Increasing Patron’s Outreach and Engagement through Relationship Marketing: A Case Study

Increased diversity, demographics, and population shifts in higher education have led many academic libraries to reexamine their marketing efforts adopt strategies that promote relationships inclusivity. This requirement has become more prominent among serving a highly diverse user community, particularly racially ethnically campus. Adopting model cultivates meaningful long-term with customers ensures satisfaction loyalty the library brand. Using promotional examples from James White Library, this article addresses library’s relationship strategy an increasingly multicultural environment.