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Thursday, June 22 • 11:30am - 12:00pm
4b: Systematic approach to marketing library services

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A dynamic and innovative library management brings about diverse projects, which are worked on simultaneously at the same time. Project outcomes, as well as existing services and products need to be made visible for our patrons.

Hence, services, products and innovations require communication measures and promotion. To handle marketing activities strategically and efficiently from one source, the library management identified the need of a holistic marketing strategy to cover activities of all library departments. 

During the development of the strategy, the marketing officer together with the library management classified target groups, analysed communication channels and defined product groups. They examined current marketing activities and opportunities to improve them. Therefore, the marketing officer collected information throughout the library and its departments, revised it systematically and merged it into a marketing strategy.

The overall aim was to create a marketing concept with efficient workflows, defined marketing aims and set measures considering the specific requirements of a university library environment.

In this paper, the process of creating a marketing strategy will be presented. Beyond that, one of the aims of the marketing strategy will be described, which is to embed information about library offers in our patrons’ environment.


Johanna Kamara

Communication and Public Relations team, Technical University of Munich
Johanna Kamara works for the Communication and Public Relations team at TUM. She holds a bachelor’s degree in business administration and joined the University Library of the Technical University of Munich in spring 2016. She has previously worked in marketing for companies in the... Read More →

Thursday June 22, 2017 11:30am - 12:00pm PDT
D1.03 - 1st floor Free University of Bolzano-Bozen

Attendees (6)