Practical Marketing for the Academic Library

Description

In an age in which federal funding for libraries is being cut, libraries of every size and type must prove their value. Practical Marketing for the Academic Library offers academic librarians approachable methods for marketing to students, faculty, and administration, and it also inspires them to attempt new structures for marketing initiatives, including encouraging existing staff to form teams with wide ranges of skills. Librarians from all academic libraries, including at community colleges, can incorporate these ideas even when budgets are tight and staff is limited. While there are many books on library marketing, few specifically cover the diversity within academic institutions and the student body as well as how to target marketing to faculty and administrations. Villamor and Shotick approach library marketing from diverse perspectives and teach readers how to increase student engagement, assess library programs, and connect library marketing to the goals of the overall institution. Cover Title Page Copyright Dedication Contents Preface Introduction Chapter 1. Building Your Team Formal Teams Informal Teams Best Practices for Building Teams Establishing Your Scope Affective Team Leadership Quick Tips From the Field References Chapter 2. Defining Your Areas What Does Marketing Mean to You? Types of Communication Print Communication Digital Communication Human Communication Types of Outreach Segmentation Quick Tips From the Field References Chapter 3. Marketing for the Mind Why Market Resources and Services? Identifying Your Audience Marketing Resources Physical Resources Electronic Resources Marketing Services Enable Academic Success Facilitate Information Access Transform Scholarly Publishing Quick Tips From the Field From the Field References Chapter 4. Marketing from the Heart Empathy and Student Needs Benefits Sharing Stories Giving Back Caring about Concerns Quick Tips From the Field From the Field References Chapter 5. Diversity, Equity, and Inclusion Definitions Diversity Equity Inclusion Diversity and Marketing Libraries and DEI DEI in Marketing Teams Marketing with Sensitivity and Awareness A Note on Universal Design What You Can Do Right Now Quick Tips From the Field From the Field References Chapter 6. Assessing the Program What Is Library Marketing Assessment? Creating Measurable Outcomes Assessing Marketing Efforts Assessment Methods Best Practices Reporting and Acting on Your Data Quick Tips From the Field References Chapter 7. Marketing to Faculty, Staff, and Administration Definitions Why Market to Faculty and Staff? How Can We Market to Faculty and Staff? Marketing to Administration Quick Tips From the Field References Conclusion Index About the Authors