EFFECTIVENESS OF LIBRARY ADVOCACY, MARKETING STRATEGIES OF LIBRARY SERVICES AMONG ACADEMIC LIBRARY STAFF (A STUDY OF THE POLYTECHNIC IBADAN)

This study examined the effectiveness of library advocacy and marketing strategies of library services among academic library staff at the Polytechnic Ibadan Library. The objectives were to determine the level of advocacy used by the library to promote its services, assess the awareness of advocacy and marketing among students, faculty and staff, and evaluate the effectiveness of various marketing strategies employed by the library. A descriptive survey design was adopted, and structured questionnaires were administered to fifty (50) respondents comprising students, faculty members and library staff. Data were presented in tables using frequency counts and percentages and were analyzed thematically in line with the research questions. Findings revealed that the Polytechnic Ibadan Library actively uses open days, exhibitions, social media platforms and orientation programmes to promote its services, with orientation of new students recording the highest rating. Students exhibited high awareness of library services while faculty and administrative staff showed moderate to low levels of awareness, indicating a gap in advocacy and outreach. Results further showed that interactive and digital marketing strategies such as staff friendliness, interpersonal relationships, exhibitions, digital access to information, customer relations and outreach services were rated highly effective, whereas traditional passive tools like bulletins, flyers, and suggestion boxes were rated low. The study concluded that although the library has demonstrated strong commitment to advocacy and marketing, more inclusive, innovative and digitally driven strategies are required to reach all user groups effectively. The study recommends that the library strengthen faculty- and staff-focused advocacy, intensify the use of digital platforms, improve user-centered marketing approaches, train library personnel on modern advocacy techniques, and engage in active lobbying for funding and sponsorship to enhance service delivery. The findings of this study contribute to the understanding of how library advocacy and marketing strategies influence awareness and utilization of library services in Nigerian academic libraries. Keywords: Library advocacy, marketing strategies, academic libraries, Polytechnic Ibadan, Nigeria.