Re‐branding academic libraries in tough times: Attracting students through marketing

Abstract

Purpose

To outline and explain the importance of strategies for marketing academic libraries.

Design/methodology/approach

Case study of Waterford Institute of Technology Libraries.

Findings

Libraries have existing resources available to them to initiate highly effective and affordable marketing strategies.

Practical implications

The retention of existing patrons, attracting new patrons, streamlining and updating resources, and generating revenue.

Social implications

Re‐confirming the relevance of academic libraries as the primary source and repository of information services.

Originality/value

Outlining of achievable strategies for success in difficult financial times for library staff and academic communities.

Citation

(2010), "Re‐branding academic libraries in tough times: Attracting students through marketing", Strategic Direction, Vol. 26 No. 5, pp. 23-25. https://doi.org/10.1108/02580541011035438