Practical low-cost marketing measures The experience of Waterford Institute of Technology Libraries

Purpose - The purpose of this paper is to illustrate that in increasingly financially constrained times, libraries do not require prerequisite specialised marketing expertise to promote their institution and its services successfully by engaging in cost effective marketing initiatives. It also aims to highlight the potential and importance of marketing to enhance services, communicate services and improve library visibility. Design/methodology/approach - A case study is undertaken of the marketing experiences of Waterford Institute of Technology (WIT) Libraries, a small to medium-sized, publicly funded education institute in South-East Ireland. The paper details a series of low-cost, practical marketing measures undertaken by WIT Libraries over the period 2007- 2008, and contextualises them for a collective audience. Findings - WIT Libraries are engaged in a wide range of marketing initiatives, adopting traditional means and Web 2.0 technologies where possible to increase the library's exposure and the services it offers. Predominantly these marketing initiatives do not require a significant financial investment and can be implemented utilising existing library resources in terms of staff expertise and facilities. A "one size fits" all approach does not work for all libraries. Specific marketing techniques can be tailored to suit individual libraries and their users' needs. The authors contend that a range of low-cost initiatives can be used to successfully promote library services amongst users and the wider community. Further mid-term evaluation may be necessary. Originality/value - The paper illustrates with concrete examples how a library with no specialised marketing expertise can adapt to the prevailing financial climate, to engage in cost effective initiatives and promote itself and its services successfully. The article will be of value to similar sized and similarly resourced libraries as a basis for engaging in low-cost effective marketing initiatives.