The primary objective of the case study was to develop promotional plans that the library could put into practice to entice students and faculty to come to the library more frequently for both study and socializing, and to increase usage of all library resources either on-site or remotely. Creating a brand image for the library as the primary information resource in the university community was seen as an important component of the promotional plans. Furthermore, many of the students wanted to convey the message that use of the library could enhance a student's education. It was deemed critical to present a consistent and compelling message in all promotions to change students and faculty perceptions and behaviors to understand that the renovated library could address patron needs on multiple levels.