may 23, 20151 bloody brilliant! promoting information literacy at leeds university library katy...
TRANSCRIPT
April 18, 2023 1
Bloody Brilliant!Promoting information literacy
at Leeds University Library
Katy Sidwell
University Library
April 18, 2023 2
Time to wake up!
Find someone you don’t know4 minutes to answer these questions (1 minute each, 1 minute to write on post-its – work fast!)
What do YOU think marketing is? How do you market your information literacy sessions? Why did you choose to come to this short talk?
University Library
April 18, 2023 3
A bit of theory
What is marketing?
Selling someone something they don’t needSpending lots of money on advertisingBrainwashing children into pestering their parents‘Spinning’ or manipulating the facts
University Library
April 18, 2023 4
Marketing is the management process that identifies, anticipates and satisfies customer requirements [profitably] (CIM, 2005)
Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends (Palmer, 2001)
University Library
April 18, 2023 5
Which means? The 7Ps
Marketing mix
Product
Place
PricePromotion
People
Physicalevidence
Process
•Course•Content•Length
•Online•In library•In dept
•Charge?•Fine?•Cost to customer
•Booking•Reminders•Follow-up
•Refreshments•Temperature•Noise•Signposting•Litter
•Trainers•Staff
University Library
April 18, 2023 6
Promotion – marketing communications
Advertising Direct marketing Personal selling Public relations Sales promotion Sponsorship
AUDIT
POOR
ACCEPTABLE
ACCEPTABLE
ACCEPTABLE
University Library
April 18, 2023 7
Before
Printed Publicity 28 page booklet Black on white poster listing courses offeredOnline publicity Library webpages – text-heavy, numerous
University Library
April 18, 2023 8
How did you find out? 2004-2005Student Personal Development
6%
Personal recommendation
12%
Publicity25%
Webpages48%
Email9%
University Library
April 18, 2023 9
Bookings 2004-2005
Staff/external 219
Research Postgraduate 414
Taught Postgraduate 334
Undergraduate 85
University Library
April 18, 2023 10
Bookings 2004-2005
• Staff/external 219 Research Postgraduate 414 Taught Postgraduate 334• Undergraduate 85
University Library
April 18, 2023 11
Marketing communications planning
What needs are our courses satisfying? What are the benefits?What is the market?
Segmentation What attributes should the message have?
Engaging Personal Meaningful
What action / behaviour do we want to achieve?
University Library
April 18, 2023 12
AIDA (Strong, 1925)
Attention eye-catching bright colours for students simple, direct, energetic, active design
Interest/Desire personal testimonials persuasive through positive messages reminder of a need (perhaps unidentified)
Action Are you missing out? Call to action Web address for online booking
University Library
April 18, 2023 13
After
Printed publicity colourful posters simplified and concise leaflet Online publicity Library webpages – revamped on needs basis Internal intranet (campusweb) Student and Staff Development website
University Library
April 18, 2023 17
How did you find out about the workshop?
2004-2005Student Personal Development
6%
Personal recommendation
12%
Publicity25%
Webpages48%
Email9%
2005-2006
Email8%
Student Personal Development
8%
Personal recommendation
10%
Publicity39%
Webpages35%
University Library
April 18, 2023 18
Bookings
2004-2005
Bookings
2005-2006Increase
Staff/external 219 251 15%
Research Postgraduate 414 572 38%
Taught Postgraduate 334 344 3%
Undergraduate 85 181 113%
University Library
April 18, 2023 19
Bookings 2004-2005
• Staff/external 251 15% increase Research Postgraduate 572 38% increase Taught Postgraduate 344 3% increase• Undergraduate 181 113%
increase
University Library
April 18, 2023 20
What next?
PortalIncrease market penetration – Staff, undergraduates Market research – Focus groups, academic staffFeedback form reviewMerger with Skills Centre
University Library
April 18, 2023 21
References
CIM. (2005). Marketing and the 7Ps: a brief summary of marketing and how it works. London: CIM. Available online: <http://www.cim.co.uk/mediastore/FactFiles/Factifile7ps.pdf>Palmer, Adrian. (2001). Principles of service marketing. 3rd ed. London : McGraw-Hill. Dibb, Sally et al. (2006). Marketing: concepts and strategies. 5th ed. Boston : Houghton Mifflin.De Chernatony, L. (1993). The 7 building blocks of brands. Management Today, March, 66-67.Strong, E.K. (1925). The psychology of selling. New York: McGraw-Hill.