Growing Organizational Marketing, Publicity, and Outreach Strategies with Intention

Elizabeth Fowler, Wendy G. Pothier, and Donald Dow, University of New Hampshire

Marketing Libraries Journal volume 9, issue 1, pages 20-46.

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Abstract: Marketing is a necessary function of academic libraries but is frequently deprioritized in library job descriptions and organizational structures. This article serves as a case study of how one library worked to formalize marketing efforts by moving from ad hoc committee-based work to structured positions guided by an organizational marketing plan. Sharing examples over time to show the impact of marketing efforts, the authors detail the process of creating an outline for a marketing plan, as well as new initiatives that developed through the process. 

 

Keywords: library outreach; marketing academic libraries; marketing plans; social media; marketing strategies

Citation to article:

Fowler, E., Pothier, W.G., & Dow, D. (2025). Growing Organizational Marketing, Publicity, and Outreach Strategies with Intention. Marketing Libraries Journal, 9(1), 20-46. https://journal.marketinglibraries.org/spring2025/03_MLJv9i1.pdf