Introduction xvii library and the goals that should tie back to the library’s (and institution’s) overall strategic plan. CHAPTER 2: DEFINING YOUR AREAS Here, we define the structure of academic library marketing, ensuring that those who participate in marketing efforts understand the meaning behind common marketing terms, how they differ from each other, and how they intersect. There are many ways to reach your audience, and many types of audiences you can segment. CHAPTER 3: MARKETING FOR THE MIND Traditional, and still very necessary, information resources and services are discussed in this chapter as they are marketed (primarily) to students for the purpose of accomplishing academic goals and advancing knowledge. The “mind” refers to the more logical brain that needs and receives such information resources and services in an academic library setting. CHAPTER 4: MARKETING FROM THE HEART This chapter, by contrast, focuses on the “heart” of the student—catering to their nonacademic needs that will also bring them into the library. Stu- dent engagement can be increased by taking into account the student as a whole person with multiple, diverse identities. We address empathetic mar- keting and building human relationships. CHAPTER 5: DIVERSITY, EQUITY, AND INCLUSION We address the importance of both fostering diversity in your marketing team and marketing with sensitivity and awareness while acknowledging our privilege as White/White-passing library workers ourselves. This chap- ter is geared toward educating the White, dominant identity audiences in power who do not have the lived experiences of historically underrepre- sented populations but do have the power to make change. CHAPTER 6: ASSESSING THE PROGRAM Here, we share different forms of assessment practices and ways to report your data and findings in order to demonstrate the value of the library to stakeholders. This also allows us to make evidence-based decisions for change.