Practical Marketing for the Academic Library PDF
Preview Practical Marketing for the Academic Library
Practical Marketing for the Academic Library This page intentionally left blank PRACTICAL MARKETING FOR THE ACADEMIC LIBRARY Stephanie Espinoza Villamor and Kimberly Shotick Copyright © 2022 by Stephanie Espinoza Villamor and Kimberly Shotick All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, except for the inclusion of brief quotations in a review, without prior permission in writing from the publisher. Library of Congress Cataloging-in-Publication Data Names: Villamor, Stephanie Espinoza, author. | Shotick, Kimberly, author. Title: Practical marketing for the academic library / Stephanie Espinoza Villamor and Kimberly Shotick. Description: Santa Barbara, California : Libraries Unlimited, [2022] | Includes bibliographical references and index. Identifiers: LCCN 2021058387 (print) | LCCN 2021058388 (ebook) | ISBN 9781440872228 (paperback ; acid-free paper) | ISBN 9781440872235 (ebook) Subjects: LCSH: Academic libraries—Marketing. | Academic libraries—Public relations. | Libraries and colleges. | Academic libraries—United States—Case studies. | BISAC: LANGUAGE ARTS & DISCIPLINES / Library & Information Science / General | BUSINESS & ECONOMICS / Nonprofit Organizations & Charities / Marketing & Communications Classification: LCC Z716.3 .V55 2022 (print) | LCC Z716.3 (ebook) | DDC 021.7—dc23/eng/20220111 LC record available at https://lccn.loc.gov/2021058387 LC ebook record available at https://lccn.loc.gov/2021058388 ISBN: 978-1-4408-7222-8 (paperback) 978-1-4408-7223-5 (ebook) 26 25 24 23 22 1 2 3 4 5 This book is also available as an eBook. Libraries Unlimited An Imprint of ABC-CLIO, LLC ABC-CLIO, LLC 147 Castilian Drive Santa Barbara, California 93117 www.abc-clio.com This book is printed on acid-free paper Manufactured in the United States of America For Velito and Vicente, my best works in progress. —Stephanie (aka Mom) For Dave Green, mentor and friend. You are missed. —Kimberly This page intentionally left blank Contents Preface xi Introduction xv Chapter 1. Building Your Team 1 Formal Teams 2 Informal Teams 4 Best Practices for Building Teams 6 Establishing Your Scope 7 Affective Team Leadership 9 Quick Tips 10 From the Field 10 References 13 Chapter 2. Defining Your Areas 15 What Does Marketing Mean to You? 16 Types of Communication 17 Print Communication 18 Digital Communication 18 Human Communication 20 Types of Outreach 20 Segmentation 23 Quick Tips 26 From the Field 26 References 29 Chapter 3. Marketing for the Mind 31 Why Market Resources and Services? 32 Identifying Your Audience 33 viii Contents Marketing Resources 34 Physical Resources 34 Electronic Resources 39 Marketing Services 40 Enable Academic Success 41 Facilitate Information Access 42 Transform Scholarly Publishing 42 Quick Tips 44 From the Field 44 From the Field 46 References 48 Chapter 4. Marketing from the Heart 51 Empathy and Student Needs 52 Benefits 54 Sharing Stories 58 Giving Back 60 Caring about Concerns 62 Quick Tips 63 From the Field 63 From the Field 66 References 68 Chapter 5. Diversity, Equity, and Inclusion 71 Definitions 72 Diversity 72 Equity 73 Inclusion 74 Diversity and Marketing 74 Libraries and DEI 75 DEI in Marketing Teams 76 Marketing with Sensitivity and Awareness 78 A Note on Universal Design 81 What You Can Do Right Now 82 Quick Tips 83 From the Field 84 From the Field 86 References 89 Chapter 6. Assessing the Program 93 What Is Library Marketing Assessment? 93 Creating Measurable Outcomes 95 Assessing Marketing Efforts 96 Assessment Methods 97 Best Practices 100 Contents ix Reporting and Acting on Your Data 103 Quick Tips 104 From the Field 105 References 107 Chapter 7. Marketing to Faculty, Staff, and Administration 109 Definitions 109 Why Market to Faculty and Staff? 111 How Can We Market to Faculty and Staff? 112 Marketing to Administration 116 Quick Tips 117 From the Field 118 References 121 Conclusion 123 Index 127
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