Collaboration between Marketing Students and the Library : An Experiential Learning Project to Promote Reference Services

As with most academic libraries, declining reference transactions has been a concern at Illinois Wesleyan University’s Ames Library. After grappling with the problem unsuccessfully, librarians sought input from students on how to address this issue. Collaborating with a professor in the Business Administration Department, a two-class series focusing on real-world marketing issues took on the challenge of how best to promote reference services to students. Student-generated surveys and marketing ideas proved useful for making changes to the library’s reference services and for publicizing the service, resulting in an increase in reference transactions between students and librarians.