newcastle university library - pop-up library

Popping up a Library

Newcastle UniversityPPRG Marketing Excellence Event 2014

Anne Middleton, Head of Customer ServicesElizabeth Oddy, Head of Learning and Research Support Services

Newcastle University

Facts and Figures

• World-class civic University

• Member of Russell Group of universities

• 15,607 undergraduates

• 5,990 postgraduates

• 977 students at overseas campuses

• 6th for overall student satisfaction by the National Student Survey 2014

• 20th in the UK in the Complete University Guide (2014)

• 22nd in the UK in the Times/Sunday Times Good University Guide 2015

University Library

Publicity chaos!!!

Strategic marketing success

Analysis of goals

Concept development

Innovative Design

Clear & positive copywriting

Production / delivery

Feedback / Evaluation

Our approach

Prior to 2012

• No dedicated marketing team or officer

• Limited marketing experience and skills

• No budget

• No marketing plan

• Contradictory views on who, what, how etc.

Now

• Library Marketing and Communication Group

• Marketing strategy

• Some job roles now have marketing responsibilities

• Social media activity

• A budget

More space needed

• Historically one study seat per 7.5 students

• In 2013/14 one study seat per 8.8 students

• More student growth planned over next 4 years

• Concern about exam time space provision.

Student voice

Student voice

42%

27%

7%

23%

1%

Computer

Individual

Social

Group

Other

Disappointment

7 weeks to go

Objectives

1. Make students and staff aware of the alternative Library venue

2. Ensure good take up from Day 1

3. Reduce demand at all 3 libraries

4. Get a good return on investment

5. Evidence demand for more space.

Getting Support

5 weeks and counting…

Student Voice survey results

Achieved space

allocation

Visual Identity

Visual Identity

Pop up banner

Getting the message out

Getting the message out

Extending the brand

Outside…

……..and in

Daily Peak Headcount Pop-Up Library

Combined (Pop-Up and Robinson Libraries) Peak Headcount Occupancies

Getting Feedback

Getting Feedback

“The pop up library is amazing! Thought I was going to have to walk all the way back to my cold student house and use my laptop - but there's loads of extra space and free computers and it's a really good working environment! Best thing to happen on campus for ages!”

“I think Pop Up library is a very great idea since the Robbo is very packed during the exams week. .. It is also very clean.”

“The pop up library is a dream! I'm never going back to the Robinson with this little baby here!”

Thank you so much!"

Impact

• Adoption of images

• Pop Art exhibition

• New social learning space

• National Student Satisfaction Score

What’s next?

• Pop-Up Library returns

• New Library space

• Building marketing and communications capacity

Contacts

Elizabeth Oddy

Elizabeth.Oddy@ncl.ac.uk

Anne Middleton

Anne.Middleton@ncl.ac.uk

Further information

www.facebook.com/NULibraries

twitter.com/nclroblib

www.flickr.com/photos/newcastleunilibrary

www.pinterest.com/newcastleunilib/pop-up-library-2014