It's All in the Marketing: The Impact of a Virtual Reference Marketing Campaign at Texas A&M University

Authors

Karen I. MacDonald, Georgia State UniversityFollow
Wyoma vanDuinkerkenFollow
Jane StephensFollow

Document Type

Article

Publication Date

1-11-2008

Abstract

Current information science literature says that library services need to be marketed to users. While the literature has lots 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 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.

Comments

Accepted for publication in Reference and User Services Quarterly, (2008), published by the American Library Association.

Recommended Citation

MacDonald, K. I., vanDuinkerken, W., & Stephens, J. (2008). It's all int he marketing: The impact of a virtual reference marketing campaign at Texas A&M University. Reference & User Services Quarterly, 47(4), 375-385.