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Volume
3, Issue 2 (Summer 2019)
Asserting Librarian Expertise and Value in Strategic Marketing Efforts
Memo Cordova, Associate Professor, Research & Instructional Services, Boise State UniversityElizabeth Ramsey, Associate Professor, Research & Instructional Services, Boise State University
Marketing
Libraries Journal, volume 3, issue 2, pages 32-42
Download PDF
Abstract: : This
case study of librarian-led marketing efforts at a mid-size academic
library examines workarounds to obstacles that librarians frequently
encounter when taking on marketing for their libraries. These obstacles
often stem from a combination of misunderstanding and/or misplaced
priorities at both the unit and administrative levels. Challenges in
this case study include a number of factors: no marketing strategy at
the administrative level, a lack of understanding from colleagues
generally, little time to complete tasks or improve marketing skills,
and no dedicated funding. To address these challenges the authors
embarked on an internal marketing campaign engaged extensively on
social media networks and made creative use of additional freely
available marketing tools. These efforts helped foster engagement with
library personnel, services, resources, and space while building a
brand image that aligns with the reality of what a modern academic
library contributes to campus.
Citation
to article:
Cordova, M., & Ramsey, E. (2019). Asserting Librarian Expertise and Value in Strategic Marketing Efforts
Marketing Libraries Journal, 3(2), 32-42. Retrieved from http://journal.marketinglibraries.org/summer2019/04_MLJv3i2_Column_Branding_Cordova_Ramsey.pdf
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