Although the 21st century library is competing with numerous web-based resources, its clients can benefit from using its research assistance, physical and online holdings, and physical space, so they need to understand what the library offers. Marketing the 21st Century Library systematically and concisely teaches students and practitioners how to and why they should market and promote academic libraries. Librarians need to use marketing not only to advertise and promote resources, but also to boost the profession and the role we play. The book introduces key marketing concepts, followed by the history of library marketing. Subsequent chapters guide readers through a series of tools and resources so they can create their own marketing plans, concluding with an exploration of resources, services and further readings.
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Table of Contents
Introduction Definitions What to market and why History of library marketing Creating a marketing plan Mission/vision statements SWOT Analysis Market Research Implementation Part one Launching promotional initiatives Recruiting students Using social media Posters, flyers, table tents Campus radio and newspapers Collaborating on special events Bringing faculty on board: In-servicing Department meetings Faculty council and faculty senate meetings Co-authoring and research services Part two Resources and services Electronic assets Print lives Research assistance Outreach Assessment Part three Marketing a profession
