The street team: An unconventional peer program for undergraduates

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.

Citation

Smith, M.M. and Reynolds, L.J. (2008), "The street team: An unconventional peer program for undergraduates", Library Management, Vol. 29 No. 3, pp. 145-158. https://doi.org/10.1108/01435120810855287