Branching out to a larger audience: Botswana International University of Science and Technology (BIUST) library marketing strategies in promoting Institutional Repository

Abstract

Faced with the advancement of the fourth industrial revolution whereby users are technology-driven, BIUST library repositioned itself in the financial year 2018/2019 by developing and implementing technology-mediated tools as a means of enhancing service delivery. One of the tools that was developed was an institutional repository (IR) with the intention to store, preserve and disseminate the research output produced by both the university employees and students. Like any other library services, the IR needs to be marketed and promoted for its usage to be maximized. The BIUST library conducts marketing activities to promote and create awareness on both newly acquired services and products and existing ones for full utilization for a better return on investment. This paper, therefore, focuses on the different marketing strategies used by the library to promote the IR, especially the electronic theses and dissertations community for both the internal and external audience and the anticipated impact of these marketing activities.