Marketing Today's Academic Library: A Bold New Approach to Communicating with StudentsIn Marketing Today’s Academic Library, Brian Mathews uses his vast experience to speak directly to the academic library practitioner about matching services with user needs. This book proposes new visions and ideas, challenging the traditional way of thinking and providing a framework to target users more precisely.Most library marketing intended for undergraduates promotes the collection, reference and instructional service, and occasional events such as guest speakers or exhibits. The guiding principle of Marketing Today’s Academic Library is that marketing should focus on the lifestyle of the user, showcasing how the library fits within the daily life of the student. Mathews’ personal and compelling presentation will assist readers in Challenging and rethinking their marketing strategies Demonstrating their value through applied relevance Focusing on the needs of the student and their expectationsWritten in a concise and engaging manner that speaks to popular anxiety points about new marketing techniques, this book is filled with tips and strategies that academic librarians can use to communicate with students, surpassing their expectations of their library experience. |
Contents
| 1 | |
| 7 | |
| 24 | |
The Library as Product | 30 |
Conducting Marketing Research | 43 |
Building Relationships | 68 |
Developing Brand Strategies | 86 |
Promotional Building Blocks | 99 |
Designing Messages | 117 |
Measuring the Impact | 132 |
Putting It All Together | 142 |
Staging Academic Experiences | 159 |
Afterword | 163 |
Index | 165 |
Other editions - View all
Common terms and phrases
academic libraries activities Additionally advertising approach areas ARTstor assessment assignments assistance audience biology BIOSIS blogs brand strategy building café campaign campus classroom Clotaire Rapaille collection communication computer clusters Coolhunters create cultural databases develop dorm DVDs e-mail efforts emotional encounter example experience Facebook faculty feedback fliers focus groups freshmen Georgia Tech goal highlight ideas interact InterContinental Hotels Group interest interviews LibQUAL+ librarians library products library services library staff library’s majors marketing mix marketing research McDonald's Merchants of Cool multimedia Nike participants PAUL STAMATIOU perceptions Permission Marketing polling poster product inventory product lines programs questions reference desk response segments semester sessions share social student needs survey talk target theme tion types typically usage users Viacom week word of mouth