Assessing the effectiveness of an e-resource marketing campaign in a Hong Kong academic library

In response to increased spending but decreased usage of e-resources, Hong Kong Baptist University Library organized a week-long campaign to promote its e-resources. The campaign’s effectiveness was assessed using survey data and usage statistics. Overall, the survey data showed a positive reception towards the campaign but the usage statistics of e-resources showed a mixed pattern in its impact. The sustainability of the campaign is also discussed from it being a pilot event to an annual marketing campaign, which signified the need for a concerted library marketing strategy.