It's all in the marketing: The impact of a virtual reference marketing campaign at Texas A&M University Academic Article uri icon


  • 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 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. 2008 American Library Association. All rights reserved.

published proceedings


author list (cited authors)

  • MacDonald, K. I., vanDuinkerken, W., & Stephens, J.

citation count

  • 32

complete list of authors

  • MacDonald, Karen I||vanDuinkerken, Wyoma||Stephens, Jane

publication date

  • January 2008