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Academic institutions struggle to differentiate themselves in the eyes of prospective students. Schools use their institutional missions to communicate their unique purposes and goals with core constituencies, but often the mission is not shared during recruitment. Academic libraries can assist in recruiting students by communicating the institution's mission through their collections. This paper aims to focus on the efforts of Brigham Young University's L. Tom Perry Special Collections.

This case study examines the approach of Brigham Young University's L. Tom Perry Special Collections, which has worked with its campus admissions office by serving as a stop on campus tours for high‐priority academic and athletic recruits.

These tour sessions are more than just quick show‐and‐tell sessions; they are opportunities to discuss the university's unique “Aims of a BYU Education”.

The case study provides new perspectives on how academic libraries can demonstrate value by tying their services and collections to recruitment efforts and to the mission of their parent institutions.