Resources—Anytime, Anywhere: Branding Library Services, A Case Study of Texas Tech's Document Delivery Department

Abstract

To execute an effective marketing campaign, especially one featuring a complex process, the library must combine marketing ideas with technological improvements that lower barriers to entry. In conjunction with the University Libraries’ Communications and Marketing Department, Texas Tech's Document Delivery Department embarked on a project to raise user awareness of Document Delivery and the services it offers. This case study examines how Texas Tech's Document Delivery Department lowered its barriers to entry for services and branded the service in order to raise awareness.