2, Issue 1 (Summer 2018)
Marketing Academic Library Usage: A Connecticut
Nicholas, Central Connecticut State University
Renata Vickrey, Central Connecticut State University
Carl Antonucci, Central Connecticut State University
Ben Tyson, Central Connecticut State University
Libraries Journal, volume 2, issue 1, pages 108-142.
Abstract: This article presents a case study for targeted marketing of
academic library services, beginning with an audience research project
conducted at a modest-sized, urban university in Connecticut. The
project described in this article assessed students, professors, and
community members’ beliefs, attitudes, and behaviors regarding past and
intended future use of services. Research findings helped
administrators develop plans for promoting services with these patrons,
which are summarized in the article. The methods and outcomes of this
research may be of interest to academic libraries at similar
institutions elsewhere as they develop their own strategies for
promoting their services.
Keywords: academic library services, marketing academic libraries,
marketing communication plan, audience research, marketing campaign
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