It’s All in the Marketing: A Virtual Reference Marketing Campaign at Texas A&M University

What is it about?

This case study describes the design, implementation, and evaluation of a marketing campaign to promote the use of a new virtual reference service at Texas A&M University. The overall impact of the marketing campaign on the use of the service is discussed.

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Why is it important?

Current information science literature says that library services need to be marketed to users. While the literature has a lot of advice on how to develop a marketing plan, there have been few reports on the actual implementation of a marketing campaign and the resulting impact on academic library services. This study addresses that gap.