[Conclusion]: In the past, libraries have not taken a very proactive stance with regards to marketing themselves and their services. In our current technological age, when inventions such as the World Wide Web compete with the library as providers of information, the library needs to take a more active role in making people aware of what they have to offer to customers. This is especially true of the distance learning communities that are increasing in numbers at most colleges and universities. The remote population is especially hard to reach because they are not physically present in the library. To contact this population, the library should develop “brand identity” or a look and feel that is accessible online. In order to conduct a successful marketing campaign, the marketing plan is an essential piece. It allows library personnel to look at the “big picture”and assists in the visualization of what the library would like to accomplish. Creating a plan can help stimulate thinking and make better use oflimited resources. It assists with organizing the campaign and the assignment of tasks, responsibilities and deadlines. Finally, it serves as a road map leading the library from the inception of the plan to the accomplishment of the goals and objectives (Cohen, 2001).
Cite: “If You Build It, Will They Come? Creating a Marketing Plan for Distance Learning Library Services.” Summey, Terri Pedersen. Co-published simultaneously in Journal of Library Administration (The Haworth Information Press, an imprint of The Haworth Press, Inc.) Vol. 41, No. 3/4, 2004, pp. 459-470; and: The Eleventh Off-Campus Library Services Conference Proceedings (ed: Patrick B. Mahoney) The Haworth Information Press, an imprint of The Haworth Press, Inc., 2004, pp. 459-470.
Site: http://www.tandfonline.com/doi/abs/10.1300/J111v41n03_10 [No Known Open Access Option]