I think if it was me (and I'm probably not senior enough to be in this position) I would try a combination of: nice spaces, ways that library staff can support students (and teaching and research staff?), and resources (perhaps benchmarking other institutions or trying to explain why they're good?)

In this vein I think how different space in the Library appeal to different types of students (particularly thinking of your family space here) can be useful. While we think that's all normal marketing people may still be thinking about quiet stacks most of the time.

Ace thank you!