viii Contents Marketing Resources 34 Physical Resources 34 Electronic Resources 39 Marketing Services 40 Enable Academic Success 41 Facilitate Information Access 42 Transform Scholarly Publishing 42 Quick Tips 44 From the Field 44 From the Field 46 References 48 Chapter 4. Marketing from the Heart 51 Empathy and Student Needs 52 Benefits 54 Sharing Stories 58 Giving Back 60 Caring about Concerns 62 Quick Tips 63 From the Field 63 From the Field 66 References 68 Chapter 5. Diversity, Equity, and Inclusion 71 Definitions 72 Diversity 72 Equity 73 Inclusion 74 Diversity and Marketing 74 Libraries and DEI 75 DEI in Marketing Teams 76 Marketing with Sensitivity and Awareness 78 A Note on Universal Design 81 What You Can Do Right Now 82 Quick Tips 83 From the Field 84 From the Field 86 References 89 Chapter 6. Assessing the Program 93 What Is Library Marketing Assessment? 93 Creating Measurable Outcomes 95 Assessing Marketing Efforts 96 Assessment Methods 97 Best Practices 100
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