Let's Start From the Very Beginning: How to Market a New Library Service

Abstract

Using the launch of UBorrow as an example, this presentation will cover how to plan, execute, and evaluate a marketing campaign for a new library service. In 2014 the University of Maryland Libraries undertook a yearlong effort to promote this expedited fulfillment service, which is a benefit of our new membership in the Committee on Institutional Cooperation (CIC). By planning ahead, bringing partners in early, and setting specific goals, we were off to a great start. By establishing a baseline and employing assessment tools, we have been able to measure the effectiveness of our promotion, which was conducted via a wide array of print, online, and social media, and make changes as needed. As the campaign concludes, we will share our results and any secrets to success that we have discovered.