Davis, Valrie. “Challenges of Connecting Off-Campus Agricultural Science Users with Library Services.” Journal of Agricultural & Food Information 8, no. 2 (January 1, 2007). 
This article summarizes the steps taken to increase awareness of library services for the Institute of Food and Agricultural Sciences of the University of Florida.  The first step in developing a marketing plan was to identify users (research or teaching faculty, extension agents, staff, and undergraduate and graduate distance learning students) and services needed (library use instruction, account activation, remote logon and interlibrary loan).  The second step was to determine what methods of communication worked best with each user group and determine marketing goals, objectives and strategies.  The third step was to develop an assessment plan.  The most valuable statistic for assessing the improvement in communication was the increase in interlibrary loan requests.  N. Mactague

Leong, J. “Marketing Electronic Resources to Distance Students: A Multipronged Approach.” Serials Librarian 53, no. 3 (2007): 77-94.
Recognizing students’ priority for electronically available articles, this paper advocates using multiple approaches for alerting students to the library’s electronic resources and advocating their use. The author highlights the benefits of a well-designed website and collaborating with faculty and lecturers through activities such as incorporating electronic resources into information literacy instruction and help guides. Also, standalone strategies are described, such as Project SelfHelp, a time-intensive program of sending links and instructions in response to individual requests, using student-friendly terminology to market resources in the library website, and advertising library resources via e-mail.  B. Fagerheim


Edwards, M. “Creating a Logo to Market Distance Learning Services.” Journal of Library Administration 45, no. 3/4 (2006): 557-558. 
The authors summarize their poster session at the Twelfth Off-Campus Library Services Conference, noting the need for libraries to create a “brand identity” for distance services with the help of a distinctive logo. The logo developed for distance services at the University of Florida’s Health Science Center Libraries is used for online and print content, enabling users to easily identify those materials as belonging to the library’s distance learning program. The poster session described how one logo was selected from among several possibilities, and how other librarians can navigate the approval process for a distance services logo at their institutions.  R. Miller

Hutchinson, Barbara S., Jerry Henzel, and Anne Thwaits.  “Using Web Services to Promote Library-extension Collaboration.” Library Hi Tech 24, no. 1 (2006): 126-141.
The authors describe the benefits and use of service oriented architecture (SOA) and web services technologies for a University of Arizona collaborative project with the Agriculture Network Information Center (AgNIC) to develop a calendar web application for Arizona Cooperative Extension web sites.  The paper details the selection and application of XML, WSDL, UDDI, SOAP, and Flash technologies for the project.  As a result the county extension webmasters were able to customize the output and control profiles to deliver appropriate calendar items to their clientele.  Similar web-based applications could be deployed to deliver information from a central database to sites at a distance while supporting local control of content selection and display.  Further readings on SOA and the selected web technologies are referenced.  J. Hutton

Lillard, Linda L. “Marketing Research Relationships to Promote Online Student Success.” Journal of Library Administration 45, no. 1/2 (2006): 267-277.
Drawing upon experiences as an embedded librarian in online nursing courses, the author affirms the advantages of such participation in developing personalized research relationships with students and in partnering with faculty to develop effective research assignments.  However surveys of the students disclosed a lingering reluctance to request assistance from librarians even when they were readily available. Improved marketing of library services is recommended to remedy these low expectations.  Relationship marketing based on repeated contact between customer and provider is proposed as an effective model for academic libraries, particularly in serving the needs of online distance learners.  Plentiful citations and references provide valuable guidance to supplemental resources.  J. Hutton

Ramsay, Karen M. and Jim Kinnie. “The Embedded Librarian.” Library Journal  131, no. 6 (2006): 34-5.
This short article covers several services offered by the authors’ library for distance students and other patrons who do not visit the physical building. In response to the growing number of asynchronous distance education classes at the university, the library advertised an embedded librarian program to faculty, whereby a librarian would be available to interact with students within the course management system. The librarian sends e-mail messages timed to specific assignments and answers individual questions. Also, the library implemented an instant messenger program and created a library blog. The article includes information about how the library reached out to faculty for the embedded librarian program and some ways the library plans to market the blog.  B. Fagerheim