Title

Read All About It: Marketing the Public Library

Date of Award

3-9-2010

Document Type

Capstone Project

Disciplines

Applied Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Allison Friederichs

Keywords

branding; education; libraries; library; library 2.0; marketing; public

Abstract

Public libraries nationwide have been faced with funding cuts and, in some cases, even closed due to lack of public support. This Capstone project explored whether or not public libraries could gain more support and increased usage by using commercial marketing tactics. After conducting primary and secondary research, the conclusion reached is that libraries need to formalize their marketing efforts by allocating resources and creating a marketing plan. The marketing plan should include tactics such as branding, storytelling, Web 2.0 tools, word-of-mouth marketing and excellent customer service.

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