Marketing of library services at Bugiri Public Library

Abstract

The project study examined the marketing of library resources at Bugiri Public Library. The project aimed at designing marketing plan for Bugiri Public Library services. The study used a case study research design while adopting qualitative research approach. Data collection methods included: unstructured Questionnaire and interviews, participant observation and document reviews to collect data on access and use of library resources. The study used a sample size of 100 who included: ninety five (95) library users and five (5) library staff. Data was analyzed using Microsoft Excel software. The findings of the study revealed that: there were various services offered by the library including library resources but they are not maximally utilized by the library users. Further, Books are most preferred library resources and patrons are highly confortable with them. Additionally, access and utilization of library information is an important element of research activities for library users and a great physical space saving component to the library. Also, the study indicates that as social media are most needed components to market library resources. It was also found out that the benefits of using library resources outweighed the challenges. Identified challenges in the access of resources, included: limited user education, computer illiteracy and limited skills among the library staff. The study therefore concludes: in order to maximally utilize the available resources at Bugiri Public Library services, a marketing plan was important. This would minimize on the number of challenges currently faced, hence optimum utilization of the available resources. The study recommends adoption of the designed marketing plan for library resources at Bugiri Public Library. Other recommendations include: Continuous user education programs such as orientation which should be carried out by the administration of the library since the library users range from students, lecturers, and external users of the resources so as to equip each type of user with the necessary skills for accessing library resources to their full potential.