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

Ryan Litsey, Kaley Daniel

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

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.

Original languageEnglish
Pages (from-to)19-34
Number of pages16
JournalJournal of Interlibrary Loan, Document Delivery and Electronic Reserve
Volume23
Issue number1
DOIs
StatePublished - Jan 2013

Keywords

  • awareness
  • barriers to entry
  • campaign
  • communications
  • document delivery
  • marketing
  • services
  • technology

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