It’s All in the Marketing:

  • Karen I. MacDonald, Wyoma vanDuinkerken, Jane Stephens
  • Reference & User Services Quarterly, June 2008, American Library Association
  • DOI: 10.5860/rusq.47n4.375

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.

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.

Read Publication

The following have contributed to this page: Ms Karen I. MacDonald