In this second episode of the four-part series, Stephanie Espinoza Villamor and Kimberly Shotick, coauthors of Practical Marketing for the Academic Library, discuss the primary audiences of library marketing initiatives, and how messaging differs based on the distinct needs of students, faculty, and administration. In addition, our guests highlight the benefits of strong relationships with administrative staff, such as budgetary support or connections to departments across campus. Last, Stephanie and Kimberly differentiate between the traditional “marketing for the mind” and the more modern “marketing for the heart.” Through the empathetic approach of the heart, librarians can better reach the “whole student” by considering patron anxieties, Generation Z’s online habits, and the basic human needs of today’s students.

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