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Volume
2, Issue 1 (Summer 2018)
Feedback
as Outreach: Turning an Assessment Survey into a Marketing
Opportunity
Fred
Folmer, Connecticut College
Marketing
Libraries Journal, volume 2, issue 1, pages 4-9.
Download PDF
Abstract: Feedback projects—for instance, those that survey users about
the use of resources—can be very useful beyond their originally
intended purpose of collecting information. Because these projects also
involve contact with library users, they may additionally be useful as
outreach or marketing tools. This article provides a case study of the
ways in which librarians at Connecticut College took advantage of the
marketing and outreach opportunities that were provided by user
feedback. This article identifies four areas libraries can pay
attention to in order to utilize this type of marketing opportunity:
careful consideration of the language used, anticipation of concerns,
adoption of a teaching mindset, and follow-up. The article also
includes specific advice on how libraries can address all four of these
areas in a feedback project. It makes the argument that by doing so,
libraries can strengthen their relationship with users moving beyond a
paradigm wherein the library seeks to simply obtain knowledge from
them, and instead move toward stronger two-way communication.
Keywords: feedback, assessment, outreach, marketing, communication
Citation to article:
Folmer,
F. (2018). Feedback as
Outreach: Turning an Assessment Survey into a Marketing Opportunity.
Marketing Libraries Journal, 2(1), 4-9. Retrieved from
http://journal.marketinglibraries.org/august2018/MLJ-v2i1-4-9.pdf
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