Practical Marketing for the Academic Library

Stephanie Espinoza Villamor, Kimberly Shotick (Autoren)

Buch | Softcover

158 Seiten

2022
Libraries Unlimited Inc (Verlag)
978-1-4408-7222-8 (ISBN)

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This down-to-earth book offers practical marketing solutions for reaching students, faculty, and administration in community college and university libraries, based on real-world examples of team-based communication and practice.

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.

Stephanie Espinoza Villamor is an eLearning librarian at the College of Southern Nevada. Kimberly Shotick is the student success librarian and an assistant professor at Northern Illinois University.

Preface
Introduction
Chapter 1. Building Your Team
Formal Teams2
Informal Teams4
Best Practices for Building Teams6
Establishing Your Scope7
Affective Team Leadership9
Quick Tips10
From the Field10
References13
Chapter 2. Defining Your Areas
What Does Marketing Mean to You?16
Types of Communication17
Print Communication18
Digital Communication18
Human Communication20
Types of Outreach20
Segmentation23
Quick Tips26
From the Field26
References29
Chapter 3. Marketing for the Mind
Why Market Resources and Services?32
Identifying Your Audience33
Marketing Resources34
Physical Resources34
Electronic Resources39
Marketing Services40
Enable Academic Success41
Facilitate Information Access42
Transform Scholarly Publishing42
Quick Tips44
From the Field44
From the Field46
References48
Chapter 4. Marketing from the Heart
Empathy and Student Needs52
Benefits54
Sharing Stories58
Giving Back60
Caring about Concerns62
Quick Tips63
From the Field63
From the Field66
References68
Chapter 5. Diversity, Equity, and Inclusion
Definitions72
Diversity72
Equity73
Inclusion74
Diversity and Marketing74
Libraries and Dei75
DEI in Marketing Teams76
Marketing with Sensitivity and Awareness78
A Note on Universal Design81
What You Can Do Right Now82
Quick Tips83
From the Field84
From the Field86
References89
Chapter 6. Assessing the Program
What Is Library Marketing Assessment?93
Creating Measurable Outcomes95
Assessing Marketing Efforts96
Assessment Methods97
Best Practices100
Reporting and Acting on Your Data103
Quick Tips104
From the Field105
References107
Chapter 7. Marketing to Faculty, Staff, and Administration
Definitions109
Why Market to Faculty and Staff?111
How Can We Market to Faculty and Staff?112
Marketing to Administration116
Quick Tips117
From the Field118
References121
Conclusion
Index

Erscheinungsdatum	03.06.2022
Sprache	englisch
Maße	156 x 235 mm
Themenwelt	Sozialwissenschaften ► Kommunikation / Medien ► Buchhandel / Bibliothekswesen
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
ISBN-10	1-4408-7222-8 / 1440872228
ISBN-13	978-1-4408-7222-8 / 9781440872228
Zustand	Neuware