arts and cultural organizations across Arizona. A native of Toledo, Ohio, Samantha holds a degree in Journalism with a focus on Public Relations and Marketing from Bowling Green State University. She lives in Tempe with her husband, their son, Dillon, and their dog, Patch.

Anthony Walton has over a decade of experience in marketing and communications for the nonprofit sector. With a background in journalism and public health, his work has focused on educating communities and expanding access to resources that improve outcomes for marginalized populations. Originally from New Zealand, Anthony spent nearly ten years in HIV prevention and was part of a team that helped bring the largest reduction in new HIV transmissions in the country’s history. He is passionate about social marketing – using communication strategies to influence behavior for the benefit of individuals and society. In his first nine months with MCLD, he has increased the organization’s Instagram following by 234% and boosted monthly content engagement by over 2000%.