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Marketing Today's Academic Library [electronic resource] : A Bold New Approach to Communicating with Students

By: Material type: Computer fileComputer filePublisher number: 9780838909843Publication details: Chicago : ALA Editions, 2009.ISBN:
  • 9780838991541
Subject(s): Genre/Form: Additional physical formats: Print version:: Marketing Today's Academic Library : A Bold New Approach to Communicating with StudentsDDC classification:
  • 020 021.7 20
LOC classification:
  • Z
  • Z716.3.M344 2009
Online resources:
Contents:
Contents; Foreword; Acknowledgments; Prologue: Becoming Ubiquitous; 1. Do Libraries Need to Advertise?; A Social Approach to Marketing; Perspectives; My Journey into the World of Marketing; My Pitch; 2. Defining the User; Who Are They?; The Twenty-four-Hour Life Cycle; Semester Progression; User Frequency; User Segmentation; Segmentation by Year; Segmentation by Discipline; Social Segmentation; Student Life Stages; Applying User-Centered Thinking; Notes; 3. Student Need States; Need States; Student Need States; Notes; 4. The Library as Product; Defining the Product
Building Your Product InventoryResources; Equipment; Space; Support; Experiences; Assembling Product Lines; Designing Product Portfolios; Designing for Consumption; Notes; 5. Conducting Marketing Research; Asking the Right Questions; Marketing Research Techniques; Data; Surveys; Personal Interviews; Secret Shoppers; Follow-up Inquiries; Comment Cards; Polling; Focus Groups; Ethnographic Techniques; LibQUAL+; Making a Plan; Putting the Pieces Together; Notes; 6. Building Relationships; Making Connections; Coolhunting; Partnering with Students; Advocates; Ambassadors; Consultants; Affiliates
Digital MediaWord of Mouth; The Message, Not the Medium; Notes; 9. Designing Messages; Common Library Campaigns; Inspiration: A New Message; Objectives; Location; Timing; Stage 1: The Orientation Period (Weeks 1-4); Stage 2: The Productivity Period (Weeks 5-11); Stage 3: The Closing Period (Weeks 12-16); Attributes of a Story; Surprising; Relatable; Tangible; Experiential; Shareable; Measurable; Notes; 10. Measuring the Impact; Metrics; Response-Based Advertising; Market Share; How Did You Hear about This?; Web Analytics; LibQUAL+; Recall; Dorm Surveys; Longitudinal Study; Defining Success
Finding ProspectsStudent Leaders; Campus Newspaper Articles; Academic Department Websites; The Social Web; Feedback Forms; Assessment Projects; Permission Marketing; Recommendations; The Pursuit of Pa rtnerships; Notes; 7. Developing Brand Strategies; Defining Brand; The Three Layers of Brand Strategy; Branding Products; The Big Vision; Productivity; The Third Place; Peers; Refuge; Therapy; Self-Discovery; The Brand and Library Staff; McDonald's and the Library Bran; Notes; 8. Promotional Building Blocks; Building Blocks; Selecting the Mix; Print Materials; Giveaways; Events; Campus Media
Notes11. Putting It All Together; Examples; Example 1: Use the Library Every Day; Example 2: Multimedia Contest; Example 3: Promoting a Database; Example 4: ""How Many Books Can You Check Out?""; Epilogue: Staging Academic Experiences; Afterword; Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W
Summary: Written in a concise and engaging manner that speaks to popular anxiety points about new marketing techniques, this book is filled with tips and strategies that academic librarians can use to communicate with students, surpassing their expectations of their library experience.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

Description based upon print version of record.

Contents; Foreword; Acknowledgments; Prologue: Becoming Ubiquitous; 1. Do Libraries Need to Advertise?; A Social Approach to Marketing; Perspectives; My Journey into the World of Marketing; My Pitch; 2. Defining the User; Who Are They?; The Twenty-four-Hour Life Cycle; Semester Progression; User Frequency; User Segmentation; Segmentation by Year; Segmentation by Discipline; Social Segmentation; Student Life Stages; Applying User-Centered Thinking; Notes; 3. Student Need States; Need States; Student Need States; Notes; 4. The Library as Product; Defining the Product

Building Your Product InventoryResources; Equipment; Space; Support; Experiences; Assembling Product Lines; Designing Product Portfolios; Designing for Consumption; Notes; 5. Conducting Marketing Research; Asking the Right Questions; Marketing Research Techniques; Data; Surveys; Personal Interviews; Secret Shoppers; Follow-up Inquiries; Comment Cards; Polling; Focus Groups; Ethnographic Techniques; LibQUAL+; Making a Plan; Putting the Pieces Together; Notes; 6. Building Relationships; Making Connections; Coolhunting; Partnering with Students; Advocates; Ambassadors; Consultants; Affiliates

Digital MediaWord of Mouth; The Message, Not the Medium; Notes; 9. Designing Messages; Common Library Campaigns; Inspiration: A New Message; Objectives; Location; Timing; Stage 1: The Orientation Period (Weeks 1-4); Stage 2: The Productivity Period (Weeks 5-11); Stage 3: The Closing Period (Weeks 12-16); Attributes of a Story; Surprising; Relatable; Tangible; Experiential; Shareable; Measurable; Notes; 10. Measuring the Impact; Metrics; Response-Based Advertising; Market Share; How Did You Hear about This?; Web Analytics; LibQUAL+; Recall; Dorm Surveys; Longitudinal Study; Defining Success

Finding ProspectsStudent Leaders; Campus Newspaper Articles; Academic Department Websites; The Social Web; Feedback Forms; Assessment Projects; Permission Marketing; Recommendations; The Pursuit of Pa rtnerships; Notes; 7. Developing Brand Strategies; Defining Brand; The Three Layers of Brand Strategy; Branding Products; The Big Vision; Productivity; The Third Place; Peers; Refuge; Therapy; Self-Discovery; The Brand and Library Staff; McDonald's and the Library Bran; Notes; 8. Promotional Building Blocks; Building Blocks; Selecting the Mix; Print Materials; Giveaways; Events; Campus Media

Notes11. Putting It All Together; Examples; Example 1: Use the Library Every Day; Example 2: Multimedia Contest; Example 3: Promoting a Database; Example 4: ""How Many Books Can You Check Out?""; Epilogue: Staging Academic Experiences; Afterword; Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W

Written in a concise and engaging manner that speaks to popular anxiety points about new marketing techniques, this book is filled with tips and strategies that academic librarians can use to communicate with students, surpassing their expectations of their library experience.