Re‐branding academic libraries in tough times: Attracting students through marketing

To outline and explain the importance of strategies for marketing academic libraries.

Case study of Waterford Institute of Technology Libraries.

Libraries have existing resources available to them to initiate highly effective and affordable marketing strategies.

The retention of existing patrons, attracting new patrons, streamlining and updating resources, and generating revenue.

Re‐confirming the relevance of academic libraries as the primary source and repository of information services.

Outlining of achievable strategies for success in difficult financial times for library staff and academic communities.