The University of Maryland Libraries launched a data-driven communications campaign to increase awareness of the expedited interlibrary loan service, UBorrow. Already well established at a handful of peer libraries, UBorrow became available to University of Maryland students, faculty and staff as a result of the university joining the Big Ten.
Swift adoption would yield substantive benefits to users and cost savings for the Libraries. Moreover, a successful launch would also support the university’s goal of underscoring the academic benefits associated with membership in the athletic conference. Guided by numbers and fueled by consistent messaging, the campaign succeeded admirably.