That's Not My Job: Marketing in Indiana Libraries

Abstract

This study analyzes how library marketing duties are handled and managed across Indiana libraries. A survey of 100 Indiana librarians showed a wide range of library employees are responsible for these marketing-related tasks, including directors, marketing departments, and librarians. The survey also found only 22% of responding libraries have a formal (written) marketing plan to guide staff on how to successfully complete these tasks. The results of the study varied based on the size of the responding library, but highlight an area where Indiana libraries could better manage marketing strategies to help achieve the libraries long-term goals and objectives.