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Marketing Electronic Reserves at a University Library

SUMMARY Jacksonville State University's Cole Library implemented electronic course reserves in 2002. As with any new service, a marketing plan was prepared to ensure success. This article details the methods used to market the new service to the faculty and students at JSU. Included is a discussion of some unexpected benefits of the marketing effort and how to address resistance to the change from a traditional print service to an electronic service. This article will help fill a gap in the literature by describing one library's attempt at marketing electronic reserves to ensure a smooth transition from traditional reserves to electronic.