An academic library's most powerful constituents are faculty and admin istrators. In an attempt to satisfy the needs of individual departments and faculty members, many libraries employ subject specialists. To the degree that a subject specialist is proactive, or the department is heavily dependent on the library's services, those needs will be met. However, few libraries have developed systematic programs to reach all faculty members or to begin targeting university administrators as a special user group. The rationale for doing so is twofold: to educate them on the growing role of information technology in research and teaching, and to enhance their support for new electronic resources. At George Wash ington University, the position of faculty outreach librarian was created to fill such a need. This article discusses how that position evolved, the projects initiated, and the outcomes that have led to revised marketing strategies.ne of the most important activi ties of any library is to recog nize its most powerful and in fluential constituents. In public libraries, that constituency is the library board; in special libraries, it is the execu tive director and his or her assistants; in academic libraries, it is university admin istrators and faculty. The last group might surprise some readers, who would argue that students-the raison d'être for any institution and a major source of its revenue-are the most powerful group and hence most demanding of a library's at tention. Such a view has prevailed in both the published literature and actual prac tice: although faculty and students shape collection development decisions, almost all user education efforts are targeted to students. The underlying assumption is that faculty and administrators (who in previous incarnations were usually fac ulty) are seasoned scholars who either have received formal training in informa-
