Marketing from the inside out: How we marketed to staff to spread the word to our members

Abstract

This paper discusses how the New Zealand Institute of Chartered Accountants Library marketed their services to staff members at the Institute, to enable the staff to market to members. By raising awareness of what services the library provides, the library team could ensure that more people would market their services to the 33,000 members they serve. The paper outlines the positive experiences that the library created for staff members, as well as meetings with various business units to discuss library services before summarising the quantitative results showing that the marketing is having an impact on use of the library services.