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New Generation Marketing and Communication Strategies in University Libraries

Title	New Generation Marketing and Communication Strategies in University Libraries
Author	Cribb, Gulcin
Publication Date:	2010-10-07
Subject	University libraries
Type	Document
Language	Turkish
Digital	Yes
Manuscript	No
Library:	Özyeğin University
Record ID	558d3a33-a437-45a2-b6ae-3c2c55301069
Library Location	Library
Date	2010-10-07
Sample Text	University libraries have to compete with many providers of information services in order to increase their market shares in the information services sector in order to ensure and increase the loyalty of their users. For user addiction and its sustainability, they need to use marketing and communication strategies that are both innovative and change according to time and environment. Unfortunately, marketing can sometimes be perceived as just "advertising and sales". However, advertising and sales are some of the sub-elements of marketing. The FRED (Familiarity Relevance Esteem And Differentiation) model can provide a useful framework or model for library marketing activities. Four concepts put forward in this model: awareness, relevance, reputation and differentiation. The model can be used to plan and deliver the products and services that libraries offer to their users and stakeholders. In the implementation of the FRED model, the integration of social media networks into library and information management is inevitable, and the use of these networks and media channels can be planned within the framework of the FRED model. While establishing its library, Özyeğin University, which started education for the first time in 2008, created, implemented and constantly revised and adapted the marketing and communication plan to the changing environment in order to ensure that the library is compatible and supportive with the education, training, research and social activities of the university in the most effective way. While doing this, he took advantage of different social media networks. It integrated these networks and various channels into both its services and information management. This presentation will discuss the creation and planning of marketing and communication strategies for university libraries and the implementation process of the plans within the framework of the FRED marketing model, while also presenting the activities that Özyeğin University Library has done and plans to do as a 'case study'.

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Özyeğin University

New Generation Marketing and Communication Strategies in University Libraries

Author Cribb, Gulcin

Publication Date 2010-10-07

Subject University libraries

Type Document

Language Turkish

Digital Yes

Manuscript No

Library Özyeğin University

Record ID 558d3a33-a437-45a2-b6ae-3c2c55301069

Library Location Library

Date 2010-10-07

Sample Text University libraries have to compete with many providers of information services in order to increase their market shares in the information services sector in order to ensure and increase the loyalty of their users. For user addiction and its sustainability, they need to use marketing and communication strategies that are both innovative and change according to time and environment. Unfortunately, marketing can sometimes be perceived as just "advertising and sales". However, advertising and sales are some of the sub-elements of marketing. The FRED (Familiarity Relevance Esteem And Differentiation) model can provide a useful framework or model for library marketing activities. Four concepts put forward in this model: awareness, relevance, reputation and differentiation. The model can be used to plan and deliver the products and services that libraries offer to their users and stakeholders. In the implementation of the FRED model, the integration of social media networks into library and information management is inevitable, and the use of these networks and media channels can be planned within the framework of the FRED model. While establishing its library, Özyeğin University, which started education for the first time in 2008, created, implemented and constantly revised and adapted the marketing and communication plan to the changing environment in order to ensure that the library is compatible and supportive with the education, training, research and social activities of the university in the most effective way. While doing this, he took advantage of different social media networks. It integrated these networks and various channels into both its services and information management. This presentation will discuss the creation and planning of marketing and communication strategies for university libraries and the implementation process of the plans within the framework of the FRED marketing model, while also presenting the activities that Özyeğin University Library has done and plans to do as a 'case study'.