Anytime, Anywhere: Branding Library Services, A case study of Texas Tech’s Document Delivery Department

In executing an effective marketing campaign, especially one featuring a complex process, the academic or public library must combine marketing ideas with technological developments to lower barriers of entry. This was the case with Texas Tech’s Document Delivery Department. In conjunction with the University Libraries’ Communications and Marketing Department, Texas Tech’s Document Delivery Department embarked on a project to raise awareness of Document Delivery and the services it offers. Below is a case study on lowering the barriers of entry to a service and how to effectively brand a service in order to raise awareness.