Reaching Beyond the Stacks: Public Services Marketing Strategies at a Caribbean University Law Library
Henderson Waithe, Librarian & Head of Public Services Division
The University of the West Indies Cave Hill Campus
Marketing Libraries Journal volume 10, issue 1, pages 73-109.
Abstract: This article presents a qualitative case study of the marketing and outreach strategies employed by the Public Services Division of a University Law Library in the Caribbean. Drawing from Armstrong and Kotler’s value-creation framework, the study explores how faculty engagement, student engagement initiatives, branding efforts, and digital marketing practices are implemented within a specialized legal education environment. The findings illustrate how a tailored marketing approach, supported by collaborative partnerships, targeted programming, and continuous assessment, is associated with enhanced visibility and sustained user participation. Descriptive indicators, including high participation in first-year orientation sessions (approximately 90% of an incoming cohort of 160 students), regular faculty consultations across a faculty of approximately 14 full-time members, and an average of five workshops per semester, provide contextual insight into engagement levels. The paper concludes by outlining practice-oriented strategies that integrate relationship building, data-informed outreach, and adaptive digital practices to sustain relevance in a regional legal education context.
Keywords: academic law library marketing, faculty engagement, student engagement, branding strategies, Caribbean legal education
Citation to article:
Waithe, H.(2026). Reaching Beyond the Stacks: Public Services Marketing Strategies at a Caribbean University Law Library. Marketing Libraries Journal, 10(1), 73-109. https://journal.marketinglibraries.org/spring2026/05_MLJv10i1.pdf