2, Issue 1 (Summer 2018)
|Hooking your Audience: Tailored Instruction Marketing
Karen Doster-Greenleaf, Georgia State University
Amy Stalker, Georgia State University
Marketing Libraries Journal, volume 2, issue 1, pages 67-74.
Abstract: Reaching a targeted audience is the crux of any good
marketing plan, but selecting the right strategies can ensure one’s
message is heard. In 2016, Georgia State University Library, Dunwoody
Campus, adopted a new approach toward faculty outreach via a liaison
program. The library launched a multiyear marketing plan focused on
tailoring promotional materials and new strategies to specific faculty
with the goal of increasing instruction numbers and collaboration. This
article outlines strategic development of the marketing plan, the most
successful tactics, and recommendations for promotional materials,
overall impact, and future directions.
Keywords: academic libraries, library outreach programs, guerilla marketing, instruction, faculty collaboration