library marketing, marketing plans, outreach, communication preferences, social media, surveys, academic libraries, liberal arts colleges, promotion, usability testing
As part of a newly created library marketing plan, librarians at the College of Wooster undertook a study of the communication preferences of students, faculty, and staff in early 2015. The results of the survey helped to develop a comprehensive picture of what library resources and services these constituencies are interested in learning about, as well as when, where, and how they prefer to learn about them. This article describes the development, distribution, results, and analysis of the survey, and highlights the importance of campus-specific library marketing practices.
Gustafson, Julia Chance; Sharrow, Zachary; and Short, Gwen, "Library Marketing on a Small Liberal Arts Campus: Assessing Communication Preferences" (2017). Journal of Library Administration, 57(4), 420-435. dx.doi.org/10.1080/01930826.2017.1300459. Retrieved from https://openworks.wooster.edu/facpub/193
Journal Article Version