Practical Marketing for the Academic Library

by Stephanie Espinoza Villamor and Kimberly Shotick


Readers will learn best practices for marketing academic library services.

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Cover image for Practical Marketing for the Academic Library

January 2021

Libraries Unlimited

Pages 185
Volumes 1
Size 6 1/8x9 1/4
Topics Management and Administration/Marketing and Promotion
  Adult Services and Programs/General
  • Forthcoming!




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This down-to-earth book offers practical marketing solutions for reaching students, faculty, and administration in community college and university libraries, based on real-world examples of team-based communication and practice.

In an age in which federal funding for libraries is being cut, libraries of every size and type must prove their value. Practical Marketing for the Academic Library offers academic librarians approachable methods for marketing to students, faculty, and administration, and it also inspires them to attempt new structures for marketing initiatives, including encouraging existing staff to form teams with wide ranges of skills. Librarians from all academic libraries, including at community colleges, can incorporate these ideas even when budgets are tight and staff is limited.

While there are many books on library marketing, few specifically cover the diversity within academic institutions and the student body as well as how to target marketing to faculty and administrations. Villamor and Shotick approach library marketing from diverse perspectives and teach readers how to increase student engagement, assess library programs, and connect library marketing to the goals of the overall institution.


  • Provides practical applications of marketing techniques that can be implemented even without a designated "marketing librarian" on staff
  • Provides ideas and inspiration for expanding beyond traditional library marketing of academic services and into marketing to a student as a whole person
  • Addresses the specific needs of a diverse student population that is typical of both community colleges and other academic libraries
  • Addresses the topic of marketing to both faculty and administrators, who are often missing from discussions of marketing library services typically—but wrongly—deemed just for students
Author Info

Stephanie Espinoza Villamor is an eLearning librarian at the College of Southern Nevada. She leads the library's marketing initiatives and coordinates communication and outreach among all three campus libraries. She holds a master's 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 wrote a chapter for the library text Young Adult Literature & Multimedia.

Kimberly Shotick is assistant dean for user services and outreach at the Paul V. Galvin Library at Illinois Institute of Technology. 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 an MLIS from the University of Illinois Urbana-Champaign and an MA from Northeastern Illinois University.

Other Titles of Interest

Marketing Moxie for Librarians cover imageCrash Course in Marketing for Libraries, 2nd Edition cover imageLeading in the New Academic Library cover image
Stellar Customer Service cover imageLibrary Assessment in Higher Education, 2nd Edition cover imageHandbook for Community College Librarians cover image

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