There are two useful Web sites to help to create a marketing library plan " Marketing Our Libraries" and "Library Success: A Best Practices Wiki." Each contains a wealth of links to marketing plans, success stories, articles, and vast of resources for successful marketing for your Library and its services.
Also, Brian Mathews published his first book, "Marketing Today's Academic Library: A Bold New Approach to Communicating with Students" (ISBN 978-0-8389-0984-3) in March 2009 by ALA Editions.
I met Mr. Mathews at FLA fall conference at Edison College where he gave a presentation on how he managed his responsibilities at Georgia Tech, at his previous workplace.
Currently, he is an assistant university librarian for outreach and academic services at the University of California in Santa Barbara.
The content of Library marketing could be different, but it's all about storytelling. This is a birthplace of creative juices for any type of library.