Promoting Discovery: Creating an In-depth Library Marketing Campaign

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Date
2013
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis
Abstract
This case study aims to describe how librarians at Indiana University Kokomo designed a marketing campaign to promote its discovery tool to undergraduate students during the Fall 2012 semester. The authors illustrate how, through the use of a coordinated marketing plan, librarians applied marketing principles to select a target audience, create promotional designs, organize events, and assess campaign effectiveness. The authors express how libraries can construct cost-effective yet comprehensive marketing campaigns, as well as learn from both unexpected successes and shortcomings of such projects. Ultimately, these takeaways can inform a library’s future marketing endeavors.
Description
Keywords
discovery service, library services, marketing
Citation
Thorpe, A., & Bowman, H. (2013). Promoting discovery: Creating an in-depth library marketing campaign. Journal of Library Administration, 53(2-3), 100-121.
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Type
Article