Building a brand and telling a story in perpetual crisis : launching a sustainable archives marketing strategy

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Cline, T., & Marcusse, M. E. (2019). Building a brand and telling a story in perpetual crisis : launching a sustainable archives marketing strategy. Public Services Quarterly. https://doi.org/doi:10.1080/15228959.2018.1488644
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Description

The American Heritage Center at the University of Wyoming began serious efforts to launch a marketing strategy in 2016, just as the University was hard-hit by a significant funding deficit. The marketing committee was tasked with modernizing and leading marketing ef- forts. Their focus was incentivizing faculty and staff colleagues to participate in the creation of effective marketing content through social media and other channels. Despite low work- place morale, unfilled positions, University instability, and turnover on the committee itself, the American Heritage Center has implemented a new marketing structure while working with limited financial and human resources.

Details
Title

Building a brand and telling a story in perpetual crisis : launching a sustainable archives marketing strategy

Author(s)

Cline, Tyler
Marcusse, Molly E.

UNC Charlotte Affiliate Type

Faculty

Publisher

Taylor and Francis

Extent

1 online resource

Date Published

2019

Material Type

Journal article

Genre

articles

Resource Type

text

Abstract

The American Heritage Center at the University of Wyoming began serious efforts to launch a marketing strategy in 2016, just as the University was hard-hit by a significant funding deficit. The marketing committee was tasked with modernizing and leading marketing ef- forts. Their focus was incentivizing faculty and staff colleagues to participate in the creation of effective marketing content through social media and other channels. Despite low work- place morale, unfilled positions, University instability, and turnover on the committee itself, the American Heritage Center has implemented a new marketing structure while working with limited financial and human resources.

Subjects--Topics

Marketing
Archives
Education, Higher
Mass media--Social aspects
Social media

Is Part Of

Public services quarterly

Volume

Vol. 14, issue 3

Beginning Page Number

265

Ending Page Number

274

Language

English

Published Version (Please cite this version)

doi:10.1080/15228959.2018.1488644

Publisher's Version

https://doi.org/10.1080/15228959.2018.1488644

Permalink

http://hdl.handle.net/20.500.13093/work:195

Rights

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