Practical Marketing for the Academic Library

159 Pages·2022·6.463 MB·English

by  Stephanie Espinoza Villamor, Kimberly Shotick

Practical Marketing for the
Academic Library
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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
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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