Digital Commons Network^™

Collaborative Marketing For Electronic Resources: A Project Report And Discussion Of Implications, Marie Kennedy

Marie R. Kennedy

This article reports on the design and findings of a project concerning the feasibility of a collaborative model to benchmark the marketing of electronic resources in institutions of higher education. This inter-national project gathered 100 libraries to move in lockstep through the process of a typical marketing cycle that included running a brief marketing campaign and reporting findings to each other. The findings show good reasons and strong support for this kind of model.

Collaborative Marketing For Electronic Resources Er&L Presentation, Marie Kennedy

Marie R. Kennedy

This presentation reports on the results of an international collaborative project with 100 libraries to benchmark the marketing of electronic resources. In the presentation I describe the impetus for the project, the project planning, the execution and results of this effort. The talk highlights the collaborative aspect of the project.

Collaborative Marketing For Electronic Resources, Marie Kennedy

Marie R. Kennedy

Connecting patrons to appropriate resources is a concern for libraries as more collections are removed from traditional shelves and placed in virtual spaces. The traditional marketing techniques of placing a new-books shelf near the front door or the positioning of ready reference volumes in a study area of a library does not apply to the electronic resource world because there are no physical volumes to view. It is vital to understand library efficacy in marketing electronic resources in order to connect a patron with the appropriate resource. Based on two recent analyses of articles published by libraries about their marketing …

Collaborative Marketing For Electronic Resources, Marie Kennedy

Marie R. Kennedy