Open AccessHow to use a survey as a marketing tool: a case study of Loughborough University Library
Author(s) -
Tracy Marie Marshall,
Sharon Deborah Reid
Publication year - 2008
Publication title -
library and information research/library and information research
Language(s) - English
Resource type - Journals
eISSN - 2752-7336
pISSN - 1756-1086
DOI - 10.29173/lirg77
Subject(s) - redress , marketing , business , academic library , marketing research , marketing science , public relations , marketing management , library science , computer science , relationship marketing , political science , law
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.