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Thursday, November 7 • 3:30pm - 4:10pm
If we buy it, they will come... right? Developing and implementing a marketing program in academic libraries

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We’ve all walked on eggshells around the common fallacy of librarianship that “if we buy it (and catalog it correctly), they’ll use it.” Shouldn’t top of the line collections and outstanding content mean fantastic usage statistics? Shouldn’t effortless accessibility and user-friendly interfaces equal a steady reliance on library resources instead of unreliable outside content? All too often, this is simply not the case.

Libraries spend thousands of dollars on electronic resources each year in the hopes that library users will understand the value and benefits of these resources—and use them as a result. Yet more and more libraries each year are struggling to see the usage outcomes they’re hopeful for. One of the most critical components responsible for these disappointing outcomes is a lack of consistent and strategic marketing communication, which is key for any library to notify its users about the services and resources available to them.

This session will provide actionable steps to begin building a marketing strategy aimed at combating the lack of training in strategic and tactical development, small staffs, and limited budgets that conspire to diminish a library’s ability to effectively promote itself. By outlining a strategy, defining the necessary roles, and identifying follow-through steps, any library can efficiently maintain a long-term practice of communicating its services, resources and instruction in a way that inspires end-user engagement.

Effective marketing dramatically enhances the value and engagement within a library through strategic communication. By communicating its specific, evolving role within an institution and its contribution to the broader academic community it serves, libraries can re-engage, and consistently serve its users. Attendees will leave this session with real-world, actionable examples of comprehensive plans and promotion ideas to revamp within their own libraries in a way that best works for them.

avatar for Susan Wald Berkman

Susan Wald Berkman

Asst. Dir Collection Development & Tech Services, Nova Southeastern University
Susan is the Assistant Director of Collection Development & Technical Services at the Alvin Sherman Library, Research and Information Technology Center at Nova Southeastern University. She started out as the Subject Specialist for Business at NSU and has her own information services... Read More →

Allyson Rodriguez

Associate Librarian, University of North Texas
avatar for Michelle Rivera-Spann

Michelle Rivera-Spann

Director of Marketing - Library, Taylor and Francis Group

Thursday November 7, 2019 3:30pm - 4:10pm EST
Grand Ballroom 3, Gaillard Center