Marketing the library services of the University is very much essential to increase the frequency of visits, promotion, and availing of services for a better experience in the use of the library. This paper aimed to design a marketing program to improve the utilization of the reader’s services of the University of Cebu Library, Philippines. The study employs the descriptive survey method using a 5-part researcher-made questionnaire to ascertain the utilization of the library readers’ services. The respondents were the 260 faculty members and 387 college students from the different colleges who were chosen using quota sampling of 30%. The gathered data were analyzed and treated using frequency, simple percentage, rank, and weighted mean. The study reveals that the respondent groups have learned and availed of the library services through orientation. It was concluded that the marketing program improves the utilization of the reader’s services of the University of Cebu Library through the initiatives of the librarians. The researchers strongly recommend the use of the plan by the librarians through a strong support from the administrators.