Change search
ReferencesLink to record
Permanent link

Direct link
Att göra det oväntade - en utvärdering av marknadsföringskampanjen "Låna dig rik" på ett mindre folkbibliotek
Linnaeus University, Faculty of Humanities and Social Sciences, School of Cultural Sciences.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Futurum.kom is a collaborative marketing project with the aim of strengthening the internal organization of Länsbibliotek Sydost, Regionbibliotek Kalmar and the 25 public libraries within the southeast region. The project intends to externally build the brands of the public libraries in Blekinge, Kalmar and Kronobergs län. This thesis is a study and evaluation of the implementation and results of Futurum.kom’s first campaign "Låna dig rik" at a public library. The analysis is based on the following issues:

 What goals does the library have with the "Låna dig rik"-campaign.

 What is the feedback from the staff's experience of the users in terms of needs and demands?

 In which way does the library choose to implement the marketing campaign and what role do the users have in this process?

 What is the internal performance of the library's marketing campaign, what was the experience of the staff of the campaign?

 What is the external result of the library's marketing campaign?

The method is based on a case study of a single library, with a series of interviews and document analysis of written and electronic documents. The study reveals that the library`s main experience of the "Låna dig rik"- campaign was the marketing event held outside the library premises. By going outside the library and presenting themselves in a new situation and environment, they created new opportunities to meet the users and to build good relationships. The study also discovered that the library sought to combine the "Låna dig rik"-campaign with its own marketing strategy.

Place, publisher, year, edition, pages
2011. , 41 p.
Keyword [en]
marketing, public library, marketing campaign, evaluation, Futurum.kom, Låna dig rik
National Category
URN: urn:nbn:se:lnu:diva-14691OAI: diva2:445517
Subject / course
Library and Information Science
Educational program
Library and information science, 180 credits
Humanities, Theology
Available from: 2011-10-04 Created: 2011-10-04 Last updated: 2011-10-04Bibliographically approved

Open Access in DiVA

fulltext(716 kB)190 downloads
File information
File name FULLTEXT01.pdfFile size 716 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Johansson, Marie
By organisation
School of Cultural Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 190 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 410 hits
ReferencesLink to record
Permanent link

Direct link