The University of Iowa

Waterloo Public Library Marketing Campaign to Promote Business Services

WPL
Academic Year 
2020-2021
College/Department 
Business: Marketing Institute
Project Partner 
Led by 

Juniors in the Tippie College of Business Marketing Institute developed a marketing strategy to help the Waterloo Public Library increase outreach to the business community in Waterloo. 

As part of its 2020-2025 Strategic Plan, the Waterloo Public Library wants to increase its outreach to the business community. This includes start-ups and established businesses. The library and its staff offer a variety of services and resources for businesses including assistance with secondary research, training on how to use social media, and meeting / conference rooms that can be used free of charge.  The library wants to be viewed as more than a place to check-out books. They want local businesses to view them as an extension of their organizations.  

Marketing student teams created public relations and marketing campaigns to generate awareness among the business community of the library’s services.

The Marketing Institute teams will competed against each other to pitch their campaign idea, with the winning team selected by the library’s staff.