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Abstract
The increase in smartphone ownership presents new opportunities for libraries to reach their users beyond traditional communication channels. This article describes a grant-funded project to design and develop a smartphone application to enhance library outreach activities at the University of North Carolina at Charlotte's J. Murrey Atkins Library. Adapting strategies commonly used by retailers in proximity marketing, the application utilizes technologies such as Bluetooth and iBeacon to deliver information about resources and services directly to mobile devices when users enter the library. The authors describe the project's initial development process and offer future directions for mobile marketing technology in libraries.