Volume
2, Issue 1 (Summer 2018)
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.
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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
Citation to article:
Eastman, T.,
Saulnier, J., and Richardson, K. (2018). Ask a Catbrarian:
Marketing Library Services Using a Cat. Marketing Libraries Journal, 2(1),
24-30. Retrieved from http://journal.marketinglibraries.org/august2018/MLJ-v2i1-24-30.pdf
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