Other Business Commons^™

Library Marketing And Graphic Design, John M. Passa

Senior Honors Projects

As the University of RI moves into the new millennium, it has created its brand, “Think Big, We Do”. This brand requires different collaborative marketing strategies for different units within the university. Academic libraries provide intellectual products, consumed by a specific audience.

Marketing academic libraries entails a market analysis of the target audience, creating a strategic plan to address the library’s marketing audience, and designing a marketing instrument. The target audience of the University Libraries was identified as college students under the age of 25 because of academic requirements, cost of textual materials, and access to electronic resources. Using library …