Evaluate the purpose and core elements of a collection development policy, and its role as
both a guiding and constraining framework for collection management
Illustrate marketing principles and strategies for libraries as they pertain to collection
development and promotion
Describe and analyze key issues relevant to collections management including discovery,
access, preservation, and use
Appreciate the broader context in which collection management takes place, and how
intellectual freedom challenges, the global economy, the nature of parent organizations,
publishing trends, etc. impact collection practices and policies
Read Chapter 7: Marketing, Liaison Activities, and Outreach
Wilde, M. & Level, A. (2011) How to drink from a fire hose without drowning: Collection assessment in a numbers-driven environment. Collection Management, 36:4, 217-236, DOI: 10.1080/01462679.2011.604771
Demas, S. & Miller, M.E. (2012) Rethinking collection management plans: Shaping collective collections for the 21st century, Collection Management, 37:3-4, 168-187, DOI: 10.1080/01462679.2012.685415
Housekeeping
Lecture = Discovery, access, preservation, and use (aka Maintenance)
Lecture = Staffing
Lecture = Marketing
Learning Consolidation Activity: Quick Marketing Strategy
1. Identify
yourselves,
define the collection, and set the marketing scenario. 2. What
do you see to be the marketing goals and objectives? 3. Develop a strategy to
accomplish your goals. Remember that
goals are the “what” and objectives are the “how.” 4. Things
to consider: –What
is/are your target audience/s? –Message
attributes: what is the message you will use in the promotional materials? –Timeline:
Describe the time frame for the marketing strategy and what activities will
take place during each of its stages. –Building
blocks –what promotional materials (e.g., physical and virtual) will be used in
the campaign? At what stage in the
timeline will they be introduced? –How
will you measure and assess outcomes?
