Many academic libraries face similar marketing challenges related to institutional repositories (IRs): how to motivate faculty and students to participate in a service they did not know they needed and with which they are unfamiliar? To incentivize undergraduate Capstone submissions to the IR, Pacific University Libraries developed a faculty-nominated Senior Project Award program. After years of low faculty participation in the Award, I helped address this marketing challenge by investigating why the program was not successful, researching common practices at other universities, and developing a detailed plan to revise and promote an enhanced incentive program at Pacific University.