Melisa Martinez October 30th, 2012 LIS 770.02 Read and Response 3: Marketing and Outreach Leong, J. (2007).

Marketing Electronic Resources to Distance Students: A Multipronged Approach. Serials Librarian, 53(3), 77-93. Summary Julia Leongs Marketing Electronic Resources to Distance Students: A Multiprong Approach explains the complexity behind marketing electronic resources to distance learning students in an academic library in Australia (UNE). One concept that the article discusses is the librarians ability to access a wide variety of electronic resources that will meet the needs of distance learners. According to the analysis of Leong, distance learners desire a number of resources such as easy accessibility to online resources such as articles and accessibility to a high level of full text resources. Leong makes the case that distance learners will seek the help of librarians in the area of electronic resources even if academic librarians do not initiate some kind of marketing strategy for the group. A second concept that Leong describes and stresses is communication between librarians and faculty, specifically information literacy skills through integration of instructional guides and websites into course assignments. Lastly, Leong proposes three strategies that librarians could initiate to better market electronic resources to distance learners, which include using the contact opportunities afforded by individual students who are seeking help; providing outreach information on the Web site; and proactively delivering information directly to groups of students (Leong, 2008, p. 85). Throughout the article, Leong makes the case that effective marketing of electronic resources shows users the array of resources available and the value of the recourses to distance learners.

Analysis Leongs article fits within the context of marketing, particularly Eleonora Dubickis Basic Marketing and Promotion Concepts article on marketing concepts that can be applied to non-profit organizations. One concept of the article that connects to the discussion of marketing electronic resources to distance learners is the need to understand library users. Dubicki makes the case that in order to better understand its users, library should adopt market segmentation to better understand the behavior and needs of its users. In this respect, the market segmentation mechanism allows librarians to better tailor to the needs of the specific segment of users that will find the product or service useful. A second point of Dubickis article that connects with Leongs study of distance learners explains the way certain users respond to new technologies. Dubicki makes the assertion that different user segments respond differently to new technologies and also have different comfort levels with them, specifically new or traditional technologies that are used by the library (Dubicki, 2007, p. 10-11). Dubickis points are related to Leongs discussion of marketing to distance learners because UNE librarians recognize and understand the needs of its distance learners user base. In these means, the UNE librarians recognize that distance learners are comfortable with working with electronic resources and desire quicker access to library materials and services. In addition, librarians notice that distance learners respond well to emails from the library that provide ready to click links to library resources and services. A second concept from Dubickis article that is applicable to Leongs study concerns the variety of communication mechanisms that libraries can initiate to market resources and services. Out of the many mechanisms Dubickis article suggests and describes, the UNE libraries implemented six of the major mechanisms with some having greater success than others.

Interestingly, quick and easy accessible mechanisms such as research guides, targeted emails, and links to library resources and services integrated within the course management systems were particularly successful; mainly because distance learner users desired easy to understand library resources and accessibility to services. In the case of the UNE libraries, librarians were open to adapting marketing mechanisms in order promote electronic resources to distance learners.

Reference List Dubicki, E. (2007). Basic marketing and promotion concepts. Serials Librarian, 53(3), 5-15.