This paper begins with a review of the recent and pertinent literature on the use of virtual reference services in the traditional or residential college setting. Detailing the history, implementation and continuing development of a set of virtual reference services at Franklin & Marshall College provides an update of that scholarship. A picture emerges of a College Library that has continued to provide the more traditional face-to-face services, while expanding successfully into virtual services created almost completely in-house, and customizing them to fit a particular educational situation. This interactive tandem of virtual and traditional services, when coupled with a purposeful increase in marketing and outreach efforts, has had the effect of growing the use and positive perception of our resources, our Libraries, and our librarians. The construction, management, evaluation and maintenance of these services are addressed. Discussion of possible organizational costs and drawbacks, and future possibilities for the services, form the conclusion of the paper.