If You Build It, Will They Come?: Creating a Marketing Plan for Distance Learning Library Services

As distance education programs continue to grow, so do the services offered by libraries to the communities created by such programs. However, for these programs to be successful, the people that they are intended to serve need to be aware of the support and services available to them. Without such...

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Bibliographic Details
Published in:Journal of library administration 2005-01, Vol.41 (3-4), p.459-470
Main Author: Summey, Terri Pedersen
Format: Article
Language:English
Subjects:
distance learners
Distance learning
Education
Emporia State University
Exact sciences and technology
Information and communication sciences
Information science. Documentation
Information service management
Library and documentation centre management
Library services
Marketing
planning
Sciences and techniques of general use
Students
University libraries
USA
User service management
User surveys
Citations: Items that this one cites
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Summary:As distance education programs continue to grow, so do the services offered by libraries to the communities created by such programs. However, for these programs to be successful, the people that they are intended to serve need to be aware of the support and services available to them. Without such awareness, the services will go unused. Through a survey, the librarians at Emporia State University learned that making distant students aware of services was essential to the success of distance learning library services. Librarians discovered that creating a marketing plan to guide the marketing process was essential. This tool serves as a road map to visually illustrate the path from the conception of ideas to the realization of the marketing goals and objectives. This paper examines the process of writing a marketing plan and intends to illustrate how it can assist the library in marketing its services to a distant population.
ISSN:0193-0826
1540-3564
DOI:10.1300/J111v41n03_10