Being Earnest with Collections - Building a Successful Marketing Program at The University of Alabama

摘要

This article highlights a new marketing program at The University of Alabama focused on promoting key databases and other electronic resources including eBook and streaming video collections. The program began over a year ago and has seen a few revisions along the way. This article will explore some of the key aspects of planning and implementation from the past 18 months. The key to any project of this magnitude is establishing goals for the program and ensuring that staff have the right tools and training. The marketing program has changed in response to library strategic goals and because the skill level of those involved has improved. In the past three months, the overall quality of program has improved greatly following the hiring of two students who had knowledge of how to use the software, and interest in developing high quality professional images. Now with development and refinement of the marketing program complete it is time to look back on the entire process, highlight some best practices, and alert others to the potential pitfalls to consider when beginning a similar initiative.