Marketing Libraries Journal (MLJ) Logo
 
 


Ask a Catbrarian: Marketing Library Services Using a Cat
Teagan Eastman, Utah State University
Jennifer Saulnier, Loras College
Kati Richardson, Highland School District

Marketing Libraries Journal, volume 2, issue 1, pages 24-30.
Download PDF


Abstract: This case study aims to describe how employees at the University of Illinois at UrbanaChampaign’s Undergraduate Library (UGL) utilized a cat mascot as part of a marketing campaign to promote awareness of library resources and services and to overcome undergraduate students’ library anxiety. The authors describe how the idea of a cat mascot emerged, how librarians determined campaign objectives, and the process they undertook for developing videos, social media posts, events and displays for the campaign. This article also describes how the campaign was able to build a sense of community not only among the large university library system but the entire campus community.

Keywords: social media – marketing, marketing campaign – case studies, academic libraries, marketing strategies, library marketing


 

Marketing Libraries Journal

Call for Papers
Author Guidelines


Marketing Libraries Journal, 2018


Home | About  | Call for Papers | Author Guidelines | Archives | Contact Us


ISSN: 2475-8116