Marketing and Communication with Stakeholders

In order to get the word out about your new book club, you need to tap into the existing channels of communication on your campus. As our case study indicated, all channels of communication matter.

Brainstorm the major channels that exist on your campus. Who uses them? What are their pros and cons?  Refer to your stakeholder list to make sure that they are represented in this activity.

Channel Type                                              Used By                                                                     Pros and Cons


Campus TV Screen                         Students                                                           Highly visible

If you create a list, you will have a list of channels to use, and have verified that each of your stakeholder groups can be reached.

Here are some resources for Digital Rights Free images that you might use for marketing:

Next, you will need to jot out the message relevant to each stakeholder, and will further make some notes about when you want to be communicating these messages. An example is included for reference.

Note: There is no one size fits all model for communicating with stakeholders.  Some of this will depend on best practices on your campus.


Message for Students to be sent out two week prior to the end of the previous term (e.g.):

“Are you interested in joining a social justice oriented book club? We’ll be reading The Hate U Give and discussing issues of police violence.”  …



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Book Clubs in Academic Libraries: A Case Study and Toolkit by Johanna Jacobsen Kiciman and Alaina C. Bull is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.

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