Bursting out of the box Outreach to the millennial generation through student services programs

Purpose - This article aims to summarize recent outreach efforts at The Washington State University Libraries. Taking outreach beyond the traditional library liaison relationship produced unexpected partnerships across campus with such diverse groups as New Student Programs and Residence Life. Design/methodology/approach - The Library Instruction Department at Washington State University was looking for areas where expanded efforts would be most beneficial to the majority of its students. Connection was resumed with liaison areas, which had been previously established, to bring a focus to student needs. Offices centered on student life, such as Residence Life and New Student Programs, were the focal point of these efforts. Findings - WSU's Library Instruction Department was welcomed as a partner program most everywhere it went. Consequently new areas of outreach have been established where none had existed previously and the library's reputation has been boosted campus-wide. Practical implications - Results include a more visible library presence across campus as well as opportunities for future collaborative relationships that bring research, education and university life together. Discussion of various programs and activities provide details about the challenges of making these connections and the rewards in making new contacts that publicize library services in non-traditional means. Originality/value - Because so much is on the web, marketing the academic library in a personalized manner has become increasingly important on a large university campus. Establishing alternative marketing strategies geared towards the primary student audience will help build relationships across campus and consequently bring students through the doors.