Available Until 6/30/2027

Maintain Momentum in Marketing


For more information or to schedule this course, please contact Pat Higginbottom <phiggin@uab.edu>.

It is essential for libraries to build and promote their brand even if they don’t have a dedicated staff or a huge budget. This face-to-face course, taught by librarians with real world marketing experience, will focus on planning strategic marketing campaigns for health sciences libraries. We’ll help people with limited time and skills see how they can create and implement a campaign, establish goals and objectives, identify key messages and audiences, and use appropriate strategies and tools. We’ll talk about the value of the library brand and how to promote it visually to clientele. We’ll include tools and techniques for engaging users. We’ll discuss how to budget time for marketing and ways to share the workload among key library staff. We’ll outline ways to evaluate a campaign’s effectiveness and how to build on its success. We’ll identify key books, blogs, people, and websites to follow and emulate.

Learning Objectives

  • Understanding of what marketing is and how to communicate its value.
  • Learn the components of a marketing plan
  • Get practical tips and suggestions for how to carry out a successful marketing campaign
  • Create a sample marketing plan


8:00 – 8:30 Welcome, introductions, objectives, and overview (Higginbottom and Gordon)

8:30 – 8:45 Brainstorm about obstacles related to marketing and identify solutions (Higginbottom and Gordon)

8:45 – 9:00 Brands, campaigns, and engaging your users (Gordon)

9:00 – 9:30 Planning and components of a marketing plan (Higginbottom)

9:30 – 10:00 Creating a marketing plan activity (Higginbottom)

10:00-10:15 Break

10:15 - 10:45 –Describe marketing tools (Gordon)

10:45 – 11:00 Examples, dos and don’ts of design and communication (Gordon)

11:00 – 11:15 Evaluation (Higginbottom)

11:15-11:45 Expand marketing plan (Higginbottom)

11:45 – 12:00 Wrap up and questions (Higginbottom and Gordon)

Facility Requirements

Tables and chairs, computer and projector, internet access, flip chart and markers


MLA CE Credits: 4