[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-601679-105":3,"detail-sidebar-cat-0-en-105":81,"doc-detail-601679-en":130},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":74,"head_meta":76,"extra_data":78,"updated_unix":80},105,"en","marketing-the-library-in-an-on-line-university-to-help-achieve-information-literacy","Marketing the Library in an On-line University to Help Achieve Information Literacy","","An entrepreneurial librarian advances the embedded librarian concept by marketing a virtual library across a fully online university. Rather than waiting for students to come to a physical reference desk, she develops an approach that builds information literacy through classroom integration and proactive promotion to students, faculty, and administration. The work frames marketing as awareness and access, aligns goals with retention and ACRL distance-learning standards, and highlights the need for written information literacy policies.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/document/","Document",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/document/research-report/","Research & Report",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/document/marketing-the-library-in-an-on-line-university-to-help-achieve-information-literacy/601679/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/marketing-the-library-in-an-on-line-university-to-help-achieve-information-literacy/601679.png","ImageObject",300,407,{"name":42,"@type":43},"anakgang17","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-30","2026-10-15",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",8,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"Why does an online library need a different marketing approach than a brick-and-mortar library?","Question",{"text":63,"@type":64},"An online library lacks a physical purchase point like a help desk, so it must create a comparable “point of purchase” to encourage users to seek support. The librarian also proactively promotes services to distance learners, faculty, and administrators.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"How does the librarian plan to improve retention and information literacy?",{"text":68,"@type":64},"The university’s goal is to increase student retention, and the librarian believes that insinuating the library and its services into classrooms will raise information literacy and support that retention target. She emphasizes that simply increasing database usage is not enough.",{"name":70,"@type":61,"acceptedAnswer":71},"What standards and policies influence the librarian’s strategy?",{"text":72,"@type":64},"The ACRL distance-learning library standards stress that students should become information literate by graduation and that access entitlement applies equally to distance learners. The librarian finds a lack of formal university information literacy policy and argues for developing written standards.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},601679,1792627137,{"code":4,"msg":82,"data":83},"success",[84,88,92,96,101,106,111,114,119,122,126],{"id":22,"doc_module":4,"doc_module_name":25,"category_name":85,"show_sort_weight":86,"slug":87},"Story & Novel",90,"story-novel",{"id":26,"doc_module":4,"doc_module_name":25,"category_name":89,"show_sort_weight":90,"slug":91},"Literature",80,"literature",{"id":33,"doc_module":4,"doc_module_name":25,"category_name":93,"show_sort_weight":94,"slug":95},"Exam",70,"exam",{"id":97,"doc_module":4,"doc_module_name":25,"category_name":98,"show_sort_weight":99,"slug":100},5,"Comic",60,"comic",{"id":102,"doc_module":4,"doc_module_name":25,"category_name":103,"show_sort_weight":104,"slug":105},6,"Technology",50,"technology",{"id":107,"doc_module":4,"doc_module_name":25,"category_name":108,"show_sort_weight":109,"slug":110},7,"Healthcare",40,"healthcare",{"id":55,"doc_module":4,"doc_module_name":25,"category_name":29,"show_sort_weight":112,"slug":113},30,"research-report",{"id":115,"doc_module":4,"doc_module_name":25,"category_name":116,"show_sort_weight":117,"slug":118},9,"Religion & Spirituality",20,"religion-spirituality",{"id":117,"doc_module":4,"doc_module_name":25,"category_name":120,"show_sort_weight":117,"slug":121},"World Cup","world-cup",{"id":123,"doc_module":4,"doc_module_name":25,"category_name":124,"show_sort_weight":123,"slug":125},10,"Lifestyle","lifestyle",{"id":127,"doc_module":4,"doc_module_name":25,"category_name":128,"show_sort_weight":97,"slug":129},19,"General","general",{"code":4,"msg":82,"data":131},{"doc_id":79,"user_id":132,"nickname":42,"user_avatar":133,"doc_module":4,"category_id":55,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":55,"language":139,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":140,"faqs":141,"seo_title":142,"seo_description":12,"update_tm":143,"read_time":117},962090883568,"https://ap-avatar.wpscdn.com/davatar_a8503ba1806abce46bf441b54a3ca4cd","Marketing the Library in an On-line University to Help Achieve Information Literacy  \nBy Jennifer Murphy  \nAbstract  \nAn entrepreneurial librarian takes the embedded librarian concept one step further at a completely on-line university and markets the virtual library to students, faculty and administration rather than wait for customers to come to the library. York and Vance (2009) make the observation that “one obstacle to marketing an embedded librarian service is that there is no consensus on what to call this practice”(p. 206) . This librarian agreed and as her goal was to “win favor and confidence by imperceptible degrees”(Merriam-Webster, 2013) she chose to call it insinuation of the library.  \nIntroduction  \nAn on-line library has no point of purchase, a counter where the customer buys the product, to entice the buyer. Unlike a brick and mortar school, where the reference counter serves as the point of purchase and is “ intended to make approaching the desk for help less intimidating”, an online library needs to find a comparable point of purchase to encourage its customers to approach the imaginary desk (Duke, MacDonald and Trimble, 2009, p. 111) . As stated by Gandhi (2002), when speaking of marketing to distance students,“academic librarians have to proactively promote their services to distance learners” as well as, to faculty and administrators (p. 151) . Marketing is defined as “the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc.”(Merriam-Webster, 2013) and is a universal term whether your product is a car or an online library.  \nThe University set a lofty goal of increasing retention of its students by ten percent in a year and the librarian was convinced that increasing information literacy by insinuating the library and its services into the classroom would contribute to the achievement of this goal. However, when she attempted to find the university’s information literacy standards she found that, although the student handbook’s “Learning outcomes”  \nreferenced life-long learning skills, leveraging information and technology to achieve goals, and the ability to solve real world problems, there was no formal policy. The Standards for distance learning library services adamantly stress that students are entitled to become information literate by the time they graduate, and that it is the library’s mandate to ensure this happens (ACRL, 2008, p. 565) . Being an on-line student should not be a detriment as emphasized by the ACRL standards “principle of access entitlement” which states every distance learner has the right to access the same information and learn the same information literacy skills that a student in a brick and mortar college would learn (ACRL, 2008, p. 558) . It was clear to the librarian that in order to achieve an increase in library sales, so to speak, she must first convince the administration that [the University] needed to embrace the importance of information literacy by developing written standards. The bones of information literacy were there, but needed some flesh on the skeleton. It was not sufficient to simply increase the number of library customers by increasing database usage, it was necessary to increase information literacy in general.  \nBackground  \n“In 1999 [the University] became the first accredited private virtual university without a physical campus”(Gandhi, 2003, p. 139) . Founder, Glenn Jones, believed passionately that education should be available to everyone, everywhere; a belief echoed by the American Library Association as stated by Saunders (2008)“the free flow of information, and the knowledge to access and interpret that information, is essential to American society (p. 305) . However, in June 2011 [the University] was placed on notice by its accrediting agency, the Higher Learning Commission (HLC) . One of the concerns cited was improvement of retention rates in all programs","cbCaifl6aWK037t9","https://ap.wps.com/l/cbCaifl6aWK037t9","pdf",151217,"English","# Introduction\n# Background","[{\"question\":\"Why does an online library need a different marketing approach than a brick-and-mortar library?\",\"answer\":\"An online library lacks a physical purchase point like a help desk, so it must create a comparable “point of purchase” to encourage users to seek support. The librarian also proactively promotes services to distance learners, faculty, and administrators.\"},{\"question\":\"How does the librarian plan to improve retention and information literacy?\",\"answer\":\"The university’s goal is to increase student retention, and the librarian believes that insinuating the library and its services into classrooms will raise information literacy and support that retention target. She emphasizes that simply increasing database usage is not enough.\"},{\"question\":\"What standards and policies influence the librarian’s strategy?\",\"answer\":\"The ACRL distance-learning library standards stress that students should become information literate by graduation and that access entitlement applies equally to distance learners. The librarian finds a lack of formal university information literacy policy and argues for developing written standards.\"}]","Marketing the Library in an On-line University to Help Achieve Information Literacy | PDF",1792093225]