The Marketing column features essays about a variety of creative and innovative marketing strategies used to highlight collections or promote services in all types of libraries. Its purpose is to provide real examples of how libraries are using marketing and outreach techniques in interesting ways. This article describes the social media content…

Concerns about the cost of higher education and student loan debt have resulted in increasing efforts by policymakers and university administrators to find alternative ways to support the financing of higher education for students. The authors present a case study of a student-led philanthropy campaign to generate funding for social work student…

This article discusses the story behind American University's brand campaign. Colleagues and peers are asking how American University developed a brand strategy--"KNOW/WONK" campaign that launched in fall 2010--that's original, authentic, and representative of AU's distinctive personality. What they really want to know is how AU got it through the…

Outreach occurs systemwide at Public Library of Charlotte & Mecklenburg County (PLCMC). All branches are involved in reaching their surrounding neighborhoods and patrons. Under the guidance of the outreach manager, the outreach department provides support for these efforts and also offers focused programming via 12 staff members. The department is…

This report examines the process behind setting up and implementing a "capital campaign": a program for raising money for new or renovated facilities at private K-12 schools. The report covers tax information regarding gifts to institutions then offers advice for setting up a comprehensive development program, including fundraising software and…

The Penn State Libraries' Open House activities for incoming students find Access Services staff extending beyond their everyday routines to creatively help relieve students' fears of the library and understand how Access Services can help them. Serving on the Access Services Open House Committee offers staff many opportunities for development as…

Experiences of the University of Texas at San Antonio and Texas Wesleyan University illustrate steps in planning special events. Steps include reconsider the proposed event; coordinate with other campus activities; make a master plan; know the target audience; highlight unique features; build a budget based on facts; evaluate everything; and keep…

Ways to create and implement a master marketing plan for college campuses are described. The best marketing plans describe both objectives and methods for all appropriate areas within the institution. (MLW)

Developed for community educators interested in planning activities for National Community Education Day, this packet of materials presents planning ideas and examples of activities undertaken during the first National Community Education Day held in 1982. After messages from the National Community Education Assocation (NCEA) and the American…

Guidelines for managing fund-raising programs are presented including: recognize variability of costs, understand salaries as major cost, compare institution only with its peers, manage volunteers well, allocate enough resources for the long-range development of young alumni and planned giving, pursue endowment gifts, etc. (MLW)

If planning is to succeed in higher education, radical changes must be made in the way in which the process is conceptualized and implemented. Philosophical assumptions and operational guidelines are identified, and a strategic planning process model is described. (MLW)

Few educators envision themselves as marketing or public relations experts, yet economic reality is forcing many academicians into these roles. Over the past four years, the Eastern Washington University Department of Education has developed a successful marketing model for educators. The model begins with a successful reform of department…

The Princeton Parents Project, a survey of Princeton parents, is described. The project was designed to strengthen communication with and activities for parents of undergraduates, and to acquire information that would be helpful to other institutions. (MLW)

Describes the involvement of 12 high schools in Milwaukee, Wisconsin, in a collaborative marketing program designed to increase public awareness of Catholic high school education, enlarge the pool of potential students, and increase enrollments at each school. Reviews the research, planning, and implementation phases of the project. (DMM)

Rensselaer Polytechnic Institute (New York) has coordinated a comprehensive fund-raising campaign with special emphasis on several regions of the country. Each regional component is a miniature of the overall campaign. Planning strategies include regional analysis, adaptation of the usual development resources, volunteers and staffing, good…