To that end, Zion & Zion consultants met with key internal stakeholders including representatives from various library departments such as Rare Collections, Government Documents, and Business Reference, as well as external stakeholders such as students, faculty, and community business leaders. The purpose of these meetings was to identify the key perceived and actual strengths and weaknesses of the library in the eyes of both its employees and its customers in order to prioritize the areas requiring development and to identify the foundation and assets that the library could build upon.

As a result of interviews, meetings, and focus groups, the following areas were agreed upon as targets: customer service strategy, online communication, and brand development.

Over the course of the year, Zion & Zion developed a series of recommendations, which have since been implemented by ASU. Specifically, Zion & Zion worked with key library personnel to redefine the library's approach to marketing and its associated customer service strategy. Our consultants proposed a program of podcasts and increased e-communication, which has now become the foundation of the library's outreach; and Zion & Zion facilitated a series of co-branding events between the ASU library and ASU organizations such as the Virginia Piper Center for Creative Writing as well as between the ASU library and nationally recognized brands such as Cereality.

Due to the superior results that were achieved, Zion & Zion was asked by the Arizona Library Association to conduct a marketing workshop for public and private libraries throughout the state.