UCF Library Express: Marketing a Faculty Delivery Service

Abstract

As it becomes increasingly difficult to demonstrate the worth of the library to the academic community, gate counts and usage statistics are no longer enough. Showing the impact the library has on the community requires planning new services with outcome measurement from the start. This article outlines a marketing strategy for launching a faculty book delivery service at the University of Central Florida's John C. Hitt Library using Fisher and Pride's (2006) Blueprint for Your Library Marketing Plan. It includes a review of relevant literature on marketing delivery services, service and marketing goals and outcomes, target audiences, marketing messages, message delivery strategies, marketing budget, and management of staff responsibilities. This article is the second in a series of three articles that together make up an entire project planning and management document that is based on Rhea Rubin's (2006) Outcome Measurement model. The plan in its entirety provides an example of how to apply the Outcome Measurement model in an academic library setting.