In the digital age, marketing has become both increasingly necessary and increasingly challenging for libraries. How can we market our services in ways that truly engage patrons? Brian Mathews presents a refreshing, patron-centered approach to library marketing in Marketing Today’s Academic Library. In her review of Mathews’s book in Theological Librarianship, Kate L. Ganski argues that theological libraries could greatly benefit from Mathews’s framework. In this session, we will answer Ganski’s call. Building on Mathews’s framework and using Pitts Theology Library as a case study, we will explore the steps that theological libraries can take to market their services: (1) defining patron needs and library offerings, (2) connecting with patrons, (3) selecting promotional formats, (4) branding, (5) designing messages, and (6) measuring impact. Throughout, we will explore examples and visuals from the library’s marketing of special collections, instructional programs, and other services to students, faculty, and the broader community.
