From Idea to Instagram: How an Academic Library Marketing Committee Created a Character for the YouTube Generation
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2016-05
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Garzynski, J., Putnam, L., and Woznicki, L. (May 2016) From idea to Instagram: How an academic library marketing committee created a character for the YouTube generation. In Brad Eden (Ed.), Marketing and Outreach for the Academic Library: New Approaches and Initiatives. Lanham, MD: Rowman & Littlefield.
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Abstract
After observing low usage statistics for a handful of library services, Albert S. Cook Library’s Marketing Committee decided to create videos to promote underutilized resources. In past videos, the library relied on student actors, but it became increasingly difficult to find students willing to participate. As a result, the library purchased a puppet and then created videos featuring him. This chapter details how committee members created the puppet’s persona and scripted, filmed, edited, promoted and assessed the effectiveness of these videos. The chapter concludes with considerations for other libraries wishing to develop their own character-centric promotional campaigns.