Technological advances allow libraries to more readily serve patrons’ needs. But how can a librarian effectively communicate what services libraries offer? Marketing and Promoting Electronic Resources: Creating the E-Buzz! explains the foundations of marketing and promotion, focusing on practical and creative techniques that have worked in academic, public, and special libraries. Respected authorities from various libraries offer their insights and advice for effective marketing strategies for electronic resources such as e-serials, databases, and e-books, helping library patrons to better understand the resources now available to them.
This book provides librarians with practical suggestions on how to best let their patrons know about the available e-resources and instruct them on how to use them effectively. Librarians in any type of library setting, even if previously unschooled in marketing campaigns, can find fresh ideas to apply in their own setting. This invaluable tool discusses in detail how to develop a marketing plan, create and finance a promotional campaign, and how to use new technologies to reach out to your library patrons in the most effective way to promote your e-resources.
This material was published as a special issue of The Serials Librarian.
Table of Contents
1. Introduction Eleonora Dubicki 2. Basic Marketing and Promotion Concepts Eleonora Dubicki 3. Thinking Outside of the Library Box: The Library Communication Manager Monica Metz-Wiseman and Skye L. Rodgers 4. A Successful Promotional Campaign: We Can’t Keep Quiet About Our Electronic Resources Sian Brannon 5. Marketing to Community College Users Mark S. Thompson and Lynn Schott 6. Marketing Electronic Resources to Distance Students: A Multipronged Approach Julia Leong 7. Word-of-Mouth Marketing Using Peer Tutors Michelle S. Millet and Clint Chamberlain 8. A Three-Step Approach to Marketing Electronic Resources at Brock University Shelley L. Woods 9. Get IT and Go: Marketing SFX at an Academic Health Science Library Diana Delgado and Michael A. Wood 10. Hitting the Spot: Marketing Federated Searching Tools to Students and Faculty Christopher Cox 11. Infiltrating NetGen Cyberculture: Strategies for Engaging and Educating Students on Their Own Terms Gail M. Golderman and Bruce Connolly 12. Using RSS Feeds to Alert Users to Electronic Resources Kim Armstrong 13. Referral Marketing Campaigns: "Slashdotting" Electronic Resources James Buczynski
Eleonora Dubicki, MLS, MBA is an Assistant Librarian, at the Monmouth University Library in West Long Branch, NJ. As a librarian, she has been responsible for collection development for electronic resources, and reference and instruction in academic and special libraries. Before coming to Monmouth, she worked as a Market Analyst for Telecordia and Lucent. Her work has been published in Technical Services Quarterly and she has written a chapter in Usage Statistics of E-Serials. She holds an MLS from the School of Communication, Information, and Library Studies at Rutgers University, and an MBA form Rutgers Business School – Newark.
This is an excellent book that provides much good background on the marketing challenges other libraries have faced and how they dealt with them. ... it focuses primarily on academic libraries, all libraries will find this information useful. - Mark E. Shelton, Harvard University, Collection Building