A marketing plan for Kawempe Youth Centre Library
Kikundi, Ben Edson
Adong, Elly Linda
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The importance of marketing library services and programs to users is indisputable, but developing an effective library marketing plan can be daunting for individuals new to the task. The aim of the study was to develop a Marketing Plan for Kawempe Youth Centre (KYC) Library. The objectives of the study were to: identify the services provided by the library, find out how marketing of information services is carried out in the library, investigate challenges faced in marketing of information services, identify requirements for marketing of information services and design a Marketing Plan for Kawempe Youth Centre Library. A case study research design was used while adopting both quantitative and qualitative research approaches. Questionnaires, interviews and observations were used in data collection. Convenience and purposive sampling techniques were used to select 25 library users and 2 librarians who participated in the study respectively. The study established the services at KYC which included reference services, reading space services, book loan services, Internet services, user education, photocopying and printing services. The library also manages a number of information materials which include; text books and reference books, holy books, periodicals like magazines and newspapers, reports, charts and many others. KYC staff use different methods in marketing of library services offered such as emails, social media tools such as Facebook, the library website, sign post, word of mouth, Library Websites, displays and library users visit the library in order to know about its services. The library staff faced a number of challenges while marketing the library services to the users of the library and these were; Inadequate funds, lack of computers, inadequate information materials and small reading space. The study concluded that there was a need to develop a Marketing Plan for Kawempe Youth Centre Library. The major recommendation was that KYC should implement the proposed Marketing Plan for KYC services. The other recommendations were; encourage use of ICTs Training and educating the library users, carrying out user needs surveys, provision of a conducive reading environment, use of e-services to promote the library, regular Marketing of the library, improving the quality library services, and involvement of users in marketing of library services.