As more students, faculty, and staff from traditionally underrepresented groups enter universities and colleges, academic libraries must find ways to reach out to these groups in order to better meet their unique educational needs. In this article, librarians from two large public universities describe how they used data about their communities to determine which underserved groups might need additional outreach, and then marketed library tools and services to student veterans, students with disabilities, and lesbian, gay, bisexual, and transgender (LGBT) students.