Promoting Discovery: Creating an In-Depth Library Marketing Campaign |
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| Authors: | Angie Thorpe Heather Bowman |
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| Institution: | 1. Indiana University Kokomo , Kokomo , IN , USA;2. Wilkes University , Wilkes-Barre , PA , USA |
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| Abstract: | ABSTRACT This case study aims to describe how librarians at Indiana University Kokomo designed a marketing campaign to promote its discovery tool to undergraduate students during the fall 2012 semester. The authors illustrate how, through the use of a coordinated marketing plan, librarians applied marketing principles to select a target audience, create promotional designs, organize events, and assess campaign effectiveness. The authors express how libraries can construct cost-effective yet comprehensive marketing campaigns, as well as learn from both unexpected successes and shortcomings of such projects. Ultimately, these takeaways can inform a library's future marketing endeavors. |
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| Keywords: | discovery discovery service library services marketing promotion |
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