If You Build It Will They Come? Using a New Library Building to Establish a Culture of Marketing

While most college campuses have strong support for the libraries, as competition on university campuses for limited financial resources gets tougher, support for libraries can be more theoretical than actual. Library users are unaware of the complexity of and expense required for library services. Not only must libraries compete for limited financial resources, they must also compete in a complex information marketplace. Today, libraries must market themselves to their constituents to ensure that services are utilized and appropriate resources are allocated for all formats of library materials. By committing to a strong marketing program, the University Library at Sonoma State University developed strategic plans to gain broader support from faculty, students, administrators and greater use of services. Libraries wishing to explore the possibility of integrating marketing efforts or libraries in the process of a move can adopt and/or adapt some of these techniques.