VCU Libraries Marketing Plan

CLASS: LIS 60609 Marketing the Library

PROJECT: VCU Libraries Marketing Plan

PLO(s):

• PLO 1: Apply the field's foundational theories, principles, values, ethics, and skills to everyday practice.

• PLO 5: Identify needs and connect individuals and communities with information that engages and empowers them.

ANNOTATION: While the inclusion of marketing in LIS curriculum is a somewhat recent development, advertising and promotion of resources and services is essential to connecting with users and fulfilling their needs. Creating awareness generates greater access and use. By studying Virginia Commonwealth University Libraries and demographic data from the student body, I crafted a marketing strategy to connect first generation college students with library services and resources. Research, positioning, goals, and strategies are presented in a professional plan.

SAA Core Values:

• Expand access and usage opportunities for users, and potential users, of archival records.