Abstract

The evolution of the academic library occurred amidst disruptive changes in the information landscape and has resulted in changing definitions of the role of libraries on academic campuses. The Rochester Institute of Technology (RIT) Libraries are an example of the library enterprise "in transition;" however, communicating value through this transformation requires strategic communication. The present project discusses trends in communications and applies it to RIT Libraries by creating a suggested outline for the strategic and tactical components of a marketing communications campaign. Based on a review of the literature, this thesis posits that the forward-thinking library will use the changing landscape as an opportunity to create a strategic marketing program and will thus make a profound investment in its future.

Library of Congress Subject Headings

Rochester Institute of Technology--Library--Marketing; Academic libraries--Marketing; Academic libraries--Public relations; Libraries and students; Advertising--Libraries

Publication Date

2-18-2014

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)

Advisor

Bruce Austin

Advisor/Committee Member

Patrick Scanlon

Advisor/Committee Member

Y. Rosie Madison

Comments

Physical copy available from RIT's Wallace Library at Z675.U5 M333 2014

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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