How to Develop a Marketing Plan for an Academic Library

Duke, Lynda M.; Mlis, Toni Tucker

doi:10.1300/j124v25n01_05

Cited by 34 publications

(18 citation statements)

References 1 publication

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“…Based on this analysis it is clear that libraries that engage in marketing activities should make themselves aware of general principles before beginning their plan. There are several authoritative texts on this topic, such as Dubicki (2007), Duke and Tucker (2007), Koontz et al (2006), and Lee (2003). The development of any marketing plan may be applied to the marketing of electronic resources if the goals of the plan are clearly defined to promote electronic resources.…”

Section: Discussion and Future Researchmentioning

confidence: 99%

What are we really doing to market electronic resources?

Kennedy

2011

Library Management

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Purpose: This research identifies which marketing activities libraries are using to promote electronic resources and examines how libraries are measuring the successes or failures of their marketing plans. Methodology: This research analyzes the literature published in library science on marketing techniques for electronic resources in use at libraries; the corpus is composed of 24 documents published from 1994-2009. The literature is qualitatively analyzed to determine the techniques in use, the libraries' goals, targeted groups, budgets, and assessments of their marketing plans. Findings: Thirty-eight unique marketing techniques were discovered in the 24 documents consulted for this research. The four most popular techniques were patron training in a group setting, flyers/brochures, emails to patrons, and surveys. Libraries were generally unclear about stating the goals for their marketing plans but were able to easily identify the target of their marketing efforts. Budgeting was inconsistent among libraries included in this research; nine libraries reported having either no budget for marketing or did not mention budgeting in the article. Assessment was the weakest part of the marketing plans, with four libraries not documenting an awareness of the need for assessment and seven libraries noting an understanding of the need to evaluate their plan but unsure how to do so. Value: Based on this analysis it is clear that as libraries engage in marketing activities they should make themselves aware of general principles before beginning their plan. Special focus should be given to selecting activities that match the goals of the marketing plan and choosing an appropriate evaluation technique before beginning the marketing activities.

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Section: Discussion and Future Researchmentioning

confidence: 99%

What are we really doing to market electronic resources?

Kennedy

2011

Library Management

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“…According to Duke and Tucker (2007), a marketing plan is a living document that will "change and develop every year as an institution learns from past marketing activities, the needs and desires of users change, and services, programs and resources of the library evolve to meet those changing needs" (p. 54). Through this valuable process, the library gains an opportunity to in fact harness twenty-first century concerns to further its mission, rather than reacting in an unplanned way to the threats these technological and modern day changes seem to present.…”

Section: Resultsmentioning

confidence: 99%

“…According to Duke and Tucker (2007), a marketing plan is a living document that will "change and develop every year as an institution learns from past marketing activities, the needs and desires of users change, and services, programs and resources of the library evolve to meet those changing needs" (p. 54). Marketing plans vary in size and content, depending on the needs and preferences of the library preparing the plan.…”

Section: Components Of a Market Plan For The Academic Librarymentioning

confidence: 99%

Creating the marketing plan

Lucas-Alfieri¹

2015

Marketing the 21st Century Library

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“…The shared calendar and web site encapsulate most of the strategy and planning that the library's grassroots outreach have required. Although much of the literature on academic library outreach is adamant in its recommendations for detailed organization (Duke & Tucker, 2007;Hallmark, Schwartz, & Roy, 2007;Steiner, 2012), Albertsons Library has found that limiting its planning affords a freedom to innovate and respond in the moment.…”

Section: Introductionmentioning

confidence: 99%

Grassroots Outreach to Foster a Diverse Community

Ramsey

2015

Advances in Library and Information Science

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This exploration of an academic library's outreach efforts presents a broad overview of a range of initiatives aimed at fostering interaction with library staff and resources. These efforts are put forth by a variety of contributors from throughout the library's staff without a management mandate or day-to-day control. Although these grassroots outreach efforts cost little to nothing, they still act to effectively inculcate a campus-wide perception of the library as a forward-thinking, inclusive and supportive institution while generating a welcoming atmosphere for diverse users. This atmosphere in turn fosters a learning and research community that sees the library as an important contributor to its success. This chapter describes the foundations for this type of outreach as well as giving examples of a number of innovative methods Albertsons Library at Boise State University uses to provide meaningful opportunities for its users to interact with staff, services and resources in a way that cultivates a feeling of inclusion in the community.

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How to Develop a Marketing Plan for an Academic Library

Cited by 34 publications

References 1 publication

What are we really doing to market electronic resources?

What are we really doing to market electronic resources?

Creating the marketing plan

Grassroots Outreach to Foster a Diverse Community

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