Marketing has been applied as an important tool for academic libraries to reach their
institutional and social goals. This marketing plan aims to propose the repositioning of
the Libraries System (Sistema de Bibliotecas – SIBI) of the Federal University of Para
(Universidade Federal do Pará – UFPA), coordinated by the Central Library (Biblioteca
Central), which is presented as the biggest library networking system in Brazilian
Amazon. As specific objectives, it seeks to analyse the marketing environment, to
determine institutional objectives and goals and to define repositioning strategies
through SIBI/UFPA’s marketing mix. It is developed using as its methodology focal
group interview, brainstorms and systemized informational filtering. Through the
analysis of the SIBI’s strengths, weaknesses, opportunities and threats, and so of its
targeting, it proposes strategic actions of institutional marketing, endormarketing and
promotional marketing, in order to consolidate, in its final, technical and internal
public’s mind, as a stimulating working environment, as a technical and technological
reference and a bridge between national and international institutions and the local
information unities; and as a information networking system available to the whole
academic community, acting based on convenience, speed and relevance.
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