Developing a Marketing and Communication Plan: A Case Study from the University of Wisconsin Digital Collections Center

Abstract

As libraries evolve to meet the information needs of 21st century users, so must librarians rethink the manner and method employed to make their services and resources widely known to and valued by library patrons. The University of Wisconsin Digital Collections Center (UWDCC) presents its experience developing a plan to promote its services and resources. Key components include discussion of the planning process, identifying and understanding user groups and key services, defining and implementing promotional strategies, setting realistic and measurable goals, and evaluating success for specific outreach activities as well as the marketing plan.