Title -- Copyright -- Dedication -- Contents -- Foreword -- Acknowledgments -- Prologue -- 1 Do Libraries Need to Advertise? -- A Social Approach to Marketing -- Perspectives -- My Journey into the World of Marketing -- My Pitch -- 2 Defining the User -- Who are They? -- The Twenty-Four-Hour Life Cycle -- Semester Progression -- User Frequency -- User Segmentation -- Segmentation by Year -- Segmentation by discipline -- Social Segmentation -- Greeks -- Geeks, Gamers, and Gadget Guys -- Athletes -- Activists -- Artists -- Student Government and Leaders -- International and Minority Students -- Student Life Stages -- Applying User-Centered Thinking -- 3 Student Need States -- Need States -- Student Need States -- 4 The Library as Product -- Defining the Product -- Building Your Product Inventory -- Resources -- Equipment -- Space -- Support -- Experiences -- Assembling Product Lines -- Designing Product Portfolios -- Designing for Consumption -- 5 Conducting Marketing Research -- Asking the Right Questions -- Marketing Research Techniques -- Data -- Surveys -- Personal Interviews -- Secret Shoppers -- Follow-up Inquiries -- Comment Cards -- Polling -- Focus Groups -- Photos -- Projection -- Targeting -- Mind Map -- Affinity Exercise -- Ethnographic Techniques -- Mapping Diaries -- Design Workshops -- Photo Surveys -- Interviews -- LibQUAL+ -- Making a Plan -- Putting the Pieces Together -- 6 Building Relationships -- Making Connections -- Coolhunting -- Partnering with Students -- Advocates -- Ambassadors -- Consultants -- Affiliates -- Finding Prospects -- Student leaders -- Campus Newspaper Articles -- Academic Department Websites -- The Social Web -- Feedback Forms -- Assessment Projects -- Permission Marketing -- Recommendations -- The Pursuit of Partnerships -- 7 Developing Brand Strategies -- Defining Brand.

The Three Layers of Brand Strategy -- Branding Products -- The Big Vision -- Productivity -- The Third Place -- Peers -- Refuge -- Therapy -- Self-Discovery -- The Brand and Library Staff -- Mcdonald's and the Library Brand -- 8 Promotional Building Blocks -- Building Blocks -- Selecting the Mix -- Print Materials -- Handouts, Fliers, and Brochures -- Bookmarks -- Posters and Banners -- Table Tents -- Maps and Floor Plans -- Newsletters -- Napkins -- Giveaways -- Events -- Orientations and Welcome Events -- Instruction and Workshops -- Games -- Contests and Awards -- Class Assignments -- Book Groups and Film Viewings -- Campus Programming -- Campus Media -- Campus Newspaper -- Campus Television -- Campus Radio -- College Website -- Digital Media -- Library Website -- Other Campus Websites -- Announcement E-mail Lists -- Message Boards -- Blogs -- Podcasts -- Videos -- Social Networking Sites -- Word of Mouth -- The Message, not the Medium -- 9 Designing Messages -- Common Library Campaigns -- Inspiration: A New Message -- Objectives -- Location -- Timing -- Stage 1 The Orientation Period (Weeks 1-4) -- Stage 2 The Productivity Period (Weeks 5-11) -- Stage 3 The Closing Period (Weeks 12-16) -- Attributes of a Story -- Surprising -- Relatable -- Tangible -- Experiential -- Shareable -- Measurable -- 10 Measuring the Impact -- Metrics -- Response-Based Advertising -- Market Share -- How Did You Hear about This? -- Web Analytics -- LibQUAL+ -- Recall -- Dorm Surveys -- Longitudinal Study -- Defining Success -- 11 Putting It All Together -- Examples -- Example 1 Use the Library Every Day -- Synopsis -- Background Research -- Brand Strategy -- Product Inventory -- Objectives -- Target Audience -- Time Line -- Building Blocks -- Cast -- Message Attributes -- Example 2 Multimedia contest -- Synopsis -- Background Research -- Brand Strategy.

Product Inventory -- Objectives -- Target Audience -- Time Line -- Building Blocks -- Message Attributes -- Example 3 Promoting a Database -- Synopsis -- Background Research -- Brand Strategy -- Product Inventory -- Objectives -- Target Audience -- Time Line -- Building Blocks -- Message Attributes -- Example 4 "How Many Books Can You Check Out?" -- Synopsis -- Background Research -- Brand Strategy -- Product Inventory -- Objectives -- Target Audience -- Time Line -- Building Blocks -- Message Attributes -- Epilogue -- Afterword -- Index.