Crisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report

When the Auraria Library building closed due to the COVID-19 pandemic on March 18, 2020, library staff documented the procedures taken to shut down and move services online. As the pandemic wore on, the document grew from merely tracking the spring 2020 service disruptions to a robust report outlini...

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Autores principales:	Browning, Sommer, Freedman, Alex
Formato:	article
Lenguaje:	EN
Publicado:	Marketing Libraries Journal 2021
Materias:	documentation internal marketing crisis communication marketing communications Bibliography. Library science. Information resources Z
Acceso en línea:	https://doaj.org/article/67e0343037334601be9eaa3e13859b99
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spelling	oai:doaj.org-article:67e0343037334601be9eaa3e13859b992021-11-11T13:37:50ZCrisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report2475-8116https://doaj.org/article/67e0343037334601be9eaa3e13859b992021-11-01T00:00:00Zhttps://journal.marketinglibraries.org/fall2021/02_MLJv5i2.pdfhttps://doaj.org/toc/2475-8116When the Auraria Library building closed due to the COVID-19 pandemic on March 18, 2020, library staff documented the procedures taken to shut down and move services online. As the pandemic wore on, the document grew from merely tracking the spring 2020 service disruptions to a robust report outlining how the pandemic affected library usage and larger organizational structures. This was an internal document to be used by library staff; however, the library’s communications coordinator saw a marketing opportunity: transform a crisis report into an external marketing tool. The communications coordinator used the Adobe Creative Cloud suite of software applications to create robust and rich media elements based on specific color themes that could easily be repurposed for multiple communication channels, in line with the “hub-and-spoke” model of content creation. The transformed report would be used to further the library’s overarching brand story of being an impactful resource for research and student success.Browning, Sommer Freedman, Alex Marketing Libraries Journalarticledocumentationinternal marketingcrisis communicationmarketing communicationsBibliography. Library science. Information resourcesZENMarketing Libraries Journal, Vol 5, Iss 2, Pp 4-26 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	documentation internal marketing crisis communication marketing communications Bibliography. Library science. Information resources Z
spellingShingle	documentation internal marketing crisis communication marketing communications Bibliography. Library science. Information resources Z Browning, Sommer Freedman, Alex Crisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report
description	When the Auraria Library building closed due to the COVID-19 pandemic on March 18, 2020, library staff documented the procedures taken to shut down and move services online. As the pandemic wore on, the document grew from merely tracking the spring 2020 service disruptions to a robust report outlining how the pandemic affected library usage and larger organizational structures. This was an internal document to be used by library staff; however, the library’s communications coordinator saw a marketing opportunity: transform a crisis report into an external marketing tool. The communications coordinator used the Adobe Creative Cloud suite of software applications to create robust and rich media elements based on specific color themes that could easily be repurposed for multiple communication channels, in line with the “hub-and-spoke” model of content creation. The transformed report would be used to further the library’s overarching brand story of being an impactful resource for research and student success.
format	article
author	Browning, Sommer Freedman, Alex
author_facet	Browning, Sommer Freedman, Alex
author_sort	Browning, Sommer
title	Crisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report
title_short	Crisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report
title_full	Crisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report
title_fullStr	Crisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report
title_full_unstemmed	Crisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report
title_sort	crisis report to marketing tool: the auraria library’s covid-19 report
publisher	Marketing Libraries Journal
publishDate	2021
url	https://doaj.org/article/67e0343037334601be9eaa3e13859b99
work_keys_str_mv	AT browningsommer crisisreporttomarketingtooltheaurarialibraryscovid19report AT freedmanalex crisisreporttomarketingtooltheaurarialibraryscovid19report
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Crisis Report to Marketing Tool: The Auraria Library’s COVID-19 Report

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