This is a Pre-conference Workshop. A marketing-oriented library develops products and services based on its customers' needs, wants, and levels of satisfaction. Development of a realistic and flexible marketing strategy (a comprehensive plan of action designed to meet the needs of an organization operating in a particular environment) is essential. This session is designed to help library staffs understand how to promote the responsible use of e-resources available, utilizing various advanced technologies and techniques, and taking advantage of all opportunities to "cross-sell." Embedding an element of information literacy in every training program (i.e., how what you learn by using one tool or e-resources for one subject can be applied to others) will benefit users throughout their lives and ease the burden on staff.

This half-day workshop will review the why and how of marketing, introducing attendees to marketing concepts and principles as they apply to e-resources; a review of marketing techniques available and how to mix and match techniques to achieve desired objectives (in this case, effective use of e-resources); and elements of marketing plans that are in accordance with the expectations of stakeholders from whom you require approval and support. Activities will focus on positioning your library strategically within your community, institution, or organization; raising awareness concerning new products and services while reminding customers about existing ones; and reinforcing your message.

Since customers are the reason for libraries? existence, the workshop will help attendees think about defined user populations, the similarities and differences in terms of needs, wants, and expectations, and developing appropriate messages and tools that your library can sustain over time. Equally important is gaining the support of all staff in focusing on the customer and this session will highlight proven for motivating staff to want to participate in these efforts.