Marketing a Library Science Program: Personalization with Purpose

Abstract

After a complete overhaul of the library science and instructional technology curriculum, faculty members worked with the university’s marketing team to develop a campaign to attract undergraduate students to the library science program. The “Some Librarians…” campaign was designed to showcase the diverse interests and personal stories of current students and recent graduates of the program. Advertisements for the program were targeted to individuals on Facebook during two six-week campaigns using information gathered from student focus groups comprised of students and faculty. Both campaigns exceeded industry benchmarks in terms of click through rates, indicating success both in terms of content and placement of the advertisements.