More Than a Library: An Outline for an Integrated Marketing Communications Campaign.

摘要

The evolution of the academic library occurred amidst disruptive changes in the information landscape and has resulted in changing definitions of the role of libraries on academic campuses. The Rochester Institute of Technology (RIT) Libraries are an example of the library enterprise "in transition;" however, communicating value through this transformation requires strategic communication. The present project discusses trends in communications and applies it to RIT Libraries by creating a suggested outline for the strategic and tactical components of a marketing communications campaign. Based on a review of the literature, this thesis posits that the forward-thinking library will use the changing landscape as an opportunity to create a strategic marketing program and will thus make a profound investment in its future.