Introducing Discovery Systems to Academic User Communities

This chapter provides information about why marketing a new discovery system is important both for libraries and for users. It also presents a case study of the American University Library experience in marketing a new discovery system, including an innovative technique for viral marketing. Results of the marketing program probably contributed to overall use of the discovery system, but did not guarantee system success as reflected in user responses to the system. Recommendations based on lessons learned from the American University Library experience and from marketing best practices that can be applied to planning, branding, publicity venues, language, and assessment are presented to assist other libraries.