Protecting one's institution's technology assets and resources is all about maximizing return on those investments--and that means driving users to take full advantage of new technology rollouts, and not sapping or overburdening help desk resources because users are not fully versed in and encouraged to use new tools. That means one will need to consistently push effective technology use to technology users. To achieve one's best return on investment (ROI), the author suggests to let one's help desk "market" technology smarts to users. In this article, the author discusses how some universities and even international institutions are thinking of ways to maximize help desk ROI. It briefly describes Louisiana State University's "Don't be a Tad" campaign which encourages students to use technology wisely and better utilize campus resources--which, in turn, means a higher ROI for the help desk.