Practical Marketing for the Academic Library: Audience and Messaging

Sponsored by ABC-CLIO

Recorded on 11/14/2022
Posted in The Authority File

Episode 292

In this second episode of the four-part series, Stephanie Espinoza Villamor and Kimberly Shotick, coauthors of Practical Marketing for the Academic Library, discuss the primary audiences of library marketing initiatives, and how messaging differs based on the distinct needs of students, faculty, and administration. In addition, our guests highlight the benefits of strong relationships with administrative staff, such as budgetary support or connections to departments across campus. Last, Stephanie and Kimberly differentiate between the traditional “marketing for the mind” and the more modern “marketing for the heart.” Through the empathetic approach of the heart, librarians can better reach the “whole student” by considering patron anxieties, Generation Z’s online habits, and the basic human needs of today’s students.

About the guests:

Stephanie Espinoza Villamor
eLearning Librarian
College of Southern Nevada

Stephanie Espinoza Villamor (she/her) is an eLearning librarian at the College of Southern Nevada. She has led the library’s marketing initiatives and coordinated communication and outreach among all three campus libraries. She holds a Master of Library and Information Science from San Jose State University and has worked in positions ranging from magazine editor and public library assistant to instruction librarian. Villamor is author of several articles and stories published online, in local magazines, and in creative writing anthologies. She previously wrote a chapter for the library text Young Adult Literature and Multimedia: A Quick Guide.

Kimberly Shotick
Student Success Librarian and Assistant Professor
Northern Illinois University

Kimberly Shotick (she/they) is the student success librarian and an assistant professor at Northern Illinois University. She has published on universal design for learning and has presented nationally on a number of academic library topics from accessibility to Wikipedia. She holds a Master of Library and Information Science from the University of Illinois Urbana-Champaign and an MA from Northeastern Illinois University.

Enjoy the conversation? Listen to the rest of the series:

• Introductions, Definitions, and Context
• A Team Effort
• Incorporating DEI Practices into Strategy and Assessment

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