Marketing a Library Science Program: Personalization with Purpose

Authors

  • Roseanne Perkins Professor at Kutztown University PhD student at Lehigh University
  • William Jefferson Kutztown University
  • Jennifer Umberger Bloomsburg University of Pennsylvania

DOI:

https://doi.org/10.5195/palrap.2018.175

Abstract

After a complete overhaul of the library science and instructional technology curriculum, faculty members worked with the university’s marketing team to develop a campaign to attract undergraduate students to the library science program. The “Some Librarians…” campaign was designed to showcase the diverse interests and personal stories of current students and recent graduates of the program. Advertisements for the program were targeted to individuals on Facebook during two six-week campaigns using information gathered from student focus groups comprised of students and faculty. Both campaigns exceeded industry benchmarks in terms of click through rates, indicating success both in terms of content and placement of the advertisements. 

Author Biographies

Roseanne Perkins, Professor at Kutztown University PhD student at Lehigh University

Instructor, Library and Learning Technologies Department, Kutztown University

PhD student, Teaching, Learning and Technology, Lehigh University

William Jefferson, Kutztown University

Associate Professor & Chair of the Library and Learning Technologies Department, Kutztown University

Jennifer Umberger, Bloomsburg University of Pennsylvania

Associate Vice President for Marketing and Communications at Bloomsburg University of Pennsylvania

Previously Director of University Marketing, Kutztown University

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Published

2018-05-22

Issue

Vol. 6 No. 1 (2018)

Section

Practice

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