Assessing Library Online Patrons Use of Resources to Improve Outreach and Marketing
Samantha Harlow, Katherine Hill
Abstract
Online learning and distance programs are a growing trend in higher education, and equitable access to library services and resources is vital for online students. While advertising to all patrons is important, marketing and outreach about electronic resources is crucial for online users, who often cannot physically come to the library for materials and rely on electronic collections for research and assignments. In Fall 2017, two academic librarians from public and technical services departments developed a marketing plan to promote electronic resources and online services for research by designing and distributing two virtual surveys to students taking courses online and instructors teaching online. The analysis of these surveys directly informed library promotion of electronic resources via the development of a marketing plan, as well as a more in-depth library integration in the university learning management system (LMS), with these strategies leading to an increase in e-resource usage.