Practical Marketing for the Academic Library

Preface
Introduction
Chapter 1. Building Your Team
Formal Teams2
Informal Teams4
Best Practices for Building Teams6
Establishing Your Scope7
Affective Team Leadership9
Quick Tips10
From the Field10
References13
Chapter 2. Defining Your Areas
What Does Marketing Mean to You?16
Types of Communication17
Print Communication18
Digital Communication18
Human Communication20
Types of Outreach20
Segmentation23
Quick Tips26
From the Field26
References29
Chapter 3. Marketing for the Mind
Why Market Resources and Services?32
Identifying Your Audience33
Marketing Resources34
Physical Resources34
Electronic Resources39
Marketing Services40
Enable Academic Success41
Facilitate Information Access42
Transform Scholarly Publishing42
Quick Tips44
From the Field44
From the Field46
References48
Chapter 4. Marketing from the Heart
Empathy and Student Needs52
Benefits54
Sharing Stories58
Giving Back60
Caring about Concerns62
Quick Tips63
From the Field63
From the Field66
References68
Chapter 5. Diversity, Equity, and Inclusion
Definitions72
Diversity72
Equity73
Inclusion74
Diversity and Marketing74
Libraries and Dei75
DEI in Marketing Teams76
Marketing with Sensitivity and Awareness78
A Note on Universal Design81
What You Can Do Right Now82
Quick Tips83
From the Field84
From the Field86
References89
Chapter 6. Assessing the Program
What Is Library Marketing Assessment?93
Creating Measurable Outcomes95
Assessing Marketing Efforts96
Assessment Methods97
Best Practices100
Reporting and Acting on Your Data103
Quick Tips104
From the Field105
References107
Chapter 7. Marketing to Faculty, Staff, and Administration
Definitions109
Why Market to Faculty and Staff?111
How Can We Market to Faculty and Staff?112
Marketing to Administration116
Quick Tips117
From the Field118
References121
Conclusion
Index