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Article Information:
Title:
The street team: An unconventional peer program for undergraduates
Author(s):
Michael M. Smith, Leslie J. Reynolds
Journal:
Year:
2008
Volume:
Issue:
Page:
145 - 158
ISSN:
0143-5124
DOI:
10.1108/01435120810855287
Publisher:
Emerald Group Publishing Limited
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Abstract:
Purpose – The purpose of this paper is to report on a program being developed by the Texas A&M University business librarians to employ a street team construct to promote the resources and services of the Texas A&M University's West Campus Business Library and to leverage the importance of “peer relationship” so evident in today's university student.
Design/methodology/approach – The paper is a descriptive analysis of the program.
Findings – This unique marketing program seeks to increase the awareness of Texas A&M University business students to the resources and services of the West Campus Business Library. By tapping into the youthful energy of these very students, the program proposes to utilize cutting edge cultural and social trends that are aimed to improve communications with its most important customers.
Practical implications – The program seeks to improve communication with students at an extremely low cost.
Originality/value – Discussion includes the rationale for adopting the guerilla marketing technique of street teams, the program planning process, and a discussion of assessment strategies.
Keywords:
Academic libraries, Library management, Students
Article Type:
Conceptual paper