Virtually (im)Possible: Transitioning to a Virtual Marketing and Outreach Program
This article outlines the challenges and successes of a library outreach team at a small New England college campus during the COVID-19 pandemic. In March of 2020, the highly residential College of the Holy Cross in Worcester, Massachusetts, sent almost all students home to continue their classes on...
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Marketing Libraries Journal
2021-06-01
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Online Access: | https://journal.marketinglibraries.org/summer2021/08_MLJv5i1.pdf |
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doaj-18a1d8025acc423781f79392f19ae0c92021-06-25T03:20:26ZengMarketing Libraries JournalMarketing Libraries Journal2475-81162475-81162021-06-0151128146Virtually (im)Possible: Transitioning to a Virtual Marketing and Outreach ProgramWilson, Laura0Gabriele, Corinne1McConnon, Alex2Skoog, Susan3Tantum, Nicole4Villa, Lisa5College of the Holy CrossCollege of the Holy CrossCollege of the Holy CrossCollege of the Holy CrossCollege of the Holy CrossCollege of the Holy CrossThis article outlines the challenges and successes of a library outreach team at a small New England college campus during the COVID-19 pandemic. In March of 2020, the highly residential College of the Holy Cross in Worcester, Massachusetts, sent almost all students home to continue their classes online—yet no online classes had ever been taught at the college before. For the first time ever, the college’s libraries were in the position to rebuild all promotional communications and activities from scratch—pivoting from a largely in-person setting to an entirely virtual setting. The team quickly created and launched social media campaigns and virtual programming and activities to engage a newly far-flung and isolated campus community. Some highlights of successful activities included poetry paired with new photography of campus, recorded faculty book talks, library staff introductions to first-year students at its virtual LibFest, and video storytelling of legends from the college archives. The Holy Cross Library Outreach team hopes that sharing its methods may help other libraries reach more patrons and playfully experiment outside of their old library marketing comfort zones.https://journal.marketinglibraries.org/summer2021/08_MLJv5i1.pdflibrary outreachlibrary marketingcommunity engagementcovid-19coronavirusvirtual outreachsocial mediaremote learninglibrary programmingliberal arts collegepoetry walkegg huntfaculty speakers |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Wilson, Laura Gabriele, Corinne McConnon, Alex Skoog, Susan Tantum, Nicole Villa, Lisa |
spellingShingle |
Wilson, Laura Gabriele, Corinne McConnon, Alex Skoog, Susan Tantum, Nicole Villa, Lisa Virtually (im)Possible: Transitioning to a Virtual Marketing and Outreach Program Marketing Libraries Journal library outreach library marketing community engagement covid-19 coronavirus virtual outreach social media remote learning library programming liberal arts college poetry walk egg hunt faculty speakers |
author_facet |
Wilson, Laura Gabriele, Corinne McConnon, Alex Skoog, Susan Tantum, Nicole Villa, Lisa |
author_sort |
Wilson, Laura |
title |
Virtually (im)Possible: Transitioning to a Virtual Marketing and Outreach Program |
title_short |
Virtually (im)Possible: Transitioning to a Virtual Marketing and Outreach Program |
title_full |
Virtually (im)Possible: Transitioning to a Virtual Marketing and Outreach Program |
title_fullStr |
Virtually (im)Possible: Transitioning to a Virtual Marketing and Outreach Program |
title_full_unstemmed |
Virtually (im)Possible: Transitioning to a Virtual Marketing and Outreach Program |
title_sort |
virtually (im)possible: transitioning to a virtual marketing and outreach program |
publisher |
Marketing Libraries Journal |
series |
Marketing Libraries Journal |
issn |
2475-8116 2475-8116 |
publishDate |
2021-06-01 |
description |
This article outlines the challenges and successes of a library outreach team at a small New England college campus during the COVID-19 pandemic. In March of 2020, the highly residential College of the Holy Cross in Worcester, Massachusetts, sent almost all students home to continue their classes online—yet no online classes had ever been taught at the college before. For the first time ever, the college’s libraries were in the position to rebuild all promotional communications and activities from scratch—pivoting from a largely in-person setting to an entirely virtual setting. The team quickly created and launched social media campaigns and virtual programming and activities to engage a newly far-flung and isolated campus community. Some highlights of successful activities included poetry paired with new photography of campus, recorded faculty book talks, library staff introductions to first-year students at its virtual LibFest, and video storytelling of legends from the college archives. The Holy Cross Library Outreach team hopes that sharing its methods may help other libraries reach more patrons and playfully experiment outside of their old library marketing comfort zones. |
topic |
library outreach library marketing community engagement covid-19 coronavirus virtual outreach social media remote learning library programming liberal arts college poetry walk egg hunt faculty speakers |
url |
https://journal.marketinglibraries.org/summer2021/08_MLJv5i1.pdf |
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