In recognition of a marketing campaign that put a new library card in the hands of more than 8,000 U-46 students, the Gail Borden Public Library ( in Elgin has been named the recipient of the 2009 Marketing Award from the North Suburban Library System.

Gail Borden’s achievement was recognized at the North Suburban Library System (NSLS) 2009 Membership Awards Banquet on Friday, March 20 at the Cotillion Banquets in Palatine.

The award-winning marketing effort featured U-46 Superintendent Dr. Jose Torres as the face and inspiration for a fall 2008 campaign goal of 100% library card ownership in all U-46 schools.

At the awards ceremony, NSLS Executive Director Sarah Long honored Gail Borden with the presentation of a special award citation:

“For the inspired “Dr. Torres’ Library Card Challenge,” which motivated school and public library staff to partner in effective marketing practices that drove students to a record level of library card ownership. Thanks to this creative commitment, hundreds more U-46 families are empowered with the Smartest Card in hand. After enticing the new school district superintendent to be the face of the marketing campaign, every communication channel imaginable was utilized. Even elementary schools became marketing stars, contributing to skyrocketing statistics and propelling thousands more books to magically march out the library doors.”

Schools reaching 100% library card ownership were entered into a drawing to win an all-school pizza party and $250 of books, donated by the Elgin Area Kiwanis.