This issue shares experiences in academic outreach from both sides of the U.S.: California and Florida. There’s also a must-read piece on how to write messages so people will actually act on them.

Examples to Emulate

Reaching First-Year Students in Their First Weeks at Loyola Marymount University
By Ray Andrade and John M. Jackson
Two members of the outreach team for William H. Hannon Library plan numerous events to teach first-year students the importance of using the library all through college. In this article, Loyola Marymount University’s Ray Andrade and John M. Jackson talk about presentations, videos, and tours for students; faculty partnerships; email; and “street-style marketing.”

How-To

Want Your Messages to Lead to Action? Use the PAS Writing Structure
By Patrick “PC” Sweeney
You’ve probably written a lot of marketing messages that nobody acted on. You’ve asked people to sign up for newsletters or register for events and had just a small fraction of recipients do what you asked. How can you be more successful? Start by reading this guidance from professional library advocate Patrick Sweeney. He introduces some psychological theories and explains why they spur readers to action. It all boils down to a message-writing structure that organizations have used for decades—problem, agitation, solution. In fact, someone has likely used it on you recently.

Interviews With Marketing Masters

Maria Atilano Masters Student Outreach at UNF
By Judith Gibbons
In this interview, Judith Gibbons learns about some of the adventures in outreach that Maria Atilano has had over her 11 years at the University of North Florida. Some concepts are simple: If you want students to attend anything, buy snacks. Some are more challenging: Get “numbers, pictures, and testimonials” to constantly prove the value of having a library outreach position. Atilano’s secrets to success include learning new technology, staying flexible, and being patient.