How to use a survey as a marketing tool: a case study of Loughborough University Library

Authors

  • Tracy Marie Marshall
  • Sharon Deborah Reid

DOI:

https://doi.org/10.29173/lirg77

Keywords:

Academic library, marketing strategy, marketing tool, evidence-based practice, surveys, Engineering Faculty, communication

Abstract

With increasing competition from external information sources academic libraries need to undertake strong marketing initiatives to redress the balance. Evidence-based practice and evaluation of internal services may help to secure the future permanency of the academic library. In light of this, an initiative was undertaken by the Engineering Team at the University Library, Loughborough University to market its services and resources to the Engineering Faculty. A survey was utilised as the marketing tool. It was made available in electronic format and marketed via the Library website, Team Blog and targeted emails. Evaluation of the results enabled the Team to further raise its profile by taking various issues directly to the Faculty and actively marketing avenues of communication, training sessions and the Institutional Repository. As a marketing tool the survey approach was largely successful and subject teams may wish to utilise this approach as a component of their marketing strategy.

Author Biographies

Tracy Marie Marshall

Tracy Marshall is Academic Librarian for the Department of Chemical Engineering and the Wolfson School at Loughborough University. She is also a member of the Marketing and Publications Group.

Sharon Deborah Reid

Sharon Reid is a Senior Library Assistant in the Engineering Team at the University Library, Loughborough University. She is also a member of the Marketing and Publications Group.

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Published

2008-09-11

Issue

Section

Research Articles